What If Advertising Was Honest? | Sylvester Chauke | TED

翻訳: Haruna Itogawa 校正: Eriko Tsukamoto

I've spent the last 25 years as a brand architect,

私は過去25年間 ブランディングに携わり

helping brands rise, thrive and conquer.

数々のブランドの成功を手助けしてきました

Yet it struck me like a lightning bolt the other day

ところが最近 衝撃的なことに気づき

不安に襲われてしまったのです

when I had a realization that left me feeling uneasy.

Have I been helping brands destroy the world?

“私は世界を壊す手助けをしていたのか” と

Don't get me wrong, I've had the privilege to craft

誤解しないでください

創造力を生かして人の心を動かすのは 素敵なことで

and see the power of creativity shape minds and win hearts.

It's an exciting job.

楽しい仕事です

でも 世界の状況を見て思ったのです

But looking at the state of the world today,

could the influence industry of advertising and PR be harming people,

広告業界がしていることは

人々を傷つけ

influencing wrong behaviors,

間違った行動を促し

encouraging a world of excessive consumerism

購買欲を過剰にあおっているのか

which as a result has led to overconsumption,

それが ひいては大量消費や環境破壊

environmental degradation,

deaths and a shallow fixation on material possessions?

人の死や 空しい物欲に繋がっているのだろうか と

The thing about advertising and PR is that it can be sneaky.

広告やPRには したたかな面があります

You know, it's like that one friend

まるでパーティーに

who brings both chocolate cupcakes

ケーキとサラダの両方を持参する 友人のように

and kale salad to the party.

One minute, we charm consumers with catchy jingles

楽しい歌や文句で 消費者を魅了したかと思えば

and hilarious commercials,

and the next, we're bombarding them with messages for things they don't need.

必要ない物まで しつこく押しつけるのです

It's impossible not to notice an advertising and PR industry

広告業界が 直接的にも間接的にも

that is directly and indirectly nudging the world

世界を環境破壊へ導いているのは 誰の目にも明らかです

toward ecological collapse.

And I must say, even just saying that feels like a punch in the gut

業界の人間として 自分で言っていても 腹を殴られた気分になります

for someone immersed in the world of advertising and PR.

So I can imagine my fellow industry peers looking at me right now thinking,

同業者は私を見て こう思うでしょう

"Dude, what the hell?"

“一体どうした？” と

But we must admit,

でも 認めざるを得ません

the world is going through a spectacle of epic proportions.

私たちは世界規模の困難に直面しています

You know, from energy supply crisis

エネルギー供給危機や

to food supply crisis, rising inflation, etc. etc.

食糧供給危機 インフレの上昇など

It's like the headlines of a blockbuster movie,

まるで大ヒット映画の世界ですが

only this time it's real life, and it's happening in my own life.

残念ながら これらは現実に起きていることです

I live in Johannesburg,

私が住むヨハネスブルグでは

where our electricity supply gets cut off due to load shedding,

負荷制限のために電力供給が止められ

you know, resulting in hours and hours of daily power cuts.

毎日 何時間も停電が起きます

When load shedding was initially introduced,

負荷制限の導入は衝撃的なことでした

it shocked everyone.

電力不足がこれほど深刻になり

Just the idea of facing such a severe power shortage

and its profound impact on our lives was completely unimaginable.

その影響を被るなど思いもしませんでした

Something that we never thought would happen is actually happening.

想像すらしなかったことが 実際に起きているのです

Climate change is no joke,

気候変動も深刻です

and you know things are getting real when you see snow in Johannesburg.

ヨハネスブルグで雪が降ると 特に痛感します

You know, it's like Mother Nature is playing a prank on us.

自然のイタズラかと思うほどです

I live and work in the most unequal country on the planet,

南アフリカは 世界で最も不平等な国のひとつで

with acute inequality being our reality.

