1 00:00:07,988 --> 00:00:10,391 Esta historia es del mundo obsesionado con cosas. 2 00:00:10,391 --> 00:00:13,749 Es la historia de un sistema en crisis. 3 00:00:13,749 --> 00:00:15,232 Estamos arruinando el planeta. 4 00:00:15,232 --> 00:00:16,858 Estamos arruinando uno al otro. 5 00:00:16,858 --> 00:00:19,584 Ni nos estamos divertiendo. 6 00:00:19,584 --> 00:00:20,712 La cosa positiva es que 7 00:00:20,712 --> 00:00:22,245 cuando entendemos el sistema, 8 00:00:22,245 --> 00:00:24,845 queremos ver muchas oportunidades para 9 00:00:24,845 --> 00:00:28,509 cambiar problemas por soluciones. 10 00:00:36,878 --> 00:00:39,335 Un problema con intentar usar menos cosas es que 11 00:00:39,335 --> 00:00:41,796 a veces sentimos que son realmente necesarias. 12 00:00:41,796 --> 00:00:44,166 Qué tal si vives en Cleveland, por ejemplo 13 00:00:44,166 --> 00:00:45,436 y quieres un vaso de agua? 14 00:00:45,436 --> 00:00:46,549 Vas a arriesgar y 15 00:00:46,549 --> 00:00:48,098 servirte del grifo? 16 00:00:48,098 --> 00:00:49,847 O debes buscar una botella de agua 17 00:00:49,847 --> 00:00:53,220 que viene de selvas vírgenes de...Fiji? 18 00:00:53,220 --> 00:00:53,949 La marca Fiji 19 00:00:53,949 --> 00:00:56,517 Creyó que la respuesta era obvia. 20 00:00:56,517 --> 00:00:59,164 Entonces hicieron una campaña completa. 21 00:00:59,164 --> 00:01:00,976 Resultó ser uno de las peores jugadas 22 00:01:00,976 --> 00:01:02,415 en la historia de publicidad. 23 00:01:02,415 --> 00:01:03,483 Es que, a Cleveland 24 00:01:03,483 --> 00:01:05,341 no le gustó ser el hazmerreír de Fiji. 25 00:01:05,341 --> 00:01:07,756 Hicieron pruebas, y ¿adivina qué? 26 00:01:07,756 --> 00:01:08,639 Mostraron que 27 00:01:08,639 --> 00:01:11,332 un vaso de agua Fiji es de menor calidad, 28 00:01:11,332 --> 00:01:14,397 pierde en pruebas de sabor contra agua del grifo, 29 00:01:14,397 --> 00:01:17,648 y cuesta miles de veces más. 30 00:01:17,648 --> 00:01:19,320 Esta historia es típica para pruebas 31 00:01:19,320 --> 00:01:21,316 de agua embotellada y agua del grifo. 32 00:01:21,316 --> 00:01:22,431 ¿Es más limpia? 33 00:01:22,431 --> 00:01:24,242 A veces sí, a veces no. 34 00:01:24,242 --> 00:01:25,264 De muchas formas, 35 00:01:25,264 --> 00:01:28,189 el agua embotellada es menos regulada que agua del grifo. 36 00:01:28,189 --> 00:01:29,536 ¿Es más sabrosa? 37 00:01:29,536 --> 00:01:30,914 En pruebas en todo el pais, 38 00:01:30,914 --> 00:01:34,412 la gente escoge agua de grifo en vez de agua embotellada. 39 00:01:34,412 --> 00:01:35,852 Los envasadores de agua dicen 40 00:01:35,852 --> 00:01:37,570 que están cumpliendo con demanda. 41 00:01:37,570 --> 00:01:39,799 Pero ¿Quién exigiría un producto 42 00:01:39,799 --> 00:01:43,189 menos sostenible, de peor sabor, y más caro 43 00:01:43,189 --> 00:01:46,394 tomando en cuenta que es casi gratis en tu propia cocina? 44 00:01:46,394 --> 00:01:47,045 Agua embotellada cuesta 45 00:01:47,045 --> 00:01:49,970 casi 2000 veces más que agua del grifo. 