[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:11.67,0:00:14.00,Default,,0000,0000,0000,,Let me start by asking you a question.
Dialogue: 0,0:00:14.58,0:00:18.73,Default,,0000,0000,0000,,Imagine you decided to buy a new T-shirt
Dialogue: 0,0:00:18.73,0:00:21.74,Default,,0000,0000,0000,,so you drive to your favorite shop,
Dialogue: 0,0:00:21.74,0:00:23.52,Default,,0000,0000,0000,,you look at the choice they offer,
Dialogue: 0,0:00:23.52,0:00:25.100,Default,,0000,0000,0000,,and you narrow it down to two T-shirts
Dialogue: 0,0:00:25.100,0:00:28.30,Default,,0000,0000,0000,,that you find more or less equally cool.
Dialogue: 0,0:00:28.30,0:00:30.25,Default,,0000,0000,0000,,You hold them in your hands,
Dialogue: 0,0:00:30.25,0:00:32.61,Default,,0000,0000,0000,,and you know that one of them\Ncomes from a company
Dialogue: 0,0:00:32.61,0:00:37.67,Default,,0000,0000,0000,,that is known for very decent\Nworking conditions in the production.
Dialogue: 0,0:00:37.68,0:00:40.70,Default,,0000,0000,0000,,No child labor, fair wages.
Dialogue: 0,0:00:40.70,0:00:44.38,Default,,0000,0000,0000,,You know it doesn't include\Ntoxic chemicals for the coloring,
Dialogue: 0,0:00:44.38,0:00:47.06,Default,,0000,0000,0000,,and it's made with organic cotton.
Dialogue: 0,0:00:47.06,0:00:48.80,Default,,0000,0000,0000,,The T-shirt in the other hand,
Dialogue: 0,0:00:48.80,0:00:52.13,Default,,0000,0000,0000,,as you remember\Nfrom the media, a week before,
Dialogue: 0,0:00:52.13,0:00:53.78,Default,,0000,0000,0000,,comes from a brand quite notorious
Dialogue: 0,0:00:53.78,0:00:56.09,Default,,0000,0000,0000,,for so-called "sweat shop"\Nworking conditions.
Dialogue: 0,0:00:56.09,0:00:57.88,Default,,0000,0000,0000,,So, maybe child labor,
Dialogue: 0,0:00:57.88,0:00:59.75,Default,,0000,0000,0000,,certainly, no fair wages,
Dialogue: 0,0:00:59.75,0:01:03.30,Default,,0000,0000,0000,,full of toxic chemicals, and not organic.
Dialogue: 0,0:01:04.53,0:01:08.13,Default,,0000,0000,0000,,As I told you, you like them\Nmore or less the same.
Dialogue: 0,0:01:08.13,0:01:11.25,Default,,0000,0000,0000,,Who of you would, in that situation,
Dialogue: 0,0:01:11.25,0:01:13.19,Default,,0000,0000,0000,,pick the more responsible T-shirt?
Dialogue: 0,0:01:13.19,0:01:15.24,Default,,0000,0000,0000,,Please raise your hand.
Dialogue: 0,0:01:18.03,0:01:19.23,Default,,0000,0000,0000,,OK.
Dialogue: 0,0:01:21.22,0:01:22.63,Default,,0000,0000,0000,,That's a majority.
Dialogue: 0,0:01:23.69,0:01:28.14,Default,,0000,0000,0000,,Now think about the last time\Nyou bought a T-shirt.
Dialogue: 0,0:01:29.35,0:01:31.60,Default,,0000,0000,0000,,Did you take into consideration
Dialogue: 0,0:01:31.61,0:01:36.26,Default,,0000,0000,0000,,the social and environmental aspects\Nof your decision?
Dialogue: 0,0:01:36.26,0:01:38.64,Default,,0000,0000,0000,,Did you think about
Dialogue: 0,0:01:38.64,0:01:42.60,Default,,0000,0000,0000,,the social and environmental performance\Nof the brands behind the T-shirt?
Dialogue: 0,0:01:43.11,0:01:46.68,Default,,0000,0000,0000,,Or the last time you bought\Na computer, or a smartphone?
Dialogue: 0,0:01:47.19,0:01:50.27,Default,,0000,0000,0000,,Did you check for\Nthe human rights conditions
Dialogue: 0,0:01:50.29,0:01:52.73,Default,,0000,0000,0000,,in the production of these products?
Dialogue: 0,0:01:54.79,0:01:56.21,Default,,0000,0000,0000,,Probably not.
Dialogue: 0,0:01:58.88,0:02:03.81,Default,,0000,0000,0000,,What you have here is\Nthe so-called "intention-behavior gap."
