Are Ad Agencies, PR Firms and Lobbyists Destroying the Climate? | Solitaire Townsend | TED Countdown

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2022-04-06 ・ TED


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Are Ad Agencies, PR Firms and Lobbyists Destroying the Climate? | Solitaire Townsend | TED Countdown

31,089 views ・ 2022-04-06

TED


μ•„λž˜ μ˜λ¬Έμžλ§‰μ„ λ”λΈ”ν΄λ¦­ν•˜μ‹œλ©΄ μ˜μƒμ΄ μž¬μƒλ©λ‹ˆλ‹€.

λ²ˆμ—­: Dahyeon Lee κ²€ν† : DK Kim
00:03
Now, when you think of the industries most responsible for climate change,
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κΈ°ν›„ 변화에 κ°€μž₯ 큰 μ±…μž„μ΄ μžˆλŠ” 산업을 생각할 λ•Œ,
00:09
you probably summon up an image of an oil rig, right?
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μ„μœ  κ΅΄μ°© μž₯치λ₯Ό λ– μ˜¬λ¦΄ κ²λ‹ˆλ‹€.
00:12
Maybe even a coal mine
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ν˜Ήμ€ 탄광, μ•„λ‹ˆλ©΄ κΈ°μ—…ν˜• 농μž₯, μ–΄μ©Œλ©΄ 쀑μž₯λΉ„ 곡업일 μˆ˜λ„ 있죠.
00:14
or a megafarm,
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00:15
perhaps heavy engineering.
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00:18
But there’s one industry that’s never mentioned in that list
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ν•˜μ§€λ§Œ λ‹€λ₯Έ λͺ¨λ“  산업이 μ˜μ‘΄ν•˜κ³  μžˆμŒμ—λ„ λΆˆκ΅¬ν•˜κ³ 
00:22
even though every other industry depends upon it.
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κ·Έ λͺ©λ‘μ— μ–ΈκΈ‰λ˜μ§€ μ•ŠλŠ” 산업이 μžˆμŠ΅λ‹ˆλ‹€.
00:25
I’m talking about an economic sector that makes ...
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이 κ²½μ œλΆ„μ•Όμ—μ„œ λ§Œλ“œλŠ” 것은
00:29
nothing.
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아무것도 μ—†μŠ΅λ‹ˆλ‹€.
00:30
It has no stock,
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μž¬κ³ λ„ μ—†κ³ ,
00:32
no warehouses,
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창고도 μ—†κ³  곡μž₯도 μ—†μ–΄μš”.
00:33
no factories.
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00:35
It’s entirely powered by brains,
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그것은 μ „μ μœΌλ‘œ λ‘λ‡Œμ™€
00:38
by spreadsheets
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μŠ€ν”„λ ˆλ“œμ‹œνŠΈ, νŒŒμ›Œν¬μΈνŠΈλ‘œ λŒμ•„κ°‘λ‹ˆλ‹€.
00:40
and by PowerPoint.
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00:42
Who is this mystery industry?
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이 μ‹ λΉ„ν•œ 산업은 λ¬΄μ—‡μΌκΉŒμš”?
00:45
The professional services of advertising and PR firms,
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μ „λ¬Έ μ„œλΉ„μŠ€μ—…μž…λ‹ˆλ‹€.
κ΄‘κ³  및 홍보 νšŒμ‚¬,
00:50
the big management consultancies,
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λŒ€ν˜• 경영 자문 νšŒμ‚¬,
00:53
the corporate lawyers and lobbyists.
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κΈ°μ—… λ³€ν˜Έμ‚¬ 및 λ‘œλΉ„μŠ€νŠΈλ“€μ΄μ£ .
00:56
Together, this sector is worth over two trillion dollars a year.
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규λͺ¨λŠ” ν•©μ³μ„œ μ—°κ°„ 2μ‘° λ‹¬λŸ¬ μ΄μƒμž…λ‹ˆλ‹€.
01:03
Let’s call it the β€œX industry,”
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β€˜X 산업’이라 λΆ€λ¦…μ‹œλ‹€.
01:06
where X is for influence.
