Latest / Wedding Pros who are ready to grow - with Becca Pountney / The journey to sustainability. With Michelle Miles

Transcript

The journey to sustainability. With Michelle Miles · Wedding Pros who are ready to grow - with Becca Pountney

• 0:00
  Perfection
• 0:00
  is
• 0:01
  the
• 0:01
  enemy
• 0:01
  of
• 0:02
  progress.
• 0:03
  I
• 0:03
  spent
• 0:04
  way
• 0:04
  too
• 0:05
  much
• 0:05
  time
• 0:05
  early
• 0:05
  on
• 0:06
  worrying
• 0:06
  about
• 0:07
  being
• 0:07
  100%
• 0:08
  sustainable
• 0:09
  before
• 0:10
  talking
• 0:11
  about
• 0:11
  it,
• 0:11
  before
• 0:12
  actually
• 0:13
  sharing
• 0:13
  what
• 0:14
  I
• 0:14
  was
• 0:14
  doing.
• 1:10
  I'm
• 1:10
  Becca
• 1:10
  Poutney,
• 1:11
  wedding
• 1:11
  business
• 1:11
  marketing
• 1:12
  expert,
• 1:12
  speaker
• 1:13
  and
• 1:13
  blogger,
• 1:13
  and
• 1:14
  you're
• 1:14
  listening
• 1:14
  to
• 1:14
  the
• 1:14
  Wedding
• 1:15
  Pros
• 1:15
  who
• 1:15
  Are
• 1:15
  Ready
• 1:16
  to
• 1:16
  Grow
• 1:16
  podcast.
• 1:17
  I'm
• 1:18
  here
• 1:18
  to
• 1:18
  share
• 1:18
  with
• 1:18
  you
• 1:19
  actionable
• 1:19
  tips,
• 1:19
  strategies
• 1:20
  and
• 1:20
  real
• 1:21
  life
• 1:21
  examples
• 1:22
  to
• 1:22
  help
• 1:22
  you
• 1:22
  take
• 1:22
  your
• 1:23
  wedding
• 1:23
  business
• 1:23
  to
• 1:23
  the
• 1:23
  next
• 1:24
  level.
• 1:24
  If
• 1:25
  you
• 1:25
  are
• 1:25
  an
• 1:25
  ambitious
• 1:26
  wedding
• 1:26
  business
• 1:26
  owner
• 1:27
  that
• 1:27
  wants
• 1:27
  to
• 1:27
  take
• 1:27
  your
• 1:28
  passion
• 1:28
  and
• 1:28
  use
• 1:28
  it
• 1:29
  to
• 1:29
  build
• 1:29
  a
• 1:29
  profitable,
• 1:30
  sustainable
• 1:30
  business
• 1:31
  doing
• 1:31
  what
• 1:31
  you
• 1:32
  love,
• 1:32
  then
• 1:32
  you're
• 1:32
  in
• 1:32
  the
• 1:33
  right
• 1:33
  place.
• 1:33
  Let's
• 1:34
  get
• 1:34
  going
• 1:34
  with
• 1:34
  today's
• 0:40
  episode.
• 1:36
  Today
• 1:36
  I'm
• 1:37
  chatting
• 1:37
  with
• 1:37
  Michelle
• 1:38
  Miles,
• 1:38
  the
• 1:38
  founder
• 1:39
  of
• 1:39
  the
• 1:39
  Sustainable
• 1:39
  wedding
• 1:40
  alliance.
• 1:40
  With
• 1:41
  20
• 1:41
  years
• 1:41
  experience
• 1:41
  in
• 1:42
  international
• 1:42
  event
• 1:43
  management
• 1:43
  and
• 1:43
  wedding
• 1:44
  planning,
• 1:44
  she's
• 1:44
  now
• 1:44
  dedicated
• 1:45
  her
• 1:45
  career
• 1:46
  to
• 1:46
  transforming
• 1:47
  our
• 1:47
  industry
• 1:47
  into
• 1:47
  one
• 1:48
  that
• 1:48
  respects
• 1:48
  both
• 1:48
  people
• 1:49
  and
• 1:49
  the
• 1:49
  planet.
• 1:50
  This
• 1:50
  March,
• 1:51
  Michelle's
• 1:51
  going
• 1:51
  to
• 1:51
  be
• 1:52
  joining
• 1:52
  me
• 1:52
  as
• 1:52
  a
• 1:52
  breakout
• 1:53
  speaker
• 1:53
  at
• 1:53
  wedpros
• 1:53
  Live
• 1:54
  to
• 1:54
  help
• 1:54
  more
• 1:54
  of
• 1:55
  you
• 1:55
  on
• 1:55
  your
• 1:55
  sustainable
• 1:56
  journey.
• 1:56
  Michelle,
• 1:57
  welcome
• 1:57
  back
• 1:58
  to
• 1:58
  the
• 1:58
  podcast.
• 1:59
  Hi.
• 2:00
  Thanks,
• 2:00
  Becca.
• 2:01
  It's
• 2:01
  very
• 2:01
  exciting
• 2:01
  to
• 2:02
  be
• 2:02
  back.
• 2:02
  It's
• 2:03
  lovely
• 2:03
  to
• 2:03
  have
• 2:03
  you
• 2:03
  back.
• 2:04
  I
• 2:04