Dialogue: 0,0:02:05.09,0:02:07.36,Default,,0000,0000,0000,,We have all the best intentions,
Dialogue: 0,0:02:07.36,0:02:10.46,Default,,0000,0000,0000,,but when it comes\Nto the real decision making,
Dialogue: 0,0:02:11.40,0:02:12.96,Default,,0000,0000,0000,,we forget about it,
Dialogue: 0,0:02:12.96,0:02:17.74,Default,,0000,0000,0000,,or we have many reasons\Nwhy in that moment we cannot do it.
Dialogue: 0,0:02:17.74,0:02:19.25,Default,,0000,0000,0000,,What drives that gap?
Dialogue: 0,0:02:19.25,0:02:20.66,Default,,0000,0000,0000,,So why does it exist?
Dialogue: 0,0:02:20.66,0:02:23.75,Default,,0000,0000,0000,,Why do we so often fail\Nto do what we intend to do
Dialogue: 0,0:02:23.75,0:02:25.62,Default,,0000,0000,0000,,when it comes to sustainability?
Dialogue: 0,0:02:26.68,0:02:29.75,Default,,0000,0000,0000,,You might think\Nit has to do with information.
Dialogue: 0,0:02:31.13,0:02:34.08,Default,,0000,0000,0000,,So if we just would know\Nabout all these things,
Dialogue: 0,0:02:34.08,0:02:36.29,Default,,0000,0000,0000,,then we would make better decisions,
Dialogue: 0,0:02:36.29,0:02:40.23,Default,,0000,0000,0000,,more informed, more responsible\Ndecisions as consumers.
Dialogue: 0,0:02:41.26,0:02:44.12,Default,,0000,0000,0000,,Think about April 2013,
Dialogue: 0,0:02:45.25,0:02:49.10,Default,,0000,0000,0000,,when this garment factory\Ncollapsed in Dhaka, Bangladesh.
Dialogue: 0,0:02:49.78,0:02:52.36,Default,,0000,0000,0000,,You have seen these pictures on the news.
Dialogue: 0,0:02:52.83,0:02:55.83,Default,,0000,0000,0000,,You might even recall\Nsome of the brand names.
Dialogue: 0,0:02:56.20,0:02:57.76,Default,,0000,0000,0000,,Brands being produced there.
Dialogue: 0,0:02:57.76,0:03:01.05,Default,,0000,0000,0000,,You might even have bought\Nthese brands before or afterwards.
Dialogue: 0,0:03:01.59,0:03:03.46,Default,,0000,0000,0000,,One year earlier,
Dialogue: 0,0:03:03.46,0:03:08.21,Default,,0000,0000,0000,,you certainly heard of the story\Nabout the workers at Foxconn,
Dialogue: 0,0:03:08.21,0:03:12.03,Default,,0000,0000,0000,,the factory producing\Nsmartphones and computers,
Dialogue: 0,0:03:12.03,0:03:14.10,Default,,0000,0000,0000,,jumping from the roofs of the factory
Dialogue: 0,0:03:14.10,0:03:17.56,Default,,0000,0000,0000,,because of the desperation\Nfor their working conditions.
Dialogue: 0,0:03:18.82,0:03:22.11,Default,,0000,0000,0000,,You all know that you might be\Nthe last generation eating tuna fish.
Dialogue: 0,0:03:22.96,0:03:26.21,Default,,0000,0000,0000,,You have heard all these stories\Nabout child labor and slave labor
Dialogue: 0,0:03:26.21,0:03:31.33,Default,,0000,0000,0000,,in chocolate, in sugar, in gold,\Nin coltan, you name it.
Dialogue: 0,0:03:32.71,0:03:34.87,Default,,0000,0000,0000,,If you've never heard\Nabout all these things,
Dialogue: 0,0:03:34.87,0:03:37.62,Default,,0000,0000,0000,,you've probably spent\Nthe last 20 years on an island,
Dialogue: 0,0:03:37.62,0:03:39.40,Default,,0000,0000,0000,,like Robinson Crusoe.
Dialogue: 0,0:03:39.42,0:03:43.86,Default,,0000,0000,0000,,So information is not the problem.\NInformation is not the problem.
Dialogue: 0,0:03:43.86,0:03:46.65,Default,,0000,0000,0000,,We are very good in shifting\Nthe blame somewhere else
Dialogue: 0,0:03:46.67,0:03:50.67,Default,,0000,0000,0000,,and rationalising\Nour own unsustainable decisions.
Dialogue: 0,0:03:50.67,0:03:57.25,Default,,0000,0000,0000,,We shift the blame on the corporations.\NWe say it's about production problems.
Dialogue: 0,0:03:57.25,0:03:59.70,Default,,0000,0000,0000,,So we frame it\Nas a problem of production.
Dialogue: 0,0:03:59.70,0:04:02.35,Default,,0000,0000,0000,,We ask corporations\Nto change their behavior.
