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

翻译人员: Ying Du 校对人员: Lexi Ding

Now, when you think of the industries most responsible for climate change,

当你思考什么行业对气候变化 产生的影响最大时，

you probably summon up an image of an oil rig, right?

你可能会想到石油钻井平台，

Maybe even a coal mine

或者是煤矿矿井、

or a megafarm,

大型农场、

perhaps heavy engineering.

又或是重工业。

But there’s one industry that’s never mentioned in that list

但是有一个行业却从未被提及，

even though every other industry depends upon it.

即使它对其他行业来说不可或缺。

I’m talking about an economic sector that makes ...

我所指的是一个不制造 任何物品的经济产业。

nothing.

It has no stock,

这个产业中没有库存商品，

no warehouses,

没有仓库，

no factories.

也没有工厂。

It’s entirely powered by brains,

整个行业靠大脑、

by spreadsheets

电子表格、

and by PowerPoint.

和幻灯片软件进行运作。

Who is this mystery industry?

这是哪个神秘的产业呢？

The professional services of advertising and PR firms,

它包含广告公关公司、

the big management consultancies,

大型管理咨询公司、

the corporate lawyers and lobbyists.

企业律师和说客所提供的专业服务。

Together, this sector is worth over two trillion dollars a year.

这一产业每年的总值超过2万亿美元。

Let’s call it the “X industry,”

我们且称它为“X产业“，

where X is for influence.

这里X代表影响力。

Now, when it comes to climate change,

现在，说到气候变化，

each individual firm in this sector has the carbon footprint

X产业中的每一家公司产生的碳足迹，

probably no bigger than your average kindergarten.

可能比不过一家幼儿园，

But the brainprint of the X industry is felt everywhere.

但是其影响力却无处不在。

And that’s because these problem-solvers and storytellers act

这是因为这群擅长 解决问题和讲故事的人，

as the grease in the wheel of all other businesses on Earth.

充当着地球上所有其他产业的润滑剂。

And that gives the X industry an outsize influence

这使得X产业在助力实现 零能耗这一目标上，

on the likelihood that we reach net-zero,

拥有着巨大的影响力。

or they will be one of the primary architects of climate destruction.

反之它也可能成为 毁灭气候的主要因素。

Now, how?

它是如何做到的呢？

Remember that oil rig we imagined a moment ago?

还记得我们刚才想到的 石油钻井平台吗？

Think about how it’s actually built.

想一想它的建造过程。

I’ve seen this firsthand.

我亲身经历过。

It takes a village of X industry advisers to raise a rig.

集成一个钻井平台 需要一大群来自X产业的顾问。

First --

首先，

often,

通常来讲，

the oil exploration proposals are financially modeled

由大型咨询公司为石油勘探提案、

by one of the big constultancies.

搭建财政模型，

Then the lobbying firms push through regulatory approval,

接着游说公司推动监管许可落地，

often years, if not decades, ahead of a single drop of oil being pumped.

通常在开采石油前需要几年 甚至几十年时间做准备。

Then the PR agencies,

然后公关公司，

they come in and they work to get local communities onside.

为获得当地社区的支持开始进行运作，

And the legal firms squash any legal objection.

律所会摆平法律方面的任何反对呼声。

Finally, the creative agencies craft influence campaigns

最后，创意公司会制定 影响力广告活动，

to help sell the image of the oil industry

帮助宣传石油业的正面形象，

and to sell the product itself.

帮助宣传售卖石油。

Oil companies know how to drill for oil,

石油公司很清楚如何开采石油，

but they’ve outsourced almost everything else

但他们几乎将所有其他部分，

to this army of publicists and consultants,

都外包给了这一群公关、顾问、

to lawyers and to lobbyists.

律师和游说者。

We all remember the Deepwater Horizon disaster of 2010,

我们都记得2010年发生的 深海地平线事件，

when BP polluted the Gulf of Mexico

因400多万桶原油泄漏，

with over four million barrels of oil.