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μ—¬κΈ°μ„œ XλŠ” 영ν–₯λ ₯을 λœ»ν•©λ‹ˆλ‹€.
01:10
Now, when it comes to climate change,
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κΈ°ν›„ 변화에 κ΄€ν•΄μ„œλŠ”,
01:13
each individual firm in this sector has the carbon footprint
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이 λΆ„μ•Όμ˜ 각 νšŒμ‚¬λ“€μ΄
λ°°μΆœν•˜λŠ” νƒ„μ†ŒλŠ”
01:17
probably no bigger than your average kindergarten.
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보톡 μœ μΉ˜μ›λ³΄λ‹€ λ§Žμ§€ μ•ŠμŠ΅λ‹ˆλ‹€.
01:21
But the brainprint of the X industry is felt everywhere.
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ν•˜μ§€λ§Œ X μ‚°μ—…μ˜ λ‘λ‡Œ 영ν–₯은 λͺ¨λ“  κ³³μ—μ„œ λŠκ»΄μ§‘λ‹ˆλ‹€.
01:26
And that’s because these problem-solvers and storytellers act
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이 문제 해결사듀과 이야기꾼듀이
01:30
as the grease in the wheel of all other businesses on Earth.
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지ꡬ 상 λͺ¨λ“  λ‹€λ₯Έ μ‚°μ—…λ“€μ˜ μœ€ν™œμœ μ²˜λŸΌ 움직이기 λ•Œλ¬Έμž…λ‹ˆλ‹€.
01:35
And that gives the X industry an outsize influence
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그것은 μš°λ¦¬κ°€ νƒ„μ†Œ 쀑립에 도달할 κ°€λŠ₯성에
X 산업이 큰 영ν–₯λ ₯을 미치게 ν•©λ‹ˆλ‹€.
01:39
on the likelihood that we reach net-zero,
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01:42
or they will be one of the primary architects of climate destruction.
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μ•„λ‹ˆλ©΄ 그듀은 κΈ°ν›„ 파괴의 μ£Όμš” μ„€κ³„μžκ°€ 될 κ²ƒμž…λ‹ˆλ‹€.
01:47
Now, how?
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μ–΄μ§Έμ„œ κ·ΈλŸ΄κΉŒμš”?
01:49
Remember that oil rig we imagined a moment ago?
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μ’€ 전에 μƒμƒν–ˆλ˜ μ„μœ  κ΅΄μ°© μž₯치λ₯Ό κΈ°μ–΅ν•˜μ‹œμ£ ?
01:52
Think about how it’s actually built.
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그게 μ–΄λ–»κ²Œ λ§Œλ“€μ–΄μ‘ŒλŠ”μ§€ μƒκ°ν•΄λ³΄μ„Έμš”.
01:54
I’ve seen this firsthand.
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μ €λŠ” 이걸 직접 λ΄€μ–΄μš”.
01:56
It takes a village of X industry advisers to raise a rig.
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μž₯치λ₯Ό ν•˜λ‚˜ μ„Έμš°λŠ” 데
λ§ˆμ„ ν•˜λ‚˜λ₯Ό μ±„μšΈ 만큼의 X μ‚°μ—… 고문이 ν•„μš”ν•©λ‹ˆλ‹€.
02:02
First --
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첫 번째둜,
02:03
often,
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λ§Žμ€ κ²½μš°μ—,
02:04
the oil exploration proposals are financially modeled
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μ„μœ  탐사 μ œμ•ˆμ€
λŒ€ν˜• 자문 νšŒμ‚¬ ν•œ κ³³μ—μ„œ 재무 κ³„νšμ„ μ„Έμ›λ‹ˆλ‹€.
02:09
by one of the big constultancies.
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02:12
Then the lobbying firms push through regulatory approval,
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그런 λ‹€μŒ λ‘œλΉ„ νšŒμ‚¬λ“€μ΄
규제 μŠΉμΈμ„ ν†΅κ³Όμ‹œν‚΅λ‹ˆλ‹€.
02:17
often years, if not decades, ahead of a single drop of oil being pumped.
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μ„μœ  ν•œ 방울 퍼내기보닀 λͺ‡λ…„, μˆ˜μ‹­ λ…„ μ „μ—μš”.
