Fusing Futures
Fusing Futures

Season 1, Episode 3 · 1 year ago

Comfort Zone Squeezed Out: Lest It Spoil Future Actions


Did you know that the total electricity usage of the internet will rise to more than 50 percent of the global usage beyond 2030?

In this episode, Belgrade Open School investigates what the notion of the Internet as a polluter means for Internet users, consumers, startups, and companies. 

Lav Kozakijevic, a BOS alumnus and a brand strategist, will share with you what good case practices are already in place worldwide and what we can do to be responsible towards the planet relying on technology. 


Follow us on Instagram @bos_podcast_fusingfutures and Twitter @FusingFutures and share your thoughts and comments. 



Iw'uld like to thank you for welcomingme into your very personal space, your headphones and thanks to the Internetprovider for making this possible fusing futures light them up. We thinkof the Internet as web that has provided us with the opportunity toconnect to the people all around the world discussed new, exciting ideas. Dobusinesses have a lot of fun and everything else. However, I'd like toask you just for a second to think of the Internet as the largest invisiblecoal fired machine and this machine as we speak, is polluting our planet earth. We can say that in the past decadegreenhous gas emissions coming from the Internet industry have doubled. Sothese days, Internet and aviation industry almost equally contribute toglobal greenhouse gas emisions. If this is not the picture clear enough, let meadd some more. At this moment. Internet accounts for ten percent of electricityconsumption world wide. The forecasters say that there's going to be threetrillion more devices online by two thousand and thirty five. Now, that'squite scary. This is fusing futures episode numberone. My name is Ognan and I'm joined today by fellow Alamnus Love, KusukiichLove, besides being enthusiast about. Solving global challenges is also abrand strategist. Is there any interplay between Internet and climatechange and how does this interplay impact new businesses, the ones thatheavily depend on the Internet?...

I'm the one in my household who goesaround you know turning out the lights in the evening or dimming them ifthey're too strong, I'm the one checking whether or not appliances areworking still when weare exiting the house, I didn't really think about theimpact of Internet and digital echnologies when we're talking aboutcarbondoxs had emissions when we're talking about the climate change. What did push me to start thinkingabout this topic came from my professional orientation when Irealized that the coming generations are increasingly aware of the issue off climate changeand se to emotio emissions in the world, and this is also one of the ways inwhich they choose which brangs Dey will interact with and which ones day willavoid. So I think that for brands up and coming and existing, but also forUS brand strategist. This is something that we have to Tak into account, andthis is something that we have to be very, very aware of I'd like to start from just trying tobe. You know: objecttiving Seein, the bigger picture. So is this even a topic?Should we even discuss the footprint of the Internet and take industry whenthere are other industries that contribute more to the globalgreenhouse gassimations? What do you think? Should you try from cleaning ourown backyard, or should we owsit and watch what's happening elsewhere? I would say this is a substantial issuethat we need to talk about, because the big issue, such as oil gas, as you said,transportation of different kinds, holidays, histry, car industry. We knowthat these are big issues. We know that they are creating a lot of pollution.Why? Because we have a lot of information about what they have beendoing for the past fo decades. The availaility of that information andreporting on that has led to our...

...awareness that these are issues that weneed to tackle when it comes to the Internet. The problem is that we don'thave information. We don't know how much the Internet is polluting, becausewe don't have hard data from Internet based companies. There is like zerocarbon transparency at this very moment when it comes to the Internet pollution.So this is something that needs to be talked about. We need to take this intoaccount and shed some light shut. Some light to itdefinitely are there any examples that are right now are good case practicesthat show how you can reshape or change either your production process or theway you do business in order to create less carbon footprint. We have the examples of big tag.Companies moving in this direction, with Berhamot such as Google, facebookand Allababa moving there moving to powering their data centers, but usingsustainable energy by using venewable resources, which is all wonderful, butwhat helps him do this is that they have a lot of resources at theirdisposal when we're talking about some smaller companies and especiallystartups. What they're doing is that perhaps they don't have what to changeat this moment in the way they operate to make themselves more sustainable,but where, with their doing, is that their influencing the end consumer? Sodid they behave in a sustainable way? So we have finter companies which arenow nudging their customers to spend not less money. So it's not aboutlimiting the amount of money that you're going to spend through today ora week, but actually limiting your carpon footbrint. To take, let's saysomething like a debit card, you transfer resources to it. It money thatthen you use to pay online or in physical stores this APP using this APconnected to this card. It uses the...

