Leyla Acaroglu: Paper beats plastic? How to rethink environmental folklore

Prevodilac: Jovana Kentic Lektor: Ivana Korom

So imagine, you're in the supermarket,

Zamislite da ste u supermarketu,

you're buying some groceries,

kupujete neke namirnice,

and you get given the option

i data vam je opcija

for a plastic or a paper shopping bag.

između najlonske i papirne kese.

Which one do you choose if you want to do

Koju ćete izabrati ukoliko želite

the right thing by the environment?

da uradite pravu stvar za okolinu?

Most people do pick the paper.

Najveći broj ljudi izabraće papir.

Okay, let's think of why.

Hajde da razmislimo zašto.

It's brown to start with.

Za početak, smeđ je.

Therefore, it must be good for the environment.

Zbog toga mora biti dobar za okolinu.

It's biodegradable. It's reusable.

Biorazgradiv je. Može se ponovo koristiti.

In some cases, it's recyclable.

U nekim slučajevima, može se reciklirati.

So when people are looking at the plastic bag,

Kad ljudi pogledaju najlonsku kesu,

it's likely they're thinking of something like this,

verovatno misle nešto od ovoga,

which we all know is absolutely terrible,

što svi znamo da je apsolutno užasno,

and we should be avoiding at all expenses

i trebalo bi po svaku cenu da izbegavamo

these kinds of environmental damages.

ove vrste zagađivanja prirode.

But people are often not thinking

Ali ljudi često ne pomišljaju

of something like this,

na nešto ovakvo,

which is the other end of the spectrum.

što je suprotna strana ovog gledišta.

When we produce materials,

Kada proizvodimo materijale,

we need to extract them from the environment,

moramo ih uzeti iz prirode,

and we need a whole bunch of environmental impacts.

i za to nam je potrebna gomila uticaja na prirodu.

You see, what happens is, when we need

Vidite, dešava se da, kada moramo

to make complex choices,

da napravimo složene izbore,

us humans like really simple solutions,

mi ljudi volimo veoma jednostavna rešenja,

and so we often ask for simple solutions.

i zbog toga najčešće i tragamo za njima.

And I work in design.

Ja radim u oblasti dizajna.

I advise designers

Savetujem dizajnere

and innovators around sustainability,

i inovatore o održivosti,

and everyone always says to me, "Oh Leyla,

i svi mi uvek kažu: ,,O, Lejla,

I just want the eco-materials."

ja samo želim eko-materijal.''

And I say, "Well, that's very complex,

A ja im odgovorim: ,,To je veoma složeno,

and we'll have to spend four hours talking about

i moraćemo da provedemo sate pričajući

what exactly an eco-material means,

o tome šta tačno znači eko-materijal,

because everything at some point

jer je u nekom momentu sve

comes from nature,

došlo iz prirode,

and it's how you use the material

i tek je način upotrebe ono

that dictates the environmental impact.

što utiče na okolinu.

So what happens is, we have to rely

Dešava se to da moramo

on some sort of intuitive framework

da se oslonimo na neku vrstu

when we make decisions.

intuitivnog okvira kada donosimo odluke.

So I like to call that intuitive framework

Volim da taj intuitivni okvir nazivam

our environmental folklore.

našim prirodnim folklorom.

It's either the little voice at the back of your head,

To je poput glasa koji imate u podsvesti,

or it's that gut feeling you get

ili onaj osećaj koji dobijete

when you've done the right thing,

kada uradite nešto kako treba,

so when you've picked the paper bag

kao kada ste odabrali papirnu kesu

or when you've bought a fuel-efficient car.

ili kupili auto sa smanjenom potrošnjom.

And environmental folklore is a really important thing

A prirodni folklor je zaista važna stvar

because we're trying to do the right thing.

jer se trudimo da nešto uradimo ispravno.

But how do we know if we're actually

Ali kako možemo da znamo

reducing the net environmental impacts

da li zaista smanjujemo uticaj

that our actions as individuals and as professionals

koji naše akcije kao pojedinaca,

and as a society are actually having

profesionalaca i kao društva

on the natural environment?

imaju na našu okolinu?

