Steve Howard: Let's go all-in on selling sustainability

譯者: Regina Chu 審譯者: lin piao

I've spent my life working on sustainability.

我畢生都為永續發展而努力

I set up a climate change NGO

我成立了一個氣候變遷非政府組織

called The Climate Group.

叫做 The Climate Group （氣候組群）

I worked on forestry issues in WWF.

我在世界自然基金會處理林業問題

I worked on development and agriculture issues

我也致力於經濟開發及農業問題

in the U.N. system.

在聯合國體系內

About 25 years in total,

我用了總共約 25 年時間致力於永續

and then three years ago, I found myself talking to

然而三年前，我發現我自己在

IKEA's CEO about joining his team.

與宜家家居執行長談加入他的團隊的事情

Like many people here, well,

就像在座許多人一樣，嗯

I want to maximize my personal impact in the world,

我想極大化我個人在世界上的影響力

so I'm going to explain why I joined the team there.

所以我要跟各位解釋 為什麼我要加入那個團隊

But first, let's just take three numbers.

但首先，讓我們先談談三個數字

The first number is three:

第一個數字是三

three billion people.

「三」十億人

This is the number of people joining

這個數字是有多少人

the global middle class by 2030,

能在 2030 年前加入全球中產階級

coming out of poverty.

脫離貧窮

It's fantastic for them and their families,

對他們及其家人而言這棒極了

but we've got two billion people in the global middle class today,

但今天我們已有 二十億全球中產階級人口

and this swells that number to five,

而這數字還要膨脹到五（十億）

a big challenge when we already have resource scarcity.

在我們已經資源不足的情況下 這是很大的挑戰

The second number is six:

第二個數字是六

This is six degrees centigrade,

這是指攝氏六度

what we're heading towards in terms of global warming.

這是我們在全球暖化上的走向

We're not heading towards one degree or three degrees

我們不是只增加一度或三度

or four degrees, we're heading toward six degrees.

或四度，我們是朝六度邁進

And if you think about it, all of the weird weather

如果你回想一下，在過去幾年我們經歷的

we've been having the last few years,

那些奇怪的天氣

much of that is due to just one degree warming,

很多都只是因為暖化了一度

and we need CO2 emissions to peak

而我們要讓全球二氧化碳排放量

by the end of this decade globally

在 2020 年結束前達到高峰

and then come down.

然後下降

It's not inevitable, but we need to act decisively.

這不是不可避免的 但我們必須果斷做出行動

The third number is 12:

第三個數字是 12

That's the number of cities in the world

這是這世界有多少城市

that had a million or more people

有一百萬以上的人口

when my grandmother was born.

在我祖母出生之時

You can see my grandmother there.

你看這是我祖母

That was in the beginning of the last century.

那是上世紀初的時候

So just 12 cities. She was born in Manchester, England,

所以那時只有 12 個城市 她在曼徹斯特出生

the ninth largest city in the world.

當時的世界第九大都市

Now there are 500 cities, nearly,

現在全球已經有將近五百個都市

with a million people or more in them.

有一百萬以上的人口

And if you look at the century from 1950 to 2050,

如果你縱覽 1950 到 2050 這一百年

that's the century when we build all the world's cities,

這是我們建造全球都市的一百年

the century that we're in the middle of right now.

我們現在就在這百年中間

Every other century was kind of practice,

之前的其他百年就像是一種預演

and this lays down a blueprint for how we live.

而這奠定了我們生活的藍圖

So think about it.

所以應該好好想想

We're building cities like never before,

我們正以前所未見的方式建造城市

bringing people out of poverty like never before,

以前所未見的方式 把人們從貧窮中拯救出來

and changing the climate like never before.

並以前所未見的方式改變氣候

Sustainability has gone from a nice-to-do

永續已經從可行

to a must-do.

變成必行的事

it's about what we do right here, right now,

這與我們此時此刻在做什麼

and for the rest of our working lives.

及我們未來的工作該做什麼有關

So I'm going to talk a little bit about

所以我要談一談

what business can do

企業能做什麼

and what a business like IKEA can do,

像宜家家居這樣的公司能做什麼

and we have a sustainability strategy

我們的永續策略

called "people and planet positive"

稱為「人類與地球正能量」

to help guide our business to have a positive impact on the world.

以幫助我們的企業給 世界帶來正面影響

Why would we not want to have a positive impact

身為企業， 我們怎麼會不想給這個世界

on the world as a business?

