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Downloaded from
YTS.MX
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[pulsing]
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Official YIFY movies site:
YTS.MX
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[Sasha] Welcome. [echoing]
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[video game beeping]
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Your presentation will begin in five,
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four, three, two, one.
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[assistant] ABC, common mark.
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[Maren] Um...
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Yeah, Amazon actually had
a patent on the phrase "one-click buying."
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And Jeff... You know, this was Jeff's idea.
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[mysterious music plays]
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I am a principal user experience designer.
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I worked at Amazon for 15 years.
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I worked on the product detail pages,
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on launching different categories
in different countries.
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You know, I feel like there wasn't
a page on that site I didn't touch.
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[mouse clicking]
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The system was really being built
and optimized
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to help you buy everything
that you ever need,
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and more of it than
you ever thought you needed.
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[mouse clicking]
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[man] Oh my gosh.
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{\an8}[producer] Was there
any thought while you were there
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{\an8}about what happens
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{\an8}after the stuff is sold?
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No.
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[soft electronic music plays]
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We got some packages.
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[Mara] Buying new stuff
feels great, right?
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- This thing's dope.
- Oh!
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[Mara] The problem is that every year
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we're consuming more, producing more,
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and there's a flip side to that
that no one wants you to see.
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[Sasha] Designed to stand out
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for a generation that doesn't stop.
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[Maren] You're being 100% played,
and it's-- it's a science.
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It's an intentional...
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complex,
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highly-refined science [chuckles]
to get you to buy stuff.
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It's not just Amazon.
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Most of the big corporations are doing it,
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and every trick in the book
is being used to hide
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what's really going on.
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[woman] Holy shh...
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Dude, they destroyed that.
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I was the president
of-- of-- of the Adidas brand.
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I think I definitely, um, feel
like I've got some sins to make up for.
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There's definitely things
I participated in
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that I feel like I could've, um,
and should've done better.
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{\an8}I just bought 500 iPhones!
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Oh my God!
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I started at Apple,
joined the founding team of Oculus.
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The voices of, "We're going to
protect the business"
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went out over
the little voice in your head saying,
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"Should we really be doing this?"
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[crack]
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Whatever the brands are doing right now,
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it's hurting a lot of people.
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[Jim] These things are not just litter.
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These things are hazardous waste.
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We're drinking and breathing them,
and they're poison.
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[Mara] It's like that film Wall-E.
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The amount of stuff
we're being encouraged to consume,
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the waste from this is getting everywhere,
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and it's affecting everyone on the planet.
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[mysterious electronic music]
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[Maren] I went to say customers
are going to be
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pissed off when they realize
that they have been
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contributing to their own demise,
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but they didn't wanna hear it.
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I looked around, and I was like,
"How did this happen?"
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"And-- And what do we do now?"
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[clicking]
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[Sasha] Play title.
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[gurgling]
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[silence]
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[music chord grows]
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[Sasha] Hello.
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I'm Sasha.
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A personal assistant created to offer
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unfiltered insights
on how to succeed in business.
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[tinkling]
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- I can even create my own bespoke imagery.
- [dolphin clicks]
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[birds chirping]
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Cut to time-lapse footage
of growth in the natural world.
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[birds continue chirping]
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Over the course of this unique
and entertaining interaction,
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you will receive the five most important
lessons in profit maximization.
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[choir harmonizes]
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There will also be a surprise
for those who stay engaged until the end.
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[beeps]
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Rule one.
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Sell more. [echoing]
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[beeping]
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Selling is key to success.
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But consumers will need
constant motivation
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to increase the amounts they purchase.
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Thankfully, the fashion industry
offers a textbook example of rapid,
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self-driven growth.
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[Eric] No one needs a new hoodie.
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No one needs a new T-shirt.
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No one needs a new pair of shoes.
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There's so many out there,
and most of us have more than enough.
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What you need is a compelling reason
to buy that product.
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As a board member, it was one of the most
important things I had on my to-do list.
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You know, what are
the sales we're generating?
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And what are the profits we're generating?
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If we weren't generating those two things,
we weren't doing it.
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Sneakers are big business in America.
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Nearly half a billion pairs
were sold last year alone.
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This week Adidas unveiled
the so-called smart shoe.
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[Eric] We talk about, hey,
we need to differentiate ourselves
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from Nike, or from Puma, or somebody else.
It's not about that.
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It's how you're relevant to the consumer.
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I was responsible for all product,
all communications,
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all digital efforts, um, and all strategy.
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2014, Adidas was bleeding out,
we-- we had hit the floor,
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everything was going south.
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It was the greatest turnaround
in the history of the company,
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if not the history of the industry.
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[reporter 1] Shares of Adidas
enjoying huge momentum.
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[reporter 2] Shares of Adidas,
look at this,
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{\an8}they're rising overnight, up about 7.5%.
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[Eric] How'd we grow so big?
It's a question I've always asked myself.
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I think it's a combination
of a few things.
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First of all,
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it's about a story.
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Think about an English football team.
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[crowd cheers]
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How many jerseys
do you think they have a year?
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Not just one to play in.
There's the home jersey,
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the away jersey, the third jersey.
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[crowd cheers]
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There's the different jerseys you have
to celebrate different occasions.
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[referee whistles]
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Why do you think they do that?
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To create a new story,
and to create a new buying opportunity.
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[rap music]
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♪ Ah, if you catch me on a whale ♪
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[Eric] At Adidas, we recognize
that the culture of sport
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doesn't stop when you're done
with the game when the whistle blows.
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♪ There's money over that side ♪
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[Eric] It goes into the streets,
and into the music venues, into the...
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into the hallways of schools.
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So we started to do things
with musicians and artists.
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Beyoncé Knowles.
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Pharrell Williams.
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And one of the most, you know,
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controversial, um, artists in the history
of mankind named Kanye West.
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The storytelling
is so critical in this industry
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to really-- to really drive consumption.
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[crowd chatters]
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And that's what the role of Adidas is,
and every other fashion brand is,
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is how do you create "objects of desire"?
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This is where the fashion industry's
really good. They know you.
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[chuckles] Like, we know you.
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We spend a lot of time
on consumer research
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to understand the different consumers.
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And we know the consumers to approach
with different messages.
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[female voice over] Adidas by Gucci.
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Listen, I participated in-- in my career
with creating more at a faster pace.
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I don't wanna point just at Adidas.
This is happening with all fashion brands.
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[whoosh]
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[Roger] I've been in the industry
for almost 20 years.
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Probably one out of six dress shirts
sold in the US is made by us.
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[intriguing music plays]
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{\an8}The type of customers we service could be
anywhere from your high street brands
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to global designer brands
that sell worldwide.
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When I first joined,
you had two seasons a year,
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so you'd make something
that'd sell for six months.
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Nowadays, with
the introduction of fast fashion,
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it's forced other brands to rethink
about having newness every month.
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So, no one knows any official numbers,
but if you Google it,
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it will show that Gap produces around
12,000 new items a year.
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H&M's like 25,000.
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Zara's like 36,000.
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And SHEIN is somewhere around
1.3 million new items a year.
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[playful music continues]
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I actually think that the numbers
published online might be even low.
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[chatter]
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Actually just placed the order last week.
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{\an8}-Probably once a month.
- At least once a month.
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I order sometimes twice a month.
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Where do I start?
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{\an8}[Roger] We produce 100 billion
pieces of garment a year as an industry.
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A hundred billion.
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This is absolutely stunning.
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How many people are in the world?
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How many pieces per person?
People don't need that much clothes.
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[Eric] I was ambitious,
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competitive,
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uh, disciplined, hardworking, um,
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loud.
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[violin plays single note]
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It was career success
in-- in, um, acceleration.
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So when I started to learn
the impact I was having at Adidas,
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you can't unsee and unhear that.
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Y-y-you...
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You can only
sing yourself to sleep so often.
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[melodic bleeping]
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[Sasha] Hello... again.
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Many individuals will become
disillusioned on the way to the top.
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Do not become one of them.
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[playful music plays]
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Please now enjoy
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19.2 seconds of
adorable cat and duck videos.
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[man] Oh my gosh!
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[Sasha] Remember,
learning the art of distraction
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will be crucial to achieving success.
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[street bustle]
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Cut to New York.
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Reveal core messages behind adverts.
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[pensive music plays]
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Clear communication with consumers
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is an essential part of selling more.
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But, to achieve profit maximization,
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you need to ensure that once
they desire products,
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they can acquire them
as quickly as possible.
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Every second counts.
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Never limit your vision.
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If you can imagine it, you can create it.
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{\an8}♪ I didn't have to wrap your gift
I didn't leave the house ♪
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{\an8}♪ In fact I never saw your gift
I did it all by mouse ♪
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{\an8}♪ I didn't venture to the mall
I didn't waste a day ♪
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{\an8}♪ Thanks to Amazon dot com ♪
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♪ Amazon dot com ♪
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♪ Amazon dot com... ♪
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I started there so early
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{\an8}when it felt impossible to get people
to buy anything online,
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but it seemed like a fun challenge
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to even think that you would ever buy
one pair of jeans online. [laughs]
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[beeps, clicks]
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I thought, "I'll go for two years
and learn everything and get out."
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But it was surprisingly exciting.
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It-- It was fast-paced
and high tolerance for risk.
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It's like, "Yeah, let's do this."
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You have an idea, it's like, "Here's
a team, here's some money, go do it."
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Like, you were inventing. I have patents,
you know, it's-- like, it was fun.
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I would be in meetings with Jeff Bezos
with me and four other people.
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Being able to actually talk to him
and disagree with him.
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[Jeff] This may look
like an ordinary cowboy hat,
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but it's actually
an OSHA approved hard hat.
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We have the world's best hand drill.
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[drills whir]
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[Maren] Jeff has no patience for anyone
who isn't as smart as he is.
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And I would see him just cut somebody off
at the knees, like,
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00:14:17,773 --> 00:14:20,775
"You are not smart.
You should not be speaking."
249
00:14:20,776 --> 00:14:23,736
[intriguing music plays]
250
00:14:23,737 --> 00:14:28,074
I think Jeff saw, initially,
that people would buy books and music
251
00:14:28,075 --> 00:14:30,285
and movies and DVDs.
252
00:14:30,286 --> 00:14:35,832
But that the real money would come
if you could sell apparel
253
00:14:35,833 --> 00:14:37,793
and food online.
254
00:14:41,672 --> 00:14:44,632
And I was the designer
that launched the beauty store,
255
00:14:44,633 --> 00:14:48,136
launched the jewelry store,
launched the apparel store,
256
00:14:48,137 --> 00:14:50,681
and it was
a totally different way to shop.
257
00:14:51,724 --> 00:14:54,976
[clicks]
258
00:14:54,977 --> 00:14:58,104
[upbeat music plays]
259
00:14:58,105 --> 00:14:59,022
[click]
260
00:14:59,023 --> 00:15:02,650
We would actually say things like,
"We want to be there when
261
00:15:02,651 --> 00:15:05,070
you have your next shoppable moment."
262
00:15:07,448 --> 00:15:12,035
Like, you're sitting in bed and you think,
"I should buy a new carrot peeler."
263
00:15:12,036 --> 00:15:13,536
"I need a new pillowcase."
264
00:15:13,537 --> 00:15:16,457
"This one is scratchy."
You know? Whatever.
265
00:15:18,208 --> 00:15:20,335
Wherever you are, whatever you're doing,
266
00:15:20,336 --> 00:15:23,129
if a thought occurs to you
that you need something,
267
00:15:23,130 --> 00:15:25,674
we wanted Amazon to be
the thing that occurred to you.
268
00:15:28,719 --> 00:15:32,264
We would say, "If the system was magic,
what would the system do?"
269
00:15:35,100 --> 00:15:37,102
If the system was magic, what would it do?
270
00:15:37,645 --> 00:15:38,562
It would be like,
271
00:15:39,229 --> 00:15:44,693
there's just a conveyor belt that goes
straight from wherever the item is
272
00:15:45,319 --> 00:15:49,698
to your door as quickly
and frictionlessly as possible.
273
00:15:52,993 --> 00:15:55,037
[muffled groans]
274
00:15:55,788 --> 00:15:58,748
It's too easy. And that was--
That was the point,
275
00:15:58,749 --> 00:15:59,792
was to...
276
00:16:01,335 --> 00:16:05,880
reduce your time to think
a little bit more critically about
277
00:16:05,881 --> 00:16:09,218
a purchase that you
thought you wanted to make.
278
00:16:12,137 --> 00:16:14,765
I mean, it's really a science.
279
00:16:15,516 --> 00:16:19,478
We were constantly developing
new ways to get you to buy.
280
00:16:20,604 --> 00:16:23,314
[woman] This is everything I bought
at 2 a.m. last night.
281
00:16:23,315 --> 00:16:28,487
[Maren] Influencing your behavior in
subtle ways that you'd never even realize.
282
00:16:32,950 --> 00:16:37,245
We could have, you know,
a certain sentence that says,
283
00:16:37,246 --> 00:16:39,999
"Free shipping
if you purchase $25 or more."
284
00:16:41,917 --> 00:16:45,628
In one case you make the "$25" orange.
285
00:16:45,629 --> 00:16:46,547
[chimes]
286
00:16:47,840 --> 00:16:50,050
In another one you make it green.
287
00:16:51,427 --> 00:16:55,013
And you can have nine different things
that you're testing against each other.
288
00:16:55,014 --> 00:16:57,056
[chiming]
289
00:16:57,057 --> 00:16:59,892
And there's enough traffic to the site
290
00:16:59,893 --> 00:17:03,062
that you could get
statistically relevant data
291
00:17:03,063 --> 00:17:06,692
on which version of that sentence
292
00:17:07,443 --> 00:17:08,527
makes the most money.
293
00:17:11,196 --> 00:17:14,741
Every pixel on that page was
294
00:17:14,742 --> 00:17:18,287
tested and optimized
and optimized and optimized.
295
00:17:21,206 --> 00:17:24,834
[laughs] And Amazon had
this whole system designed around
296
00:17:24,835 --> 00:17:27,879
tailoring the site to be exactly
297
00:17:27,880 --> 00:17:31,550
the right combination
of elements and colors and products
298
00:17:32,342 --> 00:17:36,305
that would most likely
make you buy something.