So the thing about environmental folklore is

Prirodni folklor je nešto što

it tends to be based on our experiences,

se zasniva na našem iskustvu,

the things we've heard from other people.

stvarima koje smo čuli od drugih ljudi.

It doesn't tend to be based on any scientific framework.

Retko ima osnove u nekom naučnom okviru.

And this is really hard, because we live

To je veoma teško, iz razloga što živimo

in incredibly complex systems.

u neverovatno kompleksnom sistemu.

We have the human systems

Mi imamo ljudske načine

of how we communicate and interrelate

da komuniciramo i da se povezujemo

and have our whole constructed society,

i imamo u potpunosti izgrađeno društvo.

We have the industrial systems, which is essentially the entire economy,

Imamo industrijske sisteme,

koji predstavljaju čitavu ekonomiju,

and then all of that has to operate

i sve to mora da funkcioniše

within the biggest system,

u okviru većeg sistema.

and, I would argue, the most important,

I najbitnije, u okviru ekosistema.

the ecosystem.

And you see, the choices that we make

Vidite, odluke koje pravimo

as an individual,

kao pojedinci,

but the choices that we make

ali one odluke koje pravimo

in every single job that we have,

u svakoj obavezi koju imamo,

no matter how high or low you are in the pecking order,

bez obzira na to gde smo u hijerarhiji,

has an impact on all of these systems.

utiče na sve ove sisteme.

And the thing is that we have to find ways

Poenta je u tome da moramo naći način

if we're actually going to address sustainability

ako zaista želimo da se izborimo za održivost

of interlocking those complex systems

neraskidivosti tih kompleksnih sistema

and making better choices that result

i da pravimo odluke koje će rezultirati

in net environmental gains.

poboljšanjem uslova u okruženju.

What we need to do is we need to learn

Ono što svi moramo da naučimo je

to do more with less.

da uradimo što više sa što manje.

We have an increasing population,

Populacija raste,

and everybody likes their mobile phones,

i svi vole svoje mobilne telefone,

especially in this situation here.

posebno u ovoj situaciji.

So we need to find innovative ways of solving some of these problems that we face.

Moramo da nađemo način da rešimo probleme sa kojima se suočavamo.

And that's where this process called life cycle thinking comes in.

I tad dolazi razmišljanje o toku života.

So essentially, everything that is created

U suštini, sve što je stvoreno

goes through a series of life cycle stages,

prolazi kroz razne periode života,

and we use this scientific process

i mi koristimo naučni proces

called life cycle assessment,

koji se zove procena životnog toka,

or in America, you guys say life cycle analysis,

ili kako vi u Americi kažete, analiza,

in order to have a clearer picture of how

da stvorimo bolju sliku o tome kako

everything that we do in the technical part of those systems

sve što radimo u tehničkom delu sistema

affects the natural environment.

utiče na naše prirodno okruženje.

So we go all the way back

Vraćamo se nazad sve

to the extraction of raw materials,

do uzimanja sirovina,

and then we look at manufacturing,

zatim proučavamo proizvodnju,

we look at packaging and transportation,

pakovanje i transport,

use, and end of life,

korišćenje i kraj života,

and at every single one of these stages,

i u svakom od ovih perioda

the things that we do

stvari koje činimo

have an interaction with the natural environment,

imaju uticaj na prirodu,

and we can monitor how that interaction

i mi možemo da pratimo kako ta interakcija

is actually affecting the systems and services

zapravo utiče na sistem i ono

that make life on Earth possible.

što čini život na Zemlji mogućim.

And through doing this,

Radeći ovo,

we've learned some absolutely fascinating things.

naučili smo potpuno fascinantne stvari.

And we've busted a bunch of myths.

I otkrili smo gomilu mitova.

So to start with, there's a word that's used a lot.

Za početak, evo reči koju mnogo koristimo.

It's used a lot in marketing,

Dosta se koristi u marketingu,

and it's used a lot, I think, in our conversation

i mislim da se mnogo koristi u razgovorima

when we're talking about sustainability,

kada pričamo o održivosti,

and that's the word biodegradability.

a to je reč biorazgradivost.

Now biodegradability is a material property;

Biorazgradivost je osobina materijala;

it is not a definition of environmental benefits.

ne definicija nečega dobrog za okolinu.