帶來正面影響呢？

Other companies have sustainability strategies.

其他公司都有永續策略

I'm going to refer to some of those as well,

我也一會兒會講到他們，

and I'm just going to mention a few

我也會提出一些

of the commitments as illustrations that we've got.

承諾的實證

But first, let's think of customers.

但首先讓我們先想一下顧客

We know from asking people from China to the U.S.

我們從詢問人們得知 無論是中國人或美國人

that the vast majority of people care about sustainability

絕大多數的人都關心永續

after the day-to-day issues,

在日常瑣事之餘

the day-to-day issues of, how do I get my kids to school?

這些日常瑣事 像我怎樣讓孩子去學校？

Can I pay the bills at the end of the month?

月底付不付得了帳單？

Then they care about big issues like climate change.

之後他們會關心大的議題 像氣候變遷

But they want it to be easy, affordable and attractive,

但他們希望它簡單、實惠而且吸引人

and they expect business to help,

而且他們期望企業幫助

and they're a little bit disappointed today.

所以現在他們有點失望

So take your mind back and think

所以請你回想一下

of the first sustainable products.

第一個永續產品

We had detergents that could wash your whites grayer.

我們有洗衣精把你的白衣愈洗愈灰

We had the early energy-efficient light bulbs

我們有早期的省電燈泡

that took five minutes to warm up

要等五分鐘預熱

and then you were left looking a kind of sickly color.

而且會讓你看起來病懨懨的

And we had the rough, recycled toilet paper.

然後我們還有粗糙 回收紙製成的衛生紙

So every time you pulled on a t-shirt,

所以每次你穿上 T 恤

or switched the light on, or went to the bathroom,

或開燈，或去洗手間

or sometimes all three together,

或偶爾三者同時做的時候

you were reminded sustainability was about compromise.

你就被提醒要永續就要有所犧牲

It wasn't a great start.

這不是很好的開始

Today we have choices.

今天我們有選擇了

We can make products that are beautiful or ugly,

我們可以選擇製造美或醜

sustainable or unsustainable, affordable or expensive,

永續或不永續，實惠或昂貴

functional or useless.

有用或無用的產品

So let's make beautiful, functional, affordable,

所以讓我們製造美觀實用又實惠的

sustainable products.

永續產品

Let's take the LED.

就來談談 LED （發光二極體）

The LED is the next best thing to daylight.

LED 是僅次於日光的最佳光源

The old-fashioned lightbulbs, the incandescent bulbs --

老式傳統燈泡，就是白熾燈泡——

I'm not going to ask for a show of hands

我沒有要大家舉手

of how many of you still have them in your homes,

看有多少人家裡還有這個東西

wasting energy every time you switch them on --

每次開燈都在浪費能源——

change them after this --

聽完這段演講就去換掉——

or whether we have them on the stage here at TED or not --

或是我們 TED 舞台上的燈是不是這種——

but those old incandescent light bulbs

但是那些老式白熾電燈泡

really should have been sold as heaters.

真的應該被當作暖爐來賣

They were mis-sold for more than a hundred years.

他們錯賣超過一百年

They produced heat and a little bit of light on the side.

他們產生熱能順便產生一點光

Now we have lights that produce light

而現在我們有燈泡會發光

and a little bit of heat on the side.

卻很少產熱

You save 85 percent of the electricity with an LED

用 LED 燈，你節省 85% 的電力

that you would have done in an old incandescent.

比之於你使用老式白熾電燈泡

And the best thing is, they'll also last

而最棒的是，他們可維持壽命

for more than 20 years.

超過 20 年

So think about that.

所以想想吧

You'll change your smartphone seven or eight times,

這期間你會換智慧手機七八次

probably more if you're in this audience.

現場觀眾可能還會換更多次

You'll change your car, if you have one, three or four times.

如果你有車你會換車三四次

Your kids could go to school, go to college,

你的孩子會上學，上大學

go away and have kids of their own, come back,

離家還有了自己的孩子，

bring the grandkids,

帶著孫子回來看你

you'll have the same lightbulb saving you energy.

你的電燈泡還是原來那顆，持續節能

So LEDs are fantastic.

所以 LED 太棒了

What we decided to do

我們決定要做的

was not to sell LEDs on the side marked up high

不是把 LED 燈價錢標高放在旁邊

and continue to push all the old bulbs,

然後繼續促銷那些老式燈泡

the halogens and the CFLs.

