WEBVTT
X-TIMESTAMP-MAP=LOCAL:00:00:00.000,MPEGTS:0

00:01.625 --> 00:03.416 line:79.33% align:start position:50%
REPORTER: <i>Sustainability</i>
<i>is now mainstream</i>

00:03.416 --> 00:05.250 line:79.33% align:start position:50%
<i>in the corporate world,</i>
<i>and companies are making</i>

00:05.250 --> 00:08.000 line:79.33% align:start position:50%
<i>big investments in eco-friendly</i>
<i>business practices.</i>

00:08.000 --> 00:12.041 line:79.33% align:start position:50%
<i>A study conducted by the</i>
<i>Harris Poll for Google Cloud</i>

00:12.041 --> 00:15.916 line:79.33% align:start position:50%
<i>surveyed 1,400 executives</i>
<i>across 16 countries</i>

00:15.916 --> 00:18.666 line:79.33% align:start position:50%
<i>to learn more about how</i>
<i>business leaders are</i>

00:18.666 --> 00:21.000 line:79.33% align:start position:50%
<i>prioritizing sustainability,</i>
<i>as well as the challenges</i>

00:21.000 --> 00:23.041 line:79.33% align:start position:50%
<i>and opportunities</i>
<i>they are facing.</i>

00:23.041 --> 00:26.125 line:10% align:start position:50%
One of the really interesting
findings of the survey,

00:26.125 --> 00:29.833 line:10% align:start position:50%
it's not only how much
executives are

00:29.833 --> 00:32.708 line:10% align:start position:50%
prioritizing sustainability.

00:32.708 --> 00:34.208 line:10% align:start position:50%
For Canadian companies
in particular,

00:34.208 --> 00:38.166 line:10% align:start position:50%
59% had it as the top
organizational priority

00:38.166 --> 00:40.083 line:10% align:start position:50%
for their organization.

00:40.083 --> 00:43.083 line:79.33% align:start position:50%
The survey also had a really
interesting finding

00:43.083 --> 00:46.791 line:79.33% align:start position:50%
in how executives viewed
sustainability as

00:46.791 --> 00:48.000 line:79.33% align:start position:50%
a growth driver
for the business.

00:48.000 --> 00:50.000 line:79.33% align:start position:50%
<i>Google Cloud said</i>
<i>these findings are</i>

00:50.000 --> 00:52.833 line:84.66% align:start position:50%
<i>due to a number of reasons.</i>

00:52.833 --> 00:55.875 line:79.33% align:start position:50%
You know, almost every
single industry faces

00:55.875 --> 00:59.041 line:79.33% align:start position:50%
climate change risks and
challenges associated with

00:59.041 --> 01:03.458 line:79.33% align:start position:50%
their business, and they
need to adapt, you know,

01:03.458 --> 01:05.041 line:79.33% align:start position:50%
their business models
in order to become

01:05.041 --> 01:08.250 line:79.33% align:start position:50%
more resilient to
potential climate change.

01:08.250 --> 01:12.041 line:79.33% align:start position:50%
We also have seen, you know,
consumer preferences,

01:12.041 --> 01:15.541 line:79.33% align:start position:50%
investor preferences,
and regulatory pressure

01:15.541 --> 01:19.500 line:79.33% align:start position:50%
move organizations to accelerate
their sustainability efforts,

01:19.500 --> 01:23.750 line:79.33% align:start position:50%
knowing that their own
consumers want to purchase

01:23.750 --> 01:25.041 line:79.33% align:start position:50%
more sustainable
products from them.

01:25.041 --> 01:27.208 line:79.33% align:start position:50%
<i>Although many</i>
<i>executives believe</i>

01:27.208 --> 01:30.916 line:79.33% align:start position:50%
<i>investing in sustainability</i>
<i>will drive revenue,</i>

01:30.916 --> 01:34.791 line:79.33% align:start position:50%
<i>many report that impact is</i>
<i>not being measured properly,</i>

01:34.791 --> 01:37.166 line:84.66% align:start position:50%
<i>and is possibly being inflated.</i>

01:37.166 --> 01:40.583 line:79.33% align:start position:50%
You know, executives are
challenged around authenticity.