Allow me to explain.

Dozvolićete mi da objasnim.

When something natural,

Kada nešto prirodno,

something that's made from a cellulose fiber

nešto sastavljeno od vlakana celuloze

like a piece of bread, even, or any food waste,

poput parčeta hleba ili ostataka hrane,

or even a piece of paper,

ili čak parčeta papira,

when something natural ends up

kada nešto prirodno završi

in the natural environment, it degrades normally.

u prirodnoj okolini, normalno se razgradi.

Its little carbon molecules that it stored up

Mali molekuli ugljenika koji su čuvani

as it was growing are naturally released

za vreme rasta se prirodno oslobađaju

back into the atmosphere as carbon dioxide,

nazad u atmosferu u vidu ugljendioksida,

but this is a net situation.

ali ovo je redak slučaj.

Most natural things

Većina prirodnih stvari zapravo,

don't actually end up in nature.

ne završi u prirodi.

Most of the things, the waste that we produce, end up in landfill.

Većina stvari završava na otpadima.

Landfill is a different environment.

Otpad je drugačija sredina.

In landfill, those same carbon molecules

Na otpadima, isti ti molekuli ugljenika

degrade in a different way,

se razgrađuju na drugačiji način,

because a landfill is anaerobic.

jer su otpadi bezvazdušna mesta.

It's got no oxygen. It's tightly compacted and hot.

Nema kiseonika. Kompaktno je i vruće.

Those same molecules, they become methane,

Isti ti molekuli postaju metan,

and methane is a 25 times more potent

a metan 25 puta više doprinosi

greenhouse gas than carbon dioxide.

efektu staklene bašte od ugljendioksida.

So our old lettuces and products

Tako naša uvela salata i proizvodi

that we have thrown out that are made

koje bacamo a napravljeni su od

out of biodegradable materials,

biorazgradivih materijala,

if they end up in landfill,

ukoliko završe na otpadu,

contribute to climate change.

doprinose klimatskim promenama.

You see, there are facilities now

Vidite, sada postoje ustanove

that can actually capture that methane

koje zapravo koriste taj metan

and generate power,

za proizvodnju energije,

displacing the need for fossil fuel power,

izmeštajući potrebu za fosilnim gorivom,

but we need to be smart about this.

ali treba da budemo pametniji u vezi sa tim.

We need to identify how we can start to leverage

Moramo da nađemo način da iskoristimo

these types of things that are already happening

stvari koje se već dešavaju

and start to design systems and services

i da počnemo da pravimo sisteme

that alleviate these problems.

koji će ublažiti postojeće probleme.

Because right now, what people do is they turn around and they say,

Ljudi se sada okreću i kažu:

"Let's ban plastic bags. We'll give people paper

,,Hajde da zabranimo plastične kese.

because that is better for the environment."

Daćemo ljudima papir, jer je bolji.''

But if you're throwing it in the bin,

Ali ukoliko taj papir bacite u kantu,

and your local landfill facility

a lokalni otpad je kao i svi ostali,

is just a normal one,

then we're having what's called a double negative.

imamo ono što se naziva duplim problemom.

I'm a product designer by trade.

Ja sam dizajner po zanimanju.

I then did social science.

Bavila sam se i društvenim naukama, i u potpunosti sam fascinirana

And so I'm absolutely fascinated

by consumer goods and how the consumer goods

konzumentskim dobrima i načinom

that we have kind of become immune to

na koji smo postali imuni na to

that fill our lives

da ono čime ispunjavamo život ima uticaj na okolinu.

have an impact on the natural environment.

And these guys are, like, serial offenders,

Ove stvari su poput serijskih prestupnika,

and I'm pretty sure everyone in this room

i prilično sam sigurna da

has a refrigerator.

svi prisutni ovde imaju frižider.

Now America has this amazing ability

Amerika sada ima neverovatnu sposobnost

to keep growing refrigerators.

da neprestano povećava frižidere.

In the last few years, they've grown one cubic foot

Poslednjih nekoliko godina, oni su porasli

on average, the standard size

30 kubnih centimetara u proseku,

of a refrigerator.

za standardnu veličinu jednog frižidera.

