Steve Howard: Let's go all-in on selling sustainability

196,564 views ใƒป 2013-10-21

TED


์•„๋ž˜ ์˜๋ฌธ์ž๋ง‰์„ ๋”๋ธ”ํด๋ฆญํ•˜์‹œ๋ฉด ์˜์ƒ์ด ์žฌ์ƒ๋ฉ๋‹ˆ๋‹ค.

๋ฒˆ์—ญ: Damin Park ๊ฒ€ํ† : Jaeri Seperack
00:12
I've spent my life working on sustainability.
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์ €๋Š” ํ™˜๊ฒฝ ์œ ์ง€๋ฅผ ์œ„ํ•œ ์ผ์„ ํ•˜๋ฉฐ ์ œ ์ผ์ƒ์„ ๋ณด๋ƒˆ์Šต๋‹ˆ๋‹ค.
00:15
I set up a climate change NGO
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"๋” ํด๋ผ์ด๋งท ๊ทธ๋ฃน"์ด๋ผ๋Š”
00:17
called The Climate Group.
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๋น„์ •๋ถ€ ๊ธฐ๊ตฌ๋ฅผ ์„ธ์› ๊ตฌ์š”.
00:18
I worked on forestry issues in WWF.
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์„ธ๊ณ„ ์ž์—ฐ ๋ณดํ˜ธ ๊ธฐ๊ธˆ(WWF)์—์„œ๋Š” ์ž„ํ•™ ๊ด€๋ จ ๋ฌธ์ œ๋ฅผ ๋งก์•˜์—ˆ์ฃ .
00:21
I worked on development and agriculture issues
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๋˜ ์œ ์—”์—์„œ๋Š”
00:23
in the U.N. system.
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๊ฐœ๋ฐœ๊ณผ ๋†์—…์— ๊ด€ํ•œ ์ผ์„ ํ–ˆ์–ด์š”.
00:25
About 25 years in total,
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๋Œ€๋žต 25๋…„๋™์•ˆ ๊ทธ๋Ÿฐ ์ผ๋“ค์„ ํ•˜๋‹ค๊ฐ€,
00:27
and then three years ago, I found myself talking to
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3๋…„ ์ „์—
00:30
IKEA's CEO about joining his team.
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์ด์ผ€์•„(IKEA)์— ์ž…์‚ฌํ–ˆ์Šต๋‹ˆ๋‹ค.
00:33
Like many people here, well,
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์—ฌ๊ธฐ ๊ณ„์‹  ๋ถ„๋“ค๊ณผ ๋งˆ์ฐฌ๊ฐ€์ง€๋กœ
00:35
I want to maximize my personal impact in the world,
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์ €๋„ ์ œ๊ฐ€ ์ด ์„ธ์ƒ์— ๋ผ์น  ์ˆ˜ ์žˆ๋Š” ์˜ํ–ฅ์„ ๊ทน๋Œ€ํ™” ์‹œํ‚ค๊ณ  ์‹ถ์œผ๋‹ˆ
00:39
so I'm going to explain why I joined the team there.
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์ œ๊ฐ€ ์™œ ์ด์ผ€์•„์— ์ž…์‚ฌํ–ˆ๋Š”์ง€ ์„ค๋ช…ํ•ด ๋“œ๋ฆฌ๊ฒ ์Šต๋‹ˆ๋‹ค.
00:44
But first, let's just take three numbers.
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์šฐ์„  ๊ทธ ์ „์— ์ˆซ์ž 3๊ฐœ๋ฅผ ์งš์–ด๋ณผ๊ฒŒ์š”.
00:47
The first number is three:
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์ฒซ๋ฒˆ์งธ ์ˆซ์ž๋Š” 3์ž…๋‹ˆ๋‹ค:
00:49
three billion people.
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30์–ต๋ช…์˜ ์‚ฌ๋žŒ๋“ค (3 billion).
00:50
This is the number of people joining
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์ด ๋งŽ์€ ์ˆซ์ž์˜ ์‚ฌ๋žŒ๋“ค์ด
00:52
the global middle class by 2030,
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2030๋…„๊นŒ์ง€ ๋ชจ๋‘ ๊ฐ€๋‚œ์—์„œ ๋ฒ—์–ด๋‚˜
00:54
coming out of poverty.
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์ค‘์‚ฐ์ธต์ด ๋  ๊ฒ๋‹ˆ๋‹ค.
00:55
It's fantastic for them and their families,
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๊ทธ๋“ค๊ณผ ๊ทธ ๊ฐ€์กฑ๋“ค์—๊ฒŒ๋Š” ์•„์ฃผ ๋ฉ‹์ง„ ์ผ์ด์ฃ .
00:58
but we've got two billion people in the global middle class today,
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ํ•˜์ง€๋งŒ ํ˜„์žฌ ์ „ ์„ธ๊ณ„์˜ ์ค‘์‚ฐ์ธต ์ธ๊ตฌ๊ฐ€ 20์–ต๋ช…์ธ ์ƒํƒœ์—์„œ
01:01
and this swells that number to five,
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๋ชจ๋‘ ํ•ฉ์ณ 50์–ต๋ช…์ด ๋˜๋ฉด
01:03
a big challenge when we already have resource scarcity.
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์ง€๊ธˆ ์ง๋ฉดํ•ด ์žˆ๋Š” ์ž์› ๋ถ€์กฑ ๋ฌธ์ œ๋Š” ๋” ์‹ฌ๊ฐํ•ด์งˆ ๊ฒ๋‹ˆ๋‹ค.
01:06
The second number is six:
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๋‘๋ฒˆ์žฌ ์ˆซ์ž๋Š” 6์ž…๋‹ˆ๋‹ค:
01:08
This is six degrees centigrade,
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์„ญ์”จ 6๋„,
01:10
what we're heading towards in terms of global warming.
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์ง€๊ตฌ ์˜จ๋‚œํ™”๋กœ ์ธํ•ด์„œ ์˜ค๋ฅด๋Š” ์˜จ๋„์ž…๋‹ˆ๋‹ค.
01:13
We're not heading towards one degree or three degrees
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1๋„๋‚˜ 2๋„,
01:15
or four degrees, we're heading toward six degrees.
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4๋„๋„ ์•„๋‹ˆ์—์š”, 6๋„๊ฐ€ ์˜ค๋ฅด๊ณ  ์žˆ์–ด์š”.
01:17
And if you think about it, all of the weird weather
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์ง€๋‚œ ๋ช‡๋…„๊ฐ„์˜
01:20
we've been having the last few years,
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๋น„์ •์ƒ์ ์ธ ๋‚ ์”จ๋“ค์€
01:22
much of that is due to just one degree warming,
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๋Œ€๋ถ€๋ถ„ ๊ณ ์ž‘ 1๋„๊ฐ€ ์˜ฌ๋ผ์„œ ๊ทธ๋žฌ๋˜ ๊ฒ๋‹ˆ๋‹ค.
01:24
and we need CO2 emissions to peak
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์ „ ์„ธ๊ณ„ ์ด์‚ฐํ™”ํƒ„์†Œ ๋ฐฐ์ถœ๋Ÿ‰์€
01:27
by the end of this decade globally
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2020๋…„ ๋‚ด์— ์ตœ๊ณ ์กฐ๋กœ ์˜ฌ๋ž๋‹ค๊ฐ€
01:29
and then come down.
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์ค„์–ด๋“ค๊ธฐ ์‹œ์ž‘ํ•ด์•ผ ํ•ฉ๋‹ˆ๋‹ค.
01:31
It's not inevitable, but we need to act decisively.
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ํ”ผํ•  ์ˆ˜ ์—†์ง„ ์•Š์ง€๋งŒ, ์šฐ๋ฆฐ ๋‹จํ˜ธํ•˜๊ฒŒ ํ–‰๋™ํ•ด์•ผ ํ•ด์š”.
01:35
The third number is 12:
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์„ธ๋ฒˆ์งธ ์ˆซ์ž๋Š” 12์ž…๋‹ˆ๋‹ค:
01:36
That's the number of cities in the world
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์ด ์ˆซ์ž๋Š” ์ „ ์„ธ๊ณ„์—์„œ
01:38
that had a million or more people
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์ œ ํ• ๋จธ๋‹ˆ๊ฐ€ ํƒœ์–ด๋‚˜์…จ์„ ๋•Œ,
01:40
when my grandmother was born.
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๋ฐฑ๋งŒ ํ˜น์€ ๊ทธ ์ด์ƒ์˜ ์ธ๊ตฌ๋ฅผ ์ˆ˜์šฉํ–ˆ๋˜ ๋„์‹œ์˜ ๊ฐฏ์ˆ˜์—์š”.
01:41
You can see my grandmother there.
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์ œ ํ• ๋จธ๋‹ˆ๋„ ๊ทธ ๋•Œ ๊ณ„์…จ์–ด์š”.
01:43
That was in the beginning of the last century.
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์ง€๋‚œ ์„ธ๊ธฐ์˜ ์ดˆ๋ฐ˜์ด์—ˆ์ฃ .
01:45
So just 12 cities. She was born in Manchester, England,
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๊ทธ๋ž˜์„œ ๊ณ ์ž‘ 12๊ฐœ์˜€์–ด์š”. ํ• ๋จธ๋‹ˆ๋Š” ์„ธ๊ณ„์—์„œ 9๋ฒˆ์งธ๋กœ ํฐ ๋„์‹œ์ธ
01:47
the ninth largest city in the world.