02:22
Then the PR agencies,
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그리고 홍보 νšŒμ‚¬λ“€μ΄
02:24
they come in and they work to get local communities onside.
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지역 μ‚¬νšŒμ˜ 지지λ₯Ό λ°›κΈ° μœ„ν•΄ 듀어와 μΌν•©λ‹ˆλ‹€.
02:29
And the legal firms squash any legal objection.
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법λ₯  νšŒμ‚¬λ“€μ€ μ–΄λ–€ 법적인 λ°˜λŒ€λ„ λ¬Όλ¦¬μΉ©λ‹ˆλ‹€.
02:34
Finally, the creative agencies craft influence campaigns
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λ§ˆμ§€λ§‰μœΌλ‘œ, ν¬λ¦¬μ—μ΄ν‹°λΈŒ μ—μ΄μ „μ‹œλŠ”
영ν–₯λ ₯ μžˆλŠ” κ΄‘κ³ λ₯Ό μ œμž‘ν•΄μ„œ
02:40
to help sell the image of the oil industry
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μ„μœ  μ‚°μ—…μ˜ 인상을 ν™λ³΄ν•˜κ³ 
02:44
and to sell the product itself.
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μ œν’ˆ 자체λ₯Ό νŒλ§€ν•©λ‹ˆλ‹€.
02:47
Oil companies know how to drill for oil,
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μ„μœ  νšŒμ‚¬λ“€μ€ μ„μœ λ₯Ό μ‹œμΆ”ν•˜λŠ” 방법을 μ•Œμ§€λ§Œ,
02:51
but they’ve outsourced almost everything else
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κ·Έ μ™Έ 거의 λͺ¨λ“  것은 외뢀에 λ§‘κΉλ‹ˆλ‹€.
02:54
to this army of publicists and consultants,
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홍보 λ‹΄λ‹Ήμžκ³Ό μ»¨μ„€ν„΄νŠΈ,
02:58
to lawyers and to lobbyists.
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λ³€ν˜Έμ‚¬, λ‘œλΉ„μŠ€νŠΈ λ“€μ—κ²Œμš”.
03:02
We all remember the Deepwater Horizon disaster of 2010,
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μš°λ¦¬λŠ” 2010λ…„ λ”₯μ›Œν„° 호라이즌 사고λ₯Ό κΈ°μ–΅ν•©λ‹ˆλ‹€.
03:07
when BP polluted the Gulf of Mexico
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BPκ°€ λ©•μ‹œμ½”λ§Œμ„
03:11
with over four million barrels of oil.
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4백만 배럴이 λ„˜λŠ” μ„μœ λ‘œ μ˜€μ—Όμ‹œμΌ°μ£ .
μ—¬λŸ¬λΆ„μ΄ λͺ¨λ₯΄λŠ” 것이 μžˆμŠ΅λ‹ˆλ‹€.
03:16
What you might not know
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03:17
is that BP admitted
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BPκ°€ 사고 μ§ν›„μ˜ 해에
03:19
to spending three times as much on promotional advertising
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사고 이전 해에 λΉ„κ΅ν•΄μ„œ 홍보비λ₯Ό 3λ°° μ‚¬μš©ν–ˆμŒμ„
03:23
in the year after the disaster than in the year before.
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μΈμ •ν–ˆλ‹€λŠ” κ²ƒμž…λ‹ˆλ‹€.
거의 ν™•μ‹€ν•˜κ²Œ,
03:28
And arguably,
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03:29
the X industry has done a better job of cleaning up BP’s image
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X 산업이 BP의 인상을 μ„Ένƒν•œ 것이
03:34
than BP has yet done cleaning up the Gulf of Mexico.
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BPκ°€ λ©•μ‹œμ½”λ§Œμ„ μ²­μ†Œν•œ 것보닀 훨씬 μ„±κ³΅μ μ΄μ—ˆμŠ΅λ‹ˆλ‹€.
03:37
(Applause)
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(λ°•μˆ˜)
03:39
Thank you.
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κ°μ‚¬ν•©λ‹ˆλ‹€.