就是鹵素燈泡及省電型螢光燈泡

We decided, over the next two years,

我們決定，在未來兩年

we will ban the halogens and the CFLs ourselves.

我們自己要禁止使用鹵素燈泡 及省電型螢光燈泡

We will go all in.

我們要全力投注

And this is what business needs to do: go all-in,

而這是所有的企業<br/>都需要做的：全力投注

go 100 percent,

下 100% 的賭注

because then you stop investing in the old stuff,

因為這樣你才會停止投資舊東西

you invest in the new stuff, you lower costs,

你會投資在新東西上，你會降低成本

you use your supply chain and your creativity

你會利用你的供應鏈及你的創造力

and you get the prices down so everybody can afford

你會把價格降低所以每個人都買得起

the best lights so they can save energy.

最好的燈泡，所以他們能節省能源

(Applause)

（掌聲）

It's not just about products in people's homes.

這不僅僅只限於人們的家用品

We've got to think about the raw materials

我們還必須想到

that produce our products.

生產我們產品的原物料

Obviously there's fantastic opportunities

很明顯有很棒的機會

with recycled materials,

能利用回收材質

and we can and will go zero waste.

而且我們可以、也會走向零浪費

And there's opportunities in a circular economy.

在循環經濟裡有的是機會

But we're still dependent on natural, raw materials.

但我們仍然依賴自然的原物料

Let's take cotton.

就以棉來舉例

Cotton's brilliant. Probably many people

棉很棒。大概很多人

are wearing cotton right now.

現在就穿著棉製品

It's a brilliant textile in use.

這是很好利用的紡織品

It's really dirty in production.

製程卻真的很髒

It uses lots of pesticides, lots of fertilizer, lots of water.

它要用很多的殺蟲劑 很多的肥料，很多的水

So we've worked with others,

所以我們與別人合作

with other businesses and NGOs,

與其他企業及非政府組織合作

on the Better Cotton Initiative,

提出棉花更環保倡議

working right back down to the farm,

回頭從種植的農地開始更環保

and there you can halve the amount of water

在農地你能把水用量減半

and halve the chemical inputs,

並減半化肥施用量

the yields increase, and 60 percent of the costs

產量增加，這些低收入農夫

of running many of these farms

經營的這些農場

with farmers with low incomes

60% 的成本

can be chemical imports.

是化肥進口費用

Yields increase, and you halve the input costs.

產量增加且減半施用成本

Farmers are coming out of poverty. They love it.

農夫就可從貧窮脫身。他們喜歡這樣的計劃

Already hundreds of thousands of farmers

已有數以萬計的農夫

have been reached,

已被接洽過

and now we've got 60 percent better cotton in our business.

而現在我們的公司已有 60% 的更環保棉花

Again, we're going all-in.

再說一次，我們要全力投注

By 2015, we'll be 100 percent Better Cotton.

在 2015 年前 我們要做到 100% 環保棉花

Take the topic of 100 percent targets, actually.

就實際來談 100% 目標

People sometimes think that

大家有時會想

100 percent's going to be hard,

100% 會很難

and we've had the conversation in the business.

我們在企業裡也有這樣的對話

Actually, we found 100 percent is easier to do

實際上，我們發現 100% 還容易點

than 90 percent or 50 percent.

與做 90% 或 50% 相比

If you have a 90 percent target,

如果你設目標是 90%

everyone in the business finds a reason

企業裡的每一個人都能找到一個理由

to be in the 10 percent.

去當那 10%

When it's 100 percent, it's kind of clear,

當目標是 100% 時，其實還滿清楚的

and businesspeople like clarity,

而企業人喜歡清楚的目標

because then you just get the job done.

因為這樣你就只要把工作做好

So, wood. We know with forestry, it's a choice.

所以，木料。我們都知道 對林業而言這是個選擇

You've got illegal logging

你可以選擇非法砍伐

and deforestation still on a very large scale,

目前森林砍伐的規模仍然很大

or you can have fantastic, responsible forestry

或者你可以選擇積極負責任地發展林業，

that we can be proud of.

讓我們以你為驕傲

It's a simple choice, so we've worked

這是簡單的選擇題，所以我們與

for many years with the Forest Stewardship Council,

森林管理委員會合作多年

with literally hundreds of other organizations,

其實就是與百餘個其他組織合作

and there's a point here about collaboration.

