Where do your online returns go? | Aparna Mehta

82,963 views ・ 2018-12-13

TED


Tafadhali bofya mara mbili manukuu ya Kiingereza hapa chini ili kucheza video.

Translator: Nelson Simfukwe Reviewer: Doris Mangalu
00:13
Hi. My name is Aparna.
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Habari! Jina langu ni Aparna.
00:16
I am a shopaholic --
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Ni mnunuzi wa kupindukia --
00:18
(Laughter)
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(Kicheko)
00:19
and I'm addicted to online returns.
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pia ni mraibu wa marudisho ya mtandaoni.
00:22
(Laughter)
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(Kicheko)
00:25
Well, at least I was.
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Basi, angalau nilikuwa hivyo.
00:27
At one time, I had two or three packages of clothing delivered to me
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Wakati mmoja, nilikuwa na vifurushi viwili au vitatu vya nguo vilivyoletwa kwangu
00:32
every other day.
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kila siku.
00:34
I would intentionally buy the same item
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Kwa makusudi nilinunua bidhaa ile ile
00:37
in a couple different sizes and many colors,
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katika ukubwa tofauti na rangi mbalimbali,
00:40
because I did not know what I really wanted.
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kwa sababu sikujua nini nilichohitaji haswa.
00:43
So I overordered, I tried things on, and then I sent what didn't work back.
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Hivyo niliagiza zaidi, nilijaribisha vitu, na nilirudisha visivyonifaa.
00:50
Once my daughter was watching me return some of those packages back,
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Binti yangu alipokuwa akiniangalia nikirudisha baadhi ya vifurushi,
00:54
and she said, "Mom, I think you have a problem."
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alisema, "Mama, nadhani una tatizo."
00:56
(Laughter)
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(Kicheko)
00:58
I didn't think so.
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Sikudhani hivyo.
00:59
I mean, it's free shipping and free returns, right?
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Yaani, kusafirisha ni bure na kurudisha ni bure, ndio?
01:02
(Laughter)
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(Kicheko)
01:04
I didn't even think twice about it,
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Sikuwaza kabisa mara mbili kuhusu hilo,
01:07
until I heard a statistic at work that shocked me.
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mpaka niliposikia takwimu kazini ambayo ilinishitua.
01:12
You see, I'm a global solutions director for top-tier retail,
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Mimi ni mkurugenzi wa ufumbuzi kimataifa kwa wateja wa rejareja wa ngazi ya juu,
01:16
and we were in a meeting with one of my largest customers,
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na tulikuwa katika mkutano na mmoja wa wateja wangu wakubwa,
01:19
discussing how to streamline costs.
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tukijadili ni namna gani tunaweza nyoosha gharama.
01:22
One of their biggest concerns was managing returns.
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Moja ya hoja yao kubwa ilikuwa ni kusimamia urudishaji bidhaa.
01:26
Just this past holiday season alone,
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Kwa likizo hii tu iliyopita,
01:29
they had 7.5 million pieces of clothing returned to them.
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walikuwa na nguo takribani milioni 7.5 zilizorudishwa kwao.
01:36
I could not stop thinking about it.
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Sikuweza kuacha kulifikiria hili jambo.
01:38
What happens to all these returned clothes?
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Kipi kinatokea kwa hizi nguo zote zinazorudishwa?
01:41
So I came home and researched.
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Kwa hiyo nilirudi nyumbani na nikafanya utafiti.
01:44
And I learned that every year,
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Na kugundua kwamba kila mwaka,
01:48
four billion pounds of returned clothing ends up in the landfill.
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paundi bilioni nne za nguo zinazorudishwa huishia jalalani.
01:55
That's like every resident in the US did a load of laundry last night
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Ambapo ni sawa na kila mkazi wa Marekani kufua nguo nyingi usiku wa jana
02:01
and decided to throw it in the trash today.
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na kuamua kuzitupa katika taka siku ya leo.
02:05
I was horrified.
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Nilishtushwa.
02:08
I'm like, "Of all people,
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Nikasema, "Katika watu wote,
02:10
I should be able to help prevent this."
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Natakiwa kuweza kuzuia jambo hili."
02:12
(Laughter)
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(Kicheko)
02:13
My job is to find solutions to logistical issues like these --
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Kazi yangu ni kutafuta suluhu katika miamala kama hii --
02:18
not create them.
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siyo kutengeneza matatizo.
02:20
So this issue became very personal to me.
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Kwa hiyo hili swala likawa binafsi sana kwangu.
02:25
I said, "You know what? We have to solve this."
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Nilisema, "Unajua nini? Tunatakiwa suluhisha hili."