03:40
(Applause)
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(λ°•μˆ˜)
03:41
Oh, come on, come on.
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κ·Έλ§Œν•˜μ£ .
03:43
Is it really fair for me to hold the X industry responsible
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μ œκ°€ X 산업에
κ·Έλ“€ 고객의 ν™˜κ²½μ  영ν–₯에 λŒ€ν•œ
03:47
for the environmental impact of their clients?
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μ±…μž„μ„ λ¬»λŠ” 것이 κ³΅μ •ν• κΉŒμš”?
03:51
There is no official way to do so just yet.
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κ·Έλ ‡κ²Œ ν•  곡식적인 방법은 아직 μ—†μŠ΅λ‹ˆλ‹€.
03:54
We recognize only three scopes of carbon emission.
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μš°λ¦¬λŠ” νƒ„μ†Œ λ°°μΆœμ— λŒ€ν•΄ μ„Έ 가지 λ²”μœ„λ§Œ μΈμ‹ν•©λ‹ˆλ‹€.
03:58
Scopes one and two:
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첫 λ²ˆμ§Έμ™€ 두 번째 λ²”μœ„λŠ”
03:59
all the direct emissions from your fleets and your factories
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νšŒμ‚¬μ˜ 곡μž₯κ³Ό μˆ˜μ†‘ μˆ˜λ‹¨μ—μ„œμ˜ 직접적인 배좜물,
그리고 κ΅¬λ§€ν•œ μ—λ„ˆμ§€μž…λ‹ˆλ‹€.
04:03
and the power that you purchase.
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04:05
In the UK,
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영ꡭ κ΄‘κ³  ν˜‘νšŒλŠ”
04:06
the advertising association has estimated
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μ—°κ°„ 200μ–΅ λ‹¬λŸ¬ 이상 규λͺ¨μΈ
04:09
that the entire carbon footprint of the UK ad industry,
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영ꡭ κ΄‘κ³  μ‚°μ—… μ „μ²΄μ˜ νƒ„μ†Œ 발자ꡭ이
04:13
worth over 20 billion dollars a year,
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04:16
is just 1.1 million tonnes.
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단지 110만 톀이라고 μΆ”μ •ν–ˆμŠ΅λ‹ˆλ‹€.
04:20
1.1 million tonnes.
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110만 ν†€μ΄μš”.
04:23
Now, scope three,
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이제 μ„Έ 번째 λ²”μœ„.
04:24
the third scope,
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μ„Έ 번째 λ²”μœ„λŠ” 쑰금 더 μ–΄λ €μ›Œμš”.
04:26
this is a bit harder.
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04:27
This is all the indirect emissions from how people use your products
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μ‚¬λžŒλ“€μ΄ μ œν’ˆμ„ μ‚¬μš©ν•  λ•Œ, λ˜λŠ”
κ³΅κΈ‰λ§μ—μ„œ λ‚˜μ˜€λŠ” κ°„μ ‘ λ°°μΆœλ¬Όμž…λ‹ˆλ‹€.
04:32
or from your supply chain.
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04:34
And that’s a necessary headache for a lot of companies
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λ§Žμ€ νšŒμ‚¬λ“€μ˜ λΆˆκ°€ν”Όν•œ κ³¨μΉ«κ±°λ¦¬λ‘œμ„œ
04:39
to start taking control over.
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관리λ₯Ό μ‹œμž‘ν•΄μ•Ό ν•˜λŠ” κ²ƒμž…λ‹ˆλ‹€.
04:41
But technically, the X industry barely moves the dial here either.
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ν•˜μ§€λ§Œ μ—„λ°€νžˆ λ§ν•˜λ©΄,
X 산업은 μ—¬κΈ°μ„œλ„ 미동도 ν•˜μ§€ μ•ŠμŠ΅λ‹ˆλ‹€.
04:46
That’s why I believe that the X industry needs a new scope X,
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κ·Έλž˜μ„œ μ €λŠ” X 산업에 μƒˆλ‘œμš΄ λ²”μœ„ Xκ°€ ν•„μš”ν•˜λ‹€κ³  μƒκ°ν•©λ‹ˆλ‹€.