...information about your purchases andthen at one Mo one moment. It just says: Okay, you're not allowed to make thistransaction because you have limited. You have reached your daily limit oncarbon emission when it comes to your purchases. Usually these limits are setby two THOUSNDA thirty UN standards. What is expected what they would liketo be standarding to thousand an thirty but er? You can also change that,depending on what you think should be should be the limit. So this is one ofthe ways in which you know Bigtech is moving forward using their resources,but the little ones they are nudging. The consumers, apparently the techindustry, definitely has great potential for designing new ideas andinnovations and putting them into practice. But what we need, becausewe're talking about global challenges, is spillover of this momentum to otherindustries as well. What do you think can the innovationmade in this ector contribute to similar initiatives in innovationselsewhere? Many of the research that has been done in the past few yearsshows that a growing number of consumers are looking for a way tointeract with the brand that is sustainable, so jwt did a research inChina, Australia, US and I think, Yu k where they showed at eighty percent ofRespondenc said they won't interact with a brand that is sustainable.Eighty six per cent, however, said that they don't have a way to assess whetheror not a certain brand is sustainable. So we have the rising awareness, but wedon't have this corresponding rise in actions when it comes to sustainability.I think this is where tech comes into play. That can make it much easier forpeople to act on their beliefs by making their decisions salliant bymaking their own consumption Sallan when it comes to the card der Carvronfootprint, but also Bu, being a watch... for what others are doing in theoffline world, Joi Ma teenageds, which had only onelandline por household. When the phone rang, you never knew who was calling inlate, nineifty, palpred, open school at first computers, and that was my firstexperience of backten intelligent machines. I started exploring a wholenew world learning word and calculating processors and hin pained and betweenus. I even tried to aninety five in paper girl, which became a first butfavoured busy games ever just when I thought I have seen it all the Dialapopped up and soon afterwards, you could have seen me hanging on forms andgoing through what your kios call today to at one point, O time flies that is propising, and so,when I look at my family of for now, my eyes are on stocks. Each of us has two smartphones, one forwork and oter her private matters, one lapd up and Wesh ore, one dest a bet,ta time that accounts for at least twelve charging a day any of you translate chargings intoenergy conceptions. I wish I could do it, but after all I'm just elebrating. The essence of a brand is trust that wecan trust a certain company or a product or service did day will deliverto us. The expectations that we have this isvery. This is something that is very easy to say for many companies butdemonstrating that you're. Acting on...

...that, demonstrating that your true toyour values and your words is not an easy feat. We have the example of corn,which is a forty year old brand that originated in UK. I think it's alsopresent in the US some parts of Europe which is making meet substitutes so intheir function. What they're producing is essentially envirnmentlly friendly,but now they want to go step further and they want to get an external audit.Dit will confirm that they are continually reducing their carbonfootbrint. This is why Tyou'R pardonring with carbon trust in the UK,which was fantastic in an interview that one of the chief people from cornhad with I think marketing week a couple of weeks ago is that Dey saidyou know when asked about a competition that teycy coming in this market, theysaid. Well, you know what we welcome the gang. We want the gang to getbigger, which communicates on top of them, confirming that they are atrustworthy brand. They are actually confirming that values come beforeprofits for them. They want more competition, because that means morecustomers will be purchasing non meat based products or meatsubstitutes. In Way, can the smaller players, the startups,the small companies in a way, put values first and be more responsibletowards the planet from startups? We can expect values before profits ifthis is ingrained in the founder, if this is something that is pushing themto solve the problem that they have identified, and they have this as aguiding principle, then everything works great, but most startups do notcome with that kind of luxury. They do not come with that kind of aperspective from the founder. In that case, we have to look at institutionsthat can influence the founder and those are those who are investingbasically in start up, so we're talking...

