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

翻译人员: Daisy Hong 校对人员: Wei Wu

So imagine, you're in the supermarket,

想象一下，你现在在逛超市

you're buying some groceries,

你要买些日用品

and you get given the option

然后收银员问你

for a plastic or a paper shopping bag.

你需要塑料袋还是纸袋

Which one do you choose if you want to do

若是从保护环境的角度出发

the right thing by the environment?

你会选择哪种呢？

Most people do pick the paper.

大多数人选择纸袋。

Okay, let's think of why.

好吧，让我们想想为什么。

It's brown to start with.

首先，纸袋是褐色。

Therefore, it must be good for the environment.

因此，它肯定有利于环境的。

It's biodegradable. It's reusable.

它是可生物降解的、可重复使用的。

In some cases, it's recyclable.

在某些情况下，它可循环利用。

So when people are looking at the plastic bag,

所以，当人看到塑料袋时，

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

他们有可能想到以上这些画面，

which we all know is absolutely terrible,

我们都知道这些相当糟糕，

and we should be avoiding at all expenses

而且应不惜一切代价避免

these kinds of environmental damages.

类似这样的环境污染。

But people are often not thinking

但人们往往不会想到

of something like this,

这类事情，

which is the other end of the spectrum.

这只是一个极端情况而已。

When we produce materials,

当我们生产材料时，

we need to extract them from the environment,

我们需要从环境中提炼材料，

and we need a whole bunch of environmental impacts.

对环境的影响是全方位的。

You see, what happens is, when we need

通常情况是，当我们需要

to make complex choices,

做出复杂的选择，

us humans like really simple solutions,

我们人类喜欢很简单的解决办法，

and so we often ask for simple solutions.

于是我们经常寻求简单方案。

And I work in design.

我是做设计的。

I advise designers

我为设计师和创新者

and innovators around sustainability,

提供(环境)可持续发展方面的建议。

and everyone always says to me, "Oh Leyla,

每个人都对我说，"哦，蕾拉，

I just want the eco-materials."

我只是想用生态材料而已。”

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

我说，"好吧，但那是非常复杂的，

and we'll have to spend four hours talking about

我们要花四个小时讨论

what exactly an eco-material means,

生态材料到底意味着什么，

because everything at some point

因为从某种程度上说，

comes from nature,

一切都来自于自然，

and it's how you use the material

而我们使用这些原材料的方式

that dictates the environmental impact.

决定了(我们的行为)对环境的影响。

So what happens is, we have to rely

所以接下来，我们必须依赖

on some sort of intuitive framework

某种直观的判断标准

when we make decisions.

来作出决定。

So I like to call that intuitive framework

所以我喜欢把这个直觉的判断标准称为

our environmental folklore.

我们的"环境民俗"。

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

它要么是你脑中那个影响你决定的声音

or it's that gut feeling you get

要么是当你做了正确的选择时

when you've done the right thing,

你的那种直觉。

so when you've picked the paper bag

比如，当你选择了纸袋

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

或者当你买了一辆节能车。

And environmental folklore is a really important thing

环境民俗是件很重要的事情

because we're trying to do the right thing.

因为我们想做正确的事。

But how do we know if we're actually

但我们如何知道

reducing the net environmental impacts

个人、专业人士以及整个社会的努力

that our actions as individuals and as professionals

我们的一切行为

and as a society are actually having

对环境的影响净额(总体影响)

on the natural environment?

是否真正在减小？

So the thing about environmental folklore is

环境民俗的问题在于

it tends to be based on our experiences,

它往往是基于我们的经验，

the things we've heard from other people.

以及我们从他人口中听来的东西。

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

它并非基于任何科学的框架。

And this is really hard, because we live

这确实很难，因为我们生活在

in incredibly complex systems.

无比复杂的系统中。

We have the human systems

我们拥有一个人类系统

of how we communicate and interrelate

我们相互联系，通过各种途径

and have our whole constructed society,

我们有完整构建的社会，

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

我们有工业系统，基本上是整个经济体系，

and then all of that has to operate

而所有这一切都必须在

within the biggest system,

最大的、

and, I would argue, the most important,

在我看来也是最重要的

the ecosystem.

生态系统中运行。

And you see, the choices that we make

大家可以看到，我们作为个人

as an individual,

作出的选择，

but the choices that we make

以及我们在各自的岗位上

in every single job that we have,

所作出的选择，

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

在社会等级中无论高低，

has an impact on all of these systems.