04:51
a way to account for the emissions of influence.
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영ν–₯λ ₯μ—μ„œ λ‚˜μ˜€λŠ” λ°°μΆœμ„ λ‚˜νƒ€λ‚΄λŠ” μˆ˜λ‹¨μœΌλ‘œμš”.
04:56
Now the --
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μ§€κΈˆ,
(λ°•μˆ˜)
04:58
(Applause)
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04:59
The experts at the Purpose Disruptors network have made a start
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퍼포슀 λ””μŠ€λŸ½ν„°μ¦ˆ 망의 전문가듀이
λ°”λ‘œ κ·Έ 일을 ν•˜κΈ° μ‹œμž‘ν–ˆμŠ΅λ‹ˆλ‹€.
05:04
at doing just that.
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05:05
They looked at a single advertising campaign made for Audi.
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그듀은 μ•„μš°λ”” κ΄‘κ³ λ₯Ό ν•˜λ‚˜ μ‚΄νŽ΄λ³΄μ•˜μŠ΅λ‹ˆλ‹€.
05:10
Now this campaign won one of the big effectiveness awards in advertising.
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이 κ΄‘κ³ λŠ” κ΄‘κ³  λΆ„μ•Όμ—μ„œ κ°€μž₯ 큰 효과둜 상을 λ°›μ•˜κ³ 
05:14
And the car company and their advertising agency claimed
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μžλ™μ°¨ νšŒμ‚¬μ™€ κ΄‘κ³  λŒ€ν–‰μ‚¬λŠ”
이 단일 κ΄‘κ³ λ‘œ μ•„μš°λ””μ˜ 수읡이
05:19
that this single campaign generated 1.78 billion dollars
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17μ–΅ 8천만 λ‹¬λŸ¬ λŠ˜μ—ˆλ‹€κ³  λ§ν–ˆμŠ΅λ‹ˆλ‹€.
05:25
of incremental revenue for Audi.
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05:28
The ad campaign sold a lot of cars.
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κ΄‘κ³ κ°€ 정말 λ§Žμ€ μ°¨λ₯Ό νŒ”μ•˜μ–΄μš”.
05:31
And if their claim is correct,
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κ·Έλ“€μ˜ μ£Όμž₯이 λ§žλ‹€λ©΄,
05:34
it also generated 5.1 million tonnes of additional carbon for Audi.
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좔가적인 νƒ„μ†Œ 510만 톀이
μ•„μš°λ””μ—μ„œ λ‚˜μ˜¨ μ…ˆμ΄μ£ .
05:41
So this is a one-to-five ratio
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이것이 일 λŒ€ 였 λΉ„μœ¨μž…λ‹ˆλ‹€.
05:44
between the impact of an entire industry --
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전체 μ‚°μ—…, 전체 κ΄‘κ³  μ‚°μ—…κ³Ό
05:47
the entire ad industry --
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05:48
versus one single advertising campaign.
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κ΄‘κ³  ν•˜λ‚˜μ˜ 영ν–₯ μ‚¬μ΄μ˜ λΉ„μœ¨μž…λ‹ˆλ‹€.
05:52
It is time for those of us, like me,
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이 μ‚°μ—…μ—μ„œ μΌν•˜λŠ” 저같은 μ‚¬λžŒλ“€μ΄
05:54
who work in this industry,
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05:56
to take our responsibility seriously.
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μ§„μ§€ν•˜κ²Œ 우리의 μ±…μž„μ„ 생각해야 ν•  λ•Œμž…λ‹ˆλ‹€.
06:00
And that starts with being honest about who pays our bills.
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그건 λˆ„κ°€ μš°λ¦¬μ—κ²Œ λˆμ„ μ§€λΆˆν•˜λŠ”λƒμ— λŒ€ν•΄
μ •μ§ν•΄μ§€λŠ” κ²ƒμœΌλ‘œλΆ€ν„° μ‹œμž‘ν•©λ‹ˆλ‹€.
06:05
The X industry is famously murky about that.
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X 산업은 그것에 λŒ€ν•΄ λΆˆλΆ„λͺ…ν•˜κΈ°λ‘œ 유λͺ…ν•©λ‹ˆλ‹€.
