JasonClayHowbigbrandscanhelpsavebiodivers.docx

JasonClayHowbigbrandscanhelpsavebiodivers.docx

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JasonClayHowbigbrandscanhelpsavebiodivers

IgrewuponasmallfarminMissouri.Welivedonlessthanadollaradayforabout15years.Igotascholarship,wenttouniversity,studiedinternationalagriculture,studiedanthropology,anddecidedIwasgoingtogiveback.Iwasgoingtoworkwithsmallfarmers.Iwasgoingtohelpalleviatepoverty.Iwasgoingtoworkoninternationaldevelopment.AndthenItookaturnandendeduphere.Now,ifyougetaPh.D.,andyoudecidenottoteach,youdon'talwaysendupinaplacelikethis.It'sachoice.Youmightendupdrivingataxicab.YoucouldbeinNewYork.WhatIfoundwas,Istartedworkingwithrefugeesandfaminevictims--smallfarmers,all,ornearlyall--whohadbeendispossessedanddisplaced.Now,whatI'dbeentrainedtodowasmethodologicalresearchonsuchpeople.SoIdidit:

Ifoundouthowmanywomenhadbeenrapedenroutetothesecamps.Ifoundouthowmanypeoplehadbeenputinjail,howmanyfamilymembershadbeenkilled.Iassessedhowlongtheyweregoingtostayandhowmuchitwouldtaketofeedthem.AndIgotreallygoodatpredictinghowmanybodybagsyouwouldneedforthepeoplewhoweregoingtodieinthesecamps.

NowthisisGod'swork,butit'snotmywork.It'snottheworkIsetouttodo.SoIwasataGratefulDeadbenefitconcertontherainforestsin1988.Imetaguy--theguyontheleft.HisnamewasBen.Hesaid,"WhatcanIdotosavetherainforests?

"Isaid,"Well,Ben,whatdoyoudo?

""Imakeicecream."SoIsaid,"Well,you'vegottomakearainforesticecream.Andyou'vegottousenutsfromtherainforeststoshowthatforestsareworthmoreasforeststhantheyareaspasture."Hesaid,"Okay."Withinayear,RainforestCrunchwasontheshelves.Itwasagreatsuccess.Wedidourfirstmillion-dollars-worthoftradebybuyingon30daysandsellingon21.Thatgetsyouradrenalinegoing.Thenwehadafourandahalfmillion-dollarlineofcreditbecausewewerecredit-worthyatthatpoint.Wehad15to20,maybe22percentoftheglobalBrazil-nutmarket.Wepaidtwotothreetimesmorethananybodyelse.EverybodyelseraisedtheirpricestothegatherersofBrazilnutsbecausewewouldbuyitotherwise.Agreatsuccess.50companiessignedup,200productscameout,generated100millioninsales.Itfailed.Whydiditfail?

BecausethepeoplewhoweregatheringBrazilnutsweren'tthesamepeoplewhowerecuttingtheforests.AndthepeoplewhomademoneyfromBrazilnutswerenotthepeoplewhomademoneyfromcuttingtheforests.Wewereattackingthewrongdriver.Weneededtobeworkingonbeef.Weneededtobeworkingonlumber.Weneededtobeworkingonsoy--thingsthatwewerenotfocusedon.

Solet'sgobacktoSudan.Ioftentalktorefugees:

"WhywasitthattheWestdidn'trealizethatfaminesarecausedbypoliciesandpolitics,notbyweather?

"Andthisfarmersaidtomeonedaysomethingthatwasveryprofound.Hesaid,"Youcan'twakeapersonwho'spretendingtosleep."

（Laughter）

Okay.Fastforward.Weliveonaplanet.There'sjustoneofthem.We'vegottowakeuptothefactthatwedon'thaveanymoreandthatthisisafiniteplanet.Weknowthelimitsoftheresourceswehave.Wemaybeabletousethemdifferently.Wemayhavesomeinnovative,newideas.Butingeneral,thisiswhatwe'vegot.There'snomoreofit.There'sabasicequationthatwecan'tgetawayfrom.Populationtimesconsumptionhasgottohavesomekindofrelationshiptotheplanet,andrightnow,it'sasimple"notequal."Ourworkshowsthatwe'relivingatabout1.3planets.Since1990,wecrossedthelineofbeinginasustainablerelationshiptotheplanet.Nowwe'reat1.3.Ifwewerefarmers,we'dbeeatingourseed.Forbankers,we'dbelivingofftheprincipal,nottheinterest.Thisiswherewestandtoday.Alotofpeopleliketopointtosomeplaceelseasthecauseoftheproblem.It'salwayspopulationgrowth.Populationgrowth'simportant,butit'salsoabouthowmucheachpersonconsumes.SowhentheaverageAmericanconsumes43timesasmuchastheaverageAfrican,we'vegottothinkthatconsumptionisanissue.It'snotjustaboutpopulation,andit'snotjustaboutthem;it'saboutus.Butit'snotjustaboutpeople;it'saboutlifestyles.There'sverygoodevidence--again,wedon'tnecessarilyhaveapeer-reviewedmethodologythat'sbulletproofyet--butthere'sverygoodevidencethattheaveragecatinEuropehasalargerenvironmentalfootprintinitslifetimethantheaverageAfrican.Youthinkthat'snotanissuegoingforward?

Youthinkthat'snotaquestionastohowweshouldbeusingtheEarth'sresources?