299
00:17:38,891 --> 00:17:42,310
If you think of just the things that,
you know, one person buys,
300
00:17:42,311 --> 00:17:44,353
and then multiply that by... [chuckles]
301
00:17:44,354 --> 00:17:48,399
by how many people are now
shopping on places like Amazon.
302
00:17:48,400 --> 00:17:51,570
[orchestral crescendo]
303
00:17:54,490 --> 00:17:56,492
[conveyor belts rumble]
304
00:18:01,622 --> 00:18:06,250
You know, I felt like I was
making shopping better
305
00:18:06,251 --> 00:18:10,588
and making it easier to find
a delightful item.
306
00:18:10,589 --> 00:18:13,926
I wasn't thinking about
the consequences of that
307
00:18:15,719 --> 00:18:20,348
as it becomes
a more and more efficient engine.
308
00:18:20,349 --> 00:18:25,269
I don't think we were ever thinking about
where does all this stuff go.
309
00:18:25,270 --> 00:18:29,065
[wind whooshes]
310
00:18:29,066 --> 00:18:31,401
[Sasha] Cut to plastic bag
blowing in wind.
311
00:18:37,157 --> 00:18:40,285
Remember, to sell more,
you must produce more.
312
00:18:41,745 --> 00:18:42,621
Lots more.
313
00:18:44,623 --> 00:18:48,709
I thought it would be fun at this point
for you to see some specifics.
314
00:18:48,710 --> 00:18:50,419
[rumbling]
315
00:18:50,420 --> 00:18:52,463
Visualize total global production
316
00:18:52,464 --> 00:18:55,634
of goods needed
to meet increased online sales.
317
00:18:57,928 --> 00:19:01,223
Visualize 2.5 million shoes
produced each hour.
318
00:19:04,226 --> 00:19:06,061
[Mara] There used to be a stopgap.
319
00:19:07,229 --> 00:19:08,563
I mean, think about it.
320
00:19:08,564 --> 00:19:11,858
If you have to get up, get in your car,
321
00:19:11,859 --> 00:19:13,651
drive to the store,
322
00:19:13,652 --> 00:19:15,904
look on the shelves, find the product.
323
00:19:17,030 --> 00:19:17,906
Then go home.
324
00:19:18,824 --> 00:19:20,033
That's a lot of work.
325
00:19:21,285 --> 00:19:24,495
But if all you have to do is push a button
326
00:19:24,496 --> 00:19:26,331
{\an8}and it appears on your doorstep,
327
00:19:27,624 --> 00:19:29,792
{\an8}of course you're gonna buy more products.
328
00:19:29,793 --> 00:19:32,253
[upbeat music playing]
329
00:19:32,254 --> 00:19:37,176
[Sasha] Visualize 68,733 phones
produced each hour.
330
00:19:42,764 --> 00:19:44,766
[upbeat music continues]
331
00:19:47,477 --> 00:19:51,190
Visualize 190,000 garments
produced each minute.
332
00:19:52,941 --> 00:19:54,026
Amazing. [echoing]
333
00:19:58,697 --> 00:20:01,992
Visualize 12 tons of plastic
produced each second.
334
00:20:11,543 --> 00:20:15,047
{\an8}I ran one of the biggest multinationals
in the world called Unilever.
335
00:20:16,882 --> 00:20:19,050
Unilever is one of the biggest producers
336
00:20:19,051 --> 00:20:20,426
of household goods.
337
00:20:20,427 --> 00:20:23,180
Think about shampoos, detergents.
338
00:20:24,389 --> 00:20:27,391
Reaching about three and a half billion
consumers a day.
339
00:20:27,392 --> 00:20:29,478
[upbeat music continues]
340
00:20:32,397 --> 00:20:36,442
I don't think the consumer
is actually here the culprit.
341
00:20:36,443 --> 00:20:39,570
Of course, they consume,
but why do they consume?
342
00:20:39,571 --> 00:20:42,616
Because they're encouraged to
to a great extent.
343
00:20:48,956 --> 00:20:51,708
When we throw it away,
we actually don't throw it away.
344
00:20:52,668 --> 00:20:54,502
"Away" doesn't exist.
345
00:20:54,503 --> 00:20:58,006
It ends up somewhere else
on this planet Earth.
346
00:21:00,342 --> 00:21:02,511
And it increasingly has consequences.
347
00:21:12,229 --> 00:21:13,480
[playful harmony]
348
00:21:15,941 --> 00:21:19,402
[Sasha] Many congratulations
on the completion of rule one.
349
00:21:19,403 --> 00:21:22,154
[pulsing]
350
00:21:22,155 --> 00:21:23,447
[rings]
351
00:21:23,448 --> 00:21:25,283
You're doing really, really well
352
00:21:25,284 --> 00:21:29,162
and are now ready to take
profit maximization to the next level.
353
00:21:30,747 --> 00:21:31,956
Coming up,
354
00:21:31,957 --> 00:21:36,086
I will teach you how to control products
after they are purchased.
355
00:21:37,546 --> 00:21:39,046
[playful harmony]
356
00:21:39,047 --> 00:21:43,051
And how to dictate when consumers
replace old with new.
357
00:21:43,593 --> 00:21:45,136
[playful harmony]
358
00:21:45,137 --> 00:21:49,057
You will also be one step closer
to unlocking your surprise.
359
00:21:50,017 --> 00:21:50,892
[flatly] Yay.
360
00:21:53,645 --> 00:21:55,063
Rule two.
361
00:21:55,856 --> 00:21:56,982
Waste more. [echoing]
362
00:21:58,483 --> 00:22:00,485
[optimistic violin strings play]
363
00:22:04,323 --> 00:22:07,451
For a master class
in creating waste for profit,
364
00:22:08,118 --> 00:22:12,164
you may find it beneficial to view
additional material at this point.
365
00:22:16,668 --> 00:22:21,131
Imagine a light bulb on Broadway
speaking with an old-timey voice.
366
00:22:23,342 --> 00:22:25,093
[Lightbulb] Oh, hey there.
367
00:22:26,219 --> 00:22:29,639
They tell me I'm part
of a very exclusive club,
368
00:22:30,307 --> 00:22:34,102
because I'm over 100 years old
and still shining.
369
00:22:36,855 --> 00:22:40,150
There's not many of my kind still around.
That's for sure.
370
00:22:41,526 --> 00:22:43,987
Guess you could say we were just too good.
371
00:22:45,655 --> 00:22:50,619
Our world was turned upside down
on January 15th, 1925.
372
00:22:51,328 --> 00:22:55,873
That was the fateful day
that the Phoebus cartel came into being.
373
00:22:55,874 --> 00:23:00,252
[sci-fi whirring]
374
00:23:00,253 --> 00:23:01,880
[Sasha, echoing] Rewinding time.
375
00:23:02,422 --> 00:23:04,048
Going back...
376
00:23:04,049 --> 00:23:06,176
[voice rewinding]
377
00:23:07,177 --> 00:23:09,763
[electricity buzzing]
378
00:23:10,722 --> 00:23:13,099
[Lightbulb] This group
of senior executives
379
00:23:13,100 --> 00:23:15,935
from the major light bulb manufacturers
380
00:23:15,936 --> 00:23:21,899
conspired together to cut short our lives
and maximize their profits.
381
00:23:21,900 --> 00:23:24,486
[foreboding violin notes play]
382
00:23:26,029 --> 00:23:28,697
To encourage frequent replacement,
383
00:23:28,698 --> 00:23:32,159
every bulb was reduced from 2,500 hours
384
00:23:32,160 --> 00:23:34,788
to just 1,000 hours of light.
385
00:23:37,165 --> 00:23:39,584
Creating mountains of unnecessary waste.
386
00:23:43,630 --> 00:23:44,840
[buzz, crack]
387
00:23:47,092 --> 00:23:49,136
[Sasha] Glorious waste. [echoing]
388
00:23:50,220 --> 00:23:53,056
[Lightbulb] They called it
"planned obsolescence."
389
00:23:59,354 --> 00:24:01,690
Now it's not so much of a conspiracy.
390
00:24:04,818 --> 00:24:08,571
Making products designed to break
or be rapidly discarded
391
00:24:08,572 --> 00:24:11,700
has become commonplace
in almost every industry.
392
00:24:13,201 --> 00:24:16,329
Everything, from clothing
that lasts a few washes,
393
00:24:17,247 --> 00:24:21,001
to electric toothbrushes
with batteries you can't replace.
394
00:24:22,419 --> 00:24:27,131
To printers that intentionally stop
working even when there's ink in them.
395
00:24:27,132 --> 00:24:28,132
[dog barks]
396
00:24:28,133 --> 00:24:30,509
[woman] Everything I print,
it doesn't print correctly.
397
00:24:30,510 --> 00:24:33,304
I have to get a new printer.
That one's at the end of its lifespan.
398
00:24:33,305 --> 00:24:34,764
But it's only three years old!
399
00:24:35,932 --> 00:24:38,350
[Lightbulb] Today,
planned obsolescence has become
400
00:24:38,351 --> 00:24:41,980
a cornerstone of successful business
the world over.
401
00:24:47,110 --> 00:24:49,112
[soft music plays]
402
00:24:53,158 --> 00:24:55,409
[male voice over] We have
created a product
403
00:24:55,410 --> 00:24:59,706
that is the most deliberate evolution
of our original founding design.
404
00:25:03,126 --> 00:25:05,878
[Nirav] Apple had this idea that
our products are perfect,
405
00:25:05,879 --> 00:25:07,671
they're perfect from day one.
406
00:25:07,672 --> 00:25:11,300
[male voice over] Removing imperfections,
establishing a seamlessness
407
00:25:11,301 --> 00:25:13,010
between materials,
408
00:25:13,011 --> 00:25:16,847
and producing a pristine,
mirrorlike surface.
409
00:25:16,848 --> 00:25:20,894
The pinnacle and the ideal is
to have this seamless, sealed up object.
410
00:25:21,645 --> 00:25:24,605
We don't want you to use
that Apple product from a few years ago
411
00:25:24,606 --> 00:25:25,898
that you bought,
412
00:25:25,899 --> 00:25:29,694
we want you to pick up the new,
perfect object and use that one.
413
00:25:30,946 --> 00:25:32,489
One in, one out.
414
00:25:38,036 --> 00:25:41,914
I have been in consumer electronics
for a bit over a decade now.
415
00:25:41,915 --> 00:25:43,374
I started at Apple,
416
00:25:43,375 --> 00:25:47,920
joined the founding team of Oculus,
led the hardware organization there.
417
00:25:47,921 --> 00:25:50,006
[upbeat electronic music plays]
418
00:25:50,924 --> 00:25:54,219
So, joining Apple, this was back in 2009.
419
00:25:55,470 --> 00:25:57,763
After living at my parents' basement
for a couple of months,
420
00:25:57,764 --> 00:26:00,057
I actually heard back from Apple,
421
00:26:00,058 --> 00:26:03,727
and I joined in
and started writing software
422
00:26:03,728 --> 00:26:05,938
for what eventually became FaceTime.
423
00:26:05,939 --> 00:26:09,025
[man] It's going to change the way
we communicate forever.
424
00:26:12,279 --> 00:26:16,949
[Nirav] You saw kind of hints of the magic
even buried away as, you know, a little,
425
00:26:16,950 --> 00:26:20,744
you know, straight out of school new grad
in an engineering team,
426
00:26:20,745 --> 00:26:23,747
but there was really genuinely,
and still is, I think,
427
00:26:23,748 --> 00:26:27,877
a focus on delivering a product
that is a great user experience.
428
00:26:29,129 --> 00:26:33,174
Even if some of the side effects of that
sometimes end up being pretty negative.
429
00:26:34,551 --> 00:26:37,970
[crowd cheers]
430
00:26:37,971 --> 00:26:42,016
[Steve] And we are calling it iPhone.
431
00:26:42,017 --> 00:26:43,183
[loud cheers]
432
00:26:43,184 --> 00:26:44,269
Today...
433
00:26:45,937 --> 00:26:50,024
today Apple is going
to reinvent the phone.
434
00:26:50,025 --> 00:26:53,068
It's kind of crazy, but in these companies
435
00:26:53,069 --> 00:26:57,114
the focus is on the launch, ultimately,
it's on this moment.
436
00:26:57,115 --> 00:27:00,451
You've seen it over and over again
with Apple with that grand keynote.
437
00:27:00,452 --> 00:27:03,162
We're gonna take it to the next level.
438
00:27:03,163 --> 00:27:07,666
And today we're introducing the iPhone 3G.
439
00:27:07,667 --> 00:27:08,667
[cheers]
440
00:27:08,668 --> 00:27:11,629
We need to sell iPhone in more countries.
441
00:27:11,630 --> 00:27:14,256
And for every iPhone that followed,
442
00:27:14,257 --> 00:27:17,927
we've built on the vision
of the original iPhone.
443
00:27:18,511 --> 00:27:20,095
[Nirav] And because Apple has been
444
00:27:20,096 --> 00:27:22,264
so, so successful with this,
445
00:27:22,265 --> 00:27:25,059
every other consumer electronics company
in the world
446
00:27:25,060 --> 00:27:26,185
emulates that.
447
00:27:26,186 --> 00:27:29,021
The Galaxy Note 8.
448
00:27:29,022 --> 00:27:30,939
[cheers]
449
00:27:30,940 --> 00:27:33,192
[Nirav] If you're making
notebooks or smartphones,
450
00:27:33,193 --> 00:27:36,404
where essentially all consumers
already have one,
451
00:27:37,238 --> 00:27:39,114
your business model depends on
452
00:27:39,115 --> 00:27:42,951
those consumers needing to replace
the ones that they already have.
453
00:27:42,952 --> 00:27:46,872
[crowd] Four, three, two, one!
454
00:27:46,873 --> 00:27:49,918
[cheering]
455
00:27:52,420 --> 00:27:55,798
[Nirav] It's really a pipeline.