06:09
And so my firm in 2015 produced the first client disclosure report.
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κ·Έλž˜μ„œ 제 νšŒμ‚¬λŠ” 2015년에
처음으둜 고객 κ³΅μ‹œ λ³΄κ³ μ„œλ₯Ό μž‘μ„±ν–ˆμŠ΅λ‹ˆλ‹€.
06:16
It’s very simple.
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μ•„μ£Ό κ°„λ‹¨ν•΄μš”.
06:17
We just disclosed our revenue by the client industries which we serve.
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우리의 μˆ˜μ΅μ„
μš°λ¦¬κ°€ μΌν•˜λŠ” κ³ κ°λ“€μ˜ μ‚°μ—…λ³„λ‘œ κ³΅κ°œν–ˆμŠ΅λ‹ˆλ‹€.
06:23
I’m so pleased to say that 170 other ad agencies,
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λ‹€λ₯Έ κ΄‘κ³  νšŒμ‚¬λ“€, 자문 νšŒμ‚¬λ“€, 홍보 νšŒμ‚¬λ“€ 170곳이
저희와 같이 ν•˜κΈ°λ‘œ μ•½μ†ν–ˆλ‹€κ³  말할 수 μžˆμ–΄μ„œ μ €λŠ” λ„ˆλ¬΄ κΈ°μ©λ‹ˆλ‹€.
06:28
consultancies and PR companies
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06:30
have now promised to do the same.
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06:32
(Applause)
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(λ°•μˆ˜)
06:36
But our industry is dominated by a handful of really big consultancies
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ν•˜μ§€λ§Œ 우리 산업을 μ§€λ°°ν•˜λŠ”
μ†Œμˆ˜μ˜ 정말 큰 핡심인 자문 νšŒμ‚¬λ“€κ³Ό κ΄‘κ³  λŒ€ν–‰μ‚¬λ“€μ€
06:41
and advertising agencies,
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아직 μš°λ¦¬μ™€ ν•¨κ»˜ν•˜κΈ°λ‘œ μ•½μ†ν•˜μ§€ μ•Šμ•˜μŠ΅λ‹ˆλ‹€.
06:44
and not one of them have yet promised to join us.
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06:49
And this really matters
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이것은 정말 μ€‘μš”ν•œλ°
06:51
because the X industry is hiring up many of the most inventive,
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X 산업이 인λ₯˜μ˜ κ°€μž₯ 창의적이고,
λ°•μ‹ν•˜κ³ , 영ν–₯λ ₯ μžˆλŠ”
06:56
creative,
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06:57
knowledgeable
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λ§Žμ€ μ‚¬λžŒλ“€μ„ κ³ μš©ν•˜κ³  있기 λ•Œλ¬Έμž…λ‹ˆλ‹€.
06:58
and influential minds that humanity has.
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07:01
And those are the exact same skills that we need
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그리고 λ°”λ‘œ κ·Έ κΈ°μˆ λ“€μ΄
κΈ°ν›„ λ³€ν™”μ˜ λ°©ν–₯을 λ°”κΎΈκΈ° μœ„ν•΄
07:06
to change the course of climate change.
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μš°λ¦¬κ°€ ν•„μš”λ‘œ ν•˜λŠ” κΈ°μˆ λ“€μž…λ‹ˆλ‹€.
07:09
Now we need all of that X industry talent to stop serving destruction
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이제 X μ‚°μ—…μ˜ λͺ¨λ“  μΈμž¬κ°€
파괴λ₯Ό λ„μ™€μ£ΌλŠ” κ±Έ λ©ˆμΆ”κ³  해법을 μ œκ³΅ν•΄μ•Ό ν•©λ‹ˆλ‹€.
07:16
and start serving solutions.
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07:18
And if you work in the X industry,
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X μ‚°μ—…μ—μ„œ μΌν•˜μ‹ λ‹€λ©΄,
07:20
you’re probably beginning to feel a little bit uncomfortable right now.
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이제 μ’€ λΆˆνŽΈν•¨μ„ 느끼기 μ‹œμž‘ν•˜μ‹€ μˆ˜λ„ μžˆκ² λ„€μš”.