Dialogue: 0,0:04:02.35,0:04:04.47,Default,,0000,0000,0000,,There's some truth in that as well,
Dialogue: 0,0:04:04.47,0:04:06.25,Default,,0000,0000,0000,,but that's only part of the story
Dialogue: 0,0:04:06.26,0:04:09.68,Default,,0000,0000,0000,,because basically,\Nthe sustainability problems
Dialogue: 0,0:04:09.68,0:04:13.77,Default,,0000,0000,0000,,that we face today\Nare problems of our way of life.
Dialogue: 0,0:04:15.23,0:04:16.75,Default,,0000,0000,0000,,We want more stuff,
Dialogue: 0,0:04:16.75,0:04:20.83,Default,,0000,0000,0000,,at an ever higher speed\Nand an ever lower price.
Dialogue: 0,0:04:21.38,0:04:23.10,Default,,0000,0000,0000,,So we are part of the problem.
Dialogue: 0,0:04:23.10,0:04:27.45,Default,,0000,0000,0000,,It's not just about improving\Nthe current production conditions,
Dialogue: 0,0:04:27.45,0:04:30.90,Default,,0000,0000,0000,,it's also about changing\Nthe culture of consumption.
Dialogue: 0,0:04:31.92,0:04:33.78,Default,,0000,0000,0000,,So it's not about information.
Dialogue: 0,0:04:34.33,0:04:38.96,Default,,0000,0000,0000,,What is it that explains this gap\Nbetween intentions and behavior?
Dialogue: 0,0:04:40.45,0:04:43.84,Default,,0000,0000,0000,,Most of the time, when we make\Ndecisions as consumers,
Dialogue: 0,0:04:43.84,0:04:48.54,Default,,0000,0000,0000,,we do so in an automatic way,\Nwe cruise on auto-pilot.
Dialogue: 0,0:04:48.54,0:04:52.29,Default,,0000,0000,0000,,We act without thinking.\NIt's just routine decisions.
Dialogue: 0,0:04:52.32,0:04:56.79,Default,,0000,0000,0000,,It's deeply embedded,\Ntaken-for-granted habits
Dialogue: 0,0:04:56.79,0:04:58.86,Default,,0000,0000,0000,,that drive our behavior.
Dialogue: 0,0:04:58.86,0:05:01.06,Default,,0000,0000,0000,,Just think about the last time
Dialogue: 0,0:05:01.06,0:05:05.10,Default,,0000,0000,0000,,you tried not to check emails\Non your smartphone.
Dialogue: 0,0:05:05.82,0:05:07.39,Default,,0000,0000,0000,,You probably failed.
Dialogue: 0,0:05:08.47,0:05:11.16,Default,,0000,0000,0000,,Habits can be stronger than reason.
Dialogue: 0,0:05:11.88,0:05:15.60,Default,,0000,0000,0000,,So if you want to make\Nconsumption more sustainable,
Dialogue: 0,0:05:15.60,0:05:18.49,Default,,0000,0000,0000,,we have to reprogram habits.
Dialogue: 0,0:05:19.11,0:05:21.50,Default,,0000,0000,0000,,You must imagine a habit like an iceberg.
Dialogue: 0,0:05:21.50,0:05:25.02,Default,,0000,0000,0000,,What you can see on the surface\Nis the behavior.
Dialogue: 0,0:05:25.67,0:05:30.32,Default,,0000,0000,0000,,What you cannot see under the water\Nare the values and beliefs
Dialogue: 0,0:05:30.32,0:05:33.19,Default,,0000,0000,0000,,that drive that behavior.
Dialogue: 0,0:05:34.38,0:05:37.13,Default,,0000,0000,0000,,So if you want to change someone's habit,
Dialogue: 0,0:05:37.16,0:05:38.29,Default,,0000,0000,0000,,which is not easy,
Dialogue: 0,0:05:38.29,0:05:42.22,Default,,0000,0000,0000,,you can either\Ndirectly target the behavior,
Dialogue: 0,0:05:42.22,0:05:46.26,Default,,0000,0000,0000,,let's assume we would try\Nto get rid of the habit of smoking,
Dialogue: 0,0:05:46.26,0:05:50.29,Default,,0000,0000,0000,,so we can we make it illegal\Nto smoke in public places.
Dialogue: 0,0:05:50.92,0:05:53.47,Default,,0000,0000,0000,,You directly target the behavior.
Dialogue: 0,0:05:53.48,0:05:58.42,Default,,0000,0000,0000,,Or you can target the values\Nand beliefs under the water
Dialogue: 0,0:05:58.42,0:06:01.24,Default,,0000,0000,0000,,that drive the behavior\Nin the first place,
Dialogue: 0,0:06:01.25,0:06:02.96,Default,,0000,0000,0000,,which is much more difficult,
Dialogue: 0,0:06:02.96,0:06:06.30,Default,,0000,0000,0000,,but which creates much profounder changes.
Dialogue: 0,0:06:07.72,0:06:11.78,Default,,0000,0000,0000,,How do we normally speak\Nto these values and beliefs?
Dialogue: 0,0:06:11.78,0:06:16.66,Default,,0000,0000,0000,,We speak to these values and beliefs\Nin our society through stories.