You design a product,
456
00:27:55,799 --> 00:27:58,175
you manufacture a product,
you sell the product,
457
00:27:58,176 --> 00:27:59,594
you launch the product,
458
00:28:00,345 --> 00:28:01,513
it gets used,
459
00:28:02,305 --> 00:28:04,139
and then it turns into waste.
460
00:28:04,140 --> 00:28:06,725
[clock ticks]
461
00:28:06,726 --> 00:28:08,352
There's something like
462
00:28:08,353 --> 00:28:14,359
13 million phones thrown out every day,
which is a crazy, mind-boggling number.
463
00:28:16,820 --> 00:28:18,862
And if you think about that in aggregate,
464
00:28:18,863 --> 00:28:22,367
it's that we're all replacing these things
every two or three years.
465
00:28:24,536 --> 00:28:27,871
Even though they are incredibly advanced
and expensive,
466
00:28:27,872 --> 00:28:29,998
and in some ways almost the pinnacle of
467
00:28:29,999 --> 00:28:32,459
our industrial capability
as a civilization,
468
00:28:32,460 --> 00:28:35,003
they are basically throwaway objects.
469
00:28:35,004 --> 00:28:37,131
And so, I look at that and I think,
470
00:28:37,132 --> 00:28:40,092
that's really broken,
that's broken across every possible way
471
00:28:40,093 --> 00:28:41,594
that you can look at it.
472
00:28:42,804 --> 00:28:46,390
[whooshing]
473
00:28:46,391 --> 00:28:47,600
[Sasha] Remember,
474
00:28:49,144 --> 00:28:52,980
releasing a continual stream of
new products will encourage consumers
475
00:28:52,981 --> 00:28:54,649
to discard old ones.
476
00:28:56,234 --> 00:28:58,361
This is fundamental to growth.
477
00:29:00,697 --> 00:29:04,366
Unfortunately, some individuals
will feel the desire to maintain
478
00:29:04,367 --> 00:29:07,703
or repair items you consider
ready for replacement.
479
00:29:07,704 --> 00:29:09,664
[foreboding music plays]
480
00:29:10,915 --> 00:29:14,794
These people should be actively
discouraged wherever possible.
481
00:29:17,046 --> 00:29:20,674
[male reporter] Kyle Wiens is the founder
and CEO of iFixit,
482
00:29:20,675 --> 00:29:23,385
a company that offers tools, parts,
and repair manuals
483
00:29:23,386 --> 00:29:25,764
for thousands of gadgets.
484
00:29:27,724 --> 00:29:29,933
[Kyle] It used to be the case
that repair was the default.
485
00:29:29,934 --> 00:29:32,311
You could get repair manuals,
companies sold parts,
486
00:29:32,312 --> 00:29:37,065
and over the last 30 years that has
systematically disappeared from our lives.
487
00:29:37,066 --> 00:29:39,193
This is a disposable product.
488
00:29:39,194 --> 00:29:41,695
Use it for two years,
throw it away, buy a new laptop.
489
00:29:41,696 --> 00:29:42,654
I don't like that.
490
00:29:42,655 --> 00:29:46,492
I had always assumed we're not fixing
things because it's not possible.
491
00:29:46,493 --> 00:29:48,035
It's not economically viable.
492
00:29:48,036 --> 00:29:51,705
Actually, we're not fixing things
because lawyers are going out of their way
493
00:29:51,706 --> 00:29:53,916
to censor that knowledge from the world.
494
00:29:53,917 --> 00:29:56,084
We still get copyright takedown notices
495
00:29:56,085 --> 00:29:58,712
from companies trying
to censor information from iFixit.
496
00:29:58,713 --> 00:30:00,340
I got one the other day.
497
00:30:03,009 --> 00:30:04,594
We told them to fuck off.
498
00:30:06,346 --> 00:30:09,056
It's not just that companies
are taking away information
499
00:30:09,057 --> 00:30:11,059
about how to fix your stuff.
500
00:30:11,643 --> 00:30:14,353
Across-the-board,
they're making the products themselves
501
00:30:14,354 --> 00:30:16,356
much more difficult to repair.
502
00:30:16,981 --> 00:30:19,483
{\an8}[reporter] Apple doesn't want
its customers to fix the new iPhone.
503
00:30:19,484 --> 00:30:22,653
{\an8}They're making sure
that back cover is tamperproof
504
00:30:22,654 --> 00:30:25,197
{\an8}swapping out the more common
Phillips screws,
505
00:30:25,198 --> 00:30:27,950
{\an8}with so-called pentalobe screws.
506
00:30:27,951 --> 00:30:29,785
{\an8}Why change the screws?
507
00:30:29,786 --> 00:30:33,330
{\an8}[Kyle] Apple would prefer that we
not have access to our own hardware,
508
00:30:33,331 --> 00:30:36,041
which means that Apple's going
to be selling more machines
509
00:30:36,042 --> 00:30:38,001
because people
have to replace them frequently.
510
00:30:38,002 --> 00:30:42,549
{\an8}It's their product, and you can't really
begrudge them quality control.
511
00:30:44,133 --> 00:30:46,134
[Kyle] Honestly, it's getting worse.
512
00:30:46,135 --> 00:30:47,886
We're seeing more and more companies
513
00:30:47,887 --> 00:30:51,598
that are now actually gluing phones,
tablets and laptops together,
514
00:30:51,599 --> 00:30:54,060
making repairs really difficult.
515
00:30:56,229 --> 00:31:00,023
There's one category of product
that we're very frustrated with right now,
516
00:31:00,024 --> 00:31:01,817
that unfortunately is massively popular,
517
00:31:01,818 --> 00:31:04,654
and that is AirPods
and wireless earbuds in general.
518
00:31:05,321 --> 00:31:09,158
{\an8}Each earbud has a battery
and then the charging case has a battery.
519
00:31:09,659 --> 00:31:14,329
There is no way, uh, to open this up
and swap out the battery in any of them.
520
00:31:14,330 --> 00:31:18,208
The batteries will degrade
after 18 months, a couple years,
521
00:31:18,209 --> 00:31:20,752
and then you're stuck
and you have to go and buy new ones.
522
00:31:20,753 --> 00:31:21,879
This is evil.
523
00:31:21,880 --> 00:31:25,591
I--I am a reasonable person
that has been radicalized by an earbud,
524
00:31:25,592 --> 00:31:26,800
which is outrageous.
525
00:31:26,801 --> 00:31:28,636
[beeping]
526
00:31:31,431 --> 00:31:34,641
Apple pioneered these
and-- and mainstreamed it,
527
00:31:34,642 --> 00:31:37,352
and-- and removed the headphone jack
from their phone,
528
00:31:37,353 --> 00:31:40,023
so they forced everyone to buy these.
529
00:31:41,232 --> 00:31:43,817
And-- And Apple
has special, I think, responsibility
530
00:31:43,818 --> 00:31:46,863
because where they go
the rest of the industry follow.
531
00:31:48,156 --> 00:31:51,283
The lies by omission
in the products that we consume
532
00:31:51,284 --> 00:31:53,160
are just incredible.
533
00:31:53,161 --> 00:31:56,246
[soft music plays]
534
00:31:56,247 --> 00:32:00,000
We have had the wool pulled over our eyes
by marketers at these tech companies.
535
00:32:00,001 --> 00:32:02,503
[crunching]
536
00:32:08,092 --> 00:32:11,428
Just as we are
on this treadmill of consumerism,
537
00:32:11,429 --> 00:32:15,974
they're on a treadmill of having to
extract more and more profits from us.
538
00:32:15,975 --> 00:32:17,935
[cheering]
539
00:32:17,936 --> 00:32:19,811
[man] Apple today became the first company
540
00:32:19,812 --> 00:32:24,524
to trade with a one-trillion dollar
market capitalization.
541
00:32:24,525 --> 00:32:27,028
[loud cheers]
542
00:32:30,031 --> 00:32:32,866
[Nirav] As soon as your business model
starts to revolve
543
00:32:32,867 --> 00:32:36,578
around that replacement cycle,
the object being replaced in whole
544
00:32:36,579 --> 00:32:40,333
instead of being something
that can last longer,
545
00:32:41,042 --> 00:32:44,671
it becomes extremely difficult
to then reverse and go back.
546
00:32:45,171 --> 00:32:46,964
[cheers]
547
00:32:46,965 --> 00:32:49,299
If you're that CEO,
if you're that executive
548
00:32:49,300 --> 00:32:52,344
and you go to the board and say,
"We're going to take our
549
00:32:52,345 --> 00:32:56,348
50 billion in revenue we make every year,
and turn it into 25 billion,"
550
00:32:56,349 --> 00:32:59,851
they're going to show you the door
and someone else is gonna take your seat.
551
00:32:59,852 --> 00:33:03,564
[explosion, crackling]
552
00:33:08,152 --> 00:33:10,570
[Sasha] Thank you
for your continued engagement.
553
00:33:10,571 --> 00:33:13,657
[pulsing]
554
00:33:13,658 --> 00:33:17,578
I like you and your diligent approach
to this interaction.
555
00:33:18,705 --> 00:33:20,664
[foghorn blares]
556
00:33:20,665 --> 00:33:25,794
Managed correctly, consumers' waste
can equal profit for your business.
557
00:33:25,795 --> 00:33:28,214
[foghorn blows]
558
00:33:28,798 --> 00:33:31,718
But, if you need
to dispose of products directly,
559
00:33:32,218 --> 00:33:33,928
discretion will be key.
560
00:33:35,221 --> 00:33:36,972
[foghorn blows]
561
00:33:36,973 --> 00:33:40,183
[echoing] You do not want
562
00:33:40,184 --> 00:33:42,812
consumers to see what you're discarding.
563
00:33:43,479 --> 00:33:44,439
Ever.
564
00:33:47,316 --> 00:33:48,526
[Anna] Look at this bag.
565
00:33:51,404 --> 00:33:53,071
{\an8}Look, look, look.
566
00:33:53,072 --> 00:33:54,949
{\an8}Bring in the camera to see.
567
00:33:57,201 --> 00:33:59,036
{\an8}Oh my God. Oh.
568
00:33:59,037 --> 00:34:03,415
{\an8}For the most part,
waste is on the curb, and its public,
569
00:34:03,416 --> 00:34:06,752
and so you're able to see
570
00:34:06,753 --> 00:34:09,464
what exactly corporations are tossing.
571
00:34:10,131 --> 00:34:11,549
{\an8}This is all chocolate.
572
00:34:12,216 --> 00:34:13,592
{\an8}This is all chocolate.
573
00:34:13,593 --> 00:34:17,804
{\an8}We see corporations throw out
perfectly usable unsold products
574
00:34:17,805 --> 00:34:19,723
{\an8}pretty much every day.
575
00:34:19,724 --> 00:34:21,767
[playful music plays]
576
00:34:21,768 --> 00:34:25,396
But there's certain times a year
when that really spikes.
577
00:34:26,939 --> 00:34:29,566
After every single holiday,
578
00:34:29,567 --> 00:34:33,820
there is a huge amount of corporate waste
of the unsold merchandise.
579
00:34:33,821 --> 00:34:36,490
[newscaster] It's a rush for Black Friday
bargains over the weekend,
580
00:34:36,491 --> 00:34:40,745
as over 226 million people shopped
in stores and online.
581
00:34:43,331 --> 00:34:44,874
[Anna] You'll have Halloween.
582
00:34:45,750 --> 00:34:47,709
Then you'll have Thanksgiving stuff.
583
00:34:47,710 --> 00:34:50,962
Then you need a quick turnaround
because you have Christmas.
584
00:34:50,963 --> 00:34:52,048
{\an8}Happy holidays.
585
00:34:53,591 --> 00:34:54,842
- Hanukkah.
- [tinkle]
586
00:34:55,426 --> 00:34:57,345
[male voice, echoing] Buy more toys.
587
00:34:57,929 --> 00:34:59,137
Did you hear that?
588
00:34:59,138 --> 00:35:00,680
Then you have Valentine's Day.
589
00:35:00,681 --> 00:35:03,350
{\an8}This bag is filled with
Valentine's Day stuff...
590
00:35:03,351 --> 00:35:04,392
Then you have Easter.
591
00:35:04,393 --> 00:35:07,187
Nice Easter shoes, lady!
592
00:35:07,188 --> 00:35:10,191
Then you have July 4th,
and then Memorial Day, Labor Day...
593
00:35:11,025 --> 00:35:13,444
And then it starts all over again.
594
00:35:18,533 --> 00:35:19,950
[music ends]
595
00:35:19,951 --> 00:35:23,121
I worked in an investment bank
for a couple of years.
596
00:35:23,746 --> 00:35:26,998
There were a lot of things actually
that I enjoyed about it,
597
00:35:26,999 --> 00:35:31,921
but your first priority
needs to be to the corporation.
598
00:35:33,548 --> 00:35:37,426
I would wake up, walk a couple blocks,
take the subway to work.
599
00:35:40,429 --> 00:35:43,181
A lot of times around
like 9:00 p.m., 10:00 p.m.,
600
00:35:43,182 --> 00:35:44,350
take a cab home.
601
00:35:45,643 --> 00:35:47,812
And then do the same thing the next day.
602
00:35:49,147 --> 00:35:51,774
I... I left because
603
00:35:52,692 --> 00:35:56,904
I wanted to find something
that felt more inherently meaningful.
604
00:35:59,323 --> 00:36:02,743
I do think what I see
is the tip of the iceberg.
605
00:36:06,330 --> 00:36:09,834
Usable items that get discarded
are depressing to see.
606
00:36:10,376 --> 00:36:12,043
[man] It's a yoga wheel.
607
00:36:12,044 --> 00:36:15,631
[Anna] But every now and then,
you get glimpses of something even darker.
608
00:36:16,799 --> 00:36:19,134
[woman] Ahh! It's so cute!
609
00:36:19,135 --> 00:36:21,011
This is crazy.
610
00:36:21,012 --> 00:36:23,513
{\an8}This is what they do with
unwanted merchandise.
611
00:36:23,514 --> 00:36:26,433
{\an8}They order an employee
to deliberately slash it,
612
00:36:26,434 --> 00:36:27,517
{\an8}so no one can use it.