And the problem is, they're so big now,

Problem je što su oni sada toliko veliki

it's easier for us to buy more food

da nam olakšavaju da kupujemo više hrane

that we can't eat or find.

koju ne možemo da pojedemo ili pronađemo.

I mean, I have things at the back of my refrigerator

Mislim, imam stvari u pozadini frižidera

that have been there for years, all right?

koje tamo stoje godinama, u redu?

And so what happens is, we waste more food.

I tako se dešava da traćimo više hrane.

And as I was just explaining, food waste is a problem.

Kao što sam objasnila, ostaci su problem.

In fact, here in the U.S., 40 percent

U stvari, ovde u Americi, 40 posto

of food purchased for the home is wasted.

hrane koja se kupi se baci.

Half of the world's produced food is wasted.

Polovina hrane proizvedene u svetu se baci.

That's the latest U.N. stats. Up to half of the food.

To je najnovija statistika UN-a. Polovina.

It's insane. It's 1.3 billion tons of food per annum.

Ludost. To je 1,3 milijarde tona godišnje.

And I blame it on the refrigerator,

I ja za to krivim frižidere,

well, especially in Western cultures,

posebno u zapadnim kulturama,

because it makes it easier.

jer to olakšavaju.

I mean, there's a lot of complex systems going on here.

Mislim, postoji mnogo složenih sistema.

I don't want to make it so simplistic.

Ne želim da ih toliko pojednostavim.

But the refrigerator is a serious contributor to this,

Frižideri su zaista mnogo doprineli ovome,

and one of the features of it

i jedna stavka toga

is the crisper drawer.

je fioka za sveže namirnice.

You all got crisper drawers?

Je l' imate svi te fioke?

The drawer that you put your lettuces in?

One fioke u koje stavljate salatu?

Lettuces have a habit of going soggy

Salata ima naviku da postane gnjecava

in the crisper drawers, don't they?

u tim fiokama, zar ne?

Yeah? Soggy lettuces?

Zar ne? Gnjecava salata?

In the U.K., this is such a problem

U Britaniji, ovo je toliki problem

that there was a government report a few years ago

da je nedavno vlada sastavljala izveštaj

that actually said the second biggest offender

gde se navodi da je drugi najveći krivac

of wasted food in the U.K. is the soggy lettuce.

za protraćenu hranu gnjecava salata.

It was called the Soggy Lettuce Report.

Izveštaj je nosio naziv Gnjecava Salata.

Okay? So this is a problem, people.

Ok? Tako da, ovo je problem, ljudi.

These poor little lettuces are getting thrown out

Ova jadna mala salata biva bačena

left, right and center because the crisper drawers

jer fioke za sveže namirnice nisu u stvari

are not designed to actually keep things crisp.

napravljene da održe stvari svežim.

Okay. You need a tight environment.

Okej. Treba vam mali prostor.

You need, like, an airless environment

Treba vam, u stvari, bezvazdušna sredina

to prevent the degrading that would happen naturally.

da sprečite prirodno uvenuće.

But the crisper drawers, they're just a drawer

Ali fioke za sveže namirnice su samo

with a slightly better seal.

fioke sa malo boljim zatvaranjem.

Anyway, I'm clearly obsessed.

Bilo kako bilo, očigledno sam opsednuta.

Don't ever invite me over because I'll just start going through your refrigerator

Nemojte me nikada pozvati u goste,

počeću da vam razgledam po frižideru.

and looking at all sorts of things like that.

But essentially, this is a big problem.

Ali u suštini, ovo je veliki problem.

Because when we lose something like the lettuce from the system,

Kad izgubimo nešto poput salate u sistemu,

not only do we have that impact I just explained at the end of life,

to ne samo da utiče kao što sam objasnila,

but we actually have had to grow that lettuce.

već iznova moramo da uzgajamo tu salatu.

The life cycle impact of that lettuce is astronomical.

Uticaj životnog toka salate je astronomski.

We've had to clear land.

Moramo da očistimo zemljište.

We've had to plant seeds, phosphorus,

Moramo da posadimo seme, stavimo fosfor,

fertilizers, nutrients, water, sunlight.

đubrivo, prehranu, vodu, sunčevu svetlost.