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์˜๊ตญ์˜ ๋ฉ˜์ฒด์Šคํ„ฐ์—์„œ ํƒœ์–ด๋‚˜์…จ์ง€์š”.
01:49
Now there are 500 cities, nearly,
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์ง€๊ธˆ์€ ๊ฑฐ์˜ 500๊ฐœ์˜ ๋„์‹œ์—
01:52
with a million people or more in them.
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๋ฐฑ๋งŒ ํ˜น์€ ๊ทธ ์ด์ƒ์˜ ์ธ๊ตฌ๊ฐ€ ๊ฑฐ์ฃผํ•˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
01:54
And if you look at the century from 1950 to 2050,
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๋Œ€๋ถ€๋ถ„์˜ ๋„์‹œ๋“ค์€
01:57
that's the century when we build all the world's cities,
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1950๋…„๋ถ€ํ„ฐ 2050๋…„ ์‚ฌ์ด์—
02:01
the century that we're in the middle of right now.
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๊ฑด์„ค๋˜์—ˆ๊ณ , ์•ž์œผ๋กœ๋„ ๊ฑด์„ค๋  ๊ฑฐ์—์š”.
02:03
Every other century was kind of practice,
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๊ทธ ์ „ ์‹œ๋Œ€๋Š” ์—ฐ์Šต์ด๋‚˜ ๋‹ค๋ฆ„ ์—†์—ˆ์ง€๋งŒ
02:06
and this lays down a blueprint for how we live.
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๊ทธ๊ฒƒ์ด ํ˜„์žฌ์— ์šฐ๋ฆฌ๊ฐ€ ์‚ฌ๋Š” ๋ฐฉ์‹์— ์ฒญ์‚ฌ์ง„์„ ์ œ๊ณตํ–ˆ์Šต๋‹ˆ๋‹ค.
02:11
So think about it.
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ํ•œ๋ฒˆ ์ƒ๊ฐํ•ด๋ด…์‹œ๋‹ค.
02:13
We're building cities like never before,
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์šฐ๋ฆฐ ์˜ˆ์ „๊ณผ๋Š” ์ „ํ˜€ ๋‹ค๋ฅด๊ฒŒ ๋„์‹œ๋ฅผ ๊ฑด์„คํ•˜๊ณ  ์žˆ๊ณ 
02:16
bringing people out of poverty like never before,
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์‚ฌ๋žŒ๋“ค์„ ๊ฐ€๋‚œ์—์„œ ๊ตฌ์›ํ•˜๊ณ  ์žˆ์œผ๋ฉฐ
02:18
and changing the climate like never before.
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๊ธฐํ›„๋ฅผ ๋ณ€ํ™”์‹œํ‚ค๊ณ  ์žˆ์–ด์š”.
02:21
Sustainability has gone from a nice-to-do
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ํ™˜๊ฒฝ ์œ ์ง€๋Š” ํ•˜๋ฉด ์ข‹์€ ๊ฒƒ์—์„œ
02:24
to a must-do.
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๊ผญ ํ•ด์•ผ ํ•˜๋Š” ๊ฒƒ์œผ๋กœ ๋ฐ”๋€Œ์—ˆ๊ตฌ์š”.
02:25
it's about what we do right here, right now,
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๋˜ ์ง€๊ธˆ ์—ฌ๊ธฐ์„œ ์šฐ๋ฆฌ๊ฐ€ ๋ฌด์—‡์„ ํ•˜๋Š”๊ฐ€
02:28
and for the rest of our working lives.
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๊ทธ๋ฆฌ๊ณ  ์•ž์œผ๋กœ ๋ฌด์—‡์„ ํ•˜๋Š”๊ฐ€์— ๋‹ฌ๋ ค ์žˆ์Šต๋‹ˆ๋‹ค..
02:32
So I'm going to talk a little bit about
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์ด์ œ ๊ธฐ์—…๋“ค์ด ๋ฌด์—‡์„ ํ•  ์ˆ˜ ์žˆ๋Š”์ง€
02:34
what business can do
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๊ทธ๋ฆฌ๊ณ  ์ด์ผ€์•„ ๊ฐ™์€ ๊ธฐ์—…์ด ๋ฌด์—‡์„ ํ•  ์ˆ˜ ์žˆ๋Š”์ง€
02:35
and what a business like IKEA can do,
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์–˜๊ธฐํ•ด๋ณด๊ฒ ์Šต๋‹ˆ๋‹ค.
02:37
and we have a sustainability strategy
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์ €ํฌ์˜ ํ™˜๊ฒฝ ์ง€์† ๊ฐ€๋Šฅ์„ฑ ์ „๋žต์ธ
02:40
called "people and planet positive"
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"๊ธ์ •์ ์ธ ์‚ฌ๋žŒ๊ณผ ํ–‰์„ฑ"์€
02:42
to help guide our business to have a positive impact on the world.
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์ด์ผ€์•„๊ฐ€ ์ด ์„ธ์ƒ์— ๊ธ์ •์ ์ธ ์˜ํ–ฅ์„ ๋ผ์น  ์ˆ˜ ์žˆ๋„๋ก ๋„์™€์ค๋‹ˆ๋‹ค.
02:46
Why would we not want to have a positive impact
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์™œ ์šฐ๋ฆฌ๊ฐ€ ์ด ์„ธ์ƒ์— ๊ธ์ •์ ์ธ ์˜ํ–ฅ์„
02:48
on the world as a business?
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์ฃผ๊ณ  ์‹ถ์–ดํ•˜์ง€ ์•Š๊ฒ ์Šต๋‹ˆ๊นŒ?
02:51
Other companies have sustainability strategies.
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๋‹ค๋ฅธ ๊ธฐ์—…๋“ค๋„ ๊ทธ๋“ค๋งŒ์˜ ์ „๋žต์ด ์žˆ์Šต๋‹ˆ๋‹ค.
02:53
I'm going to refer to some of those as well,
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๊ทธ๊ฒƒ๋“ค๋„ ์ฐธ์กฐํ• ๊ฑฐ์—์š”.
02:55
and I'm just going to mention a few
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๊ทธ๋ฆฌ๊ณ  ์šฐ๋ฆฌ์˜ ๋ช‡๊ฐ€์ง€ ์ž„๋ฌด๋“ค์„
02:56
of the commitments as illustrations that we've got.
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์˜ˆ๋กœ ๋“ค์–ด๋ณด๊ฒ ์Šต๋‹ˆ๋‹ค.
02:59
But first, let's think of customers.
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์ผ๋‹จ ์†Œ๋น„์ž๋“ค์— ๋Œ€ํ•ด ์ƒ๊ฐํ•ด๋ด…์‹œ๋‹ค.
03:01
We know from asking people from China to the U.S.
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์ €ํฌ๋Š” ์ค‘๊ตญ์—์„œ ๋ฏธ๊ตญ๊นŒ์ง€ ์„ค๋ฌธ ์กฐ์‚ฌ๋ฅผ ์‹ค์‹œํ•˜์—ฌ
03:05
that the vast majority of people care about sustainability
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๊ฑฐ์˜ ๋Œ€๋ถ€๋ถ„์˜ ์‚ฌ๋žŒ๋“ค์ด ํ™˜๊ฒฝ ์ง€์† ๊ฐ€๋Šฅ์„ฑ์ด๋ผ๋Š” ๊ฒƒ์„
03:08
after the day-to-day issues,
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์ผ์ƒ์˜ ์ผ๋“ค๋ณด๋‹ค ๋’ท์ „์— ๋‘”๋‹ค๋Š” ๊ฒƒ์„ ์•Œ์•„๋ƒˆ์–ด์š”.
03:10
the day-to-day issues of, how do I get my kids to school?
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์˜ค๋Š˜์€ ์•„์ด๋ฅผ ํ•™๊ต์— ์–ด๋–ป๊ฒŒ ๋ณด๋‚ด์ง€?
03:13
Can I pay the bills at the end of the month?
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์›”๋ง์— ๊ณ ์ง€์„œ ์š”๊ธˆ์„ ๋‚ผ ์ˆ˜ ์žˆ์„๊นŒ? ์ด๋Ÿฐ ๊ฒƒ๋“ค์ด์š”.
03:15
Then they care about big issues like climate change.
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๊ทธ ํ›„์—์•ผ ๊ธฐํ›„ ๋ณ€ํ™”๊ฐ™์€ ํฐ ์ผ๋“ค์„ ์‹ ๊ฒฝ์จ์š”.
03:18
But they want it to be easy, affordable and attractive,
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ํ•˜์ง€๋งŒ ์‚ฌ๋žŒ๋“ค์€ ๊ทธ ๋ฌธ์ œ๊ฐ€ ์‰ฝ๊ณ , ๊ฐ๋‹นํ•  ์ˆ˜ ์žˆ๊ณ , ํฅ๋ฏธ๋กœ์šด ๊ฒƒ์ด๊ธฐ๋ฅผ ๋ฐ”๋ž์ง€์š”.
03:22
and they expect business to help,
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๊ทธ๋ฆฌ๊ณ  ๊ธฐ์—…์ด ๋„์šธ๊ฑฐ๋ผ๊ณ  ์˜ˆ์ƒํ–ˆ๊ธฐ ๋•Œ๋ฌธ์—
03:24
and they're a little bit disappointed today.