深刻な不平等が私たちの現実です

So you can only imagine then,

だからこそ 我々が広告で発信するメッセージは

how critical the messages that we put out in advertising and PR

can be within this context.

非常に重いのです

So this is kind of personal for me.

私個人にとっても 大事な問題です

And to be honest,

こうした問題は

these issues are not only happening in Johannesburg, South Africa.

ヨハネスブルグのみならず 世界中で起きています

We are seeing these issues happen everywhere else around the world.

But here's the tension.

厄介なのは

To tackle overconsumption,

大量消費の解決には

we seriously have to reduce what we consume

消費する物と量を減らすことが 必要不可欠です

and how much we consume.

And of course, the irony for me

私を含め 3910億ドル規模の業界にとって皮肉なことに

and my 391-billion-dollar industry

is that our day-to-day jobs require us to impel everyone

我々の仕事は とにかく人々に購入を促すことです

to buy, buy, buy and buy.

So as a result,

結果的に 広告業界は “滅茶苦茶な消費” を生み出しました

we have created a "mess-terpiece," you know, a mess,

using our influence to drive excessive consumerism.

影響力を利用して 大量消費へ導いた結果です

So how then, do we, as an advertising and PR industry,

では 広告業界として 犯した過ちを償う方法は？

atone for our missteps?

I wish there was a pill we could take

薬を飲んで ポンと解決したらいいのですが

and then -- poof -- problem solved.

But this is not going to be the easiest thing to do.

簡単なことではありません

How do we tell our clients that we need to sell less

商品を大量に売りたい顧客に

when all they want from us is to move tons and tons of products off the shelves?

販売量を減らす必要性をどう伝えるのか？

Should we reconsider or consider not advertising ever?

もはや宣伝をしないべきなのか？

I mean, this sounds a little bit bonkers, right?

ナンセンスに思えますよね

But it is indeed a massive undertaking.

でも重要な取り組みなのです

But the gift of creativity is our tool for change.

創造力は変化を起こすツールです

We can use this tool to fight excessive consumerism

創造力で 大量消費の社会に 変革をもたらすことができます

and make a huge difference.

And it all starts with the Honesty Squad.

すべては オネスティ・スクワッドから始まります

The thing is, if we can convince people to buy more,

広告で購買欲をかきたてられるのなら

we can convince people to buy less,

買う量を減らすなど 責任ある買い方を促せるはずです

to buy differently or to buy responsibly.

So imagine every advertising and PR agency struts its stuff

想像してください

すべての広告代理店が オネスティ・スクワッドと組み

with the Honesty Squad,

meticulously scrutinizing campaigns

創造性や戦略的な面だけでなく

not only from a creative perspective or from a, I suppose,

環境保護の面からも 宣伝の仕方を吟味したとしたら？

strategic perspective,

but also from an environmental perspective.

So the Honesty Squad presents a paradigm shift

オネスティ・スクワッドは 大量消費の解決に重点を置き

in how we operate as an industry

by placing particular emphasis on stopping excessive consumerism.

広告業界のあり方を変えようとしています

So imagine what the possibilities could be with this.

それが実現した世界を想像してみてください

An industry that is all about making people think twice before they buy.

よく検討してから購入することを 奨励する業界

An industry making stuff that doesn't trash the planet.

地球を汚さない商品を作る業界

An industry saying no to throwaway culture.

使い捨て文化を よしとしない業界

We're talking about changing how individuals shop.

つまり 個人の消費行動を変え

Getting governments to make better rules and getting industries to be eco-friendly.

よりよい政策を実現させ

環境に優しい生産を促し

So to be an industry with the superpower of conscious.

環境意識の高い業界にしていくのです

So what will the Honesty Squad do exactly?

オネスティ・スクワッドは 具体的に何をするのか？

On a glaringly obvious level,

まず当然なのは

we would stop advocating and sanitizing for oil companies.

石油会社の不都合な面を隠して 擁護することを止めるんです

True.