Dialogue: 0,0:06:18.24,0:06:24.22,Default,,0000,0000,0000,,Stories shape, and reinforce,\Nand break habits.
Dialogue: 0,0:06:24.96,0:06:29.75,Default,,0000,0000,0000,,Just think about\Nhow children love fairy-tales,
Dialogue: 0,0:06:30.31,0:06:34.02,Default,,0000,0000,0000,,how we transport values\Nand beliefs through fairy-tales.
Dialogue: 0,0:06:34.29,0:06:38.38,Default,,0000,0000,0000,,Think about how the old\Nancient Greek and Roman societies
Dialogue: 0,0:06:38.38,0:06:41.63,Default,,0000,0000,0000,,were guided by strong mythologies,
Dialogue: 0,0:06:42.35,0:06:46.75,Default,,0000,0000,0000,,highly complex stories that guided\Nthe behavior of people in everyday life.
Dialogue: 0,0:06:48.10,0:06:51.54,Default,,0000,0000,0000,,If you want to stop smoking,\Nfor instance, to go back to that story,
Dialogue: 0,0:06:51.54,0:06:54.27,Default,,0000,0000,0000,,you can either make it illegal\Nin public places,
Dialogue: 0,0:06:54.27,0:06:57.74,Default,,0000,0000,0000,,or you can reprogram\Nthe beliefs and values
Dialogue: 0,0:06:57.75,0:07:00.17,Default,,0000,0000,0000,,that drive that behavior.
Dialogue: 0,0:07:00.92,0:07:04.78,Default,,0000,0000,0000,,The tobacco industry is very good\Nin creating these stories.
Dialogue: 0,0:07:04.79,0:07:06.37,Default,,0000,0000,0000,,For teenagers, they create
Dialogue: 0,0:07:06.37,0:07:10.34,Default,,0000,0000,0000,,a story of coolness,\Nand risk, and adulthood.
Dialogue: 0,0:07:10.34,0:07:12.05,Default,,0000,0000,0000,,That's exactly what teenagers want.
Dialogue: 0,0:07:12.06,0:07:15.63,Default,,0000,0000,0000,,So they will smoke\Nas long as they believe it's cool,
Dialogue: 0,0:07:15.63,0:07:18.11,Default,,0000,0000,0000,,and it's promoting their growing up.
Dialogue: 0,0:07:18.11,0:07:23.51,Default,,0000,0000,0000,,For women, they used the story\Nof emancipation and sexiness.
Dialogue: 0,0:07:24.13,0:07:25.68,Default,,0000,0000,0000,,For poor people in Africa,
Dialogue: 0,0:07:25.68,0:07:28.99,Default,,0000,0000,0000,,they used the story\Nof the European prosperity,
Dialogue: 0,0:07:28.99,0:07:32.72,Default,,0000,0000,0000,,"You can reach it a little bit\Nif you start smoking."
Dialogue: 0,0:07:32.72,0:07:35.64,Default,,0000,0000,0000,,So if you want to change a habit,
Dialogue: 0,0:07:35.64,0:07:39.24,Default,,0000,0000,0000,,you have to find stories\Nthat are stronger and more powerful
Dialogue: 0,0:07:39.24,0:07:42.14,Default,,0000,0000,0000,,than the stories that drive\Nthe behavior in the first place.
Dialogue: 0,0:07:42.14,0:07:45.90,Default,,0000,0000,0000,,The problem\Nof the sustainability movement
Dialogue: 0,0:07:45.90,0:07:49.09,Default,,0000,0000,0000,,is that it has no stories to tell,
Dialogue: 0,0:07:49.74,0:07:54.32,Default,,0000,0000,0000,,no stories that are powerful enough\Nto break the power of the story
Dialogue: 0,0:07:54.32,0:07:57.34,Default,,0000,0000,0000,,that drives our consumption\Nin the first place.
Dialogue: 0,0:07:57.34,0:07:58.91,Default,,0000,0000,0000,,What is that story about?
Dialogue: 0,0:07:58.91,0:08:04.16,Default,,0000,0000,0000,,This is basically the story\Nof the 20th century consumer society.
Dialogue: 0,0:08:05.72,0:08:09.79,Default,,0000,0000,0000,,It is a story that grew over decades\Nand became stronger and stronger.
Dialogue: 0,0:08:09.79,0:08:14.20,Default,,0000,0000,0000,,It starts with the positive\Noutlook on the future.
Dialogue: 0,0:08:14.20,0:08:17.03,Default,,0000,0000,0000,,We believe in a bright future.
Dialogue: 0,0:08:17.03,0:08:19.16,Default,,0000,0000,0000,,We believe that technology leads us there.
Dialogue: 0,0:08:19.16,0:08:21.03,Default,,0000,0000,0000,,We put a man on the Moon.