02:27
And we can, with some of the existing systems we already have in place.
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Na tunaweza, tukitumia baadhi ya mifumo ambayo tunayo tayari.
02:33
And then I started to wonder: How did we get here?
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Na nilianza kujiuliza: Tumefikaje hapa?
02:36
I mean, it was only like six years ago when a study recommended
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Namaanisha, ilikuwa miaka sita tu iliyopita ambapo tafiti moja ilidai
02:41
that offering free online returns would drive customers to spend more.
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kua kutoa marudisho ya bure mtandaoni itapelekea wateja kununua zaidi.
02:46
We started seeing companies offering free online returns
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Tulianza kuona makampuni yakitoa marudisho ya bure mitandaoni
02:50
to drive more sales and provide a better experience.
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ili kupelekea mauzo zaidi na huduma bora.
02:54
What we didn't realize
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Ambacho hatukutambua
02:56
is that this would lead to more items being returned as well.
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ni kwamba hii itapelekea kurudishwa kwa bidhaa nyingi vile vile.
03:01
In the US, companies lost $351 billion in sales
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Nchini Marekani, makampuni yalipoteza dola bilioni 351 katika mauzo
03:08
in 2017 alone.
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kwa mwaka 2017 pekee.
03:11
Retailers are scrambling to recover their losses.
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Wauzaji wa rejareja wanapambana kuondoa hasara zao.
03:15
They try to place that returned item online to be sold again,
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Wanajaribu kuweka kua bidhaa zinazorudishwa mtandaoni ziuzwe tena,
03:18
or they'll sell it to a discount partner
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au wataziuza kwa mtoa punguzo
03:21
or a liquidator.
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au dalali.
03:22
Basically, if companies cannot find a place for this item
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Kimsingi, kama kampuni haziwezi kupata sehemu kwa ajili hii bidhaa
03:26
quickly and economically,
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kwa haraka na unafuu,
03:28
its place becomes the trash.
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inaishia kwenda kuwa taka.
03:32
Suddenly, I felt very guilty for being that shopper,
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Ghafla, nilijisikia hatia kwa kuwa mnunuzi wa aina hiyo,
03:37
somebody who contributes to this.
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mtu ninayechangia katika hili.
03:39
Who would have thought my innocent shopping behavior
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Nani angewaza kwamba tabia yangu nzuri ya kufanya manunuzi
03:42
would be hurting not only me,
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ingeniumiza sio mimi tu,
03:45
but our planet as well?
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lakini sayari yetu vilevile?
03:48
And as I thought about what to do,
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Na nikiwa nawaza nini cha kufanya,
03:50
I kept thinking:
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Niliendelea kuwaza:
03:52
Why does the item have to be returned to the retailer in the first place?
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Kwanini bidhaa zinatakiwa kurudishwa kwa muuzaji tangu mwanzo?
03:58
What if there was another way,
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Inakuwaje kama kungekuwa na njia mbadala,
04:01
a win-win for everyone?
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inayofaidisha pande zote?
04:05
What if when a person is trying to return something,
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Inakuwaje kama mtu anajaribu kurudisha kitu fulani,
04:09
it could go to the next shopper who wants it,
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kiende kwa mnunuzi anayefuata mwenye uhitaji nacho,
04:12
and not the retailer?
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na siyo muuzaji?
04:14
What if, instead of a return,
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Inakuwaje kama, badala ya kurudisha,
04:18
they could do what I call a "green turn"?
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wangeweza kufanya ninachokiita "kona kijani"?
04:24
Consumers could use an app to take pictures of the item
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Watumaiji wanaweza kutumia programu kupiga picha ya bidhaa
04:28
and verify the condition while returning it.
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na kuhakikisha hali ya bidhaa wakati wa kurudisha.
04:31
Artificial intelligence systems could then sort these clothes by condition --
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Mifumo ya akili bandia itaweza kupanga nguo hizi kutokana na hali --
04:37
mint condition or slightly used --
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hali ifananayo na upya au iliyotumika kidogo --
04:39
and direct it to the next appropriate person.
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na kupeleka kwa mtu mwingine ambaye anafaa.
04:42
Mint-condition clothes could automatically go to the next buyer,
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Nguo zenye hali nzuri zitaenda moja kwa moja kwa mnunuzi anayefuata,
04:45
while slightly used clothes could be marked down
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na wakati zilizotumika kidogo zitawekewa alama
04:48
and offered online again.
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na kutolewa ofa mtandaoni tena.
04:50
The retailer can decide the business rules
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Muuzaji anaweza kuamua sheria za biashara
04:53
on the number of times a particular item can be resold.
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katika mara ngapi bidhaa husika inaweza kuuzwa tena.