まったくです

(Applause)

（拍手）

According to Adweek, nearly 300 agencies

広告業界誌「Adweek」によると

約300の広告代理店と６の大手持株会社が

and six major holding companies

are currently servicing fossil fuel clients,

化石燃料会社と取引しています

and it's hard to ignore that the situation seems quite irrational, right,

現在の深刻な気候変動の影響を考えると

in light of the severe climate change impacts that we're witnessing today.

明らかに不合理なことです

But anyway, my team and I decided to kind of have a bit of fun.

ともあれ

私はチームと共に 面白い試みをしました

And so we put together some ad samples, some examples,

オネスティ・スクワッドが 問題解決の一助となる方法を示すため

just to showcase how the Honesty Squad could tackle

some of the challenges that we have to face.

広告を試作しました

So look at this example.

ご覧ください

"Of course, we want you to eat our burger ...

“うちのバーガーを食べてほしいけど”

But try our plant-based option.

“植物ベースの方を試してみて”

It's yummy."

“美味しいから！”

Here's the thing.

ポイントは

Excessive meat consumption harms the planet,

肉の大量消費は環境負荷が高く

and that's because many people are unaware of this fact.

その事実は よく知られていません

And as an advertising and PR industry,

そして広告業界は

環境に優しい代替案を示す努力を 十分にしていません

we haven't done enough to showcase alternatives which are better

for the planet.

And we definitely need to just change that.

これは変えるべきです

Simple, right?

単純ですよね

Look at this next example.

次の例です

"If you make these jeans your new BFF, your old pair gets a new home.

“このジーンズを相棒に迎えたら”

“古い方に新しい居場所を探すこと 約束ね”

Deal?"

使わなくなった物を 誰かに譲るよう促しています

This is really all about making sure that we encourage people to give away stuff

they don't use,

because we cannot be sending stuff to landfills

ゴミを埋め立て続けるわけには いかないからです

time and time again.

Are you with me?

分かってきました？

Right.

次の例です

"Keeping up with the Joneses again?"

“まだお隣さんと対抗してるの？”

This is the next example.

"Stop it already."

“もうやめよう”

We seriously have to challenge this culture

成功と幸福を誇示する手段として

where people are constantly being encouraged

物を消費する欲をあおる文化は

to consume stuff and to buy stuff

in order for them to look successful or to look happy.

どうにかしないといけません

消費者に対抗意識を芽生えさせ

And this intense pressure we put on consumers

to keep up with the Joneses

and live lives they don't afford

身の丈以上の生活を強いる必要など ありません

is really, really not necessary.

We've got to just stop that.

廃れるべきです

The next example,

次の例です

"We could tell you that this drink will make you look cool and stuff,

“これを飲むと格好よく見える”

“そう言えばウソになる”

but we would be lying.

It just tastes good, you know, full stop."

“とにかく美味い 以上”

So many people consume stuff

見られたいイメージをSNSで発信したくて 物を買う人がいます

in order to showcase a certain image on social media.

I mean, we really, definitely need to just change that, right?

これも変える必要がありますよね

The last example, "Three for two sounds good,

最後です

“２つ買ったら１つ無料 でも本当にハンドクリーム50個も必要？”

but do you really need 50 tubs of hand lotion all at once?"

Like, come on, right?

買いすぎでしょう？と

So you could imagine the Honesty Squad then

オネスティ・スクワッドは 消費者のサポート役として

as your kind of personal wingman, you know,

helping you, you know, stay away from unnecessary shopping.

無駄な消費を防ぐ助けになるのです

And I think many of us would definitely benefit from that, right?

大勢の役に立つと思いませんか

So you can see that there are a lot of opportunities,

大量消費を止めるために 工夫できることは色々あるのです

from a creative perspective,

for us to do some really good work and change that.

But the other thing that excites me about my industry,

業界の人はよく知っていることですが

and we know this very well,

is that we appreciate a fabulous pat on the back.

