[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:01.50,0:00:05.64,Default,,0000,0000,0000,,Who remembers this\Ninfamous Styrofoam container?
Dialogue: 0,0:00:05.67,0:00:08.23,Default,,0000,0000,0000,,(Applause)
Dialogue: 0,0:00:08.25,0:00:11.56,Default,,0000,0000,0000,,Well, it sure changed me,\Nit changed my company,
Dialogue: 0,0:00:11.58,0:00:13.52,Default,,0000,0000,0000,,and it started a revelatory journey
Dialogue: 0,0:00:13.54,0:00:17.77,Default,,0000,0000,0000,,about how adversaries\Ncan be your best allies.
Dialogue: 0,0:00:17.79,0:00:19.35,Default,,0000,0000,0000,,You know, back in the late '80s,
Dialogue: 0,0:00:19.38,0:00:24.52,Default,,0000,0000,0000,,this Big Mac clamshell\Nwas the symbol of a garbage crisis.
Dialogue: 0,0:00:24.54,0:00:26.52,Default,,0000,0000,0000,,People were really angry.
Dialogue: 0,0:00:26.54,0:00:28.77,Default,,0000,0000,0000,,For example, thousands of students,
Dialogue: 0,0:00:28.79,0:00:32.56,Default,,0000,0000,0000,,young students around the globe\Nwere sending letters, blaming McDonald's,
Dialogue: 0,0:00:32.58,0:00:36.43,Default,,0000,0000,0000,,because we were using\Nmillions of these at that time.
Dialogue: 0,0:00:36.46,0:00:40.52,Default,,0000,0000,0000,,Now, no one at McDonald's knew anything\Nabout environmentally friendly packaging,
Dialogue: 0,0:00:40.54,0:00:42.02,Default,,0000,0000,0000,,including me.
Dialogue: 0,0:00:42.04,0:00:43.31,Default,,0000,0000,0000,,The last 10 years,
Dialogue: 0,0:00:43.33,0:00:46.35,Default,,0000,0000,0000,,I was in charge of logistics\Nand truck drivers.
Dialogue: 0,0:00:46.38,0:00:48.35,Default,,0000,0000,0000,,Then out of nowhere, my boss comes to me
Dialogue: 0,0:00:48.38,0:00:53.60,Default,,0000,0000,0000,,and says, "Hey, we want you\Nto save this clamshell for the company
Dialogue: 0,0:00:53.62,0:00:56.92,Default,,0000,0000,0000,,and lead the effort to reduce waste\Nwithin McDonald's."
Dialogue: 0,0:00:58.17,0:01:00.23,Default,,0000,0000,0000,,I looked at him and I asked him,
Dialogue: 0,0:01:00.25,0:01:01.71,Default,,0000,0000,0000,,"What is polystyrene?"
Dialogue: 0,0:01:03.88,0:01:06.02,Default,,0000,0000,0000,,But it all sounded intriguing to me
Dialogue: 0,0:01:06.04,0:01:08.79,Default,,0000,0000,0000,,because it brought me back to my roots.
Dialogue: 0,0:01:13.88,0:01:16.81,Default,,0000,0000,0000,,You see, I grew up\Nin the late '60s, early '70s,
Dialogue: 0,0:01:16.83,0:01:20.50,Default,,0000,0000,0000,,in a time of huge social upheaval\Nin the United States.
Dialogue: 0,0:01:21.33,0:01:24.43,Default,,0000,0000,0000,,And I was really in tune\Nwith the protests, the sit-ins,
Dialogue: 0,0:01:24.46,0:01:26.18,Default,,0000,0000,0000,,the anti-Vietnam sentiment,
Dialogue: 0,0:01:26.21,0:01:29.88,Default,,0000,0000,0000,,and I really felt there was a need\Nto question authority.
Dialogue: 0,0:01:30.96,0:01:33.48,Default,,0000,0000,0000,,But as I went into university,
Dialogue: 0,0:01:33.50,0:01:37.73,Default,,0000,0000,0000,,I realized that I'm not\Ngoing to make a living doing this.
Dialogue: 0,0:01:37.75,0:01:40.27,Default,,0000,0000,0000,,And that whole movement had subsided,
Dialogue: 0,0:01:40.29,0:01:43.68,Default,,0000,0000,0000,,and my activist spirit went dormant.
Dialogue: 0,0:01:43.71,0:01:45.18,Default,,0000,0000,0000,,And I needed to make a living,
Dialogue: 0,0:01:45.21,0:01:47.17,Default,,0000,0000,0000,,so I got involved in the business world.
Dialogue: 0,0:01:47.96,0:01:50.64,Default,,0000,0000,0000,,So, now these students against pollution,
Dialogue: 0,0:01:50.67,0:01:53.89,Default,,0000,0000,0000,,who were sending those\Nprotest letters to McDonald's,
Dialogue: 0,0:01:53.92,0:01:57.98,Default,,0000,0000,0000,,they reminded me of myself 20 years ago.
Dialogue: 0,0:01:58.00,0:02:00.02,Default,,0000,0000,0000,,They're questioning authority.
Dialogue: 0,0:02:00.04,0:02:02.52,Default,,0000,0000,0000,,But now, I'm the man.