04:57
All that the consumer would need to do is obtain a mobile code,
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Mnunuzi atatakiwa tu kupata tarakimu maalumu,
05:02
take it to the nearest shipping place to be packed and shipped,
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kuzipeleka sehemu ya usafirishaji iliyo karibu kwa kupakiwa na kusafirishwa,
05:05
and off it goes from one buyer to the next,
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na inatoka kuanzia mnunuzi mmoja kwenda mwingine,'
05:08
not the landfill.
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sio jalalani.
05:11
Now you will ask,
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Sasa utauliza,
05:13
"Would people really go through all this trouble?"
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"Kweli watu watataka shida hii yote?"
05:16
I think they would if they had incentives,
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Nadhani wanaweza kufanya kama wangepata motisha,
05:19
like loyalty points or cash back.
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kama alama za uaminifu na kurudishiwa fedha.
05:22
Let's call it "green cash."
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Tuiite "pesa ya kijani."
05:25
There would be a whole new opportunity to make money
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Kutakuwa na nafasi pana mpya ya kupata pesa
05:28
from this new customer base looking to buy these returns.
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kutoka kwa hawa wateja wanaohitaji kununua hizi bidhaa zinazorudishwa.
05:33
This system would make a fun thing like shopping
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Mfumo huu utatengeneza jambo la kufurahisha kama ununuzi
05:36
a spiritual experience
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jaribu la kiroho
05:38
that helps save our planet.
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ambalo linasaidia kuokoa sayari yetu.
05:40
(Applause)
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(Makofi)
05:49
This is doable
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Hili linawezekana
05:50
and would probably take six months to weave some of our existing systems
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na angalau itachukua miezi sita kusuka baadhi ya mifumo yetu ambayo ipo
05:54
and run a pilot.
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na kufanya majaribio.
05:57
Even before any of these logistical systems are in place,
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Hata kabla ya mifumo hii ya miamala kuwa katika mahala husika,
06:00
each of us shoppers can act now,
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kila mnunuzi anaweza chukua hatua sasa,
06:05
if every single adult in the US made a few small changes
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kama kila mtu mzima Marekani afanye mabadiliko kidogo
06:11
to our shopping behavior.
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kwenye tabia yetu ya ununuzi.
06:13
Take the extra time to research and think --
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Chukua muda wa ziada kutafiti na kuwaza --
06:17
Do I really need this item?
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Nahitaji bidhaa hii?
06:20
No: Do I really want this item? --
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Hapana: Kweli naitaka bidhaa hii? --
06:24
before making a purchase.
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kabla ya kufanya manunuzi.
06:26
And if every one of us adults in the US
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Na kama kila mtu mzima nchini Marekani
06:30
returned five less items this year,
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angerudisha chini ya bidhaa tano mwaka huu,
06:33
we would keep 240 million pounds of clothes out of the landfill.
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tungeepusha paundi milioni 240 za nguo kuwepo katika jalala.
06:40
Six percent reduction, just like that.
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Pungufu kwa asilimia sitini, hivyo tu.
06:44
This environmental problem that we have created
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Hili tatizo la kimazingira ambalo tumelitengeneza
06:48
is not thousands of years away;
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halipo mbali miaka elfu moja;
06:50
it's happening today,
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linatokea leo,
06:52
and must stop now to prevent growing landfills across the globe.
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na linatakiwa kukoma sasa ili kuzuia majalala yanayokua ulimwenguni.
06:58
I want to leave my daughter and my daughter's daughter
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Ninataka kuwaachia binti yangu na binti wa binti yangu
07:01
a better and cleaner place than I found it,
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sehemu bora na safi kuliko nilivyoikuta mimi,
07:04
so I have not only stopped overordering,
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kwa siyo tu kwamba nimeacha kuagiza kuliko kawaida,
07:08
I recycle religiously as well.
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Ninarejeleza kiimani vile vile.
07:10
And you can, too. It's not difficult.
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Na unaweza, pia. Sio ngumu.
07:13
Before we fill our shopping carts and our landfills
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Kabla hatujajaza toroli zetu za manunuzi na jalala zetu
07:17
with extra items that we don't want,
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na bidhaa ambazo hatuna uhitaji nazo,
07:20
let's pause next time we are shopping online
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tusite kwanza tukiwa tunafanya manunuzi mtandaoni
07:23
and think twice about what we all hopefully really do want:
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na kuwaza mara mbili kuhusu kile ambacho kweli tunakitaka:
07:29
a beautiful Earth to call home.
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dunia maridhawa tunayoweza kuita nyumbani.
07:32
Thank you.
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Asante.
07:33
(Applause)
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(Makofi na shangwe)
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