All of the embodied impacts in that lettuce

Svi uticaji u toj salati

get lost from the system,

se izgube iz sistema,

which makes it a far bigger environmental impact

što ima daleko veći uticaj na okolinu

than the loss of the energy from the fridge.

od gubitka energije koju utroši frižider.

So we need to design things like this far better

Moramo da osmislimo ovakve stvari bolje

if we're going to start addressing serious environmental problems.

da bismo rešili ozbiljne ekološke probleme.

We could start with the crisper drawer and the size.

Počećemo od fioka i veličine frižidera.

For those of you in the room who do design fridges,

Svi prisutni ovde koji ih dizajnirate,

that would be great.

to bi bilo sjajno.

The problem is, imagine if we

Zamislite kad bismo morali da počnemo

actually started to reconsider how we designed things.

da razmišljamo o tome kako dizajniramo.

So I look at the refrigerator as a sign of modernity,

Ja posmatram frižider kao znak modernog

but we actually haven't really changed the design

iako se njihov dizajn nije mnogo promenio

of them that much since the 1950s.

od 1950-ih godina.

A little bit, but essentially they're still big boxes,

Malo, ali to su i dalje velike kutije,

cold boxes that we store stuff in.

hladne kutije u koje odlažemo stvari.

So imagine if we actually really started

Zamislite kada bismo zaista počeli

to identify these problems and use that

da prepoznajemo probleme i to iskoristimo

as the foundation for finding innovative and elegant

kao osnov za nalaženje inovativnog

design solutions that will solve those problems.

rešenja za dizajn koji bi rešio probleme.

This is design-led system change,

Ovo je sistematska promena

design dictating the way in which the system

koju predvodi dizajn koji diktira

can be far more sustainable.

način da sistem bude daleko održiviji.

Forty percent food waste is a major problem.

40% bačene hrane je veliki problem.

Imagine if we designed fridges that halved that.

Zamislite frižidere koji bi to prepolovili.

Another item that I find fascinating

Još jedna stvar koja mi je fascinantna

is the electric tea kettle,

je električni čajnik,

which I found out that

mada sam otkrila

you don't do tea kettles in this country, really, do you?

da se vi ovde baš i ne bavite čajnicima.

But that's really big in the U.K.

Ali to je velika stvar u Engleskoj,

Ninety-seven percent of households

97 procenata domaćinstava

in the United Kingdom own an electric tea kettle.

poseduje električni čajnik.

So they're very popular.

Oni su veoma popularni.

And, I mean, if I were to work with a design firm

Mislim, kada bih ja radila sa kompanijom,

or a designer, and they were designing one of these,

ili dizajnerom koji bi kreirao neki od njih

and they wanted to do it eco,

i ako bi želeli da urade to ekološki verovatno bi me pitali dve stvari.

they'd usually ask me two things.

They'd say, "Leyla, how do I make it technically efficient?"

Lejla, kako da učinim da budu efikasni?

Because obviously energy's a problem with this product.

Jer energija je očigledan problem sa ovim.

Or, "How do I make it green materials?

Ili: ,,Kako da napravim ekološki materijal?

How do I make the materials green

Kako napraviti ekološki materijal

in the manufacturing?"

u proizvodnji?''

Would you ask me those questions?

Da li biste me i vi to pitali?

They seem logical, right? Yeah.

To zvuči logično, zar ne?

Well I'd say, "You're looking at the wrong problems."

Sagledavate pogrešan problem.

Because the problem is with use.

Problem je u upotrebi.

It's with how people use the product.

Način na koji ga ljudi koriste.

Sixty-five percent of Brits

65 procenata Britanaca

admit to over-filling their kettle

priznaje da prepunjava čajnike

when they only need one cup of tea.

kada im je potrebna samo jedna šolja čaja.

All of this extra water that's being boiled

Sva voda viška koja ključa

requires energy, and it's been calculated

zahteva energiju, i procenjuje se

that in one day of extra energy use

da jednodnevni višak energije nastao

from boiling kettles

radom čajnika

is enough to light all of the streetlights

bude dovoljan da osvetli ulice

in England for a night.

Engleske tokom cele noći.

But this is the thing.

U ovome je problem.