Dialogue: 0,0:02:02.54,0:02:04.39,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:02:04.42,0:02:05.96,Default,,0000,0000,0000,,I'm the corporate suit.
Dialogue: 0,0:02:07.04,0:02:09.38,Default,,0000,0000,0000,,I'm the one representing authority.
Dialogue: 0,0:02:10.25,0:02:12.06,Default,,0000,0000,0000,,And this new thing was emerging
Dialogue: 0,0:02:12.08,0:02:14.43,Default,,0000,0000,0000,,called corporate social responsibility,
Dialogue: 0,0:02:14.46,0:02:16.93,Default,,0000,0000,0000,,later corporate sustainability,
Dialogue: 0,0:02:16.96,0:02:19.96,Default,,0000,0000,0000,,and now I had a chance\Nto make a difference.
Dialogue: 0,0:02:21.04,0:02:22.98,Default,,0000,0000,0000,,So the beginning of this journey
Dialogue: 0,0:02:23.00,0:02:26.43,Default,,0000,0000,0000,,started when McDonald's agreed\Nto a partnership
Dialogue: 0,0:02:26.46,0:02:28.77,Default,,0000,0000,0000,,with the Environmental Defense Fund.
Dialogue: 0,0:02:28.79,0:02:30.31,Default,,0000,0000,0000,,They were an NGO
Dialogue: 0,0:02:30.33,0:02:34.75,Default,,0000,0000,0000,,that was founded with the principle\Nof "sue the bastards."
Dialogue: 0,0:02:35.71,0:02:37.60,Default,,0000,0000,0000,,So I'm thinking,
Dialogue: 0,0:02:37.62,0:02:40.43,Default,,0000,0000,0000,,what are they thinking\Nabout me and my team?
Dialogue: 0,0:02:40.46,0:02:42.93,Default,,0000,0000,0000,,When I first met Richard Denison,
Dialogue: 0,0:02:42.96,0:02:46.35,Default,,0000,0000,0000,,he's the senior scientist for EDF,
Dialogue: 0,0:02:46.38,0:02:48.14,Default,,0000,0000,0000,,I was very apprehensive.
Dialogue: 0,0:02:48.17,0:02:50.06,Default,,0000,0000,0000,,I thought he's a tree-hugger,
Dialogue: 0,0:02:50.08,0:02:53.43,Default,,0000,0000,0000,,and I'm thinking he thinks\Nall I care about is the money.
Dialogue: 0,0:02:53.46,0:02:58.85,Default,,0000,0000,0000,,So we wanted the EDF team\Nto give us real-world solutions.
Dialogue: 0,0:02:58.88,0:03:00.75,Default,,0000,0000,0000,,So we did the logical thing.
Dialogue: 0,0:03:01.75,0:03:05.14,Default,,0000,0000,0000,,We had them flip burgers\Nin our restaurants.
Dialogue: 0,0:03:05.17,0:03:07.18,Default,,0000,0000,0000,,So you have to imagine Richard,
Dialogue: 0,0:03:07.21,0:03:10.02,Default,,0000,0000,0000,,who, by the way, is a PhD in physics,
Dialogue: 0,0:03:10.04,0:03:12.81,Default,,0000,0000,0000,,and there he is, he's trying\Nto dress a quarter-pounder,
Dialogue: 0,0:03:12.83,0:03:15.85,Default,,0000,0000,0000,,and you're supposed to have\Ntwo squirts of ketchup, one mustard,
Dialogue: 0,0:03:15.88,0:03:18.27,Default,,0000,0000,0000,,three pickles and an onion,\Ngo on to the next one,
Dialogue: 0,0:03:18.29,0:03:19.56,Default,,0000,0000,0000,,you've got to be so fast.
Dialogue: 0,0:03:19.58,0:03:22.31,Default,,0000,0000,0000,,And you know what?\NHe couldn't get it right all day long.
Dialogue: 0,0:03:22.33,0:03:23.93,Default,,0000,0000,0000,,And he was frustrated.
Dialogue: 0,0:03:23.96,0:03:26.85,Default,,0000,0000,0000,,And I was so impressed,
Dialogue: 0,0:03:26.88,0:03:30.62,Default,,0000,0000,0000,,because he was trying\Nto understand our business.
Dialogue: 0,0:03:31.58,0:03:32.85,Default,,0000,0000,0000,,Now, the EDF team,
Dialogue: 0,0:03:32.88,0:03:37.77,Default,,0000,0000,0000,,they thought reusables\Nwere the holy grail for our business.
Dialogue: 0,0:03:37.79,0:03:40.77,Default,,0000,0000,0000,,Me and my team thought, reusables?
Dialogue: 0,0:03:40.79,0:03:42.60,Default,,0000,0000,0000,,Too much space, they'd make a mess,
Dialogue: 0,0:03:42.62,0:03:44.43,Default,,0000,0000,0000,,they would slow us down.
Dialogue: 0,0:03:44.46,0:03:46.43,Default,,0000,0000,0000,,But we didn't reject the idea.
