[Applause]
question would you hire a person with
jail sentence on his resume some of you
might most organizations I think they
don’t not at Greyston bakery at Greyston
bakery it’s their mission to hire the
unemployable they bake brownies to hire
people they have a policy called open
hiring it basically worked like this
once they have a job opening the first
one who shows up gets the job no further
questions asks does the work you think
well it wills brilliantly for them no
mind you if you have like a criminal
background you have no way to go but at
greystone you can so it’s there like
there are lost perspective that they
have and even it commercially it’s also
a success like ben and jerry’s they were
so touched by this story that they
decided to bake all their brownies by
Greyston bakery from that moment on well
ben & jerry’s you all know them so next
time you buy an ice cream I hope you
extra enjoy it by hearing this story and
how did it all start it started in
nineteen eighty-two with Bernie Glassman
he worked as an aeronautical engineer
and one of his good friends and co
worker there he got fired and he ended
up on the streets homeless and what did
Bernie do he didn’t gave him shelter I
didn’t gave him food it had something
else he took all his possessions his
phone his money he pulled away and he
went to his friend and lived with him on
the streets as equals also homeless and
there he discovered something he
discovered that being homeless is really
difficult to do you’re hungry tired
bored it’s cold it’s really difficult to
be home
there we got this inside if you can be
homeless here you can keep a job at that
moment he decided to set up a bakery and
well to hire the unemployable I think
Bernie was way ahead of his time
sometimes they say the future already
happened in the past I think this is an
example of what is what is to come do
you know the connection between these
two objects yeah yes very good it’s like
it’s like air and no I still remember it
it means I’m like an early millennial
I’m born in 1997 so I actually know how
it was before the internet then the
internet came and it really changed my
way like before that YouTube Google
nothing was there and now it is so if I
want to learn something want to fix
something I go to youtube how to it want
to understand something I google it if I
want to communicate i use whatsapp with
my friends internet is all around in my
life and if you think about it what it
does well it connects me to all the
information in the world it connects me
to all kinds of people in the world it
connects me all kind of possibilities in
the world that really gives me a lot of
power you would say and with great power
they say comes great responsibility I
think a lot of Millennials they feel
that we are motivated to change the
world and we have the tools now to do
something about it and that’s my talk
show you a lot of examples of young
people that inspire me as not to put er
well to go for that extra thing to
really change the way we think about
business as Bernie Glassman did he
wasn’t in there for profit he was in
there for profit and impact and he
proved us that it is possible some
examples sprout pencil three students
from MIT they took on a challenge to
design the sustainable office article of
tomorrow and what was their invention
well wouldn’t it be cool if you have
like a pencil that once oh you’ve used
it
you can put it in some ground and then
this nice plants appears that’s what
they’ve done cause brow pencil and well
this pencil it’s made of sustainable
wood it’s non-toxic all the materials
are sourced locally and now I’ve picked
up the numbers they sell 450 thousands
of these pencils per month so it’s a
huge success what I want to do they want
to show the world what sustainability
looks likes not for example snap car
maybe heard of it or not they’re our
mission is of one percent less cars here
in Europe having one percent less cars
in Europe they say well then the amount
goes down if the amount goes down the
production of curve goes down which is
good for environment and the founders of
snap car they are in there to create
impact they say and I see here a typical
millennial millennial solution what does
that is like an Airbnb for cars so you
can share your car and we know there’s
like this big trend going on more more
people they’re not in there for or
ownership they just want to use stuff
this is a service that provides that to
them or have you ever seen like this
really strange-looking cucumber in the
supermarket I haven’t it’s like ten
percent of the food we throw away just
because the way it looks to students
lisanna Shunta how they researched it
for a study project and I thought why is
no one solving this why is it this way
can we come up with something else and
they did they thought can we make soup
of ugly vegetable very simple idea soup
of ugly vegetable and they started
chrome coma it’s called and now they are
sold in like 180 stores all over the
country or say Pia again to students
Nelson and yes / 21 years old they were
on YouTube surfing surfing and then
suddenly they found like this
documentary of the washing traditions of
Nepalese women