07:24
Good.
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μ’‹μ•„μš”.
07:26
(Laughter)
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(μ›ƒμŒ)
07:27
(Applause)
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(λ°•μˆ˜)
07:30
I want you to ask yourself:
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μžμ‹ μ—κ²Œ μ§ˆλ¬Έν•˜μ…¨μœΌλ©΄ ν•©λ‹ˆλ‹€.
07:31
Are you selling your talent to the right people?
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ν•©λ‹Ήν•œ μ‚¬λžŒλ“€μ—κ²Œ μžμ‹ μ˜ 재λŠ₯을 νŒ”κ³  μžˆλ‚˜μš”?
07:35
Are you serving the causes of climate change or the solutions to it?
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κΈ°ν›„ λ³€ν™”μ˜ 원인을 λ•λ‚˜μš”, μ•„λ‹ˆλ©΄ 해결책을 λ•λ‚˜μš”?
07:40
And are you using all that vaunted ability to influence your clients
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μžμ‹ μ˜ μžλž‘μΈ κ·Έ λͺ¨λ“  λŠ₯λ ₯을
κ³ κ°μ—κ²Œ 영ν–₯을 μ£ΌκΈ° μœ„ν•΄ μ‚¬μš©ν•˜λ‚˜μš”,
07:45
or just to influence their critics?
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μ•„λ‹ˆλ©΄ κ·Έμ € κ·Έλ“€μ˜ λΉ„νŒμ— 영ν–₯을 μ£ΌκΈ° μœ„ν•΄ μ‚¬μš©ν•˜λ‚˜μš”?
07:48
This must be the solutions decade,
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μ§€κΈˆμ€ 해결을 μœ„ν•œ μ‹œλŒ€μ΄κ³ ,
07:52
and we’re nearly two years into our window
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이제 2λ…„ 남짓 λ‚¨μ•˜μŠ΅λ‹ˆλ‹€.
07:55
to change our systems towards climate justice,
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κ·Έ μ•ˆμ— 우리의 체제λ₯Ό κΈ°ν›„ μ •μ˜,
07:59
towards clean energy,
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μ²­μ • μ—λ„ˆμ§€, μˆœν™˜ 체계, 지속가λŠ₯ν•˜κ³  κ³΅μ •ν•œ μ‚ΆμœΌλ‘œ μ „ν™˜ν•΄μ•Ό ν•©λ‹ˆλ‹€.
08:00
circular systems,
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08:02
sustainable and equitable lifestyles.
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08:05
This solutions decade desperately requires really good-quality financial modeling.
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이 ν•΄κ²° 기간에 μ ˆμ‹€νžˆ ν•„μš”ν•œ 것은
μ•„μ£Ό 쒋은 재무 κ³„νšμž…λ‹ˆλ‹€.
08:12
It requires a really strong legal framework,
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κ°•ν•œ 법적 ν‹€κ³Ό ν›Œλ₯­ν•œ 연ꡬ가 ν•„μš”ν•©λ‹ˆλ‹€.
08:15
great research.
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08:17
It really needs public support.
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λŒ€μ€‘μ˜ 지원이 정말 ν•„μš”ν•©λ‹ˆλ‹€.
08:20
It needs the right regulatory rules.
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μ•Œλ§žμ€ 규제 κ·œμ •μ΄ ν•„μš”ν•©λ‹ˆλ‹€.
08:23
And it needs creative storytelling,
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창의적인 이야기가 ν•„μš”ν•˜κ³ 
08:25
and that’s what my X industry could deliver.
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그것은 우리 X 산업이 μ œκ³΅ν•  수 μžˆλŠ” κ²ƒμž…λ‹ˆλ‹€.
08:30
This year, I changed my job title to β€œChief Solutionist”.
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μ˜¬ν•΄ μ €λŠ” 직λͺ…을 λ°”κΏ¨μ–΄μš”.
β€œμ΅œκ³  해결사”
08:36
I changed it to constantly remind myself of the job that needs doing.
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ν•΄μ•Ό ν•  일듀을 제게 λŠμž„μ—†μ΄ μƒκΈ°μ‹œν‚€κΈ° μœ„ν•΄μ„œμš”.
