How big brands can

save biodiversity?
YU Haiyan | LUO Jieya | WANG Siyi | LUO Xianglei

Source: *Jason Clay. “How big brands can save biodiversity?”. TEDGlobal 2010, July 2010,
https://www.ted.com/talks/jason_clay_how_big_brands_can_save_biodiversity
Introduction

Jason Clay
Senior vice president at the World Wildlife Fund

● Create global standards for producing and using raw materials

● Bring people together to improve environmentally sensitive practices in

agriculture and aquaculture.
Resource crisis

Population × Consumption ≠ The Planet

1990 5 billion 0.9 unit 1

2010 6 billion 1 unit 1.3

2050 9 billion 2 unit 3.9

Why we need to make change?

If the Amazon Rainforest disappears

The Amazon rainforest will collapse and

Loss of
largely become a dry, shrubby plain by 2064.
Increased biodiversity
drought

Poorer
people
Resource crisis

Population × Consumption ≠ The Planet

1990 5 billion 0.9 unit 1

2010 6 billion 1 unit 1.3

2050 9 billion 2 unit 3.9

Jason Clay
Senior vice president at the World Wildlife Fund

● Create global standards for producing and using raw materials

● Bring people together to improve environmentally sensitive practices in

agriculture and aquaculture.

➢ Individuals: change our lifestyle

➢ Big brands: ?
“Waiting for consumers to change their habits?”

Sustainability = Pre-competitive issue

The number of cunsumers is too large

Not only costumers, but also producers

Big brands, the Key to change

Identified 15 agricultural and sideline

products that affect biodiversity in 35
major regions of the world.

Develop new rules on sustainable

production.
Why big brands are willing to work with NGOs

➢ Reputational Risk
Big companies invest in
reputation and social influence
by setting their environmental
protection plans.
Why big brands are willing to work with NGOs

➢ Sustainable Risk

The availability of raw

materials ensures the
sustainability of the
business.

Project of Mars:Cocoa for Generation

Why big brands are willing to work with NGOs
➢ Demand of consumers
 Reflection

Invest technology to increase productivity

Set a certified standard with NGOs

Accelarate the process from producers

 Reflection

Invest technology to increase productivity

Ignoring safety of genetically modified food;

Severe unemployment problem
Set a certified standard with NGOs

Accelarate the process from producers

 Reflection

Invest technology to increase productivity

Ignoring safety of genetically modified food;

Severe unemployment problem
Set a certified standard with NGOs

Organisations Lack credibility

Accelarate the process from producers

 Reflection

Invest technology to increase productivity

Ignoring safety of genetically modified food;

Severe unemployment problem
Set a certified standard with NGOs

Organisations Lack credibility

Accelarate the process from producers

Deprived customers’ option;

Monopoly
Question:

Does the alliance of 100 brands really work to

save biodiversity or just a new approach that
the big capital uses to control the market？
Sources
“Jason Clay.” WWF, World Wildlife Fund, https://www.worldwildlife.org/experts/jason-clay.

“Change 100 Businesses, and the World's Food System Will Change with Them.” Grist, 7 Apr. 2021,
https://grist.org/food/change-100-businesses-and-the-worlds-food-system-will-change-with-them/.

Nargi, Lela. “8 Things That Could Happen If the Amazon Rainforest Disappeared.” Reader's Digest, Reader's
Digest, 20 July 2021, https://www.rd.com/article/what-could-happen-if-the-amazon-rainforest-disappeared/.

“Can Big Brands Help Save Biodiversity?” The Freshwater Blog, 9 Nov. 2010,
https://freshwaterblog.net/2010/11/09/can-big-brands-help-save-biodiversity/.

“Responsible Salmon Aquaculture Standards (Final Draft).” WWF, World Wildlife Fund, 1 June 2012,
https://www.worldwildlife.org/publications/responsible-salmon-aquaculture-standards-final-draft.

“Can Big Brands Help Save Biodiversity?” The Freshwater Blog, 9 Nov. 2010,
https://freshwaterblog.net/2010/11/09/can-big-brands-help-save-biodiversity/.