而這樣的合作是有意義的

So hundreds of others, of NGOs,

所以這百餘個其他單位 由非政府組織

of forest workers' unions, and of businesses,

林業工人公會及企業組成

have helped create the Forest Stewardship Council,

都參與創立森林管理委員會

which sets standards for forestry

這個單位為林業制定標準

and then checks the forestry's good on the ground.

然後從基礎面來檢查林業的利益

Now together, through our supply chain,

現在我們透過與供應鏈

with partners, we've managed to certify

以及企業夥伴合作，我們已經可以認證

35 million hectares of forestry.

三千五百萬公頃的森林

That's about the size of Germany.

這大約是德國國土的面積

And we've decided in the next three years,

而且我們已經決定在未來三年

we will double the volume of certified material

我們要倍增認證材料量

we put through our business.

給我們的企業使用

So be decisive on these issues.

所以在這些議題上要很堅決

Use your supply chain to drive good.

用你的供應鏈驅使往好的方向走

But then it comes to your operations.

但之後還有你的營運

Some things are certain, I think.

有些事情很確定，我想

We know we'll use electricity in 20 or 30 years' time.

我們知道我們會 繼續使用電力二三十年

We know the sun will be shining somewhere,

我們知道在某處太陽依舊升起

and the wind will still be blowing in 20 or 30 years' time.

而風也還是會繼續吹個二三十年

So why not make our energy out of the sun and the wind?

所以為什麼不拿 太陽及風力來產生能量呢?

And why not take control of it ourselves?

而且為什麼不自己掌控呢？

So we're going 100 percent renewable.

所以我們要作百分百可再生能源

By 2020, we'll produce more renewable energy

在 2020 之前 我們要生產更多的可再生能源

than the energy we consume as a business.

要比我們身為企業所花的能源還多

For all of our stores, our own factories,

在我們所有的店面，我們自己的工廠

our distribution centers,

我們的配送中心

we've installed 300,000 solar panels so far,

我們到目前已安裝了 三十萬個太陽能板

and we've got 14 wind farms we own and operate

我們還有 14 個 自有自營的風力發電廠

in six countries, and we're not done yet.

分佈在六個國家，而且我們還沒停

But think of a solar panel.

但想一下太陽能板

A solar panel pays for itself in seven or eight years.

一個太陽能板七八年就能回收成本

The electricity is free.

電力免費

Every time the sun comes out after that,

之後每次太陽升起

the electricity is free.

電力就是免錢的

So this is a good thing for the CFO,

所以這對財務長是好事

not just the sustainability guy.

不僅是對永續傢伙

Every business can do things like this.

每個企業都能做像這樣的事

But then we've got to look beyond our operations,

但我們一定要看的比營運長遠

and I think everybody would agree

而我想每個人都會同意

that now business has to take full responsibility

現行的企業必須負完全的責任

for the impacts of your supply chain.

在你的供應鏈所產生的沖擊上

Many businesses now, fortunately,

幸運的是現在很多企業

have codes of conduct and audit their supply chains,

都有規範標準且稽查他們的供應鏈

but not every business. Far from it.

但不是每個企業都如此。還早呢

And this came in IKEA actually in the '90s.

而宜家家居其實在 90 年代就開始了

We found there was a risk

我們發現

of child labor in the supply chain,

在供應鏈上有使用童工的風險

and people in the business were shocked.

而公司裡的人都很震驚

And it was clearly totally unacceptable, so then you have to act.

這很清楚是完全不能接受的事 所以你必須立刻行動

So a code of conduct was developed,

所以標準規範被建立起來

and now we have 80 auditors out in the world

而現在我們有 80 位稽察員在全世界

every day making sure all our factories

每天都在確保我們的工廠

secure good working conditions

維持良好作業環境

and protect human rights

及保護人權

and make sure there is no child labor.

及確保沒有童工

But it's not just as simple as making sure

但這不僅是確保

there's no child labor.

沒有童工這麼簡單

You've got to say that's not enough today.

你必須說今天這樣還不夠

I think we'd all agree that children

我想我們都同意就是兒童

are the most important people in the world

是世界上最重要的人

and the most vulnerable.

也是最脆弱的

So what can a business do today

所以今天一個企業可以做什麼

to actually use your total value chain

來實際運用你的全面價值鏈

to support a better quality of life

以支持更好的生活品質

and protect child rights?

及保護兒童權利？

We've worked with UNICEF and Save the Children

我們已與聯合國兒童基金會 及救助兒童會

on developing some new business principles

合作開發一些新的企業原則

with children's rights.