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์ง€๊ธˆ์€ ์กฐ๊ธˆ ์‹ค๋งํ•œ ์ƒํƒœ์ž…๋‹ˆ๋‹ค.
03:27
So take your mind back and think
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ํ•œ๋ฒˆ ์˜› ๊ธฐ์–ต์„ ๋– ์˜ฌ๋ ค์„œ
03:30
of the first sustainable products.
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์ฒ˜์Œ ๋‚˜์˜จ ์ง€์† ๊ฐ€๋Šฅํ•œ ์ œํ’ˆ์„ ์ƒ๊ฐํ•ด๋ณด์„ธ์š”.
03:31
We had detergents that could wash your whites grayer.
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ํฐ ์˜ท์„ ํšŒ์ƒ‰์œผ๋กœ ๋ฐ”๊พธ๋Š” ์„ธ์ œ๊ฐ€ ์žˆ์—ˆ์ฃ .
03:35
We had the early energy-efficient light bulbs
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์ดˆ๋ฐ˜์— ๋‚˜์˜จ ์—๋„ˆ์ง€ ํšจ์œจ์ ์ธ ์ „๊ตฌ๋Š”
03:38
that took five minutes to warm up
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์—ด์ด ์˜ค๋ฅด๋Š”๋ฐ 5๋ถ„์ด๋‚˜ ๊ฑธ๋ฆฌ๋ฉด์„œ
03:40
and then you were left looking a kind of sickly color.
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ํ—ˆ์•ฝํ•œ ๋น›๊น”์„ ๋‚ด๋ฟœ์—ˆ๊ตฌ์š”.
03:43
And we had the rough, recycled toilet paper.
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๊ฑฐ์นœ ์žฌํ™œ์šฉ ํœด์ง€๋„ ์žˆ์—ˆ์–ด์š”.
03:47
So every time you pulled on a t-shirt,
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๊ทธ๋ž˜์„œ ์—ฌ๋Ÿฌ๋ถ„๋“ค์ด ํ‹ฐ์…”์ธ ๋ฅผ ๊บผ๋‚ผ ๋•Œ,
03:49
or switched the light on, or went to the bathroom,
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๋ถˆ์„ ์ผœ๊ฑฐ๋‚˜ ํ™”์žฅ์‹ค์— ๊ฐˆ ๋•Œ,
03:52
or sometimes all three together,
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์–ด์ฉŒ๋ฉด ์„ธ๊ฐ€์ง€๋ฅผ ๋™์‹œ์— ๋‹ค ํ•  ๋•Œ,
03:53
you were reminded sustainability was about compromise.
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ํ™˜๊ฒฝ ์œ ์ง€๋ผ๋Š”๊ฑด ํƒ€ํ˜‘์„ ํ†ตํ•ด์•ผ ์ด๋ฃจ์–ด์งˆ ์ˆ˜ ์žˆ๋‹ค๋Š” ๊ฒƒ์ด๋ผ๊ณ  ์ƒ๊ฐํ•˜์…จ์„ ๊ฒ๋‹ˆ๋‹ค.
03:57
It wasn't a great start.
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์ข‹์€ ์ถœ๋ฐœ์€ ์•„๋‹ˆ์—ˆ์ฃ .
04:00
Today we have choices.
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ํ•˜์ง€๋งŒ ์ง€๊ธˆ์€ ์šฐ๋ฆฌ๊ฐ€ ์„ ํƒํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
04:02
We can make products that are beautiful or ugly,
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์–ด๋Š ์ œํ’ˆ์ด ์˜ˆ์˜๊ฑฐ๋‚˜ ๋ชป์ƒ๊ธฐ๊ฑฐ๋‚˜,
04:05
sustainable or unsustainable, affordable or expensive,
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์ง€์† ๊ฐ€๋Šฅํ•˜๊ฑฐ๋‚˜ ๋ถˆ๊ฐ€๋Šฅํ•˜๊ฑฐ๋‚˜, ๊ฐ€๊ฒฉ์ด ์ ๋‹นํ•˜๊ฑฐ๋‚˜ ๋น„์‹ธ๊ฑฐ๋‚˜,
04:10
functional or useless.
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์œ ์šฉํ•˜๊ฑฐ๋‚˜ ์“ธ๋ชจ์—†๊ฒŒ ๋งŒ๋“ค ์ˆ˜ ์žˆ์ฃ .
04:12
So let's make beautiful, functional, affordable,
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๊ทธ๋Ÿฌ๋‹ˆ ์˜ˆ์˜๊ณ , ์œ ์šฉํ•˜๊ณ , ์ ๋‹นํ•œ ๊ฐ€๊ฒฉ์œผ๋กœ
04:15
sustainable products.
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์ง€์†์„ฑ ์ œํ’ˆ์„ ๋งŒ๋“ญ์‹œ๋‹ค.
04:17
Let's take the LED.
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LED๋ฅผ ๋ณผ๊นŒ์š”.
04:19
The LED is the next best thing to daylight.
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LED๋Š” ์ผ๊ด‘ ๋‹ค์Œ์œผ๋กœ ์ข‹์€ ๋น›์ด์—์š”.
04:23
The old-fashioned lightbulbs, the incandescent bulbs --
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๊ตฌ์‹ ๋ฐฑ์—ด ์ „๊ตฌ,
04:26
I'm not going to ask for a show of hands
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์•„์ง๋„ ๊ทธ๊ฑธ ์ง‘์—์„œ ์“ฐ๋Š” ์‚ฌ๋žŒ์ด ์žˆ๋Š”์ง€
04:27
of how many of you still have them in your homes,
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์†์„ ๋“ค์–ด๋ณด๋ผ๊ณ  ํ•˜์ง€๋Š” ์•Š๊ฒ ์Šต๋‹ˆ๋‹ค.
04:30
wasting energy every time you switch them on --
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์ผค ๋•Œ๋งˆ๋‹ค ์—๋„ˆ์ง€๋ฅผ ๋‚ญ๋น„ํ•˜์ฃ 
04:33
change them after this --
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-- ์ด ๊ฐ•์—ฐ ํ›„์— ๋ฐ”๊พธ์„ธ์š”. --
04:34
or whether we have them on the stage here at TED or not --
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ํ˜น์€ ์ง€๊ธˆ ์—ฌ๊ธฐ TED ๋ฌด๋Œ€์— ์“ฐ์ด๊ณ  ์žˆ๋Š”์ง€ ๋ฌป์ง€ ์•Š๊ฒ ์Šต๋‹ˆ๋‹ค.
04:38
but those old incandescent light bulbs
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ํ•˜์ง€๋งŒ ๊ทธ ์˜ค๋ž˜๋œ ๋ฐฑ์—ด ์ „๊ตฌ๋Š”
04:41
really should have been sold as heaters.
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์‚ฌ์‹ค ๋‚œ๋ฐฉ๊ธฐ๋กœ ํŒ”๋ ค์•ผ ํ–ˆ์–ด์š”.
04:44
They were mis-sold for more than a hundred years.
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๋ฐฑ๋…„์ด ๋„˜๋„๋ก ์ž˜๋ชป ํŒ”๋ฆฐ๊ฑฐ์ฃ .
04:46
They produced heat and a little bit of light on the side.
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๊ทธ ์ „๊ตฌ๋Š” ์—ด์„ ๋‚ด๋ฉด์„œ ๋น›์€ ๋ถ€์ˆ˜์ ์œผ๋กœ ์กฐ๊ธˆ ๋งŒ๋“ค์–ด๋ƒˆ์Šต๋‹ˆ๋‹ค.
04:49
Now we have lights that produce light
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์ง€๊ธˆ ์šฐ๋ฆฌ์—๊ฒŒ๋Š” ๋น›์„ ๋‚ด๊ณ 
04:51
and a little bit of heat on the side.
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๋ถ€์ˆ˜์ ์œผ๋กœ ์—ด์„ ์กฐ๊ธˆ ๋‚ด๋Š” ์ „๊ตฌ๊ฐ€ ์žˆ์ฃ .
04:53
You save 85 percent of the electricity with an LED
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์—ฌ๋Ÿฌ๋ถ„์€ LED๋ฅผ ์‚ฌ์šฉํ•จ์œผ๋กœ์จ
04:55
that you would have done in an old incandescent.
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๋ฐฑ์—ด๋“ฑ์ด ์†Œ๋น„ํ–ˆ๋˜ ์—๋„ˆ์ง€์˜ 85%๋ฅผ ์•„๋‚„ ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
04:58
And the best thing is, they'll also last
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๊ทธ๋ฆฌ๊ณ  ๋” ์ข‹์€ ์ ์€
04:59
for more than 20 years.
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LED๋Š” 20๋…„ ์ด์ƒ ์œ ์ง€๋œ๋‹ค๋Š” ๊ฑฐ์—์š”.
05:01
So think about that.
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ํ•œ๋ฒˆ ์ƒ๊ฐํ•ด๋ณด์„ธ์š”.
05:02
You'll change your smartphone seven or eight times,
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์—ฌ๋Ÿฌ๋ถ„์€ ๊ทธ ๊ธฐ๊ฐ„ ๋™์•ˆ ์Šค๋งˆํŠธํฐ์„ 7๋ฒˆ์ด๋‚˜ 8๋ฒˆ,
05:05
probably more if you're in this audience.
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์—ฌ๊ธฐ ๊ณ„์‹  ๊ด€๊ฐ๋“ค์€ ๊ทธ ์ด์ƒ ๋ฐ”๊ฟ€๊ฑฐ์—์š”.