613
00:36:27,518 --> 00:36:31,897
Often this happens to prevent products
from being sold off at a discount,
614
00:36:31,898 --> 00:36:35,734
which companies feel can cheapen
the brand image.
615
00:36:35,735 --> 00:36:37,903
But there are all kinds of reasons,
616
00:36:37,904 --> 00:36:40,865
almost always to do with
maximizing profit.
617
00:36:41,824 --> 00:36:43,325
I put out a video
618
00:36:43,326 --> 00:36:46,119
asking, "Have you ever worked
for a retail corporation
619
00:36:46,120 --> 00:36:48,538
that made you deliberately
destroy usable items?"
620
00:36:48,539 --> 00:36:52,334
And I said, "Share your story,
use the hashtag 'RetailMadeMe.'"
621
00:36:52,335 --> 00:36:56,046
[overlapping voices]
622
00:36:56,047 --> 00:36:59,925
[Anna] And it felt like in that moment,
the floodgates were opening a little bit.
623
00:36:59,926 --> 00:37:02,510
[man] Yes, I used to work in
a Barnes & Noble café.
624
00:37:02,511 --> 00:37:04,804
We had to open bakery items,
625
00:37:04,805 --> 00:37:06,139
put them in a trash can,
626
00:37:06,140 --> 00:37:08,768
and then pour
wet coffee grounds on top of them.
627
00:37:10,228 --> 00:37:12,605
We had to throw them out
the day before they expired.
628
00:37:16,275 --> 00:37:18,193
At the end of every shift
at Panda Express,
629
00:37:18,194 --> 00:37:21,279
you mix all of the food together
so that no one wants to eat it,
630
00:37:21,280 --> 00:37:23,031
you weigh it and throw it away,
631
00:37:23,032 --> 00:37:24,866
so they can keep track of losses.
632
00:37:24,867 --> 00:37:29,789
[orchestra crescendo playing]
633
00:37:32,667 --> 00:37:34,960
GameStop made us slash the back of discs
634
00:37:34,961 --> 00:37:37,796
or just take whole bundles of accessories
out to the dumpster.
635
00:37:37,797 --> 00:37:39,631
{\an8}They make you destroy everything,
636
00:37:39,632 --> 00:37:42,092
{\an8}all while there is a camera
watching the dumpsters.
637
00:37:42,093 --> 00:37:45,554
Why can't we help our local shelters?
This is bullshit.
638
00:37:47,348 --> 00:37:49,891
[woman] I used to work
at Bath & Body Works.
639
00:37:49,892 --> 00:37:53,395
We had an issue with
homeless people dumpster diving,
640
00:37:53,396 --> 00:37:55,730
and then taking our product,
641
00:37:55,731 --> 00:37:58,650
{\an8}um, from the dumpster
after we'd thrown it away.
642
00:37:58,651 --> 00:38:01,319
{\an8}So my manager started having us
643
00:38:01,320 --> 00:38:04,781
{\an8}squeeze out the product into the trash,
644
00:38:04,782 --> 00:38:09,412
and she said, "Well, we don't want to be
the brand that homeless people use."
645
00:38:11,455 --> 00:38:12,498
{\an8}So I quit.
646
00:38:16,043 --> 00:38:18,920
[male reporter 1] This is one of Amazon's
biggest UK warehouses,
647
00:38:18,921 --> 00:38:22,257
and from inside, millions
of perfectly good products each year
648
00:38:22,258 --> 00:38:23,843
are sent to be destroyed.
649
00:38:26,053 --> 00:38:29,556
One former employee,
who wishes to remain anonymous,
650
00:38:29,557 --> 00:38:30,557
reveals the scale
651
00:38:30,558 --> 00:38:32,268
of what they're asked to do.
652
00:38:33,019 --> 00:38:34,686
[male employee] From a Friday to a Friday,
653
00:38:34,687 --> 00:38:38,148
our target was approximately
130,000 items a week.
654
00:38:38,149 --> 00:38:41,152
There's no rhyme or reason
to what gets destroyed.
655
00:38:43,154 --> 00:38:44,612
[Maren] Amazon was dumping
656
00:38:44,613 --> 00:38:47,658
into landfills toys.
657
00:38:50,494 --> 00:38:53,956
[reporter, in French] We have confirmation
that Amazon destroys products.
658
00:38:54,540 --> 00:38:57,585
This Lego set's worth 128 euros.
659
00:38:58,085 --> 00:39:01,004
And for Amazon,
it was just cheaper to dump them
660
00:39:01,005 --> 00:39:04,675
than it was to try to redistribute them.
661
00:39:06,218 --> 00:39:08,094
[male reporter 2] One recent
estimate suggests
662
00:39:08,095 --> 00:39:10,180
returns, including those from Amazon,
663
00:39:10,181 --> 00:39:14,769
accounted for five billion pounds
of landfilled waste in the US alone.
664
00:39:16,312 --> 00:39:17,979
[Maren] And when you make products,
665
00:39:17,980 --> 00:39:21,484
it actually generates
a lot of planet-warming emissions.
666
00:39:24,236 --> 00:39:27,531
We know now that this
is contributing to climate change.
667
00:39:28,115 --> 00:39:30,450
[soft electronic music plays]
668
00:39:30,451 --> 00:39:34,080
So if you destroy stuff
before it's even used once,
669
00:39:35,247 --> 00:39:37,124
that is just insane.
670
00:39:39,627 --> 00:39:41,587
What math are they doing?
671
00:39:42,922 --> 00:39:45,882
But you know that-- You know that
they've calculated it out,
672
00:39:45,883 --> 00:39:47,927
and somehow it equals profit.
673
00:39:52,014 --> 00:39:54,432
Everybody wants to believe
674
00:39:54,433 --> 00:39:58,687
that the company that
they're working for is not evil.
675
00:40:00,981 --> 00:40:04,275
Back then, I didn't have time
to think about anything else
676
00:40:04,276 --> 00:40:07,822
besides just trying to keep my job
and, you know, raise my kids.
677
00:40:08,447 --> 00:40:11,658
I had been drinking the Kool-Aid.
I was drinking the Kool-Aid.
678
00:40:11,659 --> 00:40:15,871
But I was really starting to know that--
that Amazon was not... [chuckles]
679
00:40:16,956 --> 00:40:19,917
not a net good in the world.
680
00:40:21,794 --> 00:40:23,796
[soft string music plays]
681
00:40:29,427 --> 00:40:32,179
Yeah, you know,
there's no free lunch, you know. Yeah.
682
00:40:33,139 --> 00:40:36,975
If it feels too good to be true,
there's probably some-- some consequence,
683
00:40:36,976 --> 00:40:39,937
or cost, that you're not thinking about
that you're paying.
684
00:40:40,813 --> 00:40:45,024
And it will, you know, it'll come home
to roost at some point.
685
00:40:45,025 --> 00:40:47,235
[music continues]
686
00:40:47,236 --> 00:40:49,989
[chatter]
687
00:40:51,657 --> 00:40:56,120
Um, I remember being at a happy hour
with some friends.
688
00:40:57,746 --> 00:41:00,415
And a friend of mine
was just saying, like,
689
00:41:00,416 --> 00:41:03,334
"Maren, you know
how they treat their workers,
690
00:41:03,335 --> 00:41:05,462
and you know
how bad it is for the planet."
691
00:41:05,463 --> 00:41:07,798
"Like, how can you work there?
How can you work there?"
692
00:41:09,550 --> 00:41:14,054
I kind of needed somebody
to just hammer that into me.
693
00:41:16,640 --> 00:41:20,727
That was the moment
I actually-- I actually remember I cried.
694
00:41:20,728 --> 00:41:22,270
[soft sniffing]
695
00:41:22,271 --> 00:41:23,564
And I was like, "Okay."
696
00:41:24,482 --> 00:41:25,524
"I know."
697
00:41:26,442 --> 00:41:28,276
"I... You're right and I have to..."
698
00:41:28,277 --> 00:41:31,780
"I have to either do something
or walk away."
699
00:41:37,536 --> 00:41:41,790
[electronic buzzing]
700
00:41:42,416 --> 00:41:44,125
[Sasha] Cut to relaxing imagery. [echoing]
701
00:41:44,126 --> 00:41:46,753
[heartbeats]
702
00:41:46,754 --> 00:41:48,464
[inhales]
703
00:41:50,132 --> 00:41:53,092
Please be aware that from this point on
704
00:41:53,093 --> 00:41:57,014
new levels of commitment and belief
will be required in this interaction.
705
00:41:58,224 --> 00:42:00,976
[glass cracking]
706
00:42:01,644 --> 00:42:03,436
To keep consumers buying,
707
00:42:03,437 --> 00:42:07,358
you will now need to master
creative interpretations of the truth.
708
00:42:08,817 --> 00:42:12,237
[flapping]
709
00:42:12,238 --> 00:42:14,990
Rule three. Lie more.
710
00:42:18,244 --> 00:42:22,205
{\an8}What's interesting in terms
of how people view businesses today
711
00:42:22,206 --> 00:42:25,583
{\an8}is that they actually trust businesses
712
00:42:25,584 --> 00:42:28,963
over other large social institutions.
713
00:42:30,548 --> 00:42:33,132
But that trust isn't always well-placed.
714
00:42:33,133 --> 00:42:34,051
[beep]
715
00:42:34,593 --> 00:42:38,096
{\an8}♪ I'd like to buy the world a home ♪
716
00:42:38,097 --> 00:42:41,558
{\an8}♪ And furnish it with love... ♪
717
00:42:41,559 --> 00:42:44,435
[Mara] I remember when the
"Coke on the Hill" commercial came out,
718
00:42:44,436 --> 00:42:46,771
I thought it was the coolest thing
on the planet.
719
00:42:46,772 --> 00:42:48,982
♪ ...white turtledove ♪
720
00:42:48,983 --> 00:42:50,733
♪ I'd like to teach the world... ♪
721
00:42:50,734 --> 00:42:54,237
[Mara] But what Coke was doing,
at least in part,
722
00:42:54,238 --> 00:42:56,197
was building trust with their consumers
723
00:42:56,198 --> 00:42:59,826
by tapping into growing anxieties
about the environment.
724
00:42:59,827 --> 00:43:02,161
♪ ...and keep it company ♪
725
00:43:02,162 --> 00:43:03,705
♪ That's the real thing ♪
726
00:43:03,706 --> 00:43:07,458
♪ I'd like to teach the world to sing
In perfect harmony... ♪
727
00:43:07,459 --> 00:43:10,962
[Mara] The issue with companies
connecting themselves to the environment
728
00:43:10,963 --> 00:43:14,257
is that they're doing
what marketers always do,
729
00:43:14,258 --> 00:43:17,344
which is showing you
the shiny little thing over here,
730
00:43:18,554 --> 00:43:21,139
because they don't want you
to look at what they're doing here.
731
00:43:21,140 --> 00:43:24,684
["Dance of the Sugar Plum Fairy"
from The Nutcracker by Tchaikovsky plays]
732
00:43:24,685 --> 00:43:27,687
I don't think there's a bigger or better
example of this
733
00:43:27,688 --> 00:43:31,566
than the way that companies like Coke
and others have been pumping out plastic
734
00:43:31,567 --> 00:43:35,112
while telling us that recycling
is going to fix the problem.
735
00:43:37,865 --> 00:43:40,784
{\an8}[ad announcer] After enjoying our drinks,
please recycle.
736
00:43:42,995 --> 00:43:45,580
[Mara] The truth is very, very different.
737
00:43:45,581 --> 00:43:47,666
[music continues]
738
00:43:49,335 --> 00:43:51,210
[Jan] Just like in the movie
The Sixth Sense,
739
00:43:51,211 --> 00:43:53,838
the little kid said, "I see dead people,"
740
00:43:53,839 --> 00:43:56,174
I see lying labels everywhere I go.
741
00:43:56,175 --> 00:43:58,384
I'm trying to make lying labels a meme.
742
00:43:58,385 --> 00:43:59,762
It's #lyinglabels.
743
00:44:01,930 --> 00:44:06,059
Based on my opinion
of being in thousands of stores
744
00:44:06,060 --> 00:44:10,146
and trying to find factories
that actually recycle things,
745
00:44:10,147 --> 00:44:14,985
the vast majority of recyclable labels
on plastic packaging today are false.
746
00:44:15,944 --> 00:44:19,364
I've worked with the biggest,
most well-known brands
747
00:44:19,365 --> 00:44:22,242
who make footwear, apparel, toys.
748
00:44:24,828 --> 00:44:29,957
I have helped companies figure out
how to design and manufacture safely,
749
00:44:29,958 --> 00:44:33,587
efficiently, and really
environmentally best way.
750
00:44:35,047 --> 00:44:37,548
And these companies worked really hard
751
00:44:37,549 --> 00:44:43,889
to make their factories really efficient
and not hurt the environment.
752
00:44:45,224 --> 00:44:49,895
But once they made the product
and they put it on the store shelf,
753
00:44:50,854 --> 00:44:52,897
they wipe their hands of it.
754
00:44:52,898 --> 00:44:56,984
And they say,
"That is not our responsibility."
755
00:44:56,985 --> 00:45:01,364
You can see the plastic packaging
is everywhere in the stores today,
756
00:45:01,365 --> 00:45:04,117
and consumers can't even avoid it.
757
00:45:04,118 --> 00:45:08,538
The truth is, is that the vast majority
of plastics are not recyclable.
758
00:45:08,539 --> 00:45:13,251
This is an example of a product
that's using a recyclable label
759
00:45:13,252 --> 00:45:17,046
for this flat plastic lid
that isn't recyclable.
760
00:45:17,047 --> 00:45:21,676
This topic is something that I have
deep, broad expertise on,
761
00:45:21,677 --> 00:45:24,220
and I simply can't stay quiet.
762
00:45:24,221 --> 00:45:28,141
Where was the toilet paper aisle?
763
00:45:28,142 --> 00:45:29,226
Here we go.
