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16 August 2010
How big brands can help save biodiversity: Jason Clay on TED.com
Convince just 100 key companies to go sustainable, and WWF’s Jason Clay says global markets can protect the planet our consumption has already outgrown. Hear how his extraordinary roundtables are getting big brand rivals to agree on green practices first — before their products duke it out on store shelves. (Recorded at TEDGlobal 2010, July 2010 in Oxford, UK. Duration: 19:30)
Watch Jason Clay’s talk on TED.com where you can download it, rate it, comment on it and find other talks and performances from our archive of 700+ TEDTalks.
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bartdoorneweert
This is a very interesting theory of change. However there is a major flaw in the execution of the strategy Dr. Clay proposes. The change proposed is very much certification driven, and there is not enough value in certification practices as yet to encourage producers to structurally adopt more responsible production practices. I’ve dedicated a blog entry to this where I propose a novel approach to the operational challenge, namely through business model innovation. Find it here: http://wp.me/p1GXjP-2d