05:07
You'll change your car, if you have one, three or four times.
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๋งŒ์•ฝ ์ฐจ๊ฐ€ ์žˆ๋‹ค๋ฉด, ํ•œ๋ฒˆ, ์„ธ๋ฒˆ, ๋„ค๋ฒˆ๊นŒ์ง€ ๋ฐ”๊พธ์‹œ๊ฒ ์ฃ .
05:09
Your kids could go to school, go to college,
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์•„์ด๋“ค์€ ํ•™๊ต์— ๊ฐ€๊ณ , ์ปค์„œ๋Š” ๋Œ€ํ•™์— ๊ฐˆ๊ฑฐ๊ณ ,
05:12
go away and have kids of their own, come back,
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๋…๋ฆฝํ•˜๊ณ  ๊ฐ€์ •์„ ๊พธ๋ฆฌ๊ณ , ๋‹ค์‹œ ์˜ค๊ณ ,
05:14
bring the grandkids,
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์†์ž๋ฅผ ๋ฐ๋ ค์˜ค๊ณ ,
05:15
you'll have the same lightbulb saving you energy.
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๊ทธ๋Ÿฌ๋Š” ๋™์•ˆ์—๋„ ์—ฌ๋Ÿฌ๋ถ„์˜ ์ „๊ตฌ๋Š” ๋ฐ”๋€Œ์ง€ ์•Š์„ ๊ฒ๋‹ˆ๋‹ค.
05:19
So LEDs are fantastic.
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LED๋Š” ์ •๋ง ๋ฉ‹์ ธ์š”.
05:22
What we decided to do
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์ €ํฌ๋Š”
05:23
was not to sell LEDs on the side marked up high
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LED๋ฅผ ์ ๋‹นํ•œ ๊ฐ€๊ฒฉ์— ํŒ”์•„
05:26
and continue to push all the old bulbs,
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์˜ค๋ž˜๋œ ๊ตฌ์‹ ์ „๊ตฌ๋“ค์„ ๋ฐ€์–ด๋‚ด๊ธฐ๋กœ ํ–ˆ์Šต๋‹ˆ๋‹ค,
05:29
the halogens and the CFLs.
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ํ• ๋กœ๊ฒ ์ „๊ตฌ์™€ ์†Œํ˜• ํ˜•๊ด‘๋“ฑ ๊ฐ™์€ ๊ฒƒ๋“ค ๋ง์ž…๋‹ˆ๋‹ค.
05:31
We decided, over the next two years,
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๊ทธ๋ฆฌ๊ณ  ํ–ฅํ›„ 2๋…„๊ฐ„
05:34
we will ban the halogens and the CFLs ourselves.
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๊ทธ๊ฒƒ๋“ค์˜ ํŒ๋งค๋ฅผ ์ค‘๋‹จํ•  ๊ฒ๋‹ˆ๋‹ค
05:36
We will go all in.
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์˜ฌ์ธ ํ• ๊ฑฐ์—์š”.
05:37
And this is what business needs to do: go all-in,
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์ด ๊ฒƒ์ด ๊ธฐ์—…๋“ค์ด ํ•ด์•ผํ•˜๋Š” ํ–‰๋™์ž…๋‹ˆ๋‹ค: ์˜ฌ์ธ,
05:39
go 100 percent,
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100%๋ฅผ ๋‹ค ํ•˜๋Š” ๊ฒƒ,
05:41
because then you stop investing in the old stuff,
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๊ทธ๋ž˜์•ผ ์˜ค๋ž˜๋œ ๊ฒƒ๋“ค์— ํˆฌ์ž๋ฅผ ์ค‘์ง€ํ•˜๊ณ 
05:42
you invest in the new stuff, you lower costs,
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์ƒˆ๋กœ์šด ๊ฒƒ์— ํˆฌ์žํ•˜๊ณ , ๊ฐ€๊ฒฉ์„ ๋‚ด๋ฆฌ๊ณ ,
05:44
you use your supply chain and your creativity
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๊ณต๊ธ‰๋ง๊ณผ ์ฐฝ์กฐ์„ฑ์„ ์ด์šฉํ•ด์„œ
05:47
and you get the prices down so everybody can afford
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๋ชจ๋‘๊ฐ€ ์—๋„ˆ์ง€๋ฅผ ๋” ์•„๋‚„ ์ˆ˜ ์žˆ๋Š” ์ „๊ตฌ๋ฅผ ์“ธ ์ˆ˜ ์žˆ๋„๋ก
05:49
the best lights so they can save energy.
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๊ฐ€๊ฒฉ์„ ๋‚ด๋ฆฌ๋Š” ๊ฒ๋‹ˆ๋‹ค.
05:52
(Applause)
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(๋ฐ•์ˆ˜)
05:57
It's not just about products in people's homes.
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์†Œ๋น„์ž๋“ค์˜ ์ง‘์— ์žˆ๋Š” ์ œํ’ˆ์ด ์ „๋ถ€๊ฐ€ ์•„๋‹ˆ์—์š”.
06:00
We've got to think about the raw materials
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๊ทธ ์ œํ’ˆ๋“ค์„ ๋งŒ๋“œ๋Š”๋ฐ ์“ฐ์ด๋Š”
06:01
that produce our products.
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์žฌ๋ฃŒ๋„ ์ƒ๊ฐํ•ด์•ผ ํ•ฉ๋‹ˆ๋‹ค.
06:03
Obviously there's fantastic opportunities
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๊ทธ ์ ์— ๋Œ€ํ•ด์„œ๋Š” ๋ช…๋ฐฑํžˆ๋„ ์žฌํ™œ์šฉ์ด๋ผ๋Š”
06:05
with recycled materials,
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์ตœ๊ณ ์˜ ์„ ํƒ์ด ์žˆ์ฃ .
06:07
and we can and will go zero waste.
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ํ๊ธฐ๋ฌผ์ด ๋‚˜์˜ค์ง€ ์•Š๊ฒŒ ํ•  ๊ฒ๋‹ˆ๋‹ค.
06:10
And there's opportunities in a circular economy.
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์ˆœํ™˜ ๊ฒฝ์ œ์—๋„ ๋‹ค๋ฅธ ๊ธฐํšŒ๊ฐ€ ์žˆ์–ด์š”.
06:12
But we're still dependent on natural, raw materials.
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ํ•˜์ง€๋งŒ ์šฐ๋ฆฐ ์•„์ง ์›์ž์žฌ์— ์˜์กดํ•˜๊ณ  ์žˆ์ฃ .
06:15
Let's take cotton.
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๋ฉด์„ ๋ณผ๊นŒ์š”.
06:17
Cotton's brilliant. Probably many people
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๋ฉด์€ ํ›Œ๋ฅญํ•ด์š”. ์•„๋งˆ ๋งŽ์€ ์‚ฌ๋žŒ๋“ค์ด
06:19
are wearing cotton right now.
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์ง€๊ธˆ ์ž…๊ณ  ๊ณ„์‹ค ๊ฒ๋‹ˆ๋‹ค.
06:20
It's a brilliant textile in use.
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์•„์ฃผ ๋Œ€๋‹จํ•œ ์ง๋ฌผ์ด์ฃ .
06:22
It's really dirty in production.
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ํ•˜์ง€๋งŒ ์ƒ์‚ฐ ๊ณผ์ •์€ ๋งค์šฐ ๋”๋Ÿฝ์Šต๋‹ˆ๋‹ค.
06:23
It uses lots of pesticides, lots of fertilizer, lots of water.
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์•„์ฃผ ๋งŽ์€ ์–‘์˜ ์‚ด์ถฉ์ œ, ๋น„๋ฃŒ, ๋ฌผ์„ ํ•„์š”๋กœ ํ•˜๋‹ˆ๊นŒ์š”.
06:27
So we've worked with others,
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๊ทธ๋ž˜์„œ ์šฐ๋ฆฌ๋Š”
06:29
with other businesses and NGOs,
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๋‹ค๋ฅธ ๊ธฐ์—…๋“ค, ๊ทธ๋ฆฌ๊ณ  ๋น„์ •๋ถ€ ๊ธฐ๊ตฌ๋“ค๊ณผ ํ•จ๊ป˜
06:30
on the Better Cotton Initiative,
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๋†์žฅ์—์„œ๋ถ€ํ„ฐ ์‹œ์ž‘ํ•ด์„œ
06:32
working right back down to the farm,
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๋” ๋‚˜์€ ๋ฉดํ™” ๊ณ„ํš์— ํž˜์ผ์Šต๋‹ˆ๋‹ค.
06:35
and there you can halve the amount of water
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๊ทธ๋กœ ์ธํ•ด ๋ฌผ ์†Œ๋น„๋ฅผ ๋ฐ˜์œผ๋กœ ์ค„์ผ ์ˆ˜ ์žˆ์—ˆ๊ณ 
06:36
and halve the chemical inputs,
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์“ฐ์ด๋Š” ํ™”ํ•™ ์•ฝํ’ˆ๋„ ๋ฐ˜์œผ๋กœ ์ค„์ผ ์ˆ˜ ์žˆ์—ˆ์œผ๋ฉฐ
06:38
the yields increase, and 60 percent of the costs
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์ˆ˜ํ™•๋Ÿ‰์€ ๋Š˜๋ฆฌ๊ณ 
06:41
of running many of these farms
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๊ทธ๋กœ ์ธํ•ด ์ €์†Œ๋“์ธต ๋†๋ถ€๋“ค์ด
06:43
with farmers with low incomes
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๋†์žฅ์— ์†Œ๋น„ํ•˜๋Š” ๋น„์šฉ์˜ 60%๋ฅผ
06:45
can be chemical imports.