This is what I call a product-person failure.

Greška na relaciji proizvod-potrošač.

But we've got a product-system failure going on with these little guys,

Imamo i grešku na relaciji proizvod-sistem

and they're so ubiquitous, you don't even notice they're there.

toliko prisutnu, da je i ne primećujemo.

And this guy over here, though, he does. He's named Simon.

Ali ovaj čovek primećuje. Zove se Sajmon.

Simon works for the national electricity company in the U.K.

Sajmon radi za elektranu u U.K.

He has a very important job of monitoring

On radi na jako bitnom poslu praćenja

all of the electricity coming into the system

sve električne energije u sistemu

to make sure there is enough

da bi bio siguran da je ima dovoljno

so it powers everybody's homes.

za snabdevanje svih domaćinstava.

He's also watching television.

On takođe gleda televiziju.

The reason is because there's a unique

Iz prostog razloga što postoji jedinstven

phenomenon that happens in the U.K.

fenomen koj se dešava u U.K.

the moment that very popular TV shows end.

u momentu kad se popularna emisija završi.

The minute the ad break comes on,

Onog momenta kada nastupe reklame,

this man has to rush

ovaj čovek mora hitno

to buy nuclear power from France,

da kupi nuklearnu energiju od Francuske

because everybody turns their kettles on

jer svi uključuju svoje čajnike

at the same time.

u isto vreme.

(Laughter)

(Smeh)

1.5 million kettles, seriously problematic.

1,5 miliona čajnika je ozbiljan problem.

So imagine if you designed kettles,

Zamislite da vi dizajnirate čajnike,

you actually found a way to solve these system failures,

da ste našli rešenje ovih nedostataka,

because this is a huge amount of pressure

jer je to zaista ozbiljno opterećenje

on the system,

za sistem, samo zvog toga

just because the product hasn't thought about the problem

što nije razmišljano o problemu

that it's going to have when it exists in the world.

koji će nastati kada počne korišćenje.

Now, I looked at a number of kettles available on the market,

Pogledala sam čajnike dostupne na tržištu,

and found the minimum fill lines,

i gledala minimalne količine punjenja,

so the little piece of information that tells you

onaj mali natpis koji vam govori

how much you need to put in there,

koliko treba da stavite vode unutra

was between two and a five-and-a-half cups of water

i pisalo je dve do pet i po šolja vode

just to make one cup of tea.

da bi se napravila jedna šolja čaja.

So this kettle here is an example of one where

Ovaj čajnik ovde je primer

it actually has two reservoirs.

gde u stvari postoje dva rezervoara.

One's a boiling chamber, and one's the water holder.

Jedan za kuvanje, i jedan za držanje vode.

The user actually has to push that button

Korisnik pritisne dugme

to get their hot water boiled,

da voda proključa,

which means, because we're all lazy,

što znači, pošto smo svi mi lenji,

you only fill exactly what you need.

tačno onoliko vode koliko treba.

And this is what I call behavior-changing products:

To je proizvod koji menja navike:

products, systems or services

proizvodi, sistemi ili usluge

that intervene and solve these problems up front.

koji reaguju i rešavaju probleme.

Now, this is a technology arena,

Ovo je dvorana tehnologije,

so obviously these things are quite popular,

i ove stvari su prilično popularne,

but I think if we're going to keep

ali mislim da ako planiramo da nastavimo

designing, buying and using and throwing out

sa proizvodnjom, kupovinom i bacanjem

these kinds of products at the rate we currently do,

proizvoda u meri u kojoj to sada činimo,

which is astronomically high,

a koja je astronomski visoka...

there are seven billion people

Postoji sedam milijardi ljudi

who live in the world right now.

u svetu trenutno.

There are six billion mobile phone subscriptions

Od toga šest su korisnici mobilnih telefona

as of last year.

po podacima iz prošle godine.

Every single year, 1.5 billion mobile phones

Svake godine, 1,5 milijarda mobilnih

roll off production lines,

biva proizvedena, i neke kompanije

and some companies report their production rate

prijavljuju da imaju veću proizvodnju

as being greater than the human birth rate.

od broja rođene dece.