...about angels and vcs Beyare, the onesthat can push this game forward, and this is beginning it is happening,especially in well developed economies such as the United States.You have VC funds which insist that startups who are working with them areinaway sustainable or are reducing their carbon footprint. This is notgeneral rule. It is not something that should be expected, but there are stepsforward in that way. There'is a risk when you 're talkingabout branding yourself as Ecua friendly company and that risk iscalled the green washing greenwashing basically means that you're portrayingyourself as equal friendly as a PR stunt. So can we tell who are the realones from the Faqonts who are allies in Hor foes? One thing that has happenedin the past few weeks is the decision of the Guardian, which is the biggestor second biggest news outlet in united in the United Kingdom, but also read all over the world, which has madea very loud and a very bold decision to stop taking money from oil and gascompanies. This is a very bold move for them, because they will take anenormous financial hit from this they're, basically cutting off a pieceof their revenue and saying we don't want to take your money anymore, because they have been reporting on oilindustry andol on the gas industry and they just want to remain a crediblesource. So the people will trust Hem, so they're, looking for a way to moveinto community funding being funded by their readers instead of focusing most of their revenue on advertisement. Guardian also said that,even though they are aware that, for example, holiday, industry and carindustry is also contributing...

...enormously to the pollution, they areaware, and they are confirming that they will not stop working with theseindustries, but they are starting with the big ones. If the trend catches onthey will remove the others as well. Why is the example of the Guardianimportant, because this is o an enormous player which is now openingthe door for all the smaller outlets? That would want to go this way, but didnot have the courage. Now The Guardian is leading the way and theire settingthe new standard. This is a benchmark to which other brands and othernewspapers will have to there will be compared by their readers. Let's make some sort of appeal towardsthe ones who are willing to pave their way towards creating morewhile polluting less what are some key messages: key advices that we can giveto our listeners, whoever they are and whatever they do, whether they are justconsumers who want to be environmentally were consumers orwhether there are people who are about to start your business or who alreadyhave their business. I don't think there's much, I could say on an individual level about what wecould do to reduce Er curbord for Printe and to be more everementallyfriendly, because it all comes down to things that we already know which areingrained our habits so performing an audit of your own habits of things thatyou're mindlessly doing throughout the day and taking the look, you know whatkind of an impact it has and what would make the most impact. If you wouldchange this habit, if you would piv it on that when it comes to businesses, Ithink that simply being aware that, when what you're doing is bigger thanthe product or service that you're offering when there is a purpose, thedrive in it thereare usually three things that willhappen. First of all, your customers...

...and your users, they will bond with thebrand, they will internalize it and in turn they will become your bestmarketers to greatest marketers, because day will spread the word ofyour product through word of mouth. The second thing is that you will retainand attract a much high quality of people, so we're talking aboutemployees and partners that you want to have on board as you're pushing yourventure forward, and the third thing is, of course, that you know when youconnect with noduas just with someone's reasoning but with their emotions aswell. They want you to succeed and they will do whatever they can to help you,because they see you as someone in the mission and as the mission resonateswith them. They think that they are on a mission too. So, thank you are ful tuning in andlistening. This is the fusing futures podcast over the next seven episodes meand the members of the alumni netrok of Belgrd open school will togetherinvestigate the interplay between tack and climate and hopefully uncover whatsolutions are already in place and what solutions we could strive towards. Thisepisode was presented by me, Orgnan pantage, together with my guest love,Kusukivitch, the topic was researched by Gordon Aboinice and Yellin. Ashappace music and sound design by Alexarachich and Marcomitrich Gelgrdopen school and its alumni network are producers. So, if you enjoye thisepisode, please do not forget to click subscribe for more updates. Follow USan instagram and twitter.

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