Dialogue: 0,0:03:46.46,0:03:51.60,Default,,0000,0000,0000,,We went to the restaurant they chose\Noutside DC, we went to the back room.
Dialogue: 0,0:03:51.62,0:03:53.56,Default,,0000,0000,0000,,The dishwasher wasn't working properly,
Dialogue: 0,0:03:53.58,0:03:55.39,Default,,0000,0000,0000,,it's spitting out dirty dishes.
Dialogue: 0,0:03:55.42,0:03:58.14,Default,,0000,0000,0000,,The kitchen area is dirty and grimy.
Dialogue: 0,0:03:58.17,0:04:00.35,Default,,0000,0000,0000,,And compared to their\Nexperience at McDonald's
Dialogue: 0,0:04:00.38,0:04:01.73,Default,,0000,0000,0000,,that's clean and organized,
Dialogue: 0,0:04:01.75,0:04:04.52,Default,,0000,0000,0000,,they could see the stark difference.
Dialogue: 0,0:04:04.54,0:04:07.52,Default,,0000,0000,0000,,We also sat in a restaurant\Nat McDonald's, all day long,
Dialogue: 0,0:04:07.54,0:04:10.52,Default,,0000,0000,0000,,and watched the customers eating in.
Dialogue: 0,0:04:10.54,0:04:11.98,Default,,0000,0000,0000,,Their behavior.
Dialogue: 0,0:04:12.00,0:04:14.68,Default,,0000,0000,0000,,Ends up that many customers\Nleft with the food,
Dialogue: 0,0:04:14.71,0:04:16.39,Default,,0000,0000,0000,,they left with the beverage.
Dialogue: 0,0:04:16.42,0:04:19.27,Default,,0000,0000,0000,,And EDF came to their own conclusion
Dialogue: 0,0:04:19.29,0:04:22.18,Default,,0000,0000,0000,,that reusables wouldn't work for us.
Dialogue: 0,0:04:22.21,0:04:25.77,Default,,0000,0000,0000,,But they did have\Na lot of ideas that did work.
Dialogue: 0,0:04:25.79,0:04:28.77,Default,,0000,0000,0000,,And we never would have thought\Nof them by ourselves,
Dialogue: 0,0:04:28.79,0:04:30.68,Default,,0000,0000,0000,,without the EDF team.
Dialogue: 0,0:04:30.71,0:04:34.93,Default,,0000,0000,0000,,My favorite was switching\Nfrom the white carry-out bag
Dialogue: 0,0:04:34.96,0:04:36.58,Default,,0000,0000,0000,,to the brown bag.
Dialogue: 0,0:04:42.29,0:04:45.23,Default,,0000,0000,0000,,We had been using the white bag.
Dialogue: 0,0:04:45.25,0:04:47.18,Default,,0000,0000,0000,,It's virgin material,
Dialogue: 0,0:04:47.21,0:04:50.56,Default,,0000,0000,0000,,it's made from chlorine\Nbleaching chemicals,
Dialogue: 0,0:04:50.58,0:04:53.10,Default,,0000,0000,0000,,and they said, use an unbleached bag,
Dialogue: 0,0:04:53.12,0:04:54.50,Default,,0000,0000,0000,,no chemicals.
Dialogue: 0,0:04:55.67,0:04:57.48,Default,,0000,0000,0000,,It's made from recycled content,
Dialogue: 0,0:04:57.50,0:05:00.10,Default,,0000,0000,0000,,mostly recycled shipping corrugated boxes.
Dialogue: 0,0:05:00.12,0:05:03.77,Default,,0000,0000,0000,,Ends up that the bag is stronger,\Nthe fiber is stronger,
Dialogue: 0,0:05:03.79,0:05:05.48,Default,,0000,0000,0000,,it didn't cost us more money.
Dialogue: 0,0:05:05.50,0:05:07.04,Default,,0000,0000,0000,,It was win-win.
Dialogue: 0,0:05:12.88,0:05:14.98,Default,,0000,0000,0000,,Another idea they had
Dialogue: 0,0:05:15.00,0:05:18.64,Default,,0000,0000,0000,,was that we could reduce\Nour napkin by one inch.
Dialogue: 0,0:05:18.67,0:05:21.25,Default,,0000,0000,0000,,And make it from recycled office paper.
Dialogue: 0,0:05:22.83,0:05:25.56,Default,,0000,0000,0000,,I'm thinking, one inch, no big deal.
Dialogue: 0,0:05:25.58,0:05:29.68,Default,,0000,0000,0000,,We did it, it reduced waste\Nby three million pounds a year.
Dialogue: 0,0:05:29.71,0:05:32.18,Default,,0000,0000,0000,,Sixteen thousand trees saved.
Dialogue: 0,0:05:32.21,0:05:36.35,Default,,0000,0000,0000,,(Applause)
Dialogue: 0,0:05:36.38,0:05:40.23,Default,,0000,0000,0000,,What was really cool\Nis we changed that bright white napkin,
Dialogue: 0,0:05:40.25,0:05:44.18,Default,,0000,0000,0000,,because the recycled content\Nbecame gray and speckled.