Dialogue: 0,0:08:21.89,0:08:25.73,Default,,0000,0000,0000,,Technology will make\Nour production system ever more efficient,
Dialogue: 0,0:08:25.73,0:08:30.05,Default,,0000,0000,0000,,so we can produce more stuff\Nat higher speed and lower costs.
Dialogue: 0,0:08:30.46,0:08:36.08,Default,,0000,0000,0000,,We buy that stuff because by buying\Nstuff we become someone,
Dialogue: 0,0:08:36.08,0:08:41.21,Default,,0000,0000,0000,,we belong somewhere,\Nwe increase our happiness.
Dialogue: 0,0:08:41.22,0:08:43.71,Default,,0000,0000,0000,,So the story that drives our behavior
Dialogue: 0,0:08:43.71,0:08:47.71,Default,,0000,0000,0000,,is the story that makes a link\Nbetween technological progress,
Dialogue: 0,0:08:48.91,0:08:53.29,Default,,0000,0000,0000,,economic efficiency, growth,\Nconsumption, and happiness.
Dialogue: 0,0:08:53.73,0:08:57.65,Default,,0000,0000,0000,,And you feel the happiness\Nin the immediate gratification,
Dialogue: 0,0:08:57.66,0:09:00.84,Default,,0000,0000,0000,,when you bought\Nthe T-shirt, for instance.
Dialogue: 0,0:09:01.96,0:09:03.96,Default,,0000,0000,0000,,In recent years,
Dialogue: 0,0:09:03.96,0:09:07.46,Default,,0000,0000,0000,,this story has received\Na bit of competition.
Dialogue: 0,0:09:07.48,0:09:09.93,Default,,0000,0000,0000,,There's another story going around,
Dialogue: 0,0:09:09.94,0:09:13.89,Default,,0000,0000,0000,,and this is basically the story\Nabout the side effects of the first story.
Dialogue: 0,0:09:13.89,0:09:16.39,Default,,0000,0000,0000,,We learn that when we consume more,
Dialogue: 0,0:09:18.60,0:09:22.26,Default,,0000,0000,0000,,we can increase our happiness\Nonly to a certain degree,
Dialogue: 0,0:09:22.26,0:09:23.83,Default,,0000,0000,0000,,then it falls down.
Dialogue: 0,0:09:24.55,0:09:26.60,Default,,0000,0000,0000,,It's a U-shape; a negative\NU-shape, a curve.
Dialogue: 0,0:09:26.72,0:09:28.67,Default,,0000,0000,0000,,negative U shape, a curve.
Dialogue: 0,0:09:28.71,0:09:33.83,Default,,0000,0000,0000,,We smoke, we get cancer.\NWe eat, we get diabetes.
Dialogue: 0,0:09:34.65,0:09:39.62,Default,,0000,0000,0000,,We buy stuff all the time,\Nwe feel empty and get depressed.
Dialogue: 0,0:09:39.62,0:09:41.77,Default,,0000,0000,0000,,On the level of society we learn
Dialogue: 0,0:09:41.78,0:09:44.94,Default,,0000,0000,0000,,all these consumption decisions aggregate
Dialogue: 0,0:09:44.94,0:09:47.27,Default,,0000,0000,0000,,in large scale environmental problems.
Dialogue: 0,0:09:47.83,0:09:51.54,Default,,0000,0000,0000,,The forest disappears,\Nthe ice is melting,
Dialogue: 0,0:09:51.57,0:09:55.69,Default,,0000,0000,0000,,and in a few decades,\Nprobably Manhattan will be under water.
Dialogue: 0,0:09:55.70,0:09:59.78,Default,,0000,0000,0000,,There will be more migration,\Nmore poverty, more wars, less water.
Dialogue: 0,0:09:59.79,0:10:05.41,Default,,0000,0000,0000,,This is actually\Nthe post-vision of the future.
Dialogue: 0,0:10:05.42,0:10:10.38,Default,,0000,0000,0000,,It's an apocalyptic future.\NIt's a future that is dystopian.
Dialogue: 0,0:10:10.73,0:10:13.55,Default,,0000,0000,0000,,It's a story about\Nthe collapse of the planet.
Dialogue: 0,0:10:15.17,0:10:16.78,Default,,0000,0000,0000,,So you have these two stories,
Dialogue: 0,0:10:16.78,0:10:19.24,Default,,0000,0000,0000,,the utopian story about your happiness,
Dialogue: 0,0:10:19.24,0:10:22.95,Default,,0000,0000,0000,,and the dystopian story\Nabout the end of the world.
Dialogue: 0,0:10:22.96,0:10:25.35,Default,,0000,0000,0000,,Next time you go in a shop\Nand buy a T-shirt,
Dialogue: 0,0:10:25.35,0:10:28.30,Default,,0000,0000,0000,,you will hear two voices in your ear.
Dialogue: 0,0:10:28.30,0:10:31.58,Default,,0000,0000,0000,,One voice will tell you,\N"why don't you buy both?"