crazy this YouTube but ok and what I saw
there how do these women wash they don’t
use our detergent that we have with full
update is toxic no they use nuts of the
sub industry so with water and not fond
of industry you could wash your clothes
and they thought why don’t we have that
here and they went on Google again and
they search for sub-industry farmers and
then they got in contact with Hari and
nepalese farmer and they said I could be
by some of your stuff in does not and
they source the models as well and they
choose hurry because he had like really
good vision on its working conditions as
well for his MP so they decided okay I’m
going to ask some little money for my
friends and family and I can buy well
this apenas nuts and that’s how they
started safe here and if true if they
started selling it online and now you
can buy it all over the country again so
what do all these stories connects all
these stories well when I look at this I
see young poop young people they
encounter a certain problem they do a
lot of research mostly online they think
why is it this way can’t we come up with
something else and they do something if
they choose business as a way to solve
the problem I think there is key like
business as a way to solve the problem
and it will start online so they don’t
write big business plans they just start
how many percent of you you think in the
how many percent of the startups are
socially driven in the UK it’s like
twenty percent of how many percent of
the Millennials thank their duty to make
a difference their lifestyle also a big
percentage and how many of them actively
research the behavior and the policies
of the big brands they buy how many
percent do you think of the milenge
would even choose purposeful work even
and I look at the economics like for
economies so it all starts with as
hunters and gatherers and then we moved
into this agrarian economy and there we
learned how to use the land and how to
keep animals and we started villages in
de gravity economy it lasts thousands of
years and then we enter the industrial
economy and we created factories our
cities began villages and the products
we produce were cheaper people got
richer and consumerism was born and we
are still also in the eastern the
economy think of made in China but out
of the industry economy came the
information economy radio was invented
television was invented and the internet
was born and we are still in there like
companies like Google Facebook Apple
YouTube you name it none of these
companies existed in the industrial
economy they are like this product of
this information economy we are we are
in right now and I think as the
information economy came out of the
industrial economy I think now we’re
moving into a different economy which I
call the purpose economy any purpose
economy came out of the information
economy and what it does it’s just like
what companies they are not there only
to make profit they’re designate profit
an impact and that’s I think changing
the way we think about business and I
think Millennials they are a big driving
force of this trimmed some more examples
we all know this one right telefonica
did a document did documentary
discovered Wow child slavery still
exists how is that possible then he
turned himself in as a chocolate
criminal the just declared admissible
but he didn’t stop there now we wanted
to solve that problem it was so touched
by we have to do something so he decided
to set up Tony’s show Cologne with a
mission to provide a hundred percent
slavery chocolate bar
and did they succeed no they did not yet
did they make great progress yeah they
made and are they committed to continue
yeah they’re also committed to continue
or Tom’s you know this plant toms shoes
founded by Blake makowsky he was an
Argentine backpacking and there he saw
all these Argentinian kids without
wearing shoes and he thought about this
problem like okay what can I do about
this I want to do something and then he
thought well I can just ask my friends
family to send some shoes of them over
here so I could fight these skins kids
with their shoes problem solved right
but I thought not problem not solved I
help them now but problem is much more
bigger I need to come up with a
different solution and there we invented
like Tom fuse and why storm feels
different well if you go to the
supermarket it’s always like buy one get
to here’s like buy one give one so you
buy pair of shoes and with your purchase
you give away a pair of shoes until date
60 million as children has been helped
in this way and this buy one give one
model you see it now in glasses
toothbrushes earphones you see it
everywhere in Canada there’s even a
company that is doing this with houses
so you built your perfect house there
and by doing that they also provide a
house for a family living in the slums
if you only think in like this business
mindset of creating profit this doesn’t
make sense to do that but if you think
in but a new way is profit combining
with the impact it makes perfectly sense
to do it in this way talk what plastic
it’s one of our biggest problems all of
the plastic that has ever invented it’s