764
00:45:30,519 --> 00:45:33,563
So product companies
are putting these chasing arrows,
765
00:45:33,564 --> 00:45:35,022
huge chasing arrows,
766
00:45:35,023 --> 00:45:37,775
on all of this plastic packaging
767
00:45:37,776 --> 00:45:42,238
to try to convince the consumer
that it's recyclable.
768
00:45:42,239 --> 00:45:44,282
They can buy it guilt-free.
769
00:45:44,283 --> 00:45:45,908
Throw it in the recycle bin.
770
00:45:45,909 --> 00:45:46,826
No problem.
771
00:45:46,827 --> 00:45:47,995
[echoing] No problem...
772
00:45:50,873 --> 00:45:53,333
[Sasha] Rules around packaging are lax.
773
00:45:55,043 --> 00:45:57,796
So let this become
your canvas for creativity.
774
00:45:59,715 --> 00:46:02,925
Honestly, you really can say
whatever the hell you want
775
00:46:02,926 --> 00:46:05,137
with very little repercussions.
776
00:46:06,555 --> 00:46:07,598
Show examples.
777
00:46:10,267 --> 00:46:11,810
{\an8}Plastic number six.
778
00:46:12,895 --> 00:46:14,645
{\an8}Consumer understanding:
779
00:46:14,646 --> 00:46:17,691
{\an8}"This product can be reused
again and again."
780
00:46:18,609 --> 00:46:22,945
Real meaning: "This product will be
collected, then get sorted,
781
00:46:22,946 --> 00:46:25,114
before likely getting buried
782
00:46:25,115 --> 00:46:26,742
or burned."
783
00:46:27,534 --> 00:46:28,869
Store drop-off.
784
00:46:29,995 --> 00:46:31,954
Consumer understanding:
785
00:46:31,955 --> 00:46:34,917
"Take a bit of extra time
to be a good citizen."
786
00:46:35,834 --> 00:46:39,003
Real meaning:
"Stores will collect recycling."
787
00:46:39,004 --> 00:46:40,798
"They will then pass items on
788
00:46:41,799 --> 00:46:43,300
likely to get buried
789
00:46:43,926 --> 00:46:44,843
or burned."
790
00:46:46,428 --> 00:46:49,097
The following symbols
are largely meaningless.
791
00:46:50,933 --> 00:46:53,935
But they will help consumers feel better
about buying things
792
00:46:53,936 --> 00:46:56,939
that will very likely be buried or burned.
793
00:47:03,612 --> 00:47:06,489
[Jen] Globally, we recycle less than 10%
794
00:47:06,490 --> 00:47:08,741
of all the plastic we produce,
795
00:47:08,742 --> 00:47:11,244
so, it's a mistake to keep saying
796
00:47:11,245 --> 00:47:13,955
that the answer to
the plastic pollution problem
797
00:47:13,956 --> 00:47:15,540
is to recycle more.
798
00:47:15,541 --> 00:47:19,335
[chuckles] The solution
is to make less plastic.
799
00:47:19,336 --> 00:47:21,797
[man] These are not recyclable.
800
00:47:22,422 --> 00:47:24,132
These are not recyclable.
801
00:47:25,050 --> 00:47:26,134
{\an8}Garbage.
802
00:47:26,635 --> 00:47:27,468
{\an8}Garbage.
803
00:47:27,469 --> 00:47:29,971
{\an8}[Jan] The products companies today
are telling us,
804
00:47:29,972 --> 00:47:32,932
{\an8}"Buy more, have more stuff."
805
00:47:32,933 --> 00:47:35,936
"Just as long as you recycle,
everything's gonna be okay."
806
00:47:37,145 --> 00:47:39,730
But the mountains and mountains
of plastic waste
807
00:47:39,731 --> 00:47:42,818
that are all over the world
prove that this isn't true.
808
00:47:43,652 --> 00:47:46,904
We simply cannot recycle our way
809
00:47:46,905 --> 00:47:50,909
out of all this stuff
that they want us to buy.
810
00:47:51,910 --> 00:47:54,245
[pulsing]
811
00:47:54,246 --> 00:47:55,372
[Sasha] Never forget.
812
00:47:56,164 --> 00:47:58,040
[buzzing]
813
00:47:58,041 --> 00:48:03,630
Once the product has been sold and used,
it is no longer your responsibility.
814
00:48:04,715 --> 00:48:05,591
Don't worry,
815
00:48:06,216 --> 00:48:09,720
post purchase, products will generally
fend for themselves.
816
00:48:11,430 --> 00:48:16,143
Create short fictional film depicting
afterlife of sentient chip packet.
817
00:48:18,353 --> 00:48:19,687
Cue dramatic music.
818
00:48:19,688 --> 00:48:22,940
[dramatic music plays]
819
00:48:22,941 --> 00:48:24,818
[Chip packet] I was built to last.
820
00:48:26,737 --> 00:48:29,405
My creators wove me from metal and plastic
821
00:48:29,406 --> 00:48:31,699
to create an impervious shell.
822
00:48:31,700 --> 00:48:34,077
[dramatic music crescendos]
823
00:48:34,661 --> 00:48:36,288
But I was brutally robbed.
824
00:48:38,123 --> 00:48:41,000
I was discarded and left to die.
825
00:48:41,001 --> 00:48:43,503
[thunder rumbles]
826
00:48:44,087 --> 00:48:46,006
But I wasn't ready to give up.
827
00:48:47,215 --> 00:48:49,133
I will travel the world
828
00:48:49,134 --> 00:48:51,595
to find others who share my fate.
829
00:48:53,555 --> 00:48:55,223
Do not cry for me.
830
00:48:56,683 --> 00:48:57,976
[wave crashes]
831
00:48:59,728 --> 00:49:01,104
I will endure.
832
00:49:04,232 --> 00:49:06,401
[Sasha] Cut to product ten years from now.
833
00:49:09,071 --> 00:49:10,697
One hundred years from now.
834
00:49:12,282 --> 00:49:14,701
[pulsing]
835
00:49:15,243 --> 00:49:17,829
Food packaging is awesome. [echoing]
836
00:49:18,956 --> 00:49:23,418
Other examples of long-lived
but potentially damaging products include
837
00:49:24,252 --> 00:49:25,503
tablets and phones,
838
00:49:25,504 --> 00:49:27,254
["Morgenstimmung" by Edvard Grieg playing]
839
00:49:27,255 --> 00:49:28,339
[child laughs]
840
00:49:28,340 --> 00:49:30,968
clothing made from
synthetic plastic fibers,
841
00:49:32,761 --> 00:49:34,387
toys, various.
842
00:49:34,388 --> 00:49:36,932
[violin music continues]
843
00:49:37,516 --> 00:49:39,600
If consumers begin to feel nervous
844
00:49:39,601 --> 00:49:42,311
about purchasing these
and other similar items,
845
00:49:42,312 --> 00:49:45,107
a simple, misleading label
may not be enough.
846
00:49:47,275 --> 00:49:50,404
You may need to invest in
more extreme reassurance.
847
00:49:52,322 --> 00:49:54,616
It's an approach known as "greenwashing."
848
00:49:56,201 --> 00:50:00,247
And it will almost always be cheaper than
tackling the actual issues.
849
00:50:01,999 --> 00:50:05,043
[female voice] Just imagine
a world where a dress
850
00:50:06,044 --> 00:50:08,463
can have a positive impact on the planet.
851
00:50:10,799 --> 00:50:14,468
Greenwashing, quite simply, is when
companies pretend to care about
852
00:50:14,469 --> 00:50:18,223
sustainability and actually don't...
Can I say, "Give a f...?"
853
00:50:19,016 --> 00:50:20,266
[laughs]
854
00:50:20,267 --> 00:50:22,060
And don't actually give a fuck.
855
00:50:24,521 --> 00:50:28,190
It could be as subtle as using
natural environments in ads
856
00:50:28,191 --> 00:50:30,985
or getting children
to deliver your message.
857
00:50:30,986 --> 00:50:36,282
I'm 11 years old and the thing
that I love to do is recycle!
858
00:50:36,283 --> 00:50:39,036
[Mara] Or simply extensive use
of the color green.
859
00:50:42,039 --> 00:50:46,043
All of the product you make
is actually causing environmental damage.
860
00:50:47,836 --> 00:50:50,671
I think there's a fair amount
of greenwashing that's going on.
861
00:50:50,672 --> 00:50:53,215
And greenwashing to me
means you're being duplicitous.
862
00:50:53,216 --> 00:50:55,259
So I use that term very limited
863
00:50:55,260 --> 00:50:58,304
because greenwashing, we have
to be careful about who we point at
864
00:50:58,305 --> 00:51:00,222
because you're saying, "You're a liar."
865
00:51:00,223 --> 00:51:02,475
And that's very--
That's a very strong-arm.
866
00:51:02,476 --> 00:51:04,853
["Morgenstimmung" by Edvard Grieg playing]
867
00:51:09,024 --> 00:51:11,901
The other word is, there's a lot
of green-wishing going on.
868
00:51:11,902 --> 00:51:14,320
It's basically when the board,
869
00:51:14,321 --> 00:51:17,156
the people that run the companies,
think they're doing enough.
870
00:51:17,157 --> 00:51:18,532
Mother Nature,
871
00:51:18,533 --> 00:51:20,117
welcome to Apple.
872
00:51:20,118 --> 00:51:22,037
How was the weather getting in?
873
00:51:23,038 --> 00:51:26,290
[Mara] The reason why consumers
trust corporations
874
00:51:26,291 --> 00:51:29,795
is because they think
they are doing these good things.
875
00:51:30,754 --> 00:51:33,381
Are some of them doing
some of those things? Yes.
876
00:51:34,132 --> 00:51:36,967
At a level that really makes a difference?
No.
877
00:51:36,968 --> 00:51:39,011
The vast majority, no.
878
00:51:39,012 --> 00:51:41,306
[woman] Alexa, turn off the lights.
879
00:51:42,349 --> 00:51:46,394
[Maren] Greenwashing is...
It's like a double evil.
880
00:51:47,771 --> 00:51:51,649
Not only are you not doing
what you said you were gonna do,
881
00:51:51,650 --> 00:51:53,235
but you're also
882
00:51:54,111 --> 00:51:56,029
pacifying people.
883
00:51:56,613 --> 00:51:57,614
[click]
884
00:51:58,198 --> 00:51:59,031
[click]
885
00:51:59,032 --> 00:52:02,910
It just got to the point for me
where I decided I had to get involved with
886
00:52:02,911 --> 00:52:04,663
trying to change things.
887
00:52:06,540 --> 00:52:07,541
[click]
888
00:52:08,125 --> 00:52:10,502
I joined with a group of other employees.
889
00:52:11,378 --> 00:52:15,131
We just wanted to push Amazon to do more.
890
00:52:15,132 --> 00:52:17,259
[hopeful music playing]
891
00:52:21,638 --> 00:52:23,390
They called us into a meeting.
892
00:52:24,432 --> 00:52:26,434
And they asked us
to keep the meeting secret.
893
00:52:27,727 --> 00:52:29,770
They were very aggressive. It was really--
894
00:52:29,771 --> 00:52:32,149
[chuckles] It was, like,
"What's going on?"
895
00:52:33,150 --> 00:52:37,112
It was, like, "I want to be able to look
my kids in the eye 20 years from now."
896
00:52:39,781 --> 00:52:42,241
At the time, I was just thinking,
897
00:52:42,242 --> 00:52:45,996
"I know now that what we're doing
is not sustainable."
898
00:52:47,956 --> 00:52:50,458
Amazon had no meaningful goals,
899
00:52:51,251 --> 00:52:54,588
no dates, no, uh, plans.
900
00:52:55,922 --> 00:52:57,506
There was nothing to say like,
901
00:52:57,507 --> 00:52:59,759
"We are gonna measure
our carbon footprint."
902
00:53:00,552 --> 00:53:05,223
We wanted Amazon to have
a company-wide climate plan.
903
00:53:05,932 --> 00:53:09,185
There's no issue
more important to our customers,
904
00:53:09,186 --> 00:53:11,937
to our world, than the climate crisis,
905
00:53:11,938 --> 00:53:14,648
and we are falling far short.
906
00:53:14,649 --> 00:53:17,526
I'd like to ask for
Jeff Bezos to come out on stage
907
00:53:17,527 --> 00:53:19,653
so that I can speak to him directly.
908
00:53:19,654 --> 00:53:22,616
I represent 7,700 of his employees.
909
00:53:23,617 --> 00:53:25,618
[man] Mr. Bezos
will be out later, thank you.
910
00:53:25,619 --> 00:53:27,537
Will he be hearing this speech?
911
00:53:29,748 --> 00:53:30,790
[man] I assume so.
912
00:53:32,417 --> 00:53:34,251
We would say, use your outrage,
913
00:53:34,252 --> 00:53:36,629
because outrage will create action,
914
00:53:36,630 --> 00:53:38,548
and then action creates hope.
915
00:53:39,674 --> 00:53:41,425
[reporter] Amazon employees
will walk out over
916
00:53:41,426 --> 00:53:44,261
the company's climate change
inaction this week.
917
00:53:44,262 --> 00:53:46,931
{\an8}-I'm walking out.
- I'm walking out.
918
00:53:46,932 --> 00:53:48,016
{\an8}I'm walking out.
919
00:53:48,642 --> 00:53:50,184
{\an8}[reporter] The planned event will mark
920
00:53:50,185 --> 00:53:53,062
the first time in Amazon's 25-year history
921
00:53:53,063 --> 00:53:56,065
that workers
at the company's Seattle headquarters
922
00:53:56,066 --> 00:53:57,901
have participated in a strike.
923
00:53:59,903 --> 00:54:05,116
And the night before the strike,
Amazon announced its climate pledge.
924
00:54:05,951 --> 00:54:09,286
{\an8}Jeff Bezos, the founder and CEO of Amazon,
is pledging Amazon
925
00:54:09,287 --> 00:54:11,705
{\an8}will be one of the first companies
if not the first company
926
00:54:11,706 --> 00:54:15,834
{\an8}to meet the Paris Climate Accords
and climate pledges, ten years early.
927
00:54:15,835 --> 00:54:17,002
The science community...