Dialogue: 0,0:10:31.58,0:10:33.08,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:10:33.08,0:10:34.93,Default,,0000,0000,0000,,"You double your happiness."
Dialogue: 0,0:10:34.93,0:10:36.11,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:10:36.11,0:10:39.90,Default,,0000,0000,0000,,But you might start to doubt\Nabout the evidence of that.
Dialogue: 0,0:10:40.76,0:10:42.72,Default,,0000,0000,0000,,So there's the other story,
Dialogue: 0,0:10:43.31,0:10:45.58,Default,,0000,0000,0000,,"Do you really need a T-shirt?"
Dialogue: 0,0:10:45.58,0:10:50.19,Default,,0000,0000,0000,,OK, if you need it, buy\Nthe organic one. the fair one.
Dialogue: 0,0:10:50.19,0:10:51.94,Default,,0000,0000,0000,,...and did you come by bus?
Dialogue: 0,0:10:51.94,0:10:53.32,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:10:53.32,0:10:56.04,Default,,0000,0000,0000,,Did you switch off the light\Nwhen you left your house?
Dialogue: 0,0:10:57.01,0:11:00.65,Default,,0000,0000,0000,,If you did all these things,\Nyou might save the planet.
Dialogue: 0,0:11:01.83,0:11:04.76,Default,,0000,0000,0000,,Saving the planet\Nby switching off the light?
Dialogue: 0,0:11:05.56,0:11:08.44,Default,,0000,0000,0000,,Two days ago,\NI was walking through London,
Dialogue: 0,0:11:08.44,0:11:10.56,Default,,0000,0000,0000,,and there was a printing shop,
Dialogue: 0,0:11:10.58,0:11:13.32,Default,,0000,0000,0000,,which obviously used\Nsome advanced green technology
Dialogue: 0,0:11:13.32,0:11:15.27,Default,,0000,0000,0000,,because in their window,
Dialogue: 0,0:11:15.27,0:11:18.56,Default,,0000,0000,0000,,they invited me to save\Nthe planet with them.
Dialogue: 0,0:11:19.43,0:11:23.78,Default,,0000,0000,0000,,I didn't know that this planet will be\Nsaved by a printing shop in London.
Dialogue: 0,0:11:23.78,0:11:27.50,Default,,0000,0000,0000,,And what I assume is\Nthat these kind of stories
Dialogue: 0,0:11:27.50,0:11:30.49,Default,,0000,0000,0000,,are just an insult\Nto our minds, to our intelligence.
Dialogue: 0,0:11:30.50,0:11:31.88,Default,,0000,0000,0000,,We don't believe them.
Dialogue: 0,0:11:31.88,0:11:35.53,Default,,0000,0000,0000,,We don't believe\Nthis strange causal link
Dialogue: 0,0:11:35.53,0:11:40.26,Default,,0000,0000,0000,,between our little decisions\Nand the apocalyptic future.
Dialogue: 0,0:11:40.26,0:11:42.03,Default,,0000,0000,0000,,So these stories are not credible.
Dialogue: 0,0:11:42.03,0:11:43.97,Default,,0000,0000,0000,,They don't speak to our minds.
Dialogue: 0,0:11:43.97,0:11:49.82,Default,,0000,0000,0000,,If they come in the negative form,\Nwe are doomed, the planet is lost.
Dialogue: 0,0:11:51.49,0:11:53.35,Default,,0000,0000,0000,,They don't speak to our emotions,
Dialogue: 0,0:11:53.35,0:11:57.84,Default,,0000,0000,0000,,because they appeal to fear,\Nthey give us no hope.
Dialogue: 0,0:11:57.84,0:12:01.38,Default,,0000,0000,0000,,But fear only drives behavior\Nwhen the threat is immediate.
Dialogue: 0,0:12:02.62,0:12:06.40,Default,,0000,0000,0000,,Manhattan will be under water\Nwhen I will be dead,
Dialogue: 0,0:12:06.40,0:12:07.93,Default,,0000,0000,0000,,and you as well.
Dialogue: 0,0:12:08.94,0:12:10.80,Default,,0000,0000,0000,,So this doesn't drive my behavior.
Dialogue: 0,0:12:10.80,0:12:12.65,Default,,0000,0000,0000,,This story is not strong enough
Dialogue: 0,0:12:12.65,0:12:16.03,Default,,0000,0000,0000,,to break the power\Nof the immediate happiness
Dialogue: 0,0:12:16.03,0:12:18.74,Default,,0000,0000,0000,,that I can get when I buy both T-shirts.
Dialogue: 0,0:12:19.30,0:12:20.57,Default,,0000,0000,0000,,We need different stories.
Dialogue: 0,0:12:20.57,0:12:23.62,Default,,0000,0000,0000,,We need stories that include ourselves.