01:40.583 --> 01:43.958 line:79.33% align:start position:50%
I think they acknowledge that
authenticity is critical,

01:43.958 --> 01:48.291 line:79.33% align:start position:50%
and also that accuracy
and measurement of

01:48.291 --> 01:51.833 line:79.33% align:start position:50%
their sustainability efforts
is critical to having

01:51.833 --> 01:53.416 line:84.66% align:start position:50%
an authentic message.

01:53.416 --> 01:56.500 line:79.33% align:start position:50%
I think while the underlying
results, they definitely show

01:56.500 --> 01:59.291 line:79.33% align:start position:50%
the executives and businesses,
they truly wanna do better,

01:59.291 --> 02:02.958 line:79.33% align:start position:50%
the sense of green washing
or green hypocrisy,

02:02.958 --> 02:07.375 line:79.33% align:start position:50%
it's likely driven by the fact
that they're struggling to get

02:07.375 --> 02:09.750 line:79.33% align:start position:50%
really accurate measurement,
and the impact of

02:09.750 --> 02:11.625 line:79.33% align:start position:50%
some of the decisions
that they're making

02:11.625 --> 02:15.291 line:79.33% align:start position:50%
when it comes to sustainability,
and therefore are challenged

02:15.291 --> 02:17.791 line:79.33% align:start position:50%
to really having
that authentic message.

02:17.791 --> 02:20.916 line:79.33% align:start position:50%
<i>58% of the respondents</i>
<i>agreed with the statement,</i>

02:20.916 --> 02:22.916 line:84.66% align:start position:50%
<i>"Green hypocrisy exists.</i>

02:22.916 --> 02:26.791 line:79.33% align:start position:50%
<i>"My organization has overstated</i>
<i>their sustainability efforts."</i>

02:26.791 --> 02:29.916 line:79.33% align:start position:50%
<i>This sentiment jumped to</i>
<i>a startling 72%</i>

02:29.916 --> 02:32.625 line:79.33% align:start position:50%
<i>amongst the North American</i>
<i>respondents.</i>

02:32.625 --> 02:35.125 line:10% align:start position:50%
You know, all organizations
and all industries,

02:35.125 --> 02:38.833 line:10% align:start position:50%
they're challenged by the fact
that the goal posts associated

02:38.833 --> 02:42.125 line:10% align:start position:50%
with sustainability are
constantly moving, right?

02:42.125 --> 02:46.375 line:10% align:start position:50%
What historically might've been
seen as a lot of progress

02:46.375 --> 02:50.333 line:10% align:start position:50%
on efforts like compostable
items in the office,

02:50.333 --> 02:54.583 line:10% align:start position:50%
or some reduced weights, or
transition from plastic bottles

02:54.583 --> 02:59.000 line:10% align:start position:50%
to reusable cups, like those are
all great, but it's clear that

02:59.000 --> 03:03.375 line:10% align:start position:50%
to solve industry-level change,
organizations needs to do more.

03:03.375 --> 03:06.000 line:79.33% align:start position:50%
<i>The respondents said that</i>
<i>the top areas to achieving</i>

03:06.000 --> 03:08.041 line:79.33% align:start position:50%
<i>true sustainability are</i>
<i>a lack of investment</i>

03:08.041 --> 03:12.000 line:79.33% align:start position:50%
<i>in the right technology,</i>
<i>lack of understanding,</i>

03:12.000 --> 03:15.791 line:79.33% align:start position:50%
<i>relentless focus on growth</i>
<i>or profit, limited budgets,</i>

03:15.791 --> 03:18.291 line:79.33% align:start position:50%
<i>and not enough</i>
<i>regulatory incentives.</i>

03:18.291 --> 03:21.166 line:79.33% align:start position:50%
We can help customers in
multiple industries

03:21.166 --> 03:24.041 line:84.66% align:start position:50%
understand their climate risk

03:24.041 --> 03:26.208 line:79.33% align:start position:50%
and become more
climate resilient.

03:26.208 --> 03:31.083 line:79.33% align:start position:50%
And honestly, that starts with
data, and putting that data

03:31.083 --> 03:34.000 line:79.33% align:start position:50%
in the hands of decision makers
to ultimately, you know,

03:34.000 --> 03:36.958 line:79.33% align:start position:50%
make a decision that would
help their operations

03:36.958 --> 03:38.125 line:84.66% align:start position:50%
become more climate resilient.