One hundred fifty-two million phones were thrown out in the U.S. last year;

152 miliona telefona u Americi je bačeno prošle godine,

only 11 percent were recycled.

a samo 11% reciklirano.

I'm from Australia. We have a population of 22 million -- don't laugh --

Ja sam iz Australije. Broj stanovnika je 22 miliona,

and it's been reported that 22 million phones

a istraživanja pokazuju da ima

are in people's drawers.

22 miliona telefona koji stoje u fiokama.

We need to find ways of solving the problems around this,

Moramo da nađemo način da rešimo ovo,

because these things are so complicated.

jer je to jako komplikovano.

They have so much locked up inside them.

Ovde postoji toliko stvari.

Gold! Did you know that it's actually cheaper now

Zlato! Znate li da je zapravo jeftinije

to get gold out of a ton of old mobile phones

izvući zlato iz tone starih mobilnih telefona,

than it is out of a ton of gold ore?

nego iz tone zlatne rude?

There's a number of highly complex and valuable

Veliki je broj složenih i vrednih

materials embodied inside these things,

materijala iskorišćen u proizvodnji,

so we need to find ways of encouraging disassembly,

i treba ohrabriti rastavljanje,

because this is otherwise what happens.

jer će se u suprotnom dogoditi sledeće.

This is a community in Ghana,

Ovo je zajednica u Gani,

and e-waste is reported, or electronic waste

i e-otpad, iliti elektronski otpad

is reported by the U.N.

koji je zabeležen od strane UN-a

as being up to 50 million tons trafficked.

je oko 50 miliona tona.

This is how they get the gold

A ovo je način na koji oni izvlače zlato

and the other valuable materials out.

i druge vredne materijale iz toga.

They burn the electronic waste

Pale elektronski otpad

in open spaces.

na otvorenim prostorima.

These are communities, and this is happening all over the world.

Ovo su zajednice, i to se dešava svuda.

And because we don't see the ramifications

Zbog toga što ne vidimo posledice

of the choices that we make as designers,

izbora koje pravimo kao proizvođači,

as businesspeople, as consumers,

poslovni ljudi, konzumenti,

then these kinds of externalities happen,

onda se dešavaju stvari poput ove,

and these are people's lives.

i to su životi ljudi.

So we need to find smarter, more systems-based,

Potrebno je naći pametnija, sistemska,

innovative solutions to these problems,

inovativna rešenja za ove probleme,

if we're going to start to live sustainably within this world.

ako želimo da živimo održivo u ovom svetu.

So imagine if, when you bought your mobile phone,

Zamislite, kada kupite mobilni telefon,

your new one because you replaced your old one --

nov, jer želite da promenite,

after 15 to 18 months is the average time

inače, 15-18 meseci je prosek

that people replace their phones, by the way —

na kom ljudi menjaju svoje telefone,

so if we're going to keep this kind of expedient

i ako želimo ovom brzinom

mobile phone replacing, then we should

da menjamo telefone, onda bi trebalo

be looking at closing the loop on these systems.

da razmrsimo i petlje u ovim sistemima.

The people who produce these phones,

Ljudi koji proizvode ove telefone,

and some of which I'm sure are in the room right now,

od kojih su neki ovde, sigurna sam,

could potentially look at doing what we call closed-loop systems,

mogli bi da razmisle o sistemima zatvorene petlje,

or product system services,

ili sistemskim uslugama proizvodnje,

so identifying that there is a market demand

prepoznavanju potražnje na tržištu

and that market demand's not going to go anywhere,

i toga da ta potražnja neće odvesti nikuda,

so you design the product to solve the problem.

pa proizvodite nešto što će rešiti problem.

Design for disassembly, design for light-weighting.

Proizvodite lake, rastavljive proizvode.

We heard some of those kinds of strategies

Čujemo da se neke od ovih strategija danas

being used in the Tesla Motors car today.

koriste na vozilima kompanije Tesla Motors.

These kinds of approaches are not hard,

Ovi pristupi nisu komplikovani,

but understanding the system

ali razumevanje sistema

and then looking for viable, market-driven

i traženje alternativa koje će zadovoljiti

consumer demand alternatives

zahteve konzumenata

is how we can start radically altering

je način na koji ćemo radikalno

the sustainability agenda,

promeniti priču o održivosti

because I hate to break it to you all:

i žao mi je što moram da vam saopštim to:

Consumption is the biggest problem.

potrošnja je najveći problem.