46 00:01:49,970 --> 00:01:51,131 Te imaginas pagando 2000 47 00:01:51,131 --> 00:01:53,081 veces el precio de cualquiera otra cosa? 48 00:01:53,081 --> 00:01:55,775 ¿Qué tal un sándwich de $10,000? 49 00:01:55,775 --> 00:01:56,703 Pero la gente gasta 50 00:01:56,703 --> 00:02:00,047 en más de medio billón de botellas de agua por semana. 51 00:02:00,047 --> 00:02:03,995 Las botellas pueden rodear el globo más de cinco veces. 52 00:02:03,995 --> 00:02:06,038 ¿Cómo llegamos a eso? 53 00:02:06,038 --> 00:02:08,871 Todo vuelve a la forma de nuestra economía de materiales 54 00:02:08,871 --> 00:02:10,868 y uno de sus impulsadores claves, conocido 55 00:02:10,868 --> 00:02:12,911 como demanda fabricada. 56 00:02:12,911 --> 00:02:14,629 Para que compañías sigan creciendo, 57 00:02:14,629 --> 00:02:17,154 tienen que vender más y más cosas. 58 00:02:17,154 --> 00:02:20,341 En los 1970, grandes fabricantes de soda se preocuparon 59 00:02:20,341 --> 00:02:23,406 cuando sus proyecciones dejaron de crecer. 60 00:02:23,406 --> 00:02:25,728 Una persona solo puede tomar tanta soda. 61 00:02:25,728 --> 00:02:28,004 Además no tardaría la gente en darse cuenta 62 00:02:28,004 --> 00:02:30,651 que la soda no es saludable, y volver a 63 00:02:30,651 --> 00:02:33,437 suspiro, tomar agua del grifo. 64 00:02:33,437 --> 00:02:34,459 Bueno, las compañías 65 00:02:34,459 --> 00:02:36,920 encontraron su próxima idea en un producto 66 00:02:36,920 --> 00:02:40,357 que la mayoria se tomo a risa como algo pasajero. 67 00:02:40,357 --> 00:02:42,633 "El agua es gratis", decían en ese tiempo, 68 00:02:42,633 --> 00:02:45,001 "¿qué nos venderán después, el aire?" 69 00:02:45,001 --> 00:02:47,834 Entonces ¿qué hacer para que la gente compre el producto? 70 00:02:47,834 --> 00:02:50,899 Sencillo. Se fabrica demanda. 71 00:02:50,899 --> 00:02:52,153 Y ¿cómo se hace? 72 00:02:52,153 --> 00:02:53,083 Pues, imagina que estás 73 00:02:53,083 --> 00:02:54,816 a cargo del envasador de agua. 74 00:02:54,816 --> 00:02:56,690 Como la gente no busca cambiar su 75 00:02:56,690 --> 00:02:57,586 dinero bien 76 00:02:57,586 --> 00:02:59,583 merecido para tu producto no-necesario, 77 00:02:59,583 --> 00:03:00,699 les haces sentir 78 00:03:00,699 --> 00:03:03,020 asustados e inseguros sin el producto. 79 00:03:03,020 --> 00:03:06,363 Eso es lo que hizo la industria de agua embotellada. 80 00:03:06,363 --> 00:03:08,159 Una de sus primeras estrategias fue 81 00:03:08,159 --> 00:03:10,032 asustar a la gente con el agua de grifo 82 00:03:10,032 --> 00:03:13,515 con propaganda como la de Fiji en Cleveland 83 00:03:13,515 --> 00:03:15,837 "Cuando terminamos," dijo un ejecutivo de agua, 84 00:03:15,837 --> 00:03:20,342 "el agua del grifo será solo para duchas y para lavar platos." 85 00:03:20,342 --> 00:03:22,494 Entonces, escondes la realidad de tu producto 86 00:03:22,494 --> 00:03:24,864 tras imagenes de pura fantasia. 87 00:03:24,864 --> 00:03:25,947 Alguna ves has notado 88 00:03:25,947 --> 00:03:27,603 que el agua embotellada nos seduce 89 00:03:27,603 --> 00:03:31,116 con fotos de ríos en montañas y naturaleza? 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