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์ˆ˜์ž… ํ™”ํ•™ ์•ฝํ’ˆ์— ์“ธ ์ˆ˜ ์žˆ๊ฒŒ ๋˜์—ˆ์–ด์š”.
06:46
Yields increase, and you halve the input costs.
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์ƒ์‚ฐ๋น„๋Š” ๋ฐ˜์œผ๋กœ ์ค„์ด๋˜, ์ƒ์‚ฐ๋Ÿ‰์€ ๋Š˜๋ฆฌ๋Š”๊ฑฐ์ฃ .
06:49
Farmers are coming out of poverty. They love it.
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๋†๋ถ€๋“ค์€ ๊ฐ€๋‚œ์—์„œ ๋ฒ—์–ด๋‚˜๊ณ  ์žˆ์–ด์š”. ์•„์ฃผ ์ข‹์•„ํ•˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
06:52
Already hundreds of thousands of farmers
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๋ฒŒ์จ ์ˆ˜์‹ญ๋งŒ๋ช…์˜ ๋†๋ถ€๋“ค์ด
06:53
have been reached,
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์ฐธ์—ฌํ•˜๊ณ  ์žˆ๊ณ 
06:55
and now we've got 60 percent better cotton in our business.
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์šฐ๋ฆฌ ๊ธฐ์—…์€ 60%๊ฐ€ ๋” ์ข‹์€ ๋ฉด์„ ์“ฐ๊ณ  ์žˆ์–ด์š”.
06:57
Again, we're going all-in.
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ํ•œ๋ฒˆ ๋”, ์šฐ๋ฆฌ๋Š” ์˜ฌ์ธํ•˜๋Š”๊ฒ๋‹ˆ๋‹ค.
06:59
By 2015, we'll be 100 percent Better Cotton.
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2015๋…„ ์ „์—๋Š” 100% ๋” ์ข‹์€ ๋ฉด์ด ๋ ๊ฒ๋‹ˆ๋‹ค.
07:02
Take the topic of 100 percent targets, actually.
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์ž ๊น 100%์— ๋Œ€ํ•ด์„œ ์–˜๊ธฐํ•ด๋ณผ๊ป˜์š”.
07:05
People sometimes think that
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๋•Œ๋•Œ๋กœ ์‚ฌ๋žŒ๋“ค์€
07:07
100 percent's going to be hard,
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100%๊ฐ€ ์–ด๋ ต๋‹ค๊ณ  ์ƒ๊ฐํ•˜์ฃ .
07:08
and we've had the conversation in the business.
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์ด ์ ์— ๋Œ€ํ•ด์„  ํšŒ์‚ฌ์—์„œ๋„ ์–˜๊ธฐ๋ฅผ ํ•ด๋ดค์ง€๋งŒ
07:10
Actually, we found 100 percent is easier to do
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์šฐ๋ฆฌ๋Š” 100%๊ฐ€
07:12
than 90 percent or 50 percent.
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90%๋‚˜ 50%๋ณด๋‹ค ๋” ์ด๋ฃจ๊ธฐ ์‰ฝ๋‹ค๋Š” ๊ฑธ ์•Œ์•„๋ƒˆ์Šต๋‹ˆ๋‹ค.
07:14
If you have a 90 percent target,
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๋งŒ์•ฝ ๋ชฉํ‘œ๊ฐ€ 90%์˜€๋‹ค๋ฉด
07:15
everyone in the business finds a reason
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๊ธฐ์—…๋‚ด์˜ ๋ชจ๋“  ์‚ฌ๋žŒ๋“ค์€
07:17
to be in the 10 percent.
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10%์— ๋“ค์–ด๊ฐˆ ์ด์œ ๋ฅผ ์ฐพ์Šต๋‹ˆ๋‹ค.
07:18
When it's 100 percent, it's kind of clear,
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ํ•˜์ง€๋งŒ 100%์ผ ๋•Œ๋Š” ๋ญ”๊ฐ€ ๋” ํ™•์‹คํ•˜์ฃ .
07:22
and businesspeople like clarity,
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์‚ฌ์—…๊ฐ€๋“ค์€ ํ™•์‹คํ•œ ๊ฑธ ์ข‹์•„ํ•ฉ๋‹ˆ๋‹ค.
07:25
because then you just get the job done.
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๊ทธ๋ž˜์•ผ๋งŒ ์ผ์„ ๋๋‚ผ ์ˆ˜ ์žˆ๊ธฐ ๋•Œ๋ฌธ์ด์—์š”.
07:27
So, wood. We know with forestry, it's a choice.
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์ด์ œ ๋‚˜๋ฌด์ธ๋ฐ ์ž„ํ•™์€ ์„ ํƒ์ด์—์š”.
07:30
You've got illegal logging
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๋ถˆ๋ฒ• ๋ฒŒ๋ชฉ๊ณผ
07:32
and deforestation still on a very large scale,
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์‚ผ๋ฆผ ํŒŒ๊ดด๋Š” ์•„์ง๋„ ํฌ๊ฒŒ ์ง„ํ–‰๋˜๊ณ  ์žˆ์ง€๋งŒ,
07:35
or you can have fantastic, responsible forestry
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์šฐ๋ฆฌ๊ฐ€ ์ž๋ž‘์Šค๋Ÿฌ์›Œ ํ•  ์ˆ˜ ์žˆ๋Š”
07:37
that we can be proud of.
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์ž„ํ•™๋„ ์žˆ์–ด์š”.
07:39
It's a simple choice, so we've worked
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๊ฐ„๋‹จํ•œ ์„ ํƒ์ด์ฃ . ๊ทธ๋ž˜์„œ ์šฐ๋ฆฌ๋Š”
07:42
for many years with the Forest Stewardship Council,
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๋ช‡๋…„๊ฐ„ ์‚ฐ๋ฆผ ๊ด€๋ฆฌ ํ˜‘์˜ํšŒ,
07:44
with literally hundreds of other organizations,
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๊ทธ๋ฆฌ๊ณ  ์ˆ˜๋ฐฑ๊ฐœ์˜ ์—ฐ๊ด€๋œ ๋‹จ์ฒด๋“ค๊ณผ ์ผํ•ด ์™”์Šต๋‹ˆ๋‹ค.
07:46
and there's a point here about collaboration.
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๊ณต๋™ ์ž‘์—…์˜ ํ•ต์‹ฌ์ด ์—ฌ๊ธฐ ์žˆ์ฃ .
07:49
So hundreds of others, of NGOs,
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๋น„์ •๋ถ€ ๊ธฐ๊ตฌ๋“ค๊ณผ ์‚ผ๋ฆผ ๋…ธ๋™์ž๋“ค,
07:51
of forest workers' unions, and of businesses,
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๊ทธ๋ฆฌ๊ณ  ๊ธฐ์—…๋“ค์„ ํฌํ•จํ•œ ์ˆ˜๋ฐฑ๊ฐœ์˜ ๋‹จ์ฒด๋“ค์ด
07:53
have helped create the Forest Stewardship Council,
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์‚ฐ๋ฆผ ๊ด€๋ฆฌ ํ˜‘์˜ํšŒ์˜ ์„ค๋ฆฝ์— ํž˜์จ์™”๊ณ 
07:55
which sets standards for forestry
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์ž„ํ•™์˜ ๊ธฐ์ค€์„ ์„ธ์šฐ๊ณ 
07:57
and then checks the forestry's good on the ground.
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์‚ดํ”ผ๊ณ  ์žˆ์–ด์š”.
07:59
Now together, through our supply chain,
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์ง€๊ธˆ์€ ํŒŒํŠธ๋„ˆ๋“ค๊ณผ ํ•จ๊ป˜
08:02
with partners, we've managed to certify
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์œ ํ†ต๋ง์„ ํ†ตํ•ด
08:03
35 million hectares of forestry.
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๋Œ€๋žต ๋ฐฑ์–ตํ‰์˜ ์‚ผ๋ฆผ์„ ๊ด€๋ฆฌํ•˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
08:06
That's about the size of Germany.
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๋…์ผ์˜ ๋•…๋„“์ด์™€ ๋น„์Šทํ•˜์ฃ .
08:09
And we've decided in the next three years,
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๊ทธ๋ฆฌ๊ณ  ํ–ฅํ›„ 3๋…„๊ฐ„
08:11
we will double the volume of certified material
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์šฐ๋ฆฌ ์‚ฌ์—…์— ์“ฐ์ด๋Š”
08:13
we put through our business.
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์ธ์ฆ๋œ ์žฌ๋ฃŒ๋“ค์„ ๋ฐฐ๋กœ ๋Š˜๋ฆด ๊ฒ๋‹ˆ๋‹ค.
08:15
So be decisive on these issues.
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์ด๋Ÿฐ ๋ฌธ์ œ๋“ค์— ๋Œ€ํ•ด ๊ฒฐ๋‹จ๋ ฅ ์žˆ๊ฒŒ ํ–‰๋™ํ•˜์„ธ์š”.
08:17
Use your supply chain to drive good.
