评论
打印
And I'm wondering, as you look at other firms and other products and services out there, are there other examples that you can give that will act as a parallel to this?
我想知道，当你看了其他公司的产品和服务时，你能举出能与之相提并论的例子吗？
First of all, it's interesting to question whether that's right.
首先，质疑这种说法是否属实很有意思。
I'm not sure how many Allbirds customers actually believe that it's premised on sustainability.
我不确定有多少Allbirds的顾客真的相信我们的产品是以可持续性为基础的。
I think a lot of them believe it's premised on design and premised on comfort. And then sustainability is like, oh, that's really cool.
我想很多顾客认为我们的产品是以设计和舒适为基础的。他们认为可持续性很酷而已。
I can feel good about this product even more than I physically feel good stepping into the shoes.
我对这款产品的心理感觉甚至比我穿上这双鞋的体感还要好。
I think there's another segment-- and maybe Joey could speak to this-- who go there because they happen to know about their sustainability play.
我想还有另一部分人——也许乔伊可以谈谈这块——这部分人去Allbirds是因为他们碰巧知道他们的可持续发展理念。
Yeah. I'd say that's a great summary, Mike.
好，必须说总结的很好，迈克。
I think it's a growing portion that's coming for sustainability, but it's still a minority.
我认为越来越多的人是为了可持续发展而选择Allbirds，但这仍然是少数人。
Yeah, it's an interesting question about how forward they should be on the sustainability messaging.
是的，关于他们应该在可持续发展信息方面走多远的问题很有意思。
When you go into an Allbirds store-- we have one here in Harvard Square-- you can tell if you know what to look for about the sustainability aspects of it.
当你走进一家Allbirds商店——我们在哈佛广场就有一家——你可以看出可持续方面要寻找的东西。
You can see the labels where they are quite innovative and coming up with carbon footprints of each shoe.
你可以看到标签很有创意，每只鞋都标有碳足迹。
But it's not hitting you over the head with come here.
但这并不会让你感到头疼。
We're a climate-forward company.
我们是一家致力于气候变化的公司。
You have to kind of look, and you have to ask, oh, what's that number near that shoe?
你不得不看，不得不问，那只鞋旁边的数字是多少?
And then the sales associates will tell you their story, which is super interesting.
之后，销售助理会告诉你他们的故事，这非常有趣。
But it's not like they're hanging banners out saying, come buy the most decarbonized shoe you can buy on the market, which they could do. But so far, they've chosen not to.
但他们并没有挂出横幅，宣传说，来买一双你可以在市场上买到的最低碳的鞋子，他们可以这样做。但到目前为止，他们没有选择这么做。
And I think that gets to your question about other examples of brands premised on sustainability.
我想这就回答了你关于其他以可持续发展为基础的品牌的问题。
It's still a bit nichey in some ways.
在某种程度上，它仍然有点小众。
I think folks think of them as upscale brands, like Patagonia, where the pricing is 3x competitor pricing sometimes or folks like Ben & Jerry's, who've long had a sustainability angle to them.
我认为人们觉得抱有这样理念的都是高档品牌，比如Patagonia，这个品牌的价格有时是竞争对手的三倍，或者像Ben & Jerry's这样的品牌，人们长期以来一直从可持续发展的角度来看待这个品牌。
Of course, there are large brands, like Unilever, and HP, and Google, and Microsoft, who are now characterizing themselves as sustainability for a variety of reasons.
当然，也有一些大品牌，比如联合利华、惠普、谷歌和微软。出于各种原因，他们现在都把自己定位为可持续发展的品牌。
Unilever is reaching into its supply chain, trying to figure out how to reduce the environmental impact of growing a lot of the food-based products that they sell.
联合利华正在深入供应链，试图找出方法，减少他们销售的大量食品对环境的影响。
Microsoft and Google are buying offsets and trying to make themselves carbon neutral.
微软和谷歌正在购买碳补偿，试图实现碳中和。
There's a whole variety of ways now that companies are stepping up to the climate challenge, so it's sort of a mix.
公司现在有各种各样的方式来应对气候挑战，因此是各种方法的混合。
And I think the history of sustainable brands is such that there's, in some areas, a tradeoff between sustainability and other desirable features.
我认为，可持续品牌的发展过程是这样的，在某些领域，在可持续性和其他可取的功能之间存在权衡取舍。
I think you and I are old enough to remember the emergence of recycled photocopy paper, which was more likely to jam your photocopier.
我想你和我都已经足够有阅历，应该还记得可回收复印纸的出现，这种纸更容易卡住复印机。
So there really was a tradeoff in function and in sustainability attributes.
因此，在功能和可持续性属性之间确实需要权衡取舍。
And I think folks haven't lost sight of those early missteps.
我认为人们并没有忘记那些早期的失误。
My sense-- but we should hear it from Joey.
我的感觉是这样，但我们应该听乔伊说说。
My sense is that one needs to go cautiously because you don't want to imply that you're going to sacrifice other attributes you really value.
我的感觉是，品牌需要谨慎行事，因为不能暗示人们因为追求可持续性而牺牲掉真正重视的其他属性。
Although, a lot of people say they're willing to pay more for sustainable products, a lot more people are willing to say it than actually do it.
虽然，很多人说他们愿意花更多的钱购买可持续产品，但更多的人只是嘴上说说，而不会真正践行。