still here and we have no idea how long
it will be here we have no idea and we
keep producing more and actually we need
to stop that we need to stop producing
new plastic and we need to use what is
out there already but how do we collect
all this plastic that is out there
that’s a big problem and a plastic paint
they thought about this problem and they
thought but what if we changed it around
if I walk in the street and I see
plastic for me is like waste but if what
what if plastic is not ways but what if
it’s money what if you could make like a
currency of plastic that would change
things that’s what I do they created
like well this plastic recycling
marketplace and what they do well if you
collect plastic you could hand it over
and they charge you for it so you could
have like a decent income by collecting
plastic this plastic is then recycled
they brand it social plastic and they
sell it back to the manufacturers so
they have this whole economy going on of
creating value through recycling plastic
and then I got thinking I broke a
Facebook Apple these are the products of
the information economy maybe this is
like the new facebook or to come m
plastic bank they are solving this
plastic issue for us on our land what do
you think of the oceans boy and he
was scuba diving in Greece and aerosol
wow there’s more plastic here than fish
why is that and then for a school
project you’ve researched it and if what
this is really a big problem and all the
scientists they say this can’t be solved
and he didn’t stop there hmm not sure if
that’s right let’s come up with a
solution and what he did something
really why go after the plastic if you
can just wait until the plastic comes to
you that was this brilliant perspective
of his so what he did he built like a
giant giant giant plastic trap and is
you using the current of the sea to
collect all this plastic and in june
twenty second his first prototype was
launched here in the North Sea and I
believe with great success and so now
finally like the biggest cleanup in
so this purpose economy I believe
there’s like this upward trend move with
any percs economy let’s take an example
of coffee first if like normal coffee
and then go through all much more
conscious and information is open and
transparent we learn but those trade
deals they are not so fair so we create
like a fair trade it’s like we have to
be fair in the trades that we make so we
like fair trade it’s like we added
ethical quality to the product of normal
coffee and now all the ones who are
selling normal coffee they are well
considering of becoming fair trade as
well because as a consumer in the
supermarket if we have the choice we
think hmmm let’s do this but remember
eighty-four percent they think it’s
their duty to make a difference through
their lifestyle and that starts with
simple purchasing behavior as well but
then don’t stop it fair trade you can
also get fair chain that’s what muy
coffee is doing because they discovered
that 99% of all the coffee that we
produce it still here or locally so we
use the coffee from Ethiopia and then he
reproduce it but can’t we do something
there can’t reproduce it there can’t we
split it half half that means fair
change and what it does is that we
stimulate the local economy in Ethiopia
that we provide jobs in Ethiopia and
I’ve suddenly fair trade is not the
highest point anymore as like entry
berry now with this fair chain and by
adding ethical quality that’s what I
doing they are uplifting the whole
market you can never go back so imagine
your fair trade you can’t say well I
don’t believe in fair use anymore let’s
go back to normal coffee to kill your
brand or for free of fear chain as well
no we don’t believe in supporting local
economy and jobs and income or let’s go
back to fair trade so you can never go
back there’s only one way forward and
there’s always a new problem to solve
and I believe in this purpose economy
that i’m talking about that social and
environmental issues they are the
biggest market opportunities of tomorrow
this is where we should invest in as
entrepreneurs as always this next step
to do nas loss we all know this one
right the story goes that by the end of
his life he thought I had it all wrong
all this time you know what you should
turn it upside down think about turning
it upside down makes great sense to me
so imagine Howard world would have
looked like one last example two weeks
ago I read an article by Unilever and
our day making great progress in this
purpose economy and there was the story
about one of their brands called PGT and
at PGT they thought like what can we
change and there’s one clever guy and he
thought why is this the way it is it’s
NC you love the tea bag can’t we make it
like three millimeters shorter and
that’s what I did by making a three
millimeter shorter in 2015 they save
nine point three tons of paper very
small things so with three millimeters
you can already make a difference so it
comes down to this i think you write a
part of the solution up part of the
problem we all have a choice here and if
you want to be part of the solution
let’s start think about your three
millimeter action thank you
[Applause] [Music]