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์œ ํ†ต๋ง์„ ์ข‹์€ ์ผ์— ์“ฐ์„ธ์š”.
08:19
But then it comes to your operations.
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ํ•˜์ง€๋งŒ ๋˜ ๋‹ค๋ฅธ ๋ฌธ์ œ๊ฐ€ ์žˆ์Šต๋‹ˆ๋‹ค.
08:21
Some things are certain, I think.
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์ œ ์ƒ๊ฐ์— ๋ช‡๊ฐ€์ง€๋Š” ํ™•์‹คํ•œ ๊ฒƒ ๊ฐ™์•„์š”.
08:24
We know we'll use electricity in 20 or 30 years' time.
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์šฐ๋ฆฐ ์•ž์œผ๋กœ 20~30๋…„๊ฐ„ ์ „๊ธฐ๋ฅผ ์‚ฌ์šฉํ•  ๊ฒ๋‹ˆ๋‹ค.
08:27
We know the sun will be shining somewhere,
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๊ทธ๋™์•ˆ ํ•ด๋Š” ๋– ์žˆ์„๊ฑฐ๊ณ 
08:30
and the wind will still be blowing in 20 or 30 years' time.
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๋ฐ”๋žŒ๋„ ๋ถˆ๊ฒ ์ฃ .
08:33
So why not make our energy out of the sun and the wind?
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๊ทธ๋Ÿผ ํ•ด์™€ ๋ฐ”๋žŒ์„ ์ด์šฉํ•ด์„œ ์—๋„ˆ์ง€๋ฅผ ์ƒ์‚ฐํ•˜๋ฉด ๋˜์ง€ ์•Š๋‚˜์š”?
08:36
And why not take control of it ourselves?
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๊ทธ๋ฆฌ๊ณ  ์šฐ๋ฆฌ๊ฐ€ ์ง์ ‘ ์กฐ์ •ํ•˜๋ฉด ์–ด๋–จ๊นŒ์š”?
08:38
So we're going 100 percent renewable.
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์šฐ๋ฆฐ 100% ์žฌ์ƒ ๊ฐ€๋Šฅ์ผ€ ํ• ๊ฒ๋‹ˆ๋‹ค.
08:40
By 2020, we'll produce more renewable energy
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2020๋…„์ด ์˜ค๊ธฐ ์ „์— ์šฐ๋ฆฌ๊ฐ€ ์‚ฌ์šฉํ•˜๋Š” ์—๋„ˆ์ง€๋ณด๋‹ค
08:43
than the energy we consume as a business.
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์žฌ์ƒ ๊ฐ€๋Šฅํ•œ ์—๋„ˆ์ง€๋ฅผ ๋” ๋งŽ์ด ์ƒ์‚ฐํ•  ๊ฒ๋‹ˆ๋‹ค.
08:45
For all of our stores, our own factories,
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์šฐ๋ฆฐ ๋ชจ๋“  ๋งค์žฅ์—, ๊ณต์žฅ์—,
08:47
our distribution centers,
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์œ ํ†ต ์—…์ฒด์—
08:49
we've installed 300,000 solar panels so far,
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300,000๊ฐœ์˜ ํƒœ์–‘ ์ „์ง€ํŒ์„ ์„ค์น˜ํ–ˆ๊ณ 
08:51
and we've got 14 wind farms we own and operate
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6๊ฐœ์˜ ๋‚˜๋ผ์— 14๊ฐœ์˜ ํ’๋ ฅ ๋ฐœ์ „ ์ง€์—ญ์„ ๊ฐ€์ง€๊ณ  ์šด์˜ํ•˜๊ณ  ์žˆ์–ด์š”.
08:54
in six countries, and we're not done yet.
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์ด ๊ฒƒ์ด ์ „๋ถ€๊ฐ€ ์•„๋‹™๋‹ˆ๋‹ค.
08:57
But think of a solar panel.
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ํƒœ์–‘ ์ „์ง€ํŒ์— ๋Œ€ํ•ด ์ƒ๊ฐํ•ด๋ด…์‹œ๋‹ค.
08:59
A solar panel pays for itself in seven or eight years.
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ํƒœ์–‘ ์ „์ง€ํŒ์€
09:01
The electricity is free.
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๊ณต์งœ ์ „๊ธฐ๋ฅผ ์ƒ์‚ฐํ•ด๋ƒ…๋‹ˆ๋‹ค.
09:02
Every time the sun comes out after that,
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์ผ๋‹จ ํ•ด๊ฐ€ ๋œจ๊ณ  ๋‚˜๋ฉด
09:04
the electricity is free.
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์ „๊ธฐ๋Š” ๊ณต์งœ์ž…๋‹ˆ๋‹ค.
09:06
So this is a good thing for the CFO,
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์ € ๋ฟ๋งŒ ์•„๋‹ˆ๋ผ
09:08
not just the sustainability guy.
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1943
์ž๊ธˆ ๊ด€๋ฆฌ ์ด์‚ฌ (CFO) ์—๊ฒŒ๋„ ์ข‹์€ ์ผ์ด์ฃ .
09:10
Every business can do things like this.
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์ด๊ฑด ๋ชจ๋“  ๊ธฐ์—…๋“ค์ด ํ•  ์ˆ˜ ์žˆ์–ด์š”.
09:13
But then we've got to look beyond our operations,
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ํ•˜์ง€๋งŒ ์šฐ๋ฆฌ๋Š” ์ด๋Ÿฐ ํ™œ๋™ ์ด์ƒ์˜ ๊ฒƒ์„ ๋ด์•ผ๋งŒ ํ•ฉ๋‹ˆ๋‹ค.
09:16
and I think everybody would agree
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์—ฌ๋Ÿฌ๋ถ„๋“ค์€ ๊ธฐ์—…๋“ค์ด
09:17
that now business has to take full responsibility
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๊ฐ์ž์˜ ๊ณต๊ธ‰์—…์ฒด๋“ค์˜ ํ™œ๋™์— ๋Œ€ํ•œ
09:20
for the impacts of your supply chain.
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์ฑ…์ž„์„ ์ ธ์•ผ ํ•œ๋‹ค๋Š” ์˜๊ฒฌ์— ๋™์˜ํ•˜์‹œ๋ฆฌ๋ผ ์ƒ๊ฐํ•ฉ๋‹ˆ๋‹ค.
09:22
Many businesses now, fortunately,
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์šด ์ข‹๊ฒŒ๋„ ์ง€๊ธˆ ๋งŽ์€ ๊ธฐ์—…๋“ค์€
09:24
have codes of conduct and audit their supply chains,
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2007
๋ณต๋ฌด ๊ทœ์ •์ด ์žˆ๊ณ  ๊ณต๊ธ‰์—…์ฒด๋“ค์„ ํšŒ๊ณ„ ๊ฐ์‚ฌํ•˜๊ณ  ์žˆ์ง€๋งŒ
09:26
but not every business. Far from it.
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๋ชจ๋‘๊ฐ€ ๊ทธ๋ ‡์ง€๋Š” ์•Š์Šต๋‹ˆ๋‹ค. ํ•œ์ฐธ ๋ฉ€์—ˆ์–ด์š”.
09:28
And this came in IKEA actually in the '90s.
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90๋…„๋„์ฏค์— ์ด์ผ€์•„์—๋„ ๋ฌธ์ œ๊ฐ€ ์žˆ์—ˆ์–ด์š”.
09:31
We found there was a risk
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ํ•œ ๊ณต๊ธ‰์—…์ฒด์—์„œ
09:33
of child labor in the supply chain,
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2002
๋ฏธ์„ฑ๋…„ ๋…ธ๋™์ด ํ™œ์šฉ๋˜๊ณ  ์žˆ๋‹ค๋Š”๊ฑธ ์•Œ์•„๋ƒˆ๊ณ 
09:35
and people in the business were shocked.
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๋ชจ๋‘๊ฐ€ ์ถฉ๊ฒฉ์„ ๋ฐ›์•˜์ฃ .
09:37
And it was clearly totally unacceptable, so then you have to act.
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์ ˆ๋Œ€ ๋ฐ›์•„๋“ค์ผ ์ˆ˜ ์—†๋Š” ์ผ์ด์—ˆ๊ธฐ์— ์กฐ์ทจ๋ฅผ ์ทจํ•ด์•ผ ํ–ˆ์Šต๋‹ˆ๋‹ค.
09:40
So a code of conduct was developed,
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์ด ์ผ๋กœ ์ธํ•ด ๊ทœ๋ฒ”์ด ๋งŒ๋“ค์–ด์กŒ๊ณ 
09:43
and now we have 80 auditors out in the world
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์ง€๊ธˆ์€ ์ „ ์„ธ๊ณ„์ ์œผ๋กœ 80๋ช…์˜ ํšŒ๊ณ„ ๊ฐ์‚ฌ๊ด€๋“ค์ด
09:46
every day making sure all our factories
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๋งค์ผ ์šฐ๋ฆฌ ๊ณต์žฅ์„ ๋Œ์•„๋‹ค๋‹ˆ๋ฉฐ
09:48
secure good working conditions
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๊ณต์žฅ ์ƒํƒœ๋ฅผ ํ™•์ธํ•˜๊ณ 
09:50
and protect human rights
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์ธ๊ถŒ์„ ๋ณดํ˜ธํ•˜๊ณ 
09:51
and make sure there is no child labor.