Dialogue: 0,0:05:44.21,0:05:46.43,Default,,0000,0000,0000,,And we made that look, you know,
Dialogue: 0,0:05:46.46,0:05:48.79,Default,,0000,0000,0000,,in tune, in vogue with customers.
Dialogue: 0,0:05:50.67,0:05:54.48,Default,,0000,0000,0000,,So, I came to really enjoy
Dialogue: 0,0:05:54.50,0:05:57.35,Default,,0000,0000,0000,,the time working with the EDF team.
Dialogue: 0,0:05:57.38,0:05:59.56,Default,,0000,0000,0000,,We had many dinners,\Nlate-night discussions,
Dialogue: 0,0:05:59.58,0:06:01.64,Default,,0000,0000,0000,,we went to a ball game together.
Dialogue: 0,0:06:01.67,0:06:03.67,Default,,0000,0000,0000,,We became friends.
Dialogue: 0,0:06:04.67,0:06:06.89,Default,,0000,0000,0000,,And that's when I learned a life lesson.
Dialogue: 0,0:06:06.92,0:06:09.85,Default,,0000,0000,0000,,That these NGO crusaders,
Dialogue: 0,0:06:09.88,0:06:11.64,Default,,0000,0000,0000,,they're really no different than me.
Dialogue: 0,0:06:11.67,0:06:14.06,Default,,0000,0000,0000,,They care, they have passion,
Dialogue: 0,0:06:14.08,0:06:16.18,Default,,0000,0000,0000,,we're just not different.
Dialogue: 0,0:06:16.21,0:06:18.23,Default,,0000,0000,0000,,So, we had a six-month partnership
Dialogue: 0,0:06:18.25,0:06:22.68,Default,,0000,0000,0000,,that ended up producing a 42-point\Nwaste reduction action plan.
Dialogue: 0,0:06:22.71,0:06:25.35,Default,,0000,0000,0000,,To reduce, reuse, recycle.
Dialogue: 0,0:06:25.38,0:06:27.48,Default,,0000,0000,0000,,We measured it during\Nthe decade of the '90s,
Dialogue: 0,0:06:27.50,0:06:33.25,Default,,0000,0000,0000,,and over 10 years we reduced\N300 million pounds of waste.
Dialogue: 0,0:06:34.67,0:06:38.02,Default,,0000,0000,0000,,Now, if you're wondering\Nabout that polystyrene clamshell,
Dialogue: 0,0:06:38.04,0:06:39.85,Default,,0000,0000,0000,,yeah, we ditched it.
Dialogue: 0,0:06:39.88,0:06:42.98,Default,,0000,0000,0000,,And luckily, I still had a job.
Dialogue: 0,0:06:43.00,0:06:47.39,Default,,0000,0000,0000,,And this partnership was so successful
Dialogue: 0,0:06:47.42,0:06:52.35,Default,,0000,0000,0000,,that we went on to recycle\Nthe idea to work with critics.
Dialogue: 0,0:06:52.38,0:06:54.73,Default,,0000,0000,0000,,Collaborate with them\Non solutions that could work
Dialogue: 0,0:06:54.75,0:06:57.38,Default,,0000,0000,0000,,for society and for business.
Dialogue: 0,0:06:58.92,0:07:02.10,Default,,0000,0000,0000,,But could this idea of collaborating
Dialogue: 0,0:07:02.12,0:07:05.31,Default,,0000,0000,0000,,work with the most contrarian folks?
Dialogue: 0,0:07:05.33,0:07:09.18,Default,,0000,0000,0000,,And on issues that are, you know,\Nnot within our direct control.
Dialogue: 0,0:07:09.21,0:07:10.92,Default,,0000,0000,0000,,Like animal rights.
Dialogue: 0,0:07:12.04,0:07:13.31,Default,,0000,0000,0000,,Now, animal rights,
Dialogue: 0,0:07:13.33,0:07:16.23,Default,,0000,0000,0000,,obviously they don't want\Nanimals used for meat.
Dialogue: 0,0:07:16.25,0:07:18.85,Default,,0000,0000,0000,,McDonald's, probably\Nthe biggest purchaser of meat
Dialogue: 0,0:07:18.88,0:07:20.31,Default,,0000,0000,0000,,in the food service industry.
Dialogue: 0,0:07:20.33,0:07:22.89,Default,,0000,0000,0000,,So there's a natural conflict there.
Dialogue: 0,0:07:22.92,0:07:24.43,Default,,0000,0000,0000,,But I thought it would be best
Dialogue: 0,0:07:24.46,0:07:29.31,Default,,0000,0000,0000,,to go visit and learn from\Nthe most vociferous and vigilant critics
Dialogue: 0,0:07:29.33,0:07:31.10,Default,,0000,0000,0000,,we had at that time,
Dialogue: 0,0:07:31.12,0:07:35.02,Default,,0000,0000,0000,,which were Henry Spira,\Nhead of Animal Rights International,
Dialogue: 0,0:07:35.04,0:07:36.64,Default,,0000,0000,0000,,and Peter Singer,
Dialogue: 0,0:07:36.67,0:07:38.68,Default,,0000,0000,0000,,who wrote the book "Animal Liberation,"
Dialogue: 0,0:07:38.71,0:07:42.25,Default,,0000,0000,0000,,which is considered the modern treatise\Nabout animal rights.