Let'sgobackandvisitourequation.In2000,wehadsixbillionpeopleontheplanet.Theywereconsumingwhattheywereconsuming--let'ssayoneunitofconsumptioneach.Wehavesixbillionunitsofconsumption.By2050,we'regoingtohaveninebillionpeople--allthescientistsagree.They'reallgoingtoconsumetwiceasmuchastheycurrentlydo--scientists,again,agree--becauseincomeisgoingtogrowindevelopingcountriesfivetimeswhatitistoday--onglobalaverage,about[2.9].Sowe'regoingtohave18billionunitsofconsumption.Whohaveyouheardtalkinglatelythat'ssaidwehavetotripleproductionofgoodsandservices?

Butthat'swhatthemathsays.We'renotgoingtobeabletodothat.Wecangetproductivityup.Wecangetefficiencyup.Butwe'vealsogottogetconsumptiondown.Weneedtouselesstomakemore.Andthenweneedtouselessagain.Andthenweneedtoconsumeless.Allofthosethingsarepartofthatequation.

Butitbasicallyraisesafundamentalquestion:

shouldconsumershaveachoiceaboutsustainability,aboutsustainableproducts?

Shouldyoubeabletobuyaproductthat'ssustainablesittingnexttoonethatisn't,orshouldalltheproductsontheshelfbesustainable?

Iftheyshouldallbesustainableonafiniteplanet,howdoyoumakethathappen?

Theaverageconsumertakes1.8secondsintheU.S.Okay,solet'sbegenerous.Let'ssayit's3.5secondsinEurope.Howdoyouevaluateallthescientificdataaroundaproduct,thedatathat'schangingonaweekly,ifnotadailybasis?

Howdoyougetinformed?

Youdon't.Here'salittlequestion.Fromagreenhousegasperspective,islambproducedintheU.K.betterthanlambproducedinNewZealand,frozenandshippedtotheU.K.?

Isabadfeederlotoperationforbeefbetterorworsethanabadgrazingoperationforbeef?

Doorganicpotatoesactuallyhavefewertoxicchemicalsusedtoproducethemthanconventionalpotatoes?

Ineverysinglecasetheansweris"itdepends."Itdependsonwhoproduceditandhow,ineverysingleinstance.Andtherearemanyothers.Howisaconsumergoingtowalkthroughthisminefield?

They'renot.Theymayhavealotofopinionsaboutit,butthey'renotgoingtobeterriblyinformed.

Sustainabilityhasgottobeapre-competitiveissue.It'sgottobesomethingweallcareabout.Andweneedcollusion.Weneedgroupstoworktogetherthatneverhave.WeneedCargilltoworkwithBunge.WeneedCoketoworkwithPepsi.WeneedOxfordtoworkwithCambridge.WeneedGreenpeacetoworkwithWWF.Everybody'sgottoworktogether--ChinaandtheU.S.Weneedtobegintomanagethisplanetasifourlifedependedonit,becauseitdoes,itfundamentallydoes.Butwecan'tdoeverything.Evenifwegeteverybodyworkingonit,we'vegottobestrategic.Weneedtofocusonthewhere,thewhatandthewho.So,thewhere:

We'veidentified35placesgloballythatweneedtowork.Thesearetheplacesthataretherichestinbiodiversityandthemostimportantfromanecosystemfunctionpoint-of-view.Wehavetoworkintheseplaces.Wehavetosavetheseplacesifwewantachanceinhellofpreservingbiodiversityasweknowit.Welookedatthethreatstotheseplaces.Thesearethe15commoditiesthatfundamentallyposethebiggestthreatstotheseplacesbecauseofdeforestation,soilloss,wateruse,pesticideuse,over-fishing,etc.

Sowe'vegot35places,we'vegot15prioritycommodities,whodoweworkwithtochangethewaythosecommoditiesareproduced?

Arewegoingtoworkwith6.9billionconsumers?

Let'ssee,that'sabout7,000languages,350majorlanguages--alotofworkthere.Idon'tseeanybodyactuallybeingabletodothatveryeffectively.Arewegoingtoworkwith1.5billionproducers?

Again,adauntingtask.Theremustbeabetterway.300to500companiescontrol70percentormoreofthetradeofeachofthe15commoditiesthatwe'veidentifiedasthemostsignificant.Ifweworkwiththose,ifwechangethosecompaniesandthewaytheydobusiness,thentherestwillhappenautomatically.So,wewentthroughour15commodities.Thisisnineofthem.Welinedthemupside-by-side,andweputthenamesofthecompaniesthatworkoneachofthose.Andifyougothroughthefirst25or30namesofeachofthecommodities,whatyoubegintoseeis,gosh,there'sCargillhere,there'sCargillthere,there'sCargilleverywhere.Infact,thesenamesstartcomingupoverandoveragain.Sowedidtheanalysisagainaslightlydifferentway.Wesaid:

ifwetakethetophundredcompanies,whatpercentageofall15commoditiesdotheytouch,buyorsell?

Andwhatwefoundisit's25percent.So100companiescontrol25percentofthetradeofall15ofthemostsignificantcommoditiesontheplanet.Wecangetourarmsaroundahundredcompanies.Ahundredcompanies,wecanworkwith.

Whyis25percentimportant?

Becauseifthesecompaniesdemandsustainableproducts,they'llpull40to50percentofproduction.Companiescanpushproducersfasterthanconsumerscan.Bycompaniesaskingforthis,wecanleverageproductionsomuchfasterthanbywaitingforconsumerstodoi