But design is one of the best solutions.

Ali proizvodnja je najbolje rešenje.

These kinds of products are everywhere.

Ove vrste proizvoda su svuda.

By identifying alternative ways of doing things,

Prepoznajući alternativne načine,

we can actually start to innovate,

zapravo počinjemo nešto inovativno,

and I say actually start to innovate.

i upotrebiću zaista tu reč,

I'm sure everyone in this room is very innovative.

jer su svi ovde prisutni jako inovativni.

But in the regards to using sustainability

Ali s obzirom na korišćenje održivosti

as a parameter, as a criteria

kao parametra, kriterijuma

for fueling systems-based solutions,

za pokretanje sistemskih rešenja,

because as I've just demonstrated with these simple products,

kao što sam pokazala na ovim jednostavnim proizvodima,

they're participating in these major problems.

oni učestvuju u velikim problemima.

So we need to look across the entire life

Moramo da sagledamo čitav tok

of the things that we do.

stvari koje radimo.

If you just had paper or plastic --

Ako ste upravo izabrali papir ili plastiku,

obviously reusable is far more beneficial --

a očigledno je isplativije

then the paper is worse,

ono što se može opet koristiti,

and the paper is worse because it weighs

onda je papir gori, a gori je jer je teži

four to 10 times more than the plastic,

od četiri do deset puta od plastike,

and when we actually compare, from a life cycle perspective,

i to, upoređeno sa gledišta životnog toka,

a kilo of plastic and a kilo of paper,

kilo plastike za kilo papira,

the paper is far better,

papir je daleko bolji,

but the functionality of a plastic or a paper bag

ali sposobnost plastike ili papira

to carry your groceries home is not done with a kilo of each material.

da nose namirnice ne meri se u kilaži.

It's done with a very small amount of plastic

Meri se u jako maloj količini plastike,

and quite a lot more paper.

i dosta većoj količini papira.

Because functionality defines environmental impact,

Funkcionalnost definiše uticaj,

and I said earlier that the designers always ask me for the eco-materials.

i pomenuh da me uvek pitaju za eko-materijale.

I say, there's only a few materials that you should completely avoid.

Postoje materijali koje treba izbegavati.

The rest of them, it's all about application,

Za ostale, sve je do upotrebe,

and at the end of the day, everything we design and produce in the economy

na kraju, sve što osmislimo i proizvedemo

or buy as consumers is done so for function.

ili kupimo je zbog upotrebne vrednosti.

We want something, therefore we buy it.

Poželimo nešto, i to i kupimo.

So breaking things back down and delivering

Prekidajući ovo i donoseći

smartly, elegantly, sophisticated solutions

pametna, sofisticirana rešenja

that take into consideration the entire system

koja će uzeti u obzir čitav sistem

and the entire life of the thing, everything,

i postojanje neke stvari,

all the way back to the extraction through to the end of life,

od početka do kraja,

we can start to actually find really innovative solutions.

možemo zaista naći inovativna rešenja.

And I'll just leave you with one very quick thing

Reći ću vam jednu stvar

that a designer said to me recently who I work with, a senior designer.

koju mi je skoro rekao kolega dizajner.

I said, "How come you're not doing sustainability? I know you know this."

Pitala sam što ne radi održive projekte.

And he said, "Well, recently I pitched a sustainability project to a client,

A on je rekao:

,,Pa, skoro sam predložio projekat održivosti klijentu,

and turned and he said to me,

a on se okrenuo i rekao mi:

'I know it's going to cost less,

Znam, koštaće manje, isplatiće se, ali mi nismo

I know it's going to sell more,

but we're not pioneers, because pioneers have arrows in their backs.'"

pokretači jer oni dobiju strele u leđa''.

I think we've got a roomful of pioneers,

Mislim da imamo pokretača i nadam se

and I hope there are far more pioneers out there, because we need to solve these problems.

da ih je još mnogo, jer moramo da rešimo ovo.

Thank you.

Hvala vam.

(Applause)

(Aplauz)