Dialogue: 0,0:07:43.21,0:07:45.18,Default,,0000,0000,0000,,You know, I read Peter's book to prepare,
Dialogue: 0,0:07:45.21,0:07:47.23,Default,,0000,0000,0000,,I tried to get into his mindset,
Dialogue: 0,0:07:47.25,0:07:48.89,Default,,0000,0000,0000,,and I have to admit, it was tough,
Dialogue: 0,0:07:48.92,0:07:50.98,Default,,0000,0000,0000,,I'm not becoming a vegan,
Dialogue: 0,0:07:51.00,0:07:53.52,Default,,0000,0000,0000,,my company wasn't going that way.
Dialogue: 0,0:07:53.54,0:07:55.89,Default,,0000,0000,0000,,But I really thought we could learn a lot.
Dialogue: 0,0:07:55.92,0:07:58.89,Default,,0000,0000,0000,,And so I set up a breakfast meeting\Nin New York City.
Dialogue: 0,0:07:58.92,0:08:01.14,Default,,0000,0000,0000,,And I remember sitting down,\Ngetting ready,
Dialogue: 0,0:08:01.17,0:08:03.56,Default,,0000,0000,0000,,and I decided I'm not\Ngoing to order my favorite,
Dialogue: 0,0:08:03.58,0:08:05.93,Default,,0000,0000,0000,,which is you know, bacon\Nand sausage and eggs.
Dialogue: 0,0:08:05.96,0:08:08.10,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:08:08.12,0:08:10.68,Default,,0000,0000,0000,,And I'm just going to stick\Nto the pastries.
Dialogue: 0,0:08:10.71,0:08:11.98,Default,,0000,0000,0000,,But I have to admit,
Dialogue: 0,0:08:12.00,0:08:15.31,Default,,0000,0000,0000,,I was waiting for the adversarial\Ndiscussion to happen.
Dialogue: 0,0:08:15.33,0:08:17.27,Default,,0000,0000,0000,,And it never did.
Dialogue: 0,0:08:17.29,0:08:20.02,Default,,0000,0000,0000,,Henry and Peter were just gracious,
Dialogue: 0,0:08:20.04,0:08:23.56,Default,,0000,0000,0000,,they were caring, they were smart,\Nthey asked good questions.
Dialogue: 0,0:08:23.58,0:08:26.14,Default,,0000,0000,0000,,I told them about\Nhow working on animal welfare
Dialogue: 0,0:08:26.17,0:08:27.56,Default,,0000,0000,0000,,is very tough for McDonald's
Dialogue: 0,0:08:27.58,0:08:31.48,Default,,0000,0000,0000,,because our direct suppliers,\Nthey only make meat patties.
Dialogue: 0,0:08:31.50,0:08:35.56,Default,,0000,0000,0000,,The animals are three or four steps\Nremoved from our influence.
Dialogue: 0,0:08:35.58,0:08:37.85,Default,,0000,0000,0000,,And they were very empathetic.
Dialogue: 0,0:08:37.88,0:08:40.64,Default,,0000,0000,0000,,And while we were so directly opposed
Dialogue: 0,0:08:40.67,0:08:43.43,Default,,0000,0000,0000,,in terms of the missions\Nof our organizations,
Dialogue: 0,0:08:43.46,0:08:45.27,Default,,0000,0000,0000,,I felt that I had learned a lot.
Dialogue: 0,0:08:45.29,0:08:48.98,Default,,0000,0000,0000,,And best of all, they gave me\Na terrific recommendation.
Dialogue: 0,0:08:49.00,0:08:50.35,Default,,0000,0000,0000,,And that is, they said,
Dialogue: 0,0:08:50.38,0:08:53.39,Default,,0000,0000,0000,,"You should work with Dr. Temple Grandin."
Dialogue: 0,0:08:53.42,0:08:56.10,Default,,0000,0000,0000,,Now, I didn't know her at the time.
Dialogue: 0,0:08:56.12,0:08:57.39,Default,,0000,0000,0000,,But I tell you,
Dialogue: 0,0:08:57.42,0:09:02.64,Default,,0000,0000,0000,,she's the most renowned expert,\Nthen and now, on animal behavior.
Dialogue: 0,0:09:02.67,0:09:06.83,Default,,0000,0000,0000,,And she knows how animals move\Nand how they should react in facilities.
Dialogue: 0,0:09:07.71,0:09:09.23,Default,,0000,0000,0000,,So I end up meeting her,
Dialogue: 0,0:09:09.25,0:09:12.48,Default,,0000,0000,0000,,and she's the very best type of critic,
Dialogue: 0,0:09:12.50,0:09:14.73,Default,,0000,0000,0000,,in a sense that\Nshe just loves the animals,
Dialogue: 0,0:09:14.75,0:09:16.02,Default,,0000,0000,0000,,wants to protect them,
Dialogue: 0,0:09:16.04,0:09:19.73,Default,,0000,0000,0000,,but she also understands\Nthe reality of the meat business.