Dialogue: 0,0:12:23.62,0:12:28.14,Default,,0000,0000,0000,,There are stories about our happiness\Nconnected to the well-being of the planet,
Dialogue: 0,0:12:28.14,0:12:30.08,Default,,0000,0000,0000,,stories of our future,
Dialogue: 0,0:12:30.09,0:12:33.10,Default,,0000,0000,0000,,in which we are the actors\Nwho make the decisions
Dialogue: 0,0:12:33.10,0:12:34.72,Default,,0000,0000,0000,,and feel the change.
Dialogue: 0,0:12:35.70,0:12:37.04,Default,,0000,0000,0000,,This might be a bit abstract
Dialogue: 0,0:12:37.04,0:12:40.29,Default,,0000,0000,0000,,so let me tell you a story\Nabout such a story.
Dialogue: 0,0:12:40.82,0:12:42.84,Default,,0000,0000,0000,,I don't know how you would feel
Dialogue: 0,0:12:42.84,0:12:47.17,Default,,0000,0000,0000,,if you hear that in your neighbourhood\Na new fast food restaurant is opening up.
Dialogue: 0,0:12:47.72,0:12:49.85,Default,,0000,0000,0000,,You might not even care,
Dialogue: 0,0:12:49.85,0:12:53.45,Default,,0000,0000,0000,,but this is a story about someone\Nwho got really really angry
Dialogue: 0,0:12:53.45,0:12:57.05,Default,,0000,0000,0000,,when he heard that MacDonald's\Nwas opening a new restaurant
Dialogue: 0,0:12:57.05,0:12:59.57,Default,,0000,0000,0000,,at the Spanish Steps in Rome;
Dialogue: 0,0:12:59.57,0:13:04.60,Default,,0000,0000,0000,,the Spanish Steps in Rome, at the heart\Nof the cultural heritage of Italy -
Dialogue: 0,0:13:05.46,0:13:10.48,Default,,0000,0000,0000,,fast food, the opposition\Nof what Italians are so proud of,
Dialogue: 0,0:13:10.48,0:13:11.72,Default,,0000,0000,0000,,their food.
Dialogue: 0,0:13:12.42,0:13:14.13,Default,,0000,0000,0000,,This guy was Carlo Pertini,
Dialogue: 0,0:13:14.15,0:13:16.03,Default,,0000,0000,0000,,and he channeled his anger
Dialogue: 0,0:13:16.04,0:13:18.98,Default,,0000,0000,0000,,by creating the slow food movement.
Dialogue: 0,0:13:19.40,0:13:23.06,Default,,0000,0000,0000,,The slow food movement\Nbasically, is a movement
Dialogue: 0,0:13:23.06,0:13:25.26,Default,,0000,0000,0000,,that fights against this broad nexus
Dialogue: 0,0:13:25.26,0:13:30.16,Default,,0000,0000,0000,,of industrialized,\Nmechanical food production
Dialogue: 0,0:13:30.16,0:13:33.45,Default,,0000,0000,0000,,and mindless, unhealthy\Nfood consumption,
Dialogue: 0,0:13:33.46,0:13:36.29,Default,,0000,0000,0000,,from the Monsantos to the MacDonald's.
Dialogue: 0,0:13:38.29,0:13:40.92,Default,,0000,0000,0000,,This movement was created\Nby Carlo Petrini
Dialogue: 0,0:13:40.92,0:13:44.35,Default,,0000,0000,0000,,because he believes\Nthat we have to change the way we eat.
Dialogue: 0,0:13:45.50,0:13:50.14,Default,,0000,0000,0000,,We have to eat\Nlocal food, healthy food.
Dialogue: 0,0:13:50.14,0:13:51.85,Default,,0000,0000,0000,,We have to produce locally.
Dialogue: 0,0:13:51.85,0:13:55.70,Default,,0000,0000,0000,,We have to protect our biodiversity,\Nour cultural heritage.
Dialogue: 0,0:13:55.70,0:13:58.15,Default,,0000,0000,0000,,We have to recreate the link that is lost
Dialogue: 0,0:13:58.15,0:14:00.75,Default,,0000,0000,0000,,between the producer and the consumer.
Dialogue: 0,0:14:00.75,0:14:05.56,Default,,0000,0000,0000,,We have to educate consumers\Nand producers to change their habits.
Dialogue: 0,0:14:07.12,0:14:12.17,Default,,0000,0000,0000,,This story that started\Nas a little Italian episode
Dialogue: 0,0:14:12.17,0:14:14.00,Default,,0000,0000,0000,,has become a huge global movement,
Dialogue: 0,0:14:14.00,0:14:18.55,Default,,0000,0000,0000,,with more than 100,000 actors\Nin more than 150 countries.
Dialogue: 0,0:14:19.80,0:14:22.28,Default,,0000,0000,0000,,Why is this story so powerful?
Dialogue: 0,0:14:24.66,0:14:28.73,Default,,0000,0000,0000,,This story is so powerful\Nbecause we all can connect to it.