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๋ฏธ์„ฑ๋…„ ๋…ธ๋™์ด ์ ˆ๋Œ€ ์—†๊ฒŒ ํ•˜์ฃ .
09:54
But it's not just as simple as making sure
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ํ•˜์ง€๋งŒ ๋‹จ์ˆœํžˆ ๋ฏธ์„ฑ๋…„ ๋…ธ๋™์„
09:56
there's no child labor.
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๊ธˆ์ง€์‹œํ‚ค๋Š” ๊ฒƒ๋งŒํผ ๋‹จ์ˆœํ•˜์ง€ ์•Š์Šต๋‹ˆ๋‹ค.
09:58
You've got to say that's not enough today.
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์•„์ง ์ถฉ๋ถ„ํ•˜์ง€ ์•Š๋‹ค๋Š” ์–˜๊ธฐ์ž…๋‹ˆ๋‹ค.
10:00
I think we'd all agree that children
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์•„์ด๋“ค์€
10:02
are the most important people in the world
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์ด ์„ธ์ƒ์—์„œ ์ œ์ผ ์ค‘์š”ํ•˜๊ณ 
10:04
and the most vulnerable.
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์ œ์ผ ์—ฐ์•ฝํ•ด์š”.
10:06
So what can a business do today
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๊ทธ๋ž˜์„œ ์˜ค๋Š˜๋‚  ๊ธฐ์—…์€
10:08
to actually use your total value chain
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์ „์ฒด ๊ฐ€์น˜ ์‚ฌ์Šฌ์„ ์ด์šฉํ•˜์—ฌ
10:10
to support a better quality of life
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์‚ถ์„ ๊ฐœ์„ ์‹œํ‚ค๊ธฐ ์œ„ํ•ด
10:13
and protect child rights?
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๊ทธ๋ฆฌ๊ณ  ์•„์ด๋“ค์˜ ์ธ๊ถŒ์„ ๋ณดํ˜ธํ•˜๊ธฐ ์œ„ํ•ด ๋ฌด์—‡์„ ํ•  ์ˆ˜ ์žˆ์„๊นŒ์š”?
10:14
We've worked with UNICEF and Save the Children
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์šฐ๋ฆฐ ์œ ๋‹ˆ์„ธํ”„ ๊ทธ๋ฆฌ๊ณ  "์„ธ์ด๋ธŒ ๋” ์น ๋“œ๋Ÿฐ"๊ณผ ํ•จ๊ป˜
10:17
on developing some new business principles
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์•„๋™์„ ๋ณดํ˜ธํ•  ์ˆ˜ ์žˆ๋Š”
10:19
with children's rights.
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์›์น™์„ ๋งŒ๋“ค๊ณ  ์žˆ์–ด์š”.
10:20
Increasing numbers of businesses
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๋” ๋งŽ์€ ์ˆ˜์˜ ๊ธฐ์—…๋“ค์ด
10:22
are signing up to these,
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๋™์ฐธํ•˜๊ณ  ์žˆ์ง€๋งŒ
10:24
but actually in a survey, many business leaders
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๋งŽ์€ ์ง€๋„์ž๋“ค์€
10:26
said they thought their business had nothing to do with children.
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์ž๊ธฐ๋“ค์˜ ๊ธฐ์—…์ด ์–ด๋ฆฐ์ด๋“ค๊ณผ๋Š” ์•„๋ฌด ์ƒ๊ด€์ด ์—†๋‹ค๊ณ  ์ƒ๊ฐํ–ˆ์ฃ .
10:29
So what we decided to do was, we will look
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๊ทธ๋ž˜์„œ ์šฐ๋ฆฌ๋Š”
10:33
and ask ourselves the tough questions
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์šฐ๋ฆฌ๋ณด๋‹ค ๋งŽ์ด ์•„๋Š” ๋™์—…์ž๋“ค์—๊ฒŒ ๋ฌป๊ธฐ๋กœ ํ–ˆ์–ด์š”.
10:34
with partners who know more than us,
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์–ด๋ฆฐ์ด๋“ค์˜ ์‚ถ์„ ๊ฐœ์„ ์‹œํ‚ค๊ธฐ ์œ„ํ•ด
10:36
what can we do to go beyond our business
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์šฐ๋ฆฌ ์ผ์„ ๋›ฐ์–ด๋„˜์–ด
10:39
to help improve the lives of children?
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์šฐ๋ฆฌ๊ฐ€ ๋ญ˜ ํ•  ์ˆ˜ ์žˆ์„๊นŒ์š”?
10:41
We also have a foundation
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๋˜ ์šฐ๋ฆฌ๋Š” ํŒŒํŠธ๋„ˆ๋“ค๊ณผ ํ•จ๊ป˜
10:43
that's committed to work through partners
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2015๋…„๊นŒ์ง€ 1์–ต๋ช…์˜ ์•„์ด๋“ค์˜ ์‚ถ์„ ๊ฐœ์„ ์‹œํ‚ค๊ณ 
10:45
and help improve the lives and protect the rights
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๊ทธ๋“ค์˜ ์ธ๊ถŒ์„ ๋ณดํ˜ธํ•˜๊ธฐ ์œ„ํ•œ
10:47
of 100 million children by 2015.
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์žฌ๋‹จ์„ ์„ค๋ฆฝํ–ˆ์Šต๋‹ˆ๋‹ค.
10:50
You know the phrase,
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"์žด ์ˆ˜ ์žˆ์œผ๋ฉด ๊ด€๋ฆฌํ•  ์ˆ˜ ์žˆ๋‹ค."
10:52
you can manage what you measure?
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๋ผ๋Š” ๋ฌธ๊ตฌ๋ฅผ ์•„์‹œ๋‚˜์š”?
10:55
Well, you should measure what you care about.
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์ •ํ™•ํžˆ ์–˜๊ธฐํ•˜์ž๋ฉด, ๊ด€์‹ฌ์ด ๊ฐ€๋Š” ๊ฒƒ์„ ์žฌ์–ด ๋ณด์•„์•ผ ํ•ฉ๋‹ˆ๋‹ค.
11:00
If you're not measuring things,
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๋งŒ์•ฝ ์žฌ์–ด๋ณด์ง€ ์•Š๋Š”๋‹ค๋ฉด
11:01
you don't care and you don't know.
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๊ด€์‹ฌ์ด ์—†๊ณ  ์‹ ๊ฒฝ๋„ ์•ˆ์“ฐ๋Š” ๊ฑฐ๊ฒ ์ฃ .
11:04
So let's take an example, measure the things
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ํ•œ๋ฒˆ ์˜ˆ๋ฅผ ๋“ค์–ด ๋ณด๊ฒ ์Šต๋‹ˆ๋‹ค.
11:06
that are important in your business.
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์ž์‹ ์˜ ์ผ์— ์ค‘์š”ํ•œ ๊ฒƒ๋“ค์„ ์žฌ ๋ณด์„ธ์š”.
11:09
Isn't it about time that businesses
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์ด์ œ๋Š” ๋‚จ์ž์™€ ์—ฌ์ž ๋ชจ๋‘ ๊ณตํ‰ํ•˜๊ฒŒ
11:11
were led equally by men and women?
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๊ธฐ์—…์„ ์ด๋„๋Š” ๋•Œ๊ฐ€ ์•„๋‹™๋‹ˆ๊นŒ?
11:14
(Applause)
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(๋ฐ•์ˆ˜)
11:17
So we know for our 17,000 managers across IKEA
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์ด์ผ€์•„์—์„œ ์ผํ•˜๋Š” ์ด 17,000๋ช…์˜ ๋งค๋‹ˆ์ €๋“ค ์ค‘
11:22
that 47 percent are women today,
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47%๊ฐ€ ์—ฌ์ž์ง€๋งŒ
11:25
but it's not enough, and we want to close the gap
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์ด๊ฒƒ์œผ๋ก  ๋ถˆ์ถฉ๋ถ„ํ•ฉ๋‹ˆ๋‹ค. ์šฐ๋ฆฌ๋Š” ์ฐจ์ด๋ฅผ ์ค„์ด๊ณ 
11:27
and follow it all the way through to senior management.
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๊ณ ์œ„ ๊ฒฝ์˜์ง„๊นŒ์ง€ ๊ทธ๋ ‡๊ฒŒ ๋˜๊ธธ ์›ํ•ด์š”.
11:30
And we do not want to wait another hundred years.
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100๋…„์„ ๋” ๊ธฐ๋‹ค๋ฆด ์ˆœ ์—†์Šต๋‹ˆ๋‹ค.
11:32
So we've launched a women's open network
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๊ทธ๋ž˜์„œ ์ด๋ฒˆ ์ฃผ์—
11:35
this week in IKEA,
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์—ฌ์„ฑ๋“ค์˜ ๊ฐœ๋ฐฉํ˜• ๋„คํŠธ์›Œํฌ๋ฅผ ๊ฐœ์‹œํ–ˆ์–ด์š”.
11:37
and we'll do whatever it takes to lead the change.
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๋ณ€ํ™”๋ฅผ ์œ„ํ•ด ๋ฌด์—‡์ด๋“  ํ•  ๊ฒ๋‹ˆ๋‹ค.
11:39
So the message here is,
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์ œ๊ฐ€ ํ•˜๊ณ  ์‹ถ์€ ๋ง์€
11:41
measure what you care about and lead the change,
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์‹ ๊ฒฝ์“ฐ๋Š” ๊ฒƒ์„ ์ธก์ •ํ•ด ๋ณด๊ณ  ๋ณ€ํ™”๋ฅผ ์ด๋Œ์–ด ๋ณด๋ผ๋Š” ๊ฒƒ์ด์—์š”.