Dialogue: 0,0:09:19.75,0:09:21.02,Default,,0000,0000,0000,,And I'll always remember,
Dialogue: 0,0:09:21.04,0:09:24.02,Default,,0000,0000,0000,,I had never been\Nto a slaughterhouse in my life,
Dialogue: 0,0:09:24.04,0:09:26.48,Default,,0000,0000,0000,,and so I go with her for my first trip.
Dialogue: 0,0:09:26.50,0:09:28.52,Default,,0000,0000,0000,,I didn't know what to expect.
Dialogue: 0,0:09:28.54,0:09:33.98,Default,,0000,0000,0000,,And we find that the animal handlers\Nhave electric prods in their hands,
Dialogue: 0,0:09:34.00,0:09:39.27,Default,,0000,0000,0000,,and are basically zapping\Nalmost every animal in the facility.
Dialogue: 0,0:09:39.29,0:09:42.31,Default,,0000,0000,0000,,We're both appalled,\Nshe's jumping up and down,
Dialogue: 0,0:09:42.33,0:09:43.60,Default,,0000,0000,0000,,you'd have to know her,
Dialogue: 0,0:09:43.62,0:09:45.82,Default,,0000,0000,0000,,she's saying, "This can't be,\Nthis isn't right,
Dialogue: 0,0:09:45.84,0:09:47.98,Default,,0000,0000,0000,,we could use flags,\Nwe could use plastic bags,
Dialogue: 0,0:09:48.01,0:09:51.08,Default,,0000,0000,0000,,we could redesign the corrals\Nfor natural behavior."
Dialogue: 0,0:09:52.12,0:09:54.23,Default,,0000,0000,0000,,Well I set up Temple with our suppliers
Dialogue: 0,0:09:54.25,0:09:57.31,Default,,0000,0000,0000,,to set up standards and guidelines.
Dialogue: 0,0:09:57.33,0:10:01.23,Default,,0000,0000,0000,,And ways to measure her ideas\Nof implementing animal welfare.
Dialogue: 0,0:10:01.25,0:10:03.81,Default,,0000,0000,0000,,We did this for the next\Ntwo to five years.
Dialogue: 0,0:10:03.83,0:10:06.98,Default,,0000,0000,0000,,And it all got integrated,\Nit all got enforced.
Dialogue: 0,0:10:07.00,0:10:09.56,Default,,0000,0000,0000,,By the way, two of McDonald's\Nsuppliers lost business
Dialogue: 0,0:10:09.58,0:10:11.44,Default,,0000,0000,0000,,because they didn't meet our standards.
Dialogue: 0,0:10:11.46,0:10:12.73,Default,,0000,0000,0000,,And best of all,
Dialogue: 0,0:10:12.75,0:10:16.98,Default,,0000,0000,0000,,all these standards ended up scaling\Nto the entire industry.
Dialogue: 0,0:10:17.00,0:10:20.23,Default,,0000,0000,0000,,And no more zapping of those animals.
Dialogue: 0,0:10:20.25,0:10:24.85,Default,,0000,0000,0000,,Now, what about issues\Nthat we're blamed for elsewhere?
Dialogue: 0,0:10:24.88,0:10:27.06,Default,,0000,0000,0000,,Like deforestation.
Dialogue: 0,0:10:27.08,0:10:29.10,Default,,0000,0000,0000,,You know, on that issue, I always thought,
Dialogue: 0,0:10:29.12,0:10:32.10,Default,,0000,0000,0000,,policy makers and government,\Nthat's their role.
Dialogue: 0,0:10:32.12,0:10:34.98,Default,,0000,0000,0000,,Never thought it would end up in my lap.
Dialogue: 0,0:10:35.00,0:10:37.56,Default,,0000,0000,0000,,But I remember in early April 2006,
Dialogue: 0,0:10:37.58,0:10:40.10,Default,,0000,0000,0000,,I opened up my Blackberry,
Dialogue: 0,0:10:40.12,0:10:44.02,Default,,0000,0000,0000,,and I'm reading about\NGreenpeace campaigners
Dialogue: 0,0:10:44.04,0:10:48.18,Default,,0000,0000,0000,,showing up in the UK by the dozens,
Dialogue: 0,0:10:48.21,0:10:50.18,Default,,0000,0000,0000,,dressed as chickens,
Dialogue: 0,0:10:50.21,0:10:52.48,Default,,0000,0000,0000,,having breakfast at McDonald's
Dialogue: 0,0:10:52.50,0:10:55.60,Default,,0000,0000,0000,,and chaining themselves\Nto the chairs and tables.
Dialogue: 0,0:10:55.62,0:10:57.52,Default,,0000,0000,0000,,So they got a lot of attention,
Dialogue: 0,0:10:57.54,0:10:59.39,Default,,0000,0000,0000,,including mine.
Dialogue: 0,0:10:59.42,0:11:02.35,Default,,0000,0000,0000,,And I was wondering if the report\Nthat they had just released,
Dialogue: 0,0:11:02.38,0:11:04.77,Default,,0000,0000,0000,,it was called "Eating Up the Amazon."