保護兒童權利

Increasing numbers of businesses

愈來愈多企業

are signing up to these,

簽署加入這個行列

but actually in a survey, many business leaders

但事實上在一項調查中<br/>很多企業領導人

said they thought their business had nothing to do with children.

都說他們認為他們的公司 與兒童毫無關係

So what we decided to do was, we will look

所以我們決定要做的是，我們要去看

and ask ourselves the tough questions

及去問我們自己這個棘手的問題

with partners who know more than us,

也問比我們更瞭解情況的企業夥伴

what can we do to go beyond our business

我們能做什麼能超越企業本身

to help improve the lives of children?

來幫助改善兒童的生活？

We also have a foundation

我們也有一個基金會

that's committed to work through partners

致力與企業夥伴合作

and help improve the lives and protect the rights

一同幫助改善一億兒童的生活

of 100 million children by 2015.

及保護他們權利，在 2015 前達成

You know the phrase,

你們都知道這句話

you can manage what you measure?

你可以控制你能衡量的東西。

Well, you should measure what you care about.

嗯，你應該衡量什麼是你關心的

If you're not measuring things,

如果你不衡量事物

you don't care and you don't know.

你就是不關心你也不懂

So let's take an example, measure the things

所以讓我們舉個例，衡量

that are important in your business.

對你的企業很重要的事物

Isn't it about time that businesses

現在難道不就是企業

were led equally by men and women?

該由同數量的男女領導的時候?

(Applause)

（掌聲）

So we know for our 17,000 managers across IKEA

所以我們知道我們在宜家家居裡的 一萬七千名經理人

that 47 percent are women today,

現在有 47% 是女人

but it's not enough, and we want to close the gap

但這還不夠且我們想要縮小差距

and follow it all the way through to senior management.

並在高階管理階級也要縮小差距

And we do not want to wait another hundred years.

而且我們不想再等一百年

So we've launched a women's open network

所以我們推出婦女的開放人脈網

this week in IKEA,

本週起就在宜家家居開始

and we'll do whatever it takes to lead the change.

而且我們要竭盡所能來領導此項改變

So the message here is,

所以在這裡要傳達的信息是

measure what you care about and lead the change,

衡量你所關心的並領導改變

and don't wait a hundred years.

且不要再等一百年

So we've gone from sustainability

所以我們經歷了永續

being a nice-to-do to a must-do. It's a must-do.

從可行到必行。這是勢在必行的事

It's still nice to do, but it's a must-do.

這仍是可行之事，但這真的勢在必行

And everybody can do something on this as an individual.

而每一個人身為個體 都能為此做些什麼

Be a discerning consumer.

當一個能辨別的消費者

Vote with your wallets.

以你的錢包來投票

Search out the companies

搜尋那些

that are acting on this.

在這方面有所行動的公司

But also, there are other businesses already acting.

但同時其他的企業也早已行動

I mentioned renewable energy.

我提到的可再生能源

You go to Google or Lego,

你去谷歌或樂高

they're going 100 percent renewable too,

他們也要做百分百可再生能源

in the same way that we are.

就像我們一樣

On having really good sustainability strategies,

有些公司有非常好的永續策略

there are companies like Nike, Patagonia,

像耐吉、Patagonia 服飾

Timberland, Marks & Spencer.

天柏嵐、馬莎百貨

But I don't think any of those businesses would say

但我認為這些公司都不會說

they're perfect. We certainly wouldn't.

他們完美無缺。我們當然不是

We'll make mistakes going forward,

在向前行時我們都會犯錯

but it's about setting a clear direction, being transparent,

但這與設訂明確的方向，要透明化

having a dialogue with the right partners,

要與對的企業夥伴進行對話

and choosing to lead on the issues that really count.

然後在重大事務上做领導人

So if you're a business leader,

所以如果你是位企業領導人

if you're not already weaving sustainability

如果你還未將永續納入

right into the heart of your business model,

你的企業模式核心

I'd urge you to do so.

我敦促你這樣做

And together, we can help create

而一同合作，我們可以幫助建立

a sustainable world,

一個永續世界

and, if we get it right,

而且如果我們做的對

we can make sustainability

我們能讓永續

affordable for the many people,

成為許多人都能負擔的平價物

not a luxury for the few.

而不是少數人的奢侈品

Thank you.

謝謝

(Applause)

（掌聲）