Dialogue: 0,0:14:30.11,0:14:33.20,Default,,0000,0000,0000,,You have concerns\Nabout the health of your children,
Dialogue: 0,0:14:33.20,0:14:34.85,Default,,0000,0000,0000,,you can connect to it.
Dialogue: 0,0:14:36.77,0:14:41.19,Default,,0000,0000,0000,,You hate the growing influence\Nof multinationals on the way we eat,
Dialogue: 0,0:14:41.47,0:14:42.90,Default,,0000,0000,0000,,you can connect to it.
Dialogue: 0,0:14:44.29,0:14:47.59,Default,,0000,0000,0000,,You are a promoter of local traditions,
Dialogue: 0,0:14:48.16,0:14:49.69,Default,,0000,0000,0000,,you can connect to it.
Dialogue: 0,0:14:51.32,0:14:53.82,Default,,0000,0000,0000,,You want to preserve biodiversity,
Dialogue: 0,0:14:53.82,0:14:55.59,Default,,0000,0000,0000,,you can connect to it.
Dialogue: 0,0:14:55.59,0:14:58.87,Default,,0000,0000,0000,,You want to help poor farmers\Nsomewhere in Latin America
Dialogue: 0,0:14:59.36,0:15:02.96,Default,,0000,0000,0000,,at the end of the supply chains\Nof our production system,
Dialogue: 0,0:15:02.98,0:15:04.74,Default,,0000,0000,0000,,you can connect to that story.
Dialogue: 0,0:15:04.74,0:15:07.44,Default,,0000,0000,0000,,We all can somehow connect to that story
Dialogue: 0,0:15:07.44,0:15:12.10,Default,,0000,0000,0000,,through our own beliefs\Nand values in that very moment.
Dialogue: 0,0:15:13.02,0:15:16.12,Default,,0000,0000,0000,,What started\Nas a very small Italian episode
Dialogue: 0,0:15:17.08,0:15:20.21,Default,,0000,0000,0000,,has turned into a trans-cultural movement,
Dialogue: 0,0:15:20.21,0:15:24.50,Default,,0000,0000,0000,,because it is a story\Nthat speaks to everyone, potentially.
Dialogue: 0,0:15:27.13,0:15:32.36,Default,,0000,0000,0000,,So, the next time you speak\Nwith your children
Dialogue: 0,0:15:32.36,0:15:36.41,Default,,0000,0000,0000,,about sustainability, ask yourself,\N"What kind of story will I tell them?"
Dialogue: 0,0:15:37.19,0:15:38.55,Default,,0000,0000,0000,,And keep in mind
Dialogue: 0,0:15:38.55,0:15:42.44,Default,,0000,0000,0000,,it has to be a story about yourself,\Nand your children, and your future.
Dialogue: 0,0:15:43.14,0:15:45.35,Default,,0000,0000,0000,,When you are a manager, ask yourself,
Dialogue: 0,0:15:45.35,0:15:48.66,Default,,0000,0000,0000,,"How do I talk about sustainability\Nwith my clients?"
Dialogue: 0,0:15:49.96,0:15:51.83,Default,,0000,0000,0000,,You probably in the past talked about
Dialogue: 0,0:15:51.83,0:15:54.51,Default,,0000,0000,0000,,the greatness of your engagement,
Dialogue: 0,0:15:54.51,0:15:56.29,Default,,0000,0000,0000,,your wonderful products.
Dialogue: 0,0:15:56.29,0:15:59.73,Default,,0000,0000,0000,,These are small stories\Nthat will not change the world
Dialogue: 0,0:15:59.73,0:16:02.44,Default,,0000,0000,0000,,You need a great story\Nto which many people can connect,
Dialogue: 0,0:16:02.44,0:16:05.18,Default,,0000,0000,0000,,in many industries\Nand in many circumstances.
Dialogue: 0,0:16:06.06,0:16:10.08,Default,,0000,0000,0000,,When you are a teacher, ask yourself,\N"How can I inspire my students?"
Dialogue: 0,0:16:10.92,0:16:16.29,Default,,0000,0000,0000,,As a journalist, your readers.\NAs a politician, your citizens.
Dialogue: 0,0:16:17.39,0:16:20.34,Default,,0000,0000,0000,,Yes, we need more technology\Nand better technology
Dialogue: 0,0:16:20.34,0:16:22.31,Default,,0000,0000,0000,,to improve the state of the world,
Dialogue: 0,0:16:22.31,0:16:25.41,Default,,0000,0000,0000,,but what we have underestimated so far
Dialogue: 0,0:16:25.82,0:16:29.12,Default,,0000,0000,0000,,is this amazing soft power\Nof storytelling.
Dialogue: 0,0:16:29.12,0:16:33.41,Default,,0000,0000,0000,,We're telling the wrong stories,\Nand we have to change that.
Dialogue: 0,0:16:33.41,0:16:34.67,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:16:34.67,0:16:36.19,Default,,0000,0000,0000,,(Applause)