Dialogue: 0,0:11:04.79,0:11:08.18,Default,,0000,0000,0000,,And by the way, soy\Nis a key ingredient for chicken feed,
Dialogue: 0,0:11:08.21,0:11:10.73,Default,,0000,0000,0000,,and that's the connection to McDonald's.
Dialogue: 0,0:11:10.75,0:11:13.89,Default,,0000,0000,0000,,So I called my trusted friends\Nat the World Wildlife Fund,
Dialogue: 0,0:11:13.92,0:11:16.39,Default,,0000,0000,0000,,I called Conservation International,
Dialogue: 0,0:11:16.42,0:11:21.52,Default,,0000,0000,0000,,and I soon learned that\Nthe Greenpeace report was accurate.
Dialogue: 0,0:11:21.54,0:11:23.27,Default,,0000,0000,0000,,So I gathered internal support,
Dialogue: 0,0:11:23.29,0:11:26.52,Default,,0000,0000,0000,,and I'll always remember,\Nnext day, after that campaign,
Dialogue: 0,0:11:26.54,0:11:27.81,Default,,0000,0000,0000,,I called them up,
Dialogue: 0,0:11:27.83,0:11:30.17,Default,,0000,0000,0000,,and I said, "We agree with you."
Dialogue: 0,0:11:31.08,0:11:34.35,Default,,0000,0000,0000,,And I said, "How about working together?"
Dialogue: 0,0:11:34.38,0:11:37.02,Default,,0000,0000,0000,,So three days later,
Dialogue: 0,0:11:37.04,0:11:39.23,Default,,0000,0000,0000,,miraculously, four people from McDonald's,
Dialogue: 0,0:11:39.25,0:11:40.73,Default,,0000,0000,0000,,four people from Greenpeace,
Dialogue: 0,0:11:40.75,0:11:43.52,Default,,0000,0000,0000,,we're meeting in the London\NHeathrow airport.
Dialogue: 0,0:11:43.54,0:11:46.48,Default,,0000,0000,0000,,And I have to say,\Nthe first hour was shaky,
Dialogue: 0,0:11:46.50,0:11:48.85,Default,,0000,0000,0000,,it wasn't a whole lot\Nof trust in the room.
Dialogue: 0,0:11:48.88,0:11:52.06,Default,,0000,0000,0000,,But it seemed like\Neverything came together,
Dialogue: 0,0:11:52.08,0:11:56.56,Default,,0000,0000,0000,,because each of us\Nwanted to save the Amazon.
Dialogue: 0,0:11:56.58,0:11:57.93,Default,,0000,0000,0000,,And during our discussions,
Dialogue: 0,0:11:57.96,0:12:00.23,Default,,0000,0000,0000,,you couldn't really tell, I don't think,
Dialogue: 0,0:12:00.25,0:12:04.17,Default,,0000,0000,0000,,who was from Greenpeace\Nand who was from McDonald's.
Dialogue: 0,0:12:05.46,0:12:07.56,Default,,0000,0000,0000,,So one of the best things we did
Dialogue: 0,0:12:07.58,0:12:12.43,Default,,0000,0000,0000,,is we traveled with them for nine days\Non a trip through the Amazon,
Dialogue: 0,0:12:12.46,0:12:16.06,Default,,0000,0000,0000,,on the Greenpeace airplane,\Non the Greenpeace boat.
Dialogue: 0,0:12:16.08,0:12:18.60,Default,,0000,0000,0000,,And I'll always remember,
Dialogue: 0,0:12:18.62,0:12:21.98,Default,,0000,0000,0000,,imagine traveling hundreds\Nof miles west of Manaus,
Dialogue: 0,0:12:22.00,0:12:24.64,Default,,0000,0000,0000,,the capital city of the Amazon.
Dialogue: 0,0:12:24.67,0:12:26.60,Default,,0000,0000,0000,,And it's so pristine beauty,
Dialogue: 0,0:12:26.62,0:12:29.35,Default,,0000,0000,0000,,there's no man-made structures,\Nthere's no roads,
Dialogue: 0,0:12:29.38,0:12:31.48,Default,,0000,0000,0000,,not one wire, not one house.
Dialogue: 0,0:12:31.50,0:12:33.81,Default,,0000,0000,0000,,You would travel east of Manaus
Dialogue: 0,0:12:33.83,0:12:37.46,Default,,0000,0000,0000,,and you would see the blatant\Nrainforest destruction.
Dialogue: 0,0:12:38.54,0:12:44.81,Default,,0000,0000,0000,,So this very unlikely collaboration\Nproduced outstanding results.
Dialogue: 0,0:12:44.83,0:12:46.10,Default,,0000,0000,0000,,By working together,
Dialogue: 0,0:12:46.12,0:12:50.14,Default,,0000,0000,0000,,we recruited over a dozen\Nother retailers and suppliers
Dialogue: 0,0:12:50.17,0:12:52.18,Default,,0000,0000,0000,,for the same cause.
Dialogue: 0,0:12:52.21,0:12:54.68,Default,,0000,0000,0000,,And by the way, within three months,
Dialogue: 0,0:12:54.71,0:12:57.81,Default,,0000,0000,0000,,a moratorium on these\Nclear-cutting practices
Dialogue: 0,0:12:57.83,0:13:00.27,Default,,0000,0000,0000,,was announced by the industry.