11:43
and don't wait a hundred years.
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ํ•˜์ง€๋งŒ 100๋…„์„ ๊ธฐ๋‹ค๋ฆฌ์ง„ ๋ง๋ผ๋Š” ๊ฒ๋‹ˆ๋‹ค.
11:46
So we've gone from sustainability
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์ง€์† ๊ฐ€๋Šฅ์„ฑ์€
11:48
being a nice-to-do to a must-do. It's a must-do.
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ํ•˜๋ฉด ์ข‹์€ ๊ฒƒ์—์„œ ๊ผญ ํ•ด์•ผ ๋˜๋Š” ๊ฒƒ์œผ๋กœ ๋ณ€ํ–ˆ์–ด์š”. ๊ผญ ํ•ด์•ผ ํ•˜๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
11:54
It's still nice to do, but it's a must-do.
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์•„์ง๋„ ํ•˜๋ฉด ์ข‹์ง€๋งŒ, ๊ผญ ํ•ด์•ผ ํ•ด์š”.
11:57
And everybody can do something on this as an individual.
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๋ชจ๋‘๊ฐ€ ๊ฐœ๊ฐœ์ธ์œผ๋กœ์„œ ๋ญ”๊ฐ€๋ฅผ ํ•  ์ˆ˜ ์žˆ์–ด์š”.
12:02
Be a discerning consumer.
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์•ˆ๋ชฉ์ด ์žˆ๋Š” ์†Œ๋น„์ž๊ฐ€ ๋˜์„ธ์š”.
12:04
Vote with your wallets.
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ํ˜„๋ช…ํ•œ ๊ตฌ๋งค๋ฅผ ํ•˜์„ธ์š”.
12:06
Search out the companies
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์ด๊ฑธ ์‹ค์ฒœํ•˜๊ณ  ์žˆ๋Š”
12:08
that are acting on this.
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ํšŒ์‚ฌ๋ฅผ ์ฐพ์•„๋ณด์„ธ์š”.
12:10
But also, there are other businesses already acting.
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์ด๋ฏธ ์‹œ์ž‘ํ•œ ๊ธฐ์—…๋“ค๋„ ๋งŽ์Šต๋‹ˆ๋‹ค.
12:13
I mentioned renewable energy.
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์•„๊นŒ ์žฌ์ƒ ๊ฐ€๋Šฅํ•œ ์—๋„ˆ์ง€์— ๋Œ€ํ•ด ์–˜๊ธฐํ–ˆ์—ˆ์ฃ .
12:16
You go to Google or Lego,
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๊ตฌ๊ธ€์ด๋‚˜ ๋ ˆ๊ณ ์‚ฌ(็คพ)์— ๊ฐ€๋ฉด
12:18
they're going 100 percent renewable too,
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์šฐ๋ฆฌ์ฒ˜๋Ÿผ
12:20
in the same way that we are.
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100% ์žฌํ™œ์šฉํ’ˆ์„์‚ฌ์šฉํ•ฉ๋‹ˆ๋‹ค.
12:22
On having really good sustainability strategies,
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์ข‹์€ ์ง€์† ๊ฐ€๋Šฅ์„ฑ ๊ณ„ํš์„ ๊ฐ€์ง„ ํšŒ์‚ฌ๋“ค๋กœ๋Š”
12:25
there are companies like Nike, Patagonia,
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๋‚˜์ดํ‚ค, ํŒŒํƒ€๊ณ ๋‹ˆ์•„,
12:28
Timberland, Marks & Spencer.
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ํŒ€๋ฒ„๋žœ๋“œ, ๋งˆํฌ ์•ค ์ŠคํŽœ์„œ ๋“ฑ์ด ์žˆ์Šต๋‹ˆ๋‹ค.
12:30
But I don't think any of those businesses would say
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ํ•˜์ง€๋งŒ ๊ทธ๋“ค์ด ์™„๋ฒฝํ•˜๋‹ค๊ณ  ๋งํ•˜์ง„ ์•Š์„ ๊ฒ๋‹ˆ๋‹ค.
12:32
they're perfect. We certainly wouldn't.
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์šฐ๋ฆฐ ์ ˆ๋Œ€๋กœ ์•„๋‹ˆ๊ตฌ์š”.
12:35
We'll make mistakes going forward,
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์•ž์œผ๋กœ ๋‚˜์•„๊ฐ€๋ฉด์„œ ์‹ค์ˆ˜๋ฅผ ๋ฒ”ํ• ํ…Œ์ง€๋งŒ
12:37
but it's about setting a clear direction, being transparent,
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์ค‘์š”ํ•œ ๊ฒƒ์€ ๋ชฉํ‘œ๊ฐ€ ๋šœ๋ ทํ•˜๊ณ , ํˆฌ๋ช…ํ•˜๊ณ ,
12:39
having a dialogue with the right partners,
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๋งž๋Š” ํŒŒํŠธ๋„ˆ๋“ค๊ณผ ์˜๋…ผ์„ ํ•˜๊ณ 
12:41
and choosing to lead on the issues that really count.
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์ •๋ง ํ•ด๊ฒฐ์ด ํ•„์š”ํ•œ ๋ฌธ์ œ๋“ค์„ ๊ณ ๋ฅด๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
12:46
So if you're a business leader,
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๋งŒ์•ฝ ์—ฌ๋Ÿฌ๋ถ„์ด ๊ธฐ์—…์˜ ์ง€๋„์ž๋ผ๋ฉด,
12:48
if you're not already weaving sustainability
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์—ฌ๋Ÿฌ๋ถ„์˜ ๊ธฐ์—… ๋ชจ๋ธ์—
12:51
right into the heart of your business model,
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์ง€์† ๊ฐ€๋Šฅ์„ฑ์„ ์—ผ๋‘ํ•ด๋‘์ง€ ์•Š์•˜๋‹ค๋ฉด,
12:54
I'd urge you to do so.
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์ง€๊ธˆ์ด๋ผ๋„ ๊ทธ๋Ÿฌ์‹œ๊ธฐ๋ฅผ ์ถ”์ฒœํ•ฉ๋‹ˆ๋‹ค.
12:56
And together, we can help create
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์šฐ๋ฆฌ ๋ชจ๋‘๊ฐ€ ํž˜์„ ํ•ฉ์ณ์„œ
12:58
a sustainable world,
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์ง€์† ๊ฐ€๋Šฅํ•œ ์„ธ์ƒ์„ ๋งŒ๋“ค๊ณ ,
13:00
and, if we get it right,
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์šฐ๋ฆฌ๊ฐ€ ์ œ๋Œ€๋กœ ํ•œ๋‹ค๋ฉด
13:02
we can make sustainability
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๋ชจ๋“  ์‚ฌ๋žŒ๋“ค์ด ์ด์šฉ ๊ฐ€๋Šฅํ•œ
13:03
affordable for the many people,
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๋‹ค์ˆ˜๋ฅผ ์œ„ํ•œ ์ง€์† ๊ฐ€๋Šฅ์„ฑ์„ ๋งŒ๋“ค ์ˆ˜ ์žˆ์„๊ฑฐ์—์š”.
13:05
not a luxury for the few.
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์†Œ์ˆ˜๋ฅผ ์œ„ํ•œ ์‚ฌ์น˜ ๋Œ€์‹ ์š”.
13:07
Thank you.
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๊ฐ์‚ฌํ•ฉ๋‹ˆ๋‹ค.
13:08
(Applause)
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(๋ฐ•์ˆ˜)
์ด ์›น์‚ฌ์ดํŠธ ์ •๋ณด

์ด ์‚ฌ์ดํŠธ๋Š” ์˜์–ด ํ•™์Šต์— ์œ ์šฉํ•œ YouTube ๋™์˜์ƒ์„ ์†Œ๊ฐœํ•ฉ๋‹ˆ๋‹ค. ์ „ ์„ธ๊ณ„ ์ตœ๊ณ ์˜ ์„ ์ƒ๋‹˜๋“ค์ด ๊ฐ€๋ฅด์น˜๋Š” ์˜์–ด ์ˆ˜์—…์„ ๋ณด๊ฒŒ ๋  ๊ฒƒ์ž…๋‹ˆ๋‹ค. ๊ฐ ๋™์˜์ƒ ํŽ˜์ด์ง€์— ํ‘œ์‹œ๋˜๋Š” ์˜์–ด ์ž๋ง‰์„ ๋”๋ธ” ํด๋ฆญํ•˜๋ฉด ๊ทธ๊ณณ์—์„œ ๋™์˜์ƒ์ด ์žฌ์ƒ๋ฉ๋‹ˆ๋‹ค. ๋น„๋””์˜ค ์žฌ์ƒ์— ๋งž์ถฐ ์ž๋ง‰์ด ์Šคํฌ๋กค๋ฉ๋‹ˆ๋‹ค. ์˜๊ฒฌ์ด๋‚˜ ์š”์ฒญ์ด ์žˆ๋Š” ๊ฒฝ์šฐ ์ด ๋ฌธ์˜ ์–‘์‹์„ ์‚ฌ์šฉํ•˜์—ฌ ๋ฌธ์˜ํ•˜์‹ญ์‹œ์˜ค.

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