広告業界は称賛されることが好きです

And creative awards actually do that, you know?

それを行うのが広告賞です

So let's celebrate then campaigns that reduce waste,

広告賞を通じて

廃棄物の削減や 環境に配慮した消費を促したり

you know, campaigns that encourage mindful shopping,

you know, campaigns that reduce or rather,

リサイクルやリユースを奨励する広告を 評価しましょう

you know, recycle old products for reuse,

like this exciting campaign by Ikea.

このイケアの広告が良い例です

In Norway alone,

ノルウェーだけでも

over three million pieces of furniture are thrown away each year.

毎年300万点以上の家具が廃棄されています

Three million.

And for Ikea to deal with this problem,

イケアは改善策として

they decided to collect all old Ikea furniture

様々な事情で不要になった家具を回収して 店舗で販売しました

and actually sell it,

別れや離婚などの事情で 不要になった家具を利用したのです

utilizing the reasons why they were no longer needed.

So reasons like breakups, divorce, you know, etc.

So what Ikea did was effectively take the old furniture

古い家具を効率的に回収し再販する イケアの試みは

and resell it to new customers in their stores.

非常に素晴らしいです

How cool is that?

This is exactly how the Honesty Squad rolls,

これぞオネスティ・スクワッドの理想で

and I think we need to be doing a lot more of that as an industry.

業界としても推進していくべきです

So it is loud and clear everywhere around the world

今のやり方を続けるわけにはいかない と

that we cannot continue going the way we've been going.

世界中で叫ばれています

And as an industry,

業界としては

we cannot be tone deaf in a world that is screaming for a refresh.

改革を求める声に耳を塞ぐことはできません

And of course, all those negative ninjas out there will say,

もちろん 批判的なことを言う人もいるでしょう

"This will never work.

“どうせ失敗する”

This can never happen."

“実現不可能だ” と

But can you imagine if it did?

本当にそうでしょうか？

Think about it.

例えば 少し前まで

Not so long ago,

we used to advertise cigarettes unashamedly.

たばこは堂々と宣伝されていました

Now we don't.

今は違います

So these changes could seriously change the way we live.

こうした改革が私たちの生活を 劇的に変えることができるのです

But what excites me more about all of this

私が希望を抱いているのは

is that creativity can really solve these problems,

創造力には問題解決の力があるということ

and do so on a large scale.

それも大きなスケールで

So let's leverage our core strengths of creativity and influence

だから皆さん 地球に生きる仲間として

創造力と影響力を生かして 問題解決に取り組みましょう

to tackle some of the challenges that we are facing

as a global community.

But to do that,

そのためには 広告が地球環境や人々に与えている影響を

we'd have to be really honest about the impacts

that our advertising and PR is having on our planet and on our people.

正直に認めることが重要です

I believe it's not impossible,

不可能ではないと信じています

even though I may have had an utterly horrifying realization about what I do

業界の人間として 広告の恐ろしさを知る私でも

as an agency owner and as a brand architect,

可能だと信じています

I do see the immediate opportunity

広告が持つ創造性を

for us to channel this gift of creativity of our industry into a powerful ally.

強力な味方として生かせると確信しています

Because, you know, as consumerism reaches unprecedented levels

ここまで消費主義が激化し 気候変動が深刻になった今こそ

and the climate crisis intensifies,

our role as the advertising and PR industry

広告業界が世界を変える手助けになり得るのです

can be that pivotal intervention that the world needs right now.

So let's embrace this responsibility, my friends,

だから皆さん この責任を受け入れましょう

which is really all about making right for the brands that we represent,

つまり ブランドを正しく宣伝するだけでなく

but also doing right for the planet and for its people.

地球や人々のためになる行動をする責任です

Let's do that.

共に取り組みましょう

Thank you.

ありがとうございました

(Cheers and applause)

(歓声と拍手)