08:42
Because as an X industry leader myself,
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X μ‚°μ—…μ˜ λ¦¬λ”λ‘œμ„œ,
08:45
I can either serve the solutions every day,
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맀일 해결책을 μ œκ³΅ν•˜κ±°λ‚˜
08:48
or by default,
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그것이 μ•„λ‹ˆλΌλ©΄ νŒŒκ΄΄μ— κΈ°μ—¬ν•  것이기 λ•Œλ¬Έμž…λ‹ˆλ‹€.
08:49
I’m serving destruction.
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08:51
There is no middle ground here.
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쀑간은 μ—†μ–΄μš”.
08:52
There must be no carefully worded rationales.
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μ‚¬νƒ•λ°œλ¦° 말은 ν•΄μ„  μ•ˆλ©λ‹ˆλ‹€.
08:56
And the X industry can no longer pretend it can remain neutral.
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X 산업은 더 이상 쀑립인 μ²™ν•  수 μ—†μŠ΅λ‹ˆλ‹€.
09:02
Now if we do that,
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κ·Έλ ‡κ²Œ ν•œλ‹€λ©΄,
09:05
perhaps we could become a league of solutionists
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μš°λ¦¬λŠ” ν•΄κ²°μ‚¬λ“€μ˜ 동맹이 λ˜μ–΄
09:09
and shift all of this creativity,
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이 λͺ¨λ“  창의λ ₯, 독창성, 지식, 영ν–₯λ ₯을
09:12
inventiveness,
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09:13
knowledge and influence
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κΈ°ν›„ λ³€ν™”λ₯Ό κ³ μΉ˜λŠ” λ°©ν–₯으둜 λ°”κΏ€ 수 μžˆμ„ κ²ƒμž…λ‹ˆλ‹€.
09:15
towards fixing climate change.
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09:17
And then this invisible
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그러면 보이지 μ•Šκ³  만질 수 μ—†λŠ”
09:20
and intangible
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09:23
and incredibly influential X industry
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μ—„μ²­λ‚œ 영ν–₯λ ₯의 X 산업은
09:27
can finally stop being part of the problem
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λ§ˆμΉ¨λ‚΄ 문제의 일뢀가 λ˜λŠ” 것을 λ©ˆμΆ”κ³ 
09:30
and become part of the solution.
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ν•΄κ²°μ±…μ˜ 일뢀가 될 수 μžˆμ„ κ²ƒμž…λ‹ˆλ‹€.
09:32
Thank you.
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κ°μ‚¬ν•©λ‹ˆλ‹€.
09:33
(Applause and cheers)
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(ν™˜ν˜Έμ™€ λ°•μˆ˜)
이 μ›Ήμ‚¬μ΄νŠΈ 정보

이 μ‚¬μ΄νŠΈλŠ” μ˜μ–΄ ν•™μŠ΅μ— μœ μš©ν•œ YouTube λ™μ˜μƒμ„ μ†Œκ°œν•©λ‹ˆλ‹€. μ „ 세계 졜고의 μ„ μƒλ‹˜λ“€μ΄ κ°€λ₯΄μΉ˜λŠ” μ˜μ–΄ μˆ˜μ—…μ„ 보게 될 κ²ƒμž…λ‹ˆλ‹€. 각 λ™μ˜μƒ νŽ˜μ΄μ§€μ— ν‘œμ‹œλ˜λŠ” μ˜μ–΄ μžλ§‰μ„ 더블 ν΄λ¦­ν•˜λ©΄ κ·Έκ³³μ—μ„œ λ™μ˜μƒμ΄ μž¬μƒλ©λ‹ˆλ‹€. λΉ„λ””μ˜€ μž¬μƒμ— 맞좰 μžλ§‰μ΄ μŠ€ν¬λ‘€λ©λ‹ˆλ‹€. μ˜κ²¬μ΄λ‚˜ μš”μ²­μ΄ μžˆλŠ” 경우 이 문의 양식을 μ‚¬μš©ν•˜μ—¬ λ¬Έμ˜ν•˜μ‹­μ‹œμ˜€.

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