都对所有这些系统有影响。

And the thing is that we have to find ways

关键是，如果我们真的要在

if we're actually going to address sustainability

这些复杂系统的交错中寻求可持续性，

of interlocking those complex systems

并且作出更好的选择

and making better choices that result

从而带来环境净收益，

in net environmental gains.

我们必须找到办法。

What we need to do is we need to learn

我们需要做的就是学会

to do more with less.

事半功倍。

We have an increasing population,

我们有不断增加的人口，

and everybody likes their mobile phones,

每个人都喜欢自己的手机，

especially in this situation here.

尤其是在这种情况下。

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

所以我们需要创新的方法来解决眼前的问题。

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

这里就该提到生命周期的思维方式。

So essentially, everything that is created

从根本上说，一切事物

goes through a series of life cycle stages,

都经历一系列的生命周期阶段

and we use this scientific process

我们用这一科学过程

called life cycle assessment,

即生命周期评价

or in America, you guys say life cycle analysis,

或在美国，你们称为生命周期分析

in order to have a clearer picture of how

来更清楚了解

everything that we do in the technical part of those systems

我们在这些系统的技术性部分所做的一切

affects the natural environment.

如何影响自然环境。

So we go all the way back

那么我们回到一开始提到的

to the extraction of raw materials,

对原材料的提取，

and then we look at manufacturing,

然后再来看制造过程，

we look at packaging and transportation,

再看看包装和运输，

use, and end of life,

使用和回收处理。

and at every single one of these stages,

其中的每个阶段

the things that we do

我们所做的事情

have an interaction with the natural environment,

都与自然环境有互动

and we can monitor how that interaction

我们可以观察这种互动

is actually affecting the systems and services

是如何影响那些使地球生活成为可能的

that make life on Earth possible.

生态系统和环境资源。

And through doing this,

通过这样做，

we've learned some absolutely fascinating things.

我们了解到一些令人着迷的东西。

And we've busted a bunch of myths.

而且解决了很多谜题。

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

首先，有一个词我们用得很多，

It's used a lot in marketing,

在市场营销中也经常用到

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

当我们谈论可持续性时，

when we're talking about sustainability,

也经常出现

and that's the word biodegradability.

这个词就是“生物可降解性”。

Now biodegradability is a material property;

生物可降解性是物质的一种属性

it is not a definition of environmental benefits.

它不是有关环境效益的一个定义。

Allow me to explain.

让我来解释一下。

When something natural,

有些自然的东西

something that's made from a cellulose fiber

比如，由纤维素纤维制成的东西

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

或者一片面包，甚至任何食物垃圾，

or even a piece of paper,

或是一张纸，

when something natural ends up

以天然原材料制作的产品

in the natural environment, it degrades normally.

在自然环境中结束生命时，它会自然降解。

Its little carbon molecules that it stored up

它在整个生长过程中储备的碳分子

as it was growing are naturally released

会以二氧化碳的形式

back into the atmosphere as carbon dioxide,

自然地重返大气层

but this is a net situation.

但这只是一种情况。

Most natural things

大多数以天然原材料制作的产品

don't actually end up in nature.

最后并非在自然中结束生命。

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

我们产生的大多数废物最终会进入垃圾填埋场。

Landfill is a different environment.

垃圾填埋场是一种不同的环境。

In landfill, those same carbon molecules

在那里，同样的碳分子

degrade in a different way,

在以不同的方式降解

because a landfill is anaerobic.

因为垃圾填埋场是厌氧的。

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

它没有氧气。它紧紧压缩并且发热。

Those same molecules, they become methane,

那些原本相同的分子变成甲烷，

and methane is a 25 times more potent

甲烷是比二氧化碳强 25 倍的

greenhouse gas than carbon dioxide.

温室气体。

So our old lettuces and products

所以那些我们扔掉的

that we have thrown out that are made

变黄的生菜和其他产品

out of biodegradable materials,

本来源于可生物降解的材料，

if they end up in landfill,

但如果它们最终进了垃圾填埋场，

contribute to climate change.

则会加重气候变化。

You see, there are facilities now

大家看，现在有些设施

that can actually capture that methane

可以捕获这些甲烷

and generate power,

然后用来发电

displacing the need for fossil fuel power,

取代了化石燃料

but we need to be smart about this.

但在这一过程中，我们要足够聪明。

We need to identify how we can start to leverage

我们需要确定如何开始利用

these types of things that are already happening

这类已经发生的事情

and start to design systems and services

并开始设计系统和服务

that alleviate these problems.