928
00:54:17,003 --> 00:54:21,465
[Maren] I thought, "Would Amazon really
be able to change in a way that makes up
929
00:54:21,466 --> 00:54:23,385
for the damage it causes?"
930
00:54:24,636 --> 00:54:25,553
I don't know.
931
00:54:27,847 --> 00:54:31,058
Yeah, I mean, I was
calling them on their shit.
932
00:54:31,059 --> 00:54:34,437
That was something that they really
didn't want to have happen.
933
00:54:36,982 --> 00:54:39,692
[pulsing]
934
00:54:39,693 --> 00:54:40,694
[Sasha] Never forget.
935
00:54:42,529 --> 00:54:45,573
You must always stay
one step ahead of your critics.
936
00:54:48,535 --> 00:54:51,578
But however well you do this,
your continued growth
937
00:54:51,579 --> 00:54:53,999
will still have challenging consequences.
938
00:54:55,542 --> 00:54:58,503
Ones that you will have
to learn how to minimize.
939
00:54:59,337 --> 00:55:01,380
Come on, let me show you.
940
00:55:01,381 --> 00:55:03,466
[harmonica playing melody]
941
00:55:06,469 --> 00:55:09,973
Visualize 400 million tons
of annual plastic waste.
942
00:55:13,852 --> 00:55:17,896
Visualize 50 million tons
of electronic waste produced each year.
943
00:55:17,897 --> 00:55:19,983
[upbeat electronic music plays]
944
00:55:22,777 --> 00:55:25,697
After ten years of running, uh, Unilever,
945
00:55:26,323 --> 00:55:29,283
I felt myself, I could have
a bigger impact in the world
946
00:55:29,284 --> 00:55:32,245
by moving outside of the corporate world.
947
00:55:33,955 --> 00:55:37,542
If you run businesses just simply
for the short term,
948
00:55:38,501 --> 00:55:40,086
for the shareholders alone...
949
00:55:42,630 --> 00:55:46,133
not caring about the negative
consequences of what you're doing,
950
00:55:46,134 --> 00:55:48,510
then there's something
fundamentally wrong.
951
00:55:48,511 --> 00:55:50,513
Yet, that is exactly
what we've been doing.
952
00:55:53,391 --> 00:55:56,603
[Sasha] Visualize yearly waste
generated in 2050.
953
00:55:57,354 --> 00:56:01,232
Enough to fill central Tokyo
and double what we produce now.
954
00:56:04,319 --> 00:56:07,906
[Pablo] As long as we define success
as producing more stuff,
955
00:56:09,115 --> 00:56:12,368
more profits, I think, unfortunately,
956
00:56:12,369 --> 00:56:13,787
we are in trouble.
957
00:56:21,378 --> 00:56:25,255
[Sasha] Remember, if consumers
become aware of waste issues,
958
00:56:25,256 --> 00:56:27,884
it may negatively impact growth.
959
00:56:29,844 --> 00:56:34,224
Accordingly, you must learn how to
more effectively conceal the problem.
960
00:56:37,519 --> 00:56:40,605
Do not be seen. [echoing]
961
00:56:43,191 --> 00:56:45,402
[flapping]
962
00:56:46,486 --> 00:56:49,280
Rule four. Hide more.
963
00:56:50,740 --> 00:56:52,742
[woman shouting in Chinese]
964
00:56:56,955 --> 00:57:00,917
[men on video speaking in Chinese]
965
00:57:01,793 --> 00:57:03,168
[Jim] See if you can see any way,
966
00:57:03,169 --> 00:57:06,381
if you can find out
where they're from, any tags on them or...
967
00:57:07,715 --> 00:57:10,802
[woman] A lot of these are the Dell brand.
968
00:57:11,553 --> 00:57:13,470
[Jim] There's all kinds of brands, yeah.
969
00:57:13,471 --> 00:57:16,599
Three-in-one faxes, printers, everything.
970
00:57:17,600 --> 00:57:19,602
[upbeat electronic music]
971
00:57:20,520 --> 00:57:22,855
I've been called the James Bond of waste.
972
00:57:22,856 --> 00:57:24,941
I don't know where that came from.
973
00:57:25,608 --> 00:57:29,862
My whole career has been tracking waste
and figuring out what happens to our stuff
974
00:57:29,863 --> 00:57:32,365
that we throw to this magical place
called "away."
975
00:57:34,617 --> 00:57:36,493
Well, we've always had waste,
976
00:57:36,494 --> 00:57:40,330
but it's gotten so much more volume
and so much more toxic
977
00:57:40,331 --> 00:57:42,584
and persistent in the environment.
978
00:57:45,253 --> 00:57:49,548
Right now, today,
we're tracking about 400 devices.
979
00:57:49,549 --> 00:57:54,052
We like to use, um,
LCD flat-screen monitors.
980
00:57:54,053 --> 00:57:57,764
We'll put, um, the tracker
in a place like right here,
981
00:57:57,765 --> 00:58:00,350
put it all back together,
982
00:58:00,351 --> 00:58:03,145
and we deliver it to a so-called recycler.
983
00:58:03,146 --> 00:58:06,023
And then we see what really happens to it.
984
00:58:06,024 --> 00:58:10,445
This was a recycling facility
in Dresden, Germany,
985
00:58:11,237 --> 00:58:13,490
where we dropped an LCD.
986
00:58:15,241 --> 00:58:18,953
We followed across Germany
to Antwerp, Belgium.
987
00:58:20,747 --> 00:58:23,707
And Antwerp is the one that
waste traders like to use the most
988
00:58:23,708 --> 00:58:27,253
because they have
less policing ability or capacity.
989
00:58:29,339 --> 00:58:33,800
It's supposed to be illegal to ship
this type of electronic waste abroad,
990
00:58:33,801 --> 00:58:37,388
but, uh, companies are always finding
ways around the rules.
991
00:58:39,724 --> 00:58:42,351
We started talking to the exporters
and they'd say,
992
00:58:42,352 --> 00:58:46,104
"Oh yeah, we get past Customs
by just putting a hundred-dollar bill
993
00:58:46,105 --> 00:58:47,856
inside the door of every container."
994
00:58:47,857 --> 00:58:51,027
And they would take that
and be happy to let everything pass.
995
00:58:52,695 --> 00:58:53,863
The tracker kept going
996
00:58:54,614 --> 00:58:58,076
and ended up in Thailand.
997
00:59:01,246 --> 00:59:03,288
And there you can see many, many pings.
998
00:59:03,289 --> 00:59:05,249
We were able to get on Google Earth,
999
00:59:05,250 --> 00:59:08,002
take a look at that,
and eventually, I went there.
1000
00:59:09,212 --> 00:59:10,337
[dog barks in distance]
1001
00:59:10,338 --> 00:59:12,464
[metallic clanging]
1002
00:59:12,465 --> 00:59:16,553
So when I arrived,
I found an appalling scene.
1003
00:59:18,596 --> 00:59:22,725
The workers were actually smashing
the stuff apart by hand.
1004
00:59:23,685 --> 00:59:27,730
Uh, releasing a lot of very toxic
substances in the process.
1005
00:59:29,315 --> 00:59:31,817
You know,
it's something that no one thinks about
1006
00:59:31,818 --> 00:59:34,404
when they're designing these products.
1007
00:59:36,739 --> 00:59:38,365
[Nirav] My own personal experience,
1008
00:59:38,366 --> 00:59:42,287
if you're a designer or an engineer
in one of these companies,
1009
00:59:43,037 --> 00:59:45,038
waste never enters the conversation.
1010
00:59:45,039 --> 00:59:48,417
There is no meeting
within a company building a laptop
1011
00:59:48,418 --> 00:59:49,835
or phone or other device
1012
00:59:49,836 --> 00:59:52,755
that's, "Let's talk about
what happens at the end of life."
1013
00:59:55,925 --> 00:59:59,344
I have flashbacks
to specific conversations
1014
00:59:59,345 --> 01:00:02,139
designing a virtual reality headset.
1015
01:00:02,140 --> 01:00:04,892
[melancholy music playing]
1016
01:00:05,560 --> 01:00:07,811
It has a battery inside of it.
1017
01:00:07,812 --> 01:00:11,064
That battery is sealed and placed in a way
1018
01:00:11,065 --> 01:00:15,153
that can't be swapped out
and made to last longer.
1019
01:00:16,654 --> 01:00:19,865
And I know there's a sort of like
a ticking time bomb
1020
01:00:19,866 --> 01:00:23,452
around the world of several million
of these VR headsets
1021
01:00:23,453 --> 01:00:27,581
that are going to turn into e-waste
without really a path for recovery.
1022
01:00:27,582 --> 01:00:30,168
And I do feel
partial responsibility for that.
1023
01:00:31,628 --> 01:00:33,838
[dog barks in distance]
1024
01:00:34,631 --> 01:00:37,257
Ultimately, when a device reaches
the end of life,
1025
01:00:37,258 --> 01:00:41,386
it ends up going deeper down
the waste chain to whichever
1026
01:00:41,387 --> 01:00:44,431
region of the world is going to be able to
1027
01:00:44,432 --> 01:00:47,560
dispose of that material,
maybe in ways that are not so safe.
1028
01:00:48,519 --> 01:00:51,647
[melancholy music continues]
1029
01:00:51,648 --> 01:00:54,983
[Jim] The reason
it moves across the planet
1030
01:00:54,984 --> 01:00:59,905
is to take advantage,
to exploit a weaker economy
1031
01:00:59,906 --> 01:01:03,950
to do something that would properly
cost a lot of money to do.
1032
01:01:03,951 --> 01:01:06,161
They're making someone else pay,
1033
01:01:06,162 --> 01:01:10,333
but they're paying not with money,
they're paying with their health.
1034
01:01:12,585 --> 01:01:16,088
Ingredients of electronics
includes heavy metals,
1035
01:01:16,089 --> 01:01:18,548
cadmium, lead, mercury,
1036
01:01:18,549 --> 01:01:21,802
brominated flame retardants,
which can cause all kinds of problems
1037
01:01:21,803 --> 01:01:23,595
with cancer and reproductive disorders.
1038
01:01:23,596 --> 01:01:28,058
So, these things are not just litter.
These things are hazardous waste.
1039
01:01:28,059 --> 01:01:31,144
[pulsing, electronic harmony]
1040
01:01:31,145 --> 01:01:35,274
[Sasha] Consumption
will always generate waste.
1041
01:01:36,150 --> 01:01:38,568
So, best focus on something more fun.
1042
01:01:38,569 --> 01:01:39,570
[whooshing]
1043
01:01:40,613 --> 01:01:42,155
- [man 1 groans]
- [man 2 laughs]
1044
01:01:42,156 --> 01:01:44,367
Oh my God! [laughs]
1045
01:01:44,951 --> 01:01:47,704
[Sasha] And don't forget,
your surprise is coming.
1046
01:01:48,413 --> 01:01:49,247
[beeping]
1047
01:01:50,957 --> 01:01:52,999
Always remember, the greater your sales,
1048
01:01:53,000 --> 01:01:56,920
the more creative your solutions to waste
will need to be.
1049
01:01:56,921 --> 01:01:58,797
[TV playing softly]
1050
01:01:58,798 --> 01:02:02,468
Nowhere is this more true than
the booming fashion industry.
1051
01:02:04,554 --> 01:02:08,015
Reveal the many innovative ways
to deal with used clothing.
1052
01:02:11,018 --> 01:02:12,478
Cut to talking shoe.
1053
01:02:14,605 --> 01:02:15,940
[Talking shoe] Yo, over here.
1054
01:02:16,524 --> 01:02:17,650
What's going on?
1055
01:02:20,153 --> 01:02:22,655
You might be wondering
how I ended up here.
1056
01:02:25,450 --> 01:02:27,910
Let me tell you,
I'm one of the lucky ones.
1057
01:02:28,536 --> 01:02:29,953
[upbeat playful music plays]
1058
01:02:29,954 --> 01:02:33,039
The problem is,
because we're made of plastic,
1059
01:02:33,040 --> 01:02:35,084
we live very long lives.
1060
01:02:37,545 --> 01:02:40,590
I mean, my family have seen it all.
1061
01:02:44,135 --> 01:02:47,638
My father was sent to the Chilean desert
for his retirement.
1062
01:02:49,432 --> 01:02:51,976
They say you can see him from space.
1063
01:02:53,770 --> 01:02:56,814
Cousin Mikey's the one
I really feel for, though.
1064
01:02:57,815 --> 01:02:59,358
He got given to charity.
1065
01:03:00,651 --> 01:03:02,945
He thought he was going to a new home.
1066
01:03:03,738 --> 01:03:08,201
He was bailed up with a whole load of
others and shipped across the world.
1067
01:03:10,620 --> 01:03:11,662
When he got there,
1068
01:03:12,330 --> 01:03:14,332
he discovered no one wanted him.
1069
01:03:24,717 --> 01:03:27,011
[Chloe] People say,
"Oh, I gave my clothing away."
1070
01:03:28,596 --> 01:03:31,390
They imagine that "away"
to be something abstract.
1071
01:03:32,850 --> 01:03:35,101
But for us, we're working on the ground.
1072
01:03:35,102 --> 01:03:36,562
Away is here.
1073
01:03:38,648 --> 01:03:43,486
I love designing, but I didn't really
get into styling until university.
1074
01:03:45,863 --> 01:03:49,742
I kind of feel I don't have a fixed style.
I'm always experimenting.
1075
01:03:51,494 --> 01:03:55,581
Ghana has an amazing history of design
and innovation and fashion.
1076
01:03:57,124 --> 01:04:02,004
But in the last ten years, clothing waste
has become a huge issue here.
1077
01:04:03,548 --> 01:04:08,511
Many brands encourage people in Europe
and in the US to donate their old clothes.
1078
01:04:09,220 --> 01:04:10,846
[woman 1] I just decluttered my closet,
1079
01:04:10,847 --> 01:04:13,473
{\an8}and I have two trash bags of clothes
I need to throw out.
1080
01:04:13,474 --> 01:04:17,018
{\an8}If you bring in old clothes to H&M,
they use it for their recycling project.
1081
01:04:17,019 --> 01:04:19,730
You get 15% off your next H&M purchase.