英国石油公司污染了墨西哥海湾。

What you might not know

而你或许不知道，

is that BP admitted

英国石油公司承认，

to spending three times as much on promotional advertising

在此灾难发生后的一年里 公司的宣传费用，

in the year after the disaster than in the year before.

是灾难发生前一年的三倍。

And arguably,

可以说，

the X industry has done a better job of cleaning up BP’s image

X产业对英国石油公司的形象改造，

than BP has yet done cleaning up the Gulf of Mexico.

比英国石油公司 对墨西哥湾的清理成功得多。

(Applause)

(掌声)

Thank you.

谢谢。

(Applause)

(掌声)

Oh, come on, come on.

我们继续。

Is it really fair for me to hold the X industry responsible

我真的可以将其客户 所造成的环境影响，

for the environmental impact of their clients?

归咎于X产业吗？

There is no official way to do so just yet.

目前还没有合法的途径这么做。

We recognize only three scopes of carbon emission.

我们只认可三个范围内的碳排放。

Scopes one and two:

第一和第二个范围为，

all the direct emissions from your fleets and your factories

交通工具和工厂直接排放的二氧化碳，

and the power that you purchase.

和你们购买使用的能源。

In the UK,

在英国，

the advertising association has estimated

广告协会估算过，

that the entire carbon footprint of the UK ad industry,

英国整个广告产业产生的碳足迹，

worth over 20 billion dollars a year,

价值超过每年200亿美元。

is just 1.1 million tonnes.

碳排放仅仅110万吨，

1.1 million tonnes.

110万吨。

Now, scope three,

现在说第三个范围，

the third scope,

第三个范围，

this is a bit harder.

就比较难界定了。

This is all the indirect emissions from how people use your products

即人们使用某种产品 或在该产品的供应链中

or from your supply chain.

间接产生的二氧化碳排放。

And that’s a necessary headache for a lot of companies

要对此进行控制非常困难，

to start taking control over.

让很多公司都感到头疼。

But technically, the X industry barely moves the dial here either.

但严格来讲，X产业 也没有涉及到这一块。

That’s why I believe that the X industry needs a new scope X,

所以我认为需要给它 一个新的范围界定，

a way to account for the emissions of influence.

以X范围作为定义碳排放影响的方式。

Now the --

现在，

(掌声)

(Applause)

The experts at the Purpose Disruptors network have made a start

颠覆计划组织（Purpose Disruptors）的专家们，

已经展开行动。

at doing just that.

They looked at a single advertising campaign made for Audi.

他们研究了奥迪的一次广告活动，

Now this campaign won one of the big effectiveness awards in advertising.

此次活动获得了广告界的营销大奖。

And the car company and their advertising agency claimed

奥迪及其广告公司表示，

that this single campaign generated 1.78 billion dollars

仅此次活动就让奥迪的盈利

of incremental revenue for Audi.

增加了17.8亿美元。

The ad campaign sold a lot of cars.

这次广告活动卖出了很多辆汽车。

And if their claim is correct,

如果他们的声明没有出错，

it also generated 5.1 million tonnes of additional carbon for Audi.

这也让奥迪多制造了 510万吨的碳。

So this is a one-to-five ratio

所以这一整个行业，

between the impact of an entire industry --

整个广告行业的碳排放，

the entire ad industry --

只是这一次广告活动

versus one single advertising campaign.

所产生的碳排放量的五分之一。

It is time for those of us, like me,

现在轮到像我一样的

who work in this industry,

X产业从业人员，

to take our responsibility seriously.

严肃对待我们所担负的责任。

And that starts with being honest about who pays our bills.

这要从公开我们的收益来源做起。

The X industry is famously murky about that.

X产业对此总是避而不谈，

And so my firm in 2015 produced the first client disclosure report.

所以我的公司在2015年 制作了第一份客户公开报告。

It’s very simple.