来缓解这些问题。

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

因为现在，人们总是转过身去，说：

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

"我们禁用塑料袋吧，给人们用纸袋，

because that is better for the environment."

因为这对环境更好。”

But if you're throwing it in the bin,

但如果你把它扔进垃圾桶，

and your local landfill facility

而当地垃圾填埋设施

is just a normal one,

而这个垃圾填埋场没有特殊处理时,

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

那么我们就会面临所谓的双重负面效应。

I'm a product designer by trade.

我的工作产品设计师。

I then did social science.

然后我进修了社会科学。

And so I'm absolutely fascinated

我很着迷于

by consumer goods and how the consumer goods

消费品，以及这些

that we have kind of become immune to

我们多少已产生免疫的、

that fill our lives

充斥着我们的生活的消费品

have an impact on the natural environment.

如何对自然环境产生影响。

And these guys are, like, serial offenders,

而这些大家伙们就像是(环境破坏的)惯犯

and I'm pretty sure everyone in this room

我很肯定这个房间里的每个人

has a refrigerator.

都有冰箱。

Now America has this amazing ability

现在美国有种神奇的能力

to keep growing refrigerators.

就是让冰箱不断变大。

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

在过去几年中，冰箱已平均增大 1 立方尺，

on average, the standard size

增加的大小为一个冰箱的

of a refrigerator.

标准尺寸。

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

问题是，他们都这么大了，

it's easier for us to buy more food

这使我们更容易买更多食物

that we can't eat or find.

尽管都吃不完，甚至找不到。

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

我是说，我的冰箱里有些食物

that have been there for years, all right?

已放了几年了，好吗？

And so what happens is, we waste more food.

所以接下来，我们浪费更多的食物。

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

而且就像我所说的，食品浪费是个问题。

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

事实上，在美国，家庭购买的食物中

of food purchased for the home is wasted.

40%被浪费掉。

Half of the world's produced food is wasted.

世界上生产的粮食有一半被浪费掉。

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

这是最新的联合国统计信息。多达一半的食物。

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

这太疯狂了。即每年 13 亿吨粮食。

And I blame it on the refrigerator,

我把这个问题归罪给冰箱

well, especially in Western cultures,

好吧，尤其是在西方文化中，

because it makes it easier.

因为它让生活变得简单。

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

我是说，这离不开很多复杂系统的运行

I don't want to make it so simplistic.

我不想把这个问题简单化

But the refrigerator is a serious contributor to this,

但冰箱确实有很大的责任

and one of the features of it

它的特点之一

is the crisper drawer.

是它的保鲜储藏格。

You all got crisper drawers?

你们都有保鲜储藏格吧？

The drawer that you put your lettuces in?

就是你放生菜的地方？

Lettuces have a habit of going soggy

生菜总会在

in the crisper drawers, don't they?

保险储藏格里变软，不是吗？

Yeah? Soggy lettuces?

对吧？变软的生菜？

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

在英国，这个问题很严重

that there was a government report a few years ago

几年前有一份政府报告

that actually said the second biggest offender

说英国食品浪费的第二大原因

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

就是变软的生菜。

It was called the Soggy Lettuce Report.

这被称作“软生菜报告”。

Okay? So this is a problem, people.

好吗？所以这是一个问题。

These poor little lettuces are getting thrown out

这些可怜的小生菜

left, right and center because the crisper drawers

被随意丢弃，因为保鲜格

are not designed to actually keep things crisp.

并不能保持生菜的爽脆。

Okay. You need a tight environment.

好吧。你需要一个密封的环境。

You need, like, an airless environment

你需要一个密不透风的环境

to prevent the degrading that would happen naturally.

来防止自然发生的降解。

But the crisper drawers, they're just a drawer

但是保鲜格，它只是一个抽屉

with a slightly better seal.

有稍好一点的封口而已。

Anyway, I'm clearly obsessed.

不管怎样，显然我对这个问题着迷了。

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

千万别请我去你家，因为我会翻遍你的冰箱

and looking at all sorts of things like that.

开始查看所以这类东西。

But essentially, this is a big problem.

但从根本上说，这是一个大问题。

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

因为当我们从系统中失去生菜这类东西，

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

不仅要面临其生命结束所带来的影响

but we actually have had to grow that lettuce.

而且我们其实不得不种生菜。

The life cycle impact of that lettuce is astronomical.

一棵生菜的整个生命周期的影响是个天文数字。

We've had to clear land.