Dialogue: 0,0:13:00.29,0:13:05.35,Default,,0000,0000,0000,,And Greenpeace themselves declared it\Nas a spectacular drop in deforestation
Dialogue: 0,0:13:05.38,0:13:07.50,Default,,0000,0000,0000,,and it's been in effect ever since.
Dialogue: 0,0:13:08.92,0:13:11.98,Default,,0000,0000,0000,,Now, you think these types\Nof collaborations that I've described
Dialogue: 0,0:13:12.00,0:13:14.35,Default,,0000,0000,0000,,would be commonplace today.
Dialogue: 0,0:13:14.38,0:13:15.77,Default,,0000,0000,0000,,But they're not.
Dialogue: 0,0:13:15.79,0:13:18.27,Default,,0000,0000,0000,,When organizations are battered,
Dialogue: 0,0:13:18.29,0:13:22.06,Default,,0000,0000,0000,,the common response\Nis to deny and push back,
Dialogue: 0,0:13:22.08,0:13:24.14,Default,,0000,0000,0000,,put out some sort of lame statement
Dialogue: 0,0:13:24.17,0:13:26.89,Default,,0000,0000,0000,,and no progress is made at all.
Dialogue: 0,0:13:26.92,0:13:29.77,Default,,0000,0000,0000,,I say the alternative is really powerful.
Dialogue: 0,0:13:29.79,0:13:32.02,Default,,0000,0000,0000,,I mean, it's not going to fix\Nevery problem,
Dialogue: 0,0:13:32.04,0:13:33.89,Default,,0000,0000,0000,,and there's more to do for sure,
Dialogue: 0,0:13:33.92,0:13:36.48,Default,,0000,0000,0000,,but this idea of working with critics
Dialogue: 0,0:13:36.50,0:13:39.18,Default,,0000,0000,0000,,and trying to do more good for society
Dialogue: 0,0:13:39.21,0:13:41.18,Default,,0000,0000,0000,,that actually is good for business,
Dialogue: 0,0:13:41.21,0:13:43.77,Default,,0000,0000,0000,,believe me, it's possible.
Dialogue: 0,0:13:43.79,0:13:45.73,Default,,0000,0000,0000,,But it starts with the idea
Dialogue: 0,0:13:45.75,0:13:50.89,Default,,0000,0000,0000,,that you need to assume\Nthe best intentions of your critics.
Dialogue: 0,0:13:50.92,0:13:53.77,Default,,0000,0000,0000,,Just like you have the best intentions.
Dialogue: 0,0:13:53.79,0:13:55.18,Default,,0000,0000,0000,,And then secondly,
Dialogue: 0,0:13:55.21,0:13:57.52,Default,,0000,0000,0000,,you need to look past\Na lot of these tactics.
Dialogue: 0,0:13:57.54,0:14:01.35,Default,,0000,0000,0000,,I admit, I did not like\Na lot of the tactics
Dialogue: 0,0:14:01.38,0:14:03.10,Default,,0000,0000,0000,,used on my company.
Dialogue: 0,0:14:03.12,0:14:06.27,Default,,0000,0000,0000,,But instead, focus on what the truth is,
Dialogue: 0,0:14:06.29,0:14:07.85,Default,,0000,0000,0000,,what's the right thing to do,
Dialogue: 0,0:14:07.88,0:14:10.93,Default,,0000,0000,0000,,what's the science, what's the facts.
Dialogue: 0,0:14:10.96,0:14:13.23,Default,,0000,0000,0000,,And lastly, you know, I would say,
Dialogue: 0,0:14:13.25,0:14:15.68,Default,,0000,0000,0000,,give the critics the keys.
Dialogue: 0,0:14:15.71,0:14:17.81,Default,,0000,0000,0000,,Show them the back room.
Dialogue: 0,0:14:17.83,0:14:19.81,Default,,0000,0000,0000,,Bring them there, don't hide the details,
Dialogue: 0,0:14:19.83,0:14:22.35,Default,,0000,0000,0000,,because if you want allies and support,
Dialogue: 0,0:14:22.38,0:14:24.79,Default,,0000,0000,0000,,you need to be open and transparent.
Dialogue: 0,0:14:26.21,0:14:29.06,Default,,0000,0000,0000,,Now, whether you're a corporate suit,
Dialogue: 0,0:14:29.08,0:14:31.02,Default,,0000,0000,0000,,whether you're a tree-hugger,
Dialogue: 0,0:14:31.04,0:14:33.81,Default,,0000,0000,0000,,I say the next time you're criticized,
Dialogue: 0,0:14:33.83,0:14:36.31,Default,,0000,0000,0000,,reach out, listen, learn.
Dialogue: 0,0:14:36.33,0:14:39.60,Default,,0000,0000,0000,,You'll become better,\Nyour organization will become better,
Dialogue: 0,0:14:39.62,0:14:43.06,Default,,0000,0000,0000,,and you might make\Nsome good friends along the way.
Dialogue: 0,0:14:43.08,0:14:44.35,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:14:44.38,0:14:46.71,Default,,0000,0000,0000,,(Applause)