这非常简单。

We just disclosed our revenue by the client industries which we serve.

我们只是公开了 所服务的行业客户及收益。

I’m so pleased to say that 170 other ad agencies,

我很开心共有170家其他广告公司、

consultancies and PR companies

咨询公司和公关公司

have now promised to do the same.

也承诺将会这么做。

(Applause)

(掌声)

But our industry is dominated by a handful of really big consultancies

但是我们这个行业是被几家

大型咨询公司和广告公司垄断的，

and advertising agencies,

and not one of them have yet promised to join us.

但至今他们中没有一家 承诺会加入我们。

And this really matters

这是非常重要的，

because the X industry is hiring up many of the most inventive,

因为X产业雇佣了许多善于创新、

creative,

富有创意、

knowledgeable

知识渊博、

and influential minds that humanity has.

颇具影响力的人才，

And those are the exact same skills that we need

而这正是我们改变气候变化的进程

to change the course of climate change.

所需要的能力。

Now we need all of that X industry talent to stop serving destruction

现在我们需要X产业的所有人才 不再助力破坏气候，

and start serving solutions.

而是致力解决气候问题。

And if you work in the X industry,

如果你从事X产业，

you’re probably beginning to feel a little bit uncomfortable right now.

现在或许会觉得有点不舒服。

Good.

那就对了。

(Laughter)

(笑声)

(Applause)

(掌声)

I want you to ask yourself:

我希望你问问自己：

Are you selling your talent to the right people?

你把你的才华卖给了对的人吗？

Are you serving the causes of climate change or the solutions to it?

你是在为破坏气候服务 还是在为应对气候问题服务？

And are you using all that vaunted ability to influence your clients

你用自己的巧舌如簧说服你的客户，

or just to influence their critics?

还是仅用来说服他们的批评者？

This must be the solutions decade,

这必将成为应对环境问题的十年，

and we’re nearly two years into our window

我们已努力了两年，

to change our systems towards climate justice,

试图把我们的体系， 改成气候正义体系、

towards clean energy,

清洁能源体系、循环体系、

circular systems,

sustainable and equitable lifestyles.

和公平合理的可持续生活方式。

This solutions decade desperately requires really good-quality financial modeling.

这十年急需出色的金融模型，

It requires a really strong legal framework,

需要强大的法律框架

great research.

和伟大的研究。

It really needs public support.

这十年需要公众支持、

It needs the right regulatory rules.

需要正确的监管规则、

And it needs creative storytelling,

需要创意的叙述，

and that’s what my X industry could deliver.

而这些正是我所在的 X产业有能力实现的。

This year, I changed my job title to “Chief Solutionist”.

今年，我把我的职称 改为“首席解决师”，

I changed it to constantly remind myself of the job that needs doing.

是为了不断提醒我自己 需要完成的工作。

Because as an X industry leader myself,

因为我作为X产业的领导人，

I can either serve the solutions every day,

如果哪天我不是在提出解决方案，

or by default,

那就是默认自己，

I’m serving destruction.

在对气候进行破坏。

There is no middle ground here.

这件事没有中间地带，

There must be no carefully worded rationales.

也一定没有精心准备的措辞借口。

And the X industry can no longer pretend it can remain neutral.

X产业不能再继续假装 它能保持中立了。

Now if we do that,

如果我们这样做，

perhaps we could become a league of solutionists

我们或许能组成解决师联盟，

and shift all of this creativity,

把所有的创造力、

inventiveness,

创新能力、

knowledge and influence

知识和影响力，

towards fixing climate change.

用于拯救气候变化。

And then this invisible

这样，这一无形、

and intangible

被人们所忽视、

and incredibly influential X industry

却拥有巨大影响力的X产业，

can finally stop being part of the problem

才终于不再是问题的一部分，

and become part of the solution.

而成为解决方案的一部分。

Thank you.

谢谢大家。

(Applause and cheers)

(掌声和欢呼)