我们不得不清理出耕地

We've had to plant seeds, phosphorus,

我们不得不播撒种子，施磷肥、

fertilizers, nutrients, water, sunlight.

其它肥料、 营养物质、 水、 阳光。

All of the embodied impacts in that lettuce

这棵生菜所蕴含的所有影响

get lost from the system,

都从系统中消失

which makes it a far bigger environmental impact

这使它所造成的环境影响

than the loss of the energy from the fridge.

远比冰箱的耗能更加严重。

So we need to design things like this far better

所以如果我们要着手解决严重的环境问题

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

则需要将此类产品设计得更好。

We could start with the crisper drawer and the size.

我们可以从保鲜格和冰箱大小开始。

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

这里要是有设计冰箱的人

that would be great.

就太好了。

The problem is, imagine if we

问题是，想象一下，如果我们

actually started to reconsider how we designed things.

确实开始重新考虑我们的设计。

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

我把冰箱看做现代生活的标志

but we actually haven't really changed the design

但自上世纪50年代以来

of them that much since the 1950s.

冰箱的设计并无大的变化。

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

只变了一点，但本质上他们仍然大箱子

cold boxes that we store stuff in.

我们存储东西的冷箱子。

So imagine if we actually really started

想象一下，如果我们真的开始

to identify these problems and use that

意识到这些问题，

as the foundation for finding innovative and elegant

并以此作为基础来寻找创新和优雅的设计方案

design solutions that will solve those problems.

来解决这些问题。

This is design-led system change,

这是由设计主导的系统变化，

design dictating the way in which the system

由设计来决定如何让系统

can be far more sustainable.

变得更可持续。

Forty percent food waste is a major problem.

40%的食物浪费是一个重大问题。

Imagine if we designed fridges that halved that.

想象一下，我们设计比原来小一半的冰箱。

Another item that I find fascinating

另一个让我着迷的东西

is the electric tea kettle,

是电茶壶。

which I found out that

我发现，

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

你们国家不用这个，是吗？

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

但在英国这是件重要的东西

Ninety-seven percent of households

在英国97%的家庭

in the United Kingdom own an electric tea kettle.

拥有电茶壶。

So they're very popular.

所以它们非常普遍。

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

我是说，要是我和一家设计公司

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

或和一位设计师工作，他们在设计这类东西，

and they wanted to do it eco,

想要把它做得生态环保，

they'd usually ask me two things.

他们通常都会问我两件事。

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

他们会说，"蕾拉，如何使它从技术上变得高效?"

Because obviously energy's a problem with this product.

因为很明显，能源是与此产品的一个问题。

Or, "How do I make it green materials?

或者"如何使它成为绿色材料？

How do I make the materials green

如何在制造过程中

in the manufacturing?"

使材料变得绿色?"

Would you ask me those questions?

你们会问我这些问题吗？

They seem logical, right? Yeah.

他们听起来符合逻辑，对吗？是这样的。

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

但我会说："你找错了问题"。

Because the problem is with use.

因为主要问题在于使用方式。

It's with how people use the product.

即人们如何使用该产品。

Sixty-five percent of Brits

65%的英国人

admit to over-filling their kettle

承认当他们只需要一杯茶时

when they only need one cup of tea.

也会把茶壶灌得过满。

All of this extra water that's being boiled

煮开这部分多余的水

requires energy, and it's been calculated

需要能源，而且据计算

that in one day of extra energy use

在一天内这些烧水壶所消耗的

from boiling kettles

额外能量

is enough to light all of the streetlights

就足以让英国所有的路灯

in England for a night.

照亮一夜。

But this is the thing.

这就是问题所在。

This is what I call a product-person failure.

这是我所说的“产品-人为故障”。

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

但这些小东西里其实还存在“产品-系统故障”

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

它们无处不在，你甚至没有注意到它们。

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

但这个人注意到了。他叫西蒙。

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

西蒙为英国国家电力公司工作

He has a very important job of monitoring

他有一个非常重要的工作，即监测

all of the electricity coming into the system

所有进入系统的电力

to make sure there is enough

以确保有足够的电力

so it powers everybody's homes.

供应每户家庭。

He's also watching television.

他同时也得看电视。

The reason is because there's a unique

因为在英国

phenomenon that happens in the U.K.

当最受欢迎的节目结束时

the moment that very popular TV shows end.