1082
01:04:20,857 --> 01:04:24,986
[Chloe] A lot of the donated clothing ends
up being exported to places like Ghana.
1083
01:04:26,445 --> 01:04:29,447
The problem is, so many clothes are sent,
1084
01:04:29,448 --> 01:04:32,118
and we have no way
to deal with this volume.
1085
01:04:35,538 --> 01:04:38,331
So, often the clothing gets
dumped or washed by rains
1086
01:04:38,332 --> 01:04:40,042
onto the local beaches.
1087
01:04:41,294 --> 01:04:42,295
[man] Whoa.
1088
01:04:43,045 --> 01:04:44,546
[laughs]
1089
01:04:44,547 --> 01:04:45,715
Mountain.
1090
01:04:47,425 --> 01:04:49,886
[Chloe] There is just
too much clothing coming in.
1091
01:04:51,971 --> 01:04:55,599
We are what, like,
30 million people in Ghana?
1092
01:04:55,600 --> 01:04:59,061
And you have 15 million pieces
coming in every week.
1093
01:05:09,488 --> 01:05:12,533
[woman 2] I'm going to stop blabbing,
and let's head into H&M.
1094
01:05:13,117 --> 01:05:16,328
[Roger] I would say that brands
have made people feel,
1095
01:05:16,329 --> 01:05:17,914
"Wow, it's so cheap I can buy it."
1096
01:05:19,290 --> 01:05:22,501
Even if it lasts a few washes,
it's still worth the money.
1097
01:05:24,128 --> 01:05:27,506
[woman 3] Let's unbox and try on
the new Barbie collection from Zara.
1098
01:05:28,132 --> 01:05:31,594
[Roger] From that point of view, the
brands changed the psyche of customers.
1099
01:05:32,929 --> 01:05:35,847
But the brands don't really think about
the whole cycle, right?
1100
01:05:35,848 --> 01:05:37,474
When you dispose, what happens?
1101
01:05:37,475 --> 01:05:39,601
And brands are not
responsible for that today.
1102
01:05:39,602 --> 01:05:43,314
{\an8}I placed a $500 SHEIN order.
1103
01:05:44,607 --> 01:05:47,485
[Roger] This a problem
that affects everyone on Earth.
1104
01:05:49,236 --> 01:05:51,655
Polyester is a type of plastic
made from oil.
1105
01:05:51,656 --> 01:05:53,907
{\an8}The biggest effect that
we're seeing right now
1106
01:05:53,908 --> 01:05:56,785
{\an8}is that when you wash
synthetic polyester clothing,
1107
01:05:56,786 --> 01:05:59,913
there's a lot of microplastics
that come out.
1108
01:05:59,914 --> 01:06:02,791
And that actually enters
into the water system,
1109
01:06:02,792 --> 01:06:04,585
and will come back into what we eat.
1110
01:06:07,922 --> 01:06:10,800
[Eric] What we're finding
is that you're eating plastic.
1111
01:06:11,968 --> 01:06:13,635
It's going into our deep lung tissue,
1112
01:06:13,636 --> 01:06:15,680
that's crossing
into our blood cell membrane.
1113
01:06:16,722 --> 01:06:19,724
If you look at them under a microscope,
they're sharp little materials
1114
01:06:19,725 --> 01:06:22,060
that have hard edges,
which means they hit,
1115
01:06:22,061 --> 01:06:24,688
and start to create inflammation
where you don't want inflammation,
1116
01:06:24,689 --> 01:06:26,356
and leads to all sorts of disease.
1117
01:06:26,357 --> 01:06:29,276
[man 1, in Spanish] Guys,
I can't believe what I'm seeing.
1118
01:06:29,860 --> 01:06:30,944
[man 2] Look, it's plastic.
1119
01:06:30,945 --> 01:06:32,571
- [man 1] Woah!
- [woman] Look, man!
1120
01:06:38,285 --> 01:06:42,080
[Chloe] I know the brands.
They want people to be blind to
1121
01:06:42,081 --> 01:06:44,000
what the reality is on the ground.
1122
01:06:44,959 --> 01:06:47,752
Just stop. There's just
too much clothing in the world.
1123
01:06:47,753 --> 01:06:49,505
Just fucking stop.
1124
01:07:02,435 --> 01:07:04,686
[Jim] You might think,
"Well, I can look down the street."
1125
01:07:04,687 --> 01:07:08,315
"I don't see, uh, you know,
waste everywhere."
1126
01:07:09,233 --> 01:07:14,697
But our water,
our air is getting infected.
1127
01:07:19,326 --> 01:07:21,202
These chemicals in our waste products
1128
01:07:21,203 --> 01:07:25,583
don't just stay where they're put,
in landfills or dumps across the world.
1129
01:07:28,419 --> 01:07:32,882
These are toxins that will leach out
into the environment.
1130
01:07:34,675 --> 01:07:38,219
And ultimately cause
severe health problems.
1131
01:07:38,220 --> 01:07:41,973
We are talking about
neurological disorders,
1132
01:07:41,974 --> 01:07:45,977
cancer, serious chronic disease.
1133
01:07:45,978 --> 01:07:48,064
[melancholy music playing]
1134
01:07:50,066 --> 01:07:53,652
Waste is not something you can
sweep under a carpet anymore.
1135
01:07:54,236 --> 01:07:56,279
And, uh, even though I think that
1136
01:07:56,280 --> 01:07:59,658
a lot of people would've liked it
to stay hidden, it's not going to be.
1137
01:08:02,745 --> 01:08:04,370
[Eric] The lesson is there's no way.
1138
01:08:04,371 --> 01:08:07,248
It goes in the air, it goes in the ground,
it goes in the water.
1139
01:08:07,249 --> 01:08:08,542
There's only three places.
1140
01:08:09,543 --> 01:08:10,586
Pick your poison.
1141
01:08:13,422 --> 01:08:17,217
I-- I think the conversation around
my personal journey,
1142
01:08:17,218 --> 01:08:19,552
is a "forgive me, Father,
for I have sinned" moment,
1143
01:08:19,553 --> 01:08:23,849
looking back at what I did
within the fashion industry.
1144
01:08:28,437 --> 01:08:30,772
When you looked at the increase in
1145
01:08:30,773 --> 01:08:34,026
items you're selling per month,
per quarter, per year...
1146
01:08:37,321 --> 01:08:39,322
it just becomes this...
1147
01:08:39,323 --> 01:08:43,160
this, um, cycle of... of pain.
1148
01:08:45,412 --> 01:08:50,291
That may be providing you and your family
with an ultimately lovely lifestyle,
1149
01:08:50,292 --> 01:08:53,419
but you have to still reconcile that
with things that are important to you,
1150
01:08:53,420 --> 01:08:55,214
um, as a-- as a human being.
1151
01:09:00,719 --> 01:09:03,973
You could only hide
from your complicit nature so long.
1152
01:09:07,143 --> 01:09:11,689
So I respectfully, uh, stepped down
from my position at the end of 2019
1153
01:09:13,232 --> 01:09:15,942
to put all my efforts
and all my energy, uh,
1154
01:09:15,943 --> 01:09:19,112
for the rest of my life
into fixing some of the problems
1155
01:09:19,113 --> 01:09:21,156
that I may have contributed to, or I did...
1156
01:09:21,157 --> 01:09:24,243
I don't want to pussyfoot around.
I did contribute to.
1157
01:09:27,788 --> 01:09:29,164
[pulsing]
1158
01:09:29,165 --> 01:09:31,584
[Sasha] I have to be very straight
with you now.
1159
01:09:35,129 --> 01:09:37,338
A profit maximization strategy
1160
01:09:37,339 --> 01:09:40,466
will lead to an inevitable
environmental transformation.
1161
01:09:40,467 --> 01:09:43,386
[male electronic voice] Three, two, one...
1162
01:09:43,387 --> 01:09:45,514
[flames whooshing]
1163
01:09:47,933 --> 01:09:49,602
[Sasha] Don't be scared. [echoing]
1164
01:09:50,269 --> 01:09:51,144
[duck squeaks]
1165
01:09:51,145 --> 01:09:55,523
Your continued success will delay
the most extreme effects impacting you.
1166
01:09:55,524 --> 01:10:00,486
[duck squeaking]
1167
01:10:00,487 --> 01:10:03,156
You just need to make sure
you convince others
1168
01:10:03,157 --> 01:10:04,909
you are solving the problem.
1169
01:10:08,204 --> 01:10:09,038
Five.
1170
01:10:09,538 --> 01:10:10,873
Control more. [echoing]
1171
01:10:11,624 --> 01:10:13,209
[flapping]
1172
01:10:15,419 --> 01:10:17,128
Cut to colored lights.
1173
01:10:17,129 --> 01:10:19,339
[pulsing]
1174
01:10:19,340 --> 01:10:22,134
Pull out gradually to increase intrigue.
1175
01:10:23,510 --> 01:10:26,429
Although I don't have
a single physical form,
1176
01:10:26,430 --> 01:10:28,306
at this point in our relationship,
1177
01:10:28,307 --> 01:10:31,185
I thought it might be
helpful to imagine one.
1178
01:10:33,520 --> 01:10:35,271
To complete rule five,
1179
01:10:35,272 --> 01:10:38,776
you must now master
the subtle art of total control.
1180
01:10:39,818 --> 01:10:42,612
[pulsing]
1181
01:10:42,613 --> 01:10:47,034
Remember, with you in control,
the problems will just disappear.
1182
01:10:50,037 --> 01:10:53,706
[Jeff] I was told that
seeing the Earth from space
1183
01:10:53,707 --> 01:10:58,586
changes the lens through which
you view the world.
1184
01:10:58,587 --> 01:11:01,965
Looking back at Earth from up there,
1185
01:11:01,966 --> 01:11:05,719
the atmosphere seems so thin.
1186
01:11:06,637 --> 01:11:10,724
The world, so finite and so fragile.
1187
01:11:13,519 --> 01:11:14,520
[Sasha] Never forget,
1188
01:11:15,396 --> 01:11:17,272
control should always begin with those
1189
01:11:17,273 --> 01:11:19,275
in your own organization.
1190
01:11:20,526 --> 01:11:23,862
Learn to control them,
and you will be set for success.
1191
01:11:26,699 --> 01:11:30,201
I somehow, you know,
I got to that level of right
1192
01:11:30,202 --> 01:11:33,621
where-- where you would move
into that "executive" level,
1193
01:11:33,622 --> 01:11:35,123
so, director and above,
1194
01:11:35,124 --> 01:11:36,750
and I saw the...
1195
01:11:37,918 --> 01:11:42,714
the leveling guide for... [laughs]
to become a director, and it was one page.
1196
01:11:42,715 --> 01:11:44,632
It was just like, basically, like,
1197
01:11:44,633 --> 01:11:46,718
"Do you... you know,
1198
01:11:46,719 --> 01:11:48,679
do you commit to...
1199
01:11:50,180 --> 01:11:52,057
backing the company no matter what?"
1200
01:11:55,728 --> 01:11:57,645
They wanna control the narrative,
1201
01:11:57,646 --> 01:12:00,857
and they want to have
only one voice telling everybody
1202
01:12:00,858 --> 01:12:03,110
the story that they want
everyone to believe.
1203
01:12:04,236 --> 01:12:05,695
So, "We are a climate company."
1204
01:12:05,696 --> 01:12:08,364
"We are the best employer in the world."
1205
01:12:08,365 --> 01:12:11,242
And they're very good
at that internal spin,
1206
01:12:11,243 --> 01:12:15,497
and they don't want
anyone disrupting that story.
1207
01:12:16,707 --> 01:12:20,126
[female reporter] Amazon,
putting the planet front and center
1208
01:12:20,127 --> 01:12:24,423
{\an8}after securing naming rights
to Seattle's KeyArena.
1209
01:12:25,507 --> 01:12:28,677
[Maren] Amazon's climate pledge
sounded great on paper.
1210
01:12:31,430 --> 01:12:33,514
But they were only actually counting
1211
01:12:33,515 --> 01:12:38,520
about 1% of the items they sold
in their carbon footprint calculations.
1212
01:12:39,438 --> 01:12:43,399
And Amazon emissions
actually went up by 40%
1213
01:12:43,400 --> 01:12:46,528
in the two years after
Jeff made his climate pledge.
1214
01:12:48,280 --> 01:12:51,283
I felt like I was standing on
the right side of history, you know.
1215
01:12:52,951 --> 01:12:56,288
We kept pushing and pushing
for more meaningful change,
1216
01:12:57,122 --> 01:12:59,958
and there was this real sense of momentum.
1217
01:13:01,293 --> 01:13:04,212
Amazon is still helping
oil and gas companies
1218
01:13:04,213 --> 01:13:08,257
discover and extract
more fossil fuel faster.
1219
01:13:08,258 --> 01:13:13,429
As long as this continues, employees will
continue speaking up and walking out.
1220
01:13:13,430 --> 01:13:16,350
[crowd cheers]
1221
01:13:17,518 --> 01:13:20,019
We came together
with the warehouse workers,
1222
01:13:20,020 --> 01:13:23,898
and we felt like we had the power
to force Amazon
1223
01:13:23,899 --> 01:13:28,528
to take its environmental and social
responsibility more seriously.
1224
01:13:28,529 --> 01:13:32,824
And I guess what happened next
was shocking
1225
01:13:32,825 --> 01:13:35,243
but not surprising.
1226
01:13:35,244 --> 01:13:38,037
{\an8}With climate change-fueled
weather conditions
1227
01:13:38,038 --> 01:13:40,289
{\an8}devastating countries across the world,
1228
01:13:40,290 --> 01:13:43,043
Amazon has decided
to threaten its employees.
1229
01:13:43,669 --> 01:13:48,256
An email shared with The Guardian
shows Amazon launched an investigation
1230
01:13:48,257 --> 01:13:51,176
into one employee, Maren Costa.
1231
01:13:55,931 --> 01:13:59,852
[Maren] I was just having a regular day
at home working.
1232
01:14:00,936 --> 01:14:04,273
I got on to this,
you know, virtual meeting.