会发生一个独特现象。

The minute the ad break comes on,

开始进广告那一刻

this man has to rush

西蒙就得赶紧

to buy nuclear power from France,

从法国购买核能

because everybody turns their kettles on

因为每个英国人会都在这一刻

at the same time.

打开电水壶。

(Laughter)

（笑声）

1.5 million kettles, seriously problematic.

150 万的电水壶，问题很严重。

So imagine if you designed kettles,

想象一下，如果你设计电水壶，

you actually found a way to solve these system failures,

你找到了解决这些系统故障的方法

because this is a huge amount of pressure

因为对系统来说

on the system,

这是相当大的压力

just because the product hasn't thought about the problem

仅仅因为该产品没有考虑到

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

当它存在于这个世界时会产生的问题。

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

我看过市场上一些电水壶

and found the minimum fill lines,

找到最小水量线

so the little piece of information that tells you

这一小块信息告诉你

how much you need to put in there,

你需要倒多少水进去，

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

这个量通常在两杯和五杯半水之间

just to make one cup of tea.

仅仅为喝上一杯茶。

So this kettle here is an example of one where

所以电水壶在这里例证了

it actually has two reservoirs.

它实际上有两个水容量。

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

即作为沸腾室和水容器分别需要的量

The user actually has to push that button

用户需要按下那个按钮

to get their hot water boiled,

来把水煮开

which means, because we're all lazy,

也就是说，因为我们都懒，

you only fill exactly what you need.

你只倒入你需要的量。

And this is what I call behavior-changing products:

这是我所说的改变行为的产品：

products, systems or services

干预和解决眼前问题的

that intervene and solve these problems up front.

产品、 系统或服务。

Now, this is a technology arena,

如今是一个技术的舞台，

so obviously these things are quite popular,

显然这些东西是相当普遍的

but I think if we're going to keep

但我认为如果我们要继续

designing, buying and using and throwing out

以目前这种速率

these kinds of products at the rate we currently do,

这种高得惊人的速率

which is astronomically high,

设计、购买、使用和抛弃这类产品的话

there are seven billion people

而同时有70 亿人

who live in the world right now.

活在世界上。

There are six billion mobile phone subscriptions

去年有60亿人成为

as of last year.

手机用户。

Every single year, 1.5 billion mobile phones

每一年，15 亿部移动电话

roll off production lines,

被生产出来，

and some companies report their production rate

一些公司报告其出货量

as being greater than the human birth rate.

比人类出生率还大。

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

去年在美国，1.52亿手机被丢弃；

only 11 percent were recycled.

只有 11%被循环利用。

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

我来自澳大利亚。我们有2200 万人口，别笑 ，

and it's been reported that 22 million phones

报道说， 2200 万手机

are in people's drawers.

躺在人们的抽屉里。

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

我们需要找到方法来解决这种问题

because these things are so complicated.

因为这些是如此复杂。

They have so much locked up inside them.

手机里其实藏了非常多宝贝。

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

黄金 ！你们知道么？现在从一吨旧手机里

to get gold out of a ton of old mobile phones

提取黄金，比从金矿挖掘黄金

than it is out of a ton of gold ore?

更便宜！

There's a number of highly complex and valuable

在这些东西里

materials embodied inside these things,

含有极其复杂和有价值的材料

so we need to find ways of encouraging disassembly,

所以我们需要设法鼓励拆装

because this is otherwise what happens.

否则将发生以下情况。

This is a community in Ghana,

这是加纳的一个社区，

and e-waste is reported, or electronic waste

联合国的一份报告提到

is reported by the U.N.

这里贩卖电子垃圾

as being up to 50 million tons trafficked.

规模高达 5000 万吨。

This is how they get the gold

他们是这样弄出那些黄金

and the other valuable materials out.

和其他有价值的材料的。

They burn the electronic waste

他们在露天的空地

in open spaces.

焚烧电子垃圾。

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

不仅是在这些社区，这种情况在世界各地都会发生。

And because we don't see the ramifications

因为我们看不到自己作为

of the choices that we make as designers,

设计师、商人和消费者

as businesspeople, as consumers,

做出的极为不同的选择

then these kinds of externalities happen,

所以这种附带效应就会发生，

and these are people's lives.

这些都关乎人们的生活。

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

所以如果想要可持续地生活在世界上

innovative solutions to these problems,

我们需要找到更聪明、更系统的办法

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

来解决这些问题。

So imagine if, when you bought your mobile phone,

想象一下，当你买手机时

your new one because you replaced your old one --

要替换你旧的那个 — —

after 15 to 18 months is the average time

顺便说一句，人们替换手机的

that people replace their phones, by the way —

平均时间是15 至 18 个月 — —

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

所以如果我们要继续这种方便的

mobile phone replacing, then we should

手机更换方式，那么我们应当

be looking at closing the loop on these systems.

着眼于结束这些系统上的循环。

The people who produce these phones,

生产这些手机的人

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

有一些肯定现在就在这里，

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

可以尝试着眼于我们所说的闭环系统，

or product system services,

或产品系统的服务，

so identifying that there is a market demand

所以当确定有市场需求

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

而且这一市场需求会一直存在时，

so you design the product to solve the problem.

你就设计这种产品来解决问题。

Design for disassembly, design for light-weighting.

设计追求可拆卸，追求轻便。

We heard some of those kinds of strategies

我们听说这类策略

being used in the Tesla Motors car today.

如今正在被特斯拉汽车公司使用。

These kinds of approaches are not hard,

这种途径并不难，

but understanding the system

但是理解系统

and then looking for viable, market-driven

然后寻求可行的、 以市场为导向的

consumer demand alternatives

消费者需求替代品

is how we can start radically altering

才是我们如何从根本上改变

the sustainability agenda,

可持续发展议程的方式，

because I hate to break it to you all:

因为我不想向你们揭示残酷的现实：

Consumption is the biggest problem.

消费是最大的问题。

But design is one of the best solutions.

但设计是最好的解决方案之一。

These kinds of products are everywhere.

这类产品到处都是。

By identifying alternative ways of doing things,

通过寻找做事的其他可能方式，

we can actually start to innovate,

我们可以真正开始创新，

and I say actually start to innovate.

我是说，真真正正地开始创新。

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

我相信在这里的每个人都是很有创意的。

But in the regards to using sustainability

但前提是将可持续性作为

as a parameter, as a criteria

一个参数，一个标准

for fueling systems-based solutions,

来激发基于系统的解决方案

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

因为正如我刚刚用这些简单的产品证明的那样

they're participating in these major problems.

这些产品正在参与解决这些重大问题。

So we need to look across the entire life

所以我们需要从整个生命周期的角度

of the things that we do.

来看待我们做的事情。

If you just had paper or plastic --

如果你只有纸或塑料 — —

obviously reusable is far more beneficial --

显然可重复使用更有益处 — —

then the paper is worse,

那么纸更糟糕，

and the paper is worse because it weighs

这是因为它有重量

four to 10 times more than the plastic,

比塑料重 4 至 10 倍

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

而且当我们从生命周期角度来比较

a kilo of plastic and a kilo of paper,

一公斤塑料和一公斤纸时，

the paper is far better,

纸要好得多

but the functionality of a plastic or a paper bag

但你并不需要一公斤的塑料或纸

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

来实现塑料袋或纸袋的携带功能

It's done with a very small amount of plastic

同样的功能，需要的塑料很少

and quite a lot more paper.

需要消耗的纸却多得多。

Because functionality defines environmental impact,

因为功能性定义了对环境的影响

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

而且我刚才说到设计师们总是向我寻问生态材料。

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

我说，只有几个材料应该完全避免。

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

剩下的这些，关键都在应用，

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

而且归根结底，我们设计、生产和消费的所有东西

or buy as consumers is done so for function.

存在的意义都在于其功能。

We want something, therefore we buy it.

我们想要某样东西，所以我们买它。

So breaking things back down and delivering

所以追溯到事物的根源，提供

smartly, elegantly, sophisticated solutions

聪明、 优雅、精致的解决方案

that take into consideration the entire system

考虑到整个系统，

and the entire life of the thing, everything,

所有事物的整个生命，

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

以及材料的提取、生命的结束

we can start to actually find really innovative solutions.

我们可以找到真正创新的解决方案。

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

我再简短讲个故事结束我的演讲

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

是一个与我共事的资深设计师最近告诉我的。

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

我说："怎么你不做可持续产品呢?我知道你了解其重要性。

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

他说："最近我向一个客户推荐一个可持续性项目

and turned and he said to me,

然后他对我说：

'I know it's going to cost less,

' 我知道这样成本更低

I know it's going to sell more,

我知道它会卖得更好

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

但我们不是先驱，因为先驱们是需要牺牲的。'"

I think we've got a roomful of pioneers,

我想我们有一屋子的先驱，

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

我希望我们之外有更多的先驱，因为我们需要解决这些问题。

Thank you.

谢谢。

(Applause)

（掌声）