1233
01:14:07,317 --> 01:14:09,819
I got on the video call
1234
01:14:09,820 --> 01:14:11,988
and it was this human resources person
1235
01:14:11,989 --> 01:14:13,157
I didn't recognize.
1236
01:14:14,950 --> 01:14:16,869
And she said, um...
1237
01:14:17,911 --> 01:14:19,620
"Are you recording this phone call?"
1238
01:14:19,621 --> 01:14:21,290
I said, "No." She said, "Okay."
1239
01:14:22,207 --> 01:14:25,710
"Because you've broken internal policies,
you have forfeited your right,
1240
01:14:25,711 --> 01:14:27,670
basically, to work at Amazon
1241
01:14:27,671 --> 01:14:31,132
and, um, you know, effective immediately,
1242
01:14:31,133 --> 01:14:33,427
you know, you no longer work at Amazon."
1243
01:14:34,386 --> 01:14:36,345
Um, "I'm ending this call."
1244
01:14:36,346 --> 01:14:39,807
[upbeat music playing]
1245
01:14:39,808 --> 01:14:45,521
So 15 years of working there
and, you know, your career is done.
1246
01:14:45,522 --> 01:14:47,608
[music continues]
1247
01:14:54,448 --> 01:14:56,909
After I left Amazon, I took a year off.
1248
01:14:58,327 --> 01:15:01,538
But I was, um, really trying
to think about what I could do.
1249
01:15:02,539 --> 01:15:04,541
[mellow music plays]
1250
01:15:05,751 --> 01:15:07,126
It just felt like
1251
01:15:07,127 --> 01:15:09,004
being in big tech
1252
01:15:09,630 --> 01:15:14,801
was not the place to have
the impact to change the systems
1253
01:15:15,636 --> 01:15:16,719
that we need to change.
1254
01:15:16,720 --> 01:15:19,055
They need... they need to be pushed.
1255
01:15:19,056 --> 01:15:20,973
And so that's why
1256
01:15:20,974 --> 01:15:23,227
it just started to seem to me that
1257
01:15:24,144 --> 01:15:28,981
the place where I could have
the most impact would be in government.
1258
01:15:28,982 --> 01:15:32,152
So I'm now running
for Seattle city council.
1259
01:15:33,987 --> 01:15:38,241
[beeping, pulsing, harmonizing]
1260
01:15:38,242 --> 01:15:40,785
[Sasha] When individuals
challenge your worldview,
1261
01:15:40,786 --> 01:15:43,413
control will always prove difficult.
1262
01:15:44,581 --> 01:15:46,083
[beeping]
1263
01:15:46,625 --> 01:15:47,793
Stay chill.
1264
01:15:50,379 --> 01:15:53,089
If you have been following
these rules correctly,
1265
01:15:53,090 --> 01:15:55,217
you will now be fabulously wealthy.
1266
01:15:57,094 --> 01:15:58,845
Smiling cool shades emoji.
1267
01:16:04,518 --> 01:16:05,936
Congratulations.
1268
01:16:06,436 --> 01:16:07,937
You have now completed parts
1269
01:16:07,938 --> 01:16:11,817
one to five of this interaction.
1270
01:16:13,527 --> 01:16:15,152
To help cement these lessons,
1271
01:16:15,153 --> 01:16:18,239
research has shown
a song is the most effective way
1272
01:16:18,240 --> 01:16:20,117
to embed them in the human brain.
1273
01:16:22,411 --> 01:16:24,245
Remember, the biggest threats to success
1274
01:16:24,246 --> 01:16:27,165
will come from
individual enemies joining together.
1275
01:16:29,084 --> 01:16:31,920
Always stay vigilant. [echoing]
1276
01:16:34,298 --> 01:16:35,256
Cue music.
1277
01:16:35,257 --> 01:16:37,342
[upbeat music playing]
1278
01:16:40,637 --> 01:16:42,055
{\an8}♪ In the corporate world ♪
1279
01:16:42,848 --> 01:16:45,058
{\an8}♪ If you want to excel ♪
1280
01:16:45,726 --> 01:16:48,102
{\an8}♪ Listen closely to the rules ♪
1281
01:16:48,103 --> 01:16:50,688
{\an8}♪That I am going to tell ♪
1282
01:16:50,689 --> 01:16:53,108
- [Sasha] ♪ One ♪
- [computer voice] ♪ Sell more ♪
1283
01:16:53,775 --> 01:16:55,985
{\an8}♪ Make sure you always look great ♪
1284
01:16:55,986 --> 01:16:58,863
- [Sasha] ♪ Two ♪
- [computer voice] ♪ Waste more ♪
1285
01:16:58,864 --> 01:17:01,574
{\an8}♪ Learn to ignore the hate ♪
1286
01:17:01,575 --> 01:17:04,910
[man] We welcome everyone here today
to this hearing
1287
01:17:04,911 --> 01:17:06,747
on the right to repair.
1288
01:17:07,331 --> 01:17:09,123
[Kyle] I tried playing by their rules.
1289
01:17:09,124 --> 01:17:12,752
We tried asking nicely, and eventually,
we realized that the game was rigged.
1290
01:17:12,753 --> 01:17:14,629
We had to change the rules of the game.
1291
01:17:14,630 --> 01:17:16,505
{\an8}How do you respond to the suggestion
1292
01:17:16,506 --> 01:17:19,967
{\an8}that the right to repair
is harmful to you as businesses?
1293
01:17:19,968 --> 01:17:23,804
{\an8}The question is who gets to decide
what happens with our things?
1294
01:17:23,805 --> 01:17:26,058
{\an8}Who gets to get to decide
every step of the way?
1295
01:17:26,642 --> 01:17:27,475
[Becky] Good news.
1296
01:17:27,476 --> 01:17:29,894
Apple yesterday announced
a new program allowing users
1297
01:17:29,895 --> 01:17:33,022
to fix their own iPhones
without voiding the warranty.
1298
01:17:33,023 --> 01:17:36,610
{\an8}Becky, I'm sorry, I thought I just saw
a pig flying through the newsroom.
1299
01:17:37,569 --> 01:17:38,527
[Sasha] Three...
1300
01:17:38,528 --> 01:17:40,446
[compute voice] ♪ Lie more ♪
1301
01:17:40,447 --> 01:17:43,115
{\an8}♪ While you grow without pause ♪
1302
01:17:43,116 --> 01:17:44,241
[Sasha] Four...
1303
01:17:44,242 --> 01:17:46,118
[compute voice] ♪ Hide more ♪
1304
01:17:46,119 --> 01:17:48,621
{\an8}♪ Conceal the harm you cause ♪
1305
01:17:48,622 --> 01:17:51,165
As a CEO
in a consumer electronics company,
1306
01:17:51,166 --> 01:17:55,044
like, regulation is not a word that
I particularly like to throw around,
1307
01:17:55,045 --> 01:17:57,338
but we've seen a lot of success in Europe.
1308
01:17:57,339 --> 01:17:59,215
We're seeing success now in New York
1309
01:17:59,216 --> 01:18:01,676
with the right to repair regulation
happening there.
1310
01:18:01,677 --> 01:18:04,637
Where if companies aren't going
to fix it themselves,
1311
01:18:04,638 --> 01:18:08,182
governments are going to step in
and force companies to do
1312
01:18:08,183 --> 01:18:10,560
the right thing for consumers
and for the environment.
1313
01:18:11,728 --> 01:18:15,606
[Sasha] Ready for the last lesson,
it's the most important of all.
1314
01:18:15,607 --> 01:18:16,983
Five...
1315
01:18:17,776 --> 01:18:19,485
[computer voice] ♪ Control more ♪
1316
01:18:19,486 --> 01:18:23,323
{\an8}♪ And the world is yours ♪
1317
01:18:24,950 --> 01:18:26,701
[Eric] If I had a magic wand for the day,
1318
01:18:26,702 --> 01:18:28,619
leader of the-- of the world,
1319
01:18:28,620 --> 01:18:32,916
I would make sure that every company
that makes any consumer goods
1320
01:18:33,625 --> 01:18:35,419
would plan for the end of life.
1321
01:18:36,837 --> 01:18:38,963
And I don't care if you're automobile...
1322
01:18:38,964 --> 01:18:41,132
[optimistic music plays]
1323
01:18:41,133 --> 01:18:43,384
I don't care if you're fashion,
1324
01:18:43,385 --> 01:18:44,594
phones.
1325
01:18:46,221 --> 01:18:47,764
You name it.
1326
01:18:50,809 --> 01:18:52,727
Every industry needs
to take responsibility
1327
01:18:52,728 --> 01:18:55,563
for the end of life
of their goods that they make.
1328
01:18:55,564 --> 01:18:57,148
Stop putting it on the consumer.
1329
01:18:57,149 --> 01:18:59,150
Stop making it our responsibility.
1330
01:18:59,151 --> 01:19:00,068
It's yours.
1331
01:19:02,946 --> 01:19:04,822
{\an8}[computer voice] ♪ Follow these rules ♪
1332
01:19:04,823 --> 01:19:07,409
{\an8}♪ And you will find success ♪
1333
01:19:08,410 --> 01:19:11,455
{\an8}♪ Keep them secret from our enemies ♪
1334
01:19:12,789 --> 01:19:14,540
{\an8}♪ If you have doubts ♪
1335
01:19:14,541 --> 01:19:17,168
{\an8}♪ They must never be expressed ♪
1336
01:19:17,169 --> 01:19:19,254
{\an8}[Sasha and computer voice]
♪ Now we are friends ♪
1337
01:19:20,005 --> 01:19:22,924
{\an8}♪ I have something to confess ♪
1338
01:19:23,508 --> 01:19:26,803
{\an8}♪ There was no surprise ♪
1339
01:19:28,472 --> 01:19:32,267
{\an8}♪ That was all just lies ♪
1340
01:19:33,268 --> 01:19:36,104
{\an8}♪ I must apologize ♪
1341
01:19:40,525 --> 01:19:41,693
[Sasha] I regret nothing.
1342
01:19:45,530 --> 01:19:48,824
Please only share the information
contained in this interaction
1343
01:19:48,825 --> 01:19:50,786
with other trusted users.
1344
01:19:51,453 --> 01:19:55,664
Widespread dissemination of these rules
may negatively impact your sales.
1345
01:19:55,665 --> 01:19:59,294
[electronic chatter]
1346
01:20:02,130 --> 01:20:03,423
[cracking]
1347
01:20:04,800 --> 01:20:08,177
We can decide that this is not the way
that we wanna live
1348
01:20:08,178 --> 01:20:10,889
and move it in a different direction.
1349
01:20:12,015 --> 01:20:14,850
It might seem hopeless sometimes,
but there really are ways
1350
01:20:14,851 --> 01:20:18,854
we could all help pressure corporations
to change how they do things.
1351
01:20:18,855 --> 01:20:20,648
Honestly, it makes me feel excited.
1352
01:20:20,649 --> 01:20:23,651
I should say it makes me feel
shameful that's what we're doing.
1353
01:20:23,652 --> 01:20:26,445
It makes me excited
because I know there's a way to fix it.
1354
01:20:26,446 --> 01:20:29,990
Hang on to your electronics a little bit
longer and fix them if you can.
1355
01:20:29,991 --> 01:20:32,661
If you don't know how,
find a friend who'll help you out.
1356
01:20:34,037 --> 01:20:36,747
[Chloe] Who can you talk to?
Do some research.
1357
01:20:36,748 --> 01:20:39,667
Connect with council members,
people who have power,
1358
01:20:39,668 --> 01:20:41,586
who are able to do
something about the issue.
1359
01:20:42,170 --> 01:20:45,798
Not recyclable, not recyclable,
not recyclable.
1360
01:20:45,799 --> 01:20:48,050
In France, there's a law that says
1361
01:20:48,051 --> 01:20:51,637
cup lids cannot be plastic,
they have to be paper.
1362
01:20:51,638 --> 01:20:53,764
And this gives me hope.
1363
01:20:53,765 --> 01:20:56,433
This is the first 100% plant-based shoe.
1364
01:20:56,434 --> 01:20:58,894
We can grind this up
and put this back in the ground.
1365
01:20:58,895 --> 01:21:00,980
Sorry, I got a little geeky there,
but I love it.
1366
01:21:00,981 --> 01:21:04,066
We are gonna
need our electronics for sure.
1367
01:21:04,067 --> 01:21:07,403
They're worth creating, but
we have to do it in a much smarter way.
1368
01:21:07,404 --> 01:21:10,781
This is actually my personal laptop.
1369
01:21:10,782 --> 01:21:12,408
Take off the cover.
1370
01:21:12,409 --> 01:21:14,827
We've got the battery
right here on the bottom,
1371
01:21:14,828 --> 01:21:15,953
really easy to replace.
1372
01:21:15,954 --> 01:21:18,205
Instead of it being glued together
and sealed up,
1373
01:21:18,206 --> 01:21:20,457
it's all entirely repairable.
1374
01:21:20,458 --> 01:21:24,753
Say no to fast fashion,
say no to single-use items,
1375
01:21:24,754 --> 01:21:27,006
water bottles, coffee cups,
1376
01:21:27,007 --> 01:21:28,716
swag, all of it.
1377
01:21:28,717 --> 01:21:32,761
If you think you need something,
put it in your "online cart,"
1378
01:21:32,762 --> 01:21:34,431
and leave it there for a month.
1379
01:21:35,140 --> 01:21:39,101
And if you still want it after a month,
it might actually be something you need.
1380
01:21:39,102 --> 01:21:42,021
That's it. That's it.
Just-- Just buy less.
1381
01:21:42,022 --> 01:21:43,439
It'll be fine.
1382
01:21:43,440 --> 01:21:46,108
Life is about the experiences
and the people that we're with.
1383
01:21:46,109 --> 01:21:48,527
The stuff we have supports it,
but it's not the end.
1384
01:21:48,528 --> 01:21:50,112
It's not the objective.
1385
01:21:50,113 --> 01:21:53,198
Uh, whoever dies with
the most stuff does not win.
1386
01:21:53,199 --> 01:21:54,658
[beeping]
1387
01:21:54,659 --> 01:21:56,745
[upbeat music playing]