  love
• 2:04
  a
• 2:04
  repeat
• 2:04
  guest
• 2:05
  and
• 2:05
  I
• 2:05
  had
• 2:05
  a
• 2:06
  look.
• 2:06
  I
• 2:06
  always
• 2:06
  do
• 2:06
  this
• 2:06
  with
• 2:07
  my
• 2:07
  repeat
• 2:07
  guests
• 2:07
  to
• 2:07
  see
• 2:07
  when
• 2:08
  you
• 2:08
  were
• 2:08
  last
• 2:08
  on
• 2:08
  the
• 2:08
  podcast.
• 2:09
  You
• 2:09
  were
• 2:09
  last
• 2:10
  here
• 2:10
  in
• 2:10
  episode
• 2:10
  148
• 2:12
  in
• 2:12
  January
• 2:13
  2025.
• 2:14
  So
• 2:14
  a
• 2:15
  whole
• 2:15
  year
• 2:15
  ago,
• 2:16
  More
• 2:16
  than
• 2:16
  a
• 2:16
  year
• 2:16
  ago.
• 2:17
  So
• 2:17
  if
• 2:17
  people
• 2:17
  want
• 2:17
  to
• 2:18
  listen
• 2:18
  to
• 2:18
  that,
• 2:18
  we
• 2:18
  were
• 2:18
  talking
• 2:19
  all
• 2:19
  things
• 2:19
  sustainability
• 2:20
  in
• 2:21
  depth
• 2:21
  in
• 2:21
  that
• 2:21
  episode.
• 2:22
  So
• 2:22
  if
• 2:22
  you
• 2:22
  want
• 2:22
  to
• 2:22
  hear
• 2:23
  more,
• 2:23
  Michelle
• 2:23
  from
• 2:24
  that,
• 2:24
  we'll
• 2:24
  touch
• 2:24
  on
• 2:25
  it
• 2:25
  today.
• 2:25
  But
• 2:25
  go
• 2:25
  and
• 2:26
  listen
• 2:26
  Back
• 2:26
  to
• 2:26
  episode
• 2:27
  148.
• 2:29
  But
• 2:29
  if
• 2:29
  people
• 2:29
  haven't
• 2:30
  ever
• 2:30
  hear
• 2:30
  you
• 2:31
  haven't
• 2:31
  heard
• 2:31
  that
• 2:31
  episode,
• 2:32
  give
• 2:32
  us
• 2:32
  a
• 2:32
  really
• 2:33
  brief
• 2:33
  summary
• 2:34
  and
• 2:34
  recap
• 2:34
  of
• 2:35
  how
• 2:35
  you
• 2:35
  ended
• 2:35
  up
• 2:36
  here
• 2:36
  as
• 2:36
  the
• 2:37
  founder
• 2:37
  of
• 2:37
  the
• 2:37
  Sustainable
• 2:38
  Wedding
• 2:38
  Alliance.
• 2:39
  I
• 2:39
  love
• 2:39
  that
• 2:39
  you're
• 2:40
  like
• 2:40
  really
• 2:40
  brief
• 2:41
  because
• 2:41
  you
• 2:42
  know
• 2:42
  me
• 2:42
  so
• 2:42
  well.
• 2:44
  So
• 2:44
  the
• 2:44
  Sustainable
• 2:45
  Wedding
• 2:45
  Alliance.
• 2:46
  So
• 2:46
  we're
• 2:46
  in
• 2:47
  our
• 2:47
  sixth
• 2:47
  year,
• 2:47
  so
• 2:47
  we
• 2:48
  founded
• 2:48
  in
• 2:48
  2020
• 2:50
  and
• 2:50
  essentially
• 2:51
  what
• 2:51
  we
• 2:51
  do
• 2:51
  is
• 2:52
  we
• 2:52
  bring
• 2:52
  together
• 2:53
  industry
• 2:53
  professionals
• 2:54
  that
• 2:54
  want
• 2:55
  to
• 2:55
  have
• 2:55
  a
• 2:55
  more
• 2:56
  sustainable
• 2:56
  business.
• 2:57
  We
• 2:57
  help
• 2:57
  them,
• 2:57
  we
• 2:58
  support
• 2:58
  them.
• 2:58
  We
• 2:59
  built
• 2:59
  an
• 2:59
  accreditation,
• 3:00
  so
• 3:00
  we
• 3:00
  have
• 3:00
  a
• 3:00
  business
• 3:01
  stand
• 3:03
  regarding
• 3:03
  sustainability.
• 3:04
  And
• 3:04
  we've
• 3:05
  built
• 3:05
  this
• 3:05
  most
• 3:05
  amazing
• 3:06
  community
• 3:06
  that
• 3:07
  support
• 3:07
  each
• 3:07
  other
• 3:08
  as
• 3:08
  well
• 3:08
  as
• 3:09
  supporting
• 3:09
  as
• 3:09
  well
• 3:10
  as
• 3:10
  us
• 3:10
  supporting
• 3:10
  them.
• 3:11
  Yes.
• 3:11
  I
• 3:11
  love
• 3:11
  it.
• 3:11
  It's
• 3:12
  such
• 3:12
  a
• 3:12
  great
• 3:12
  initiative.
• 3:12
  What
• 3:12
  scared
• 3:13
  me
• 3:13
  the
• 3:13
  most
• 3:13
  in
• 3:13
  what
• 3:13
  you
• 3:13
  said
• 3:14
  though
• 3:14
  was
• 3:14
  that
• 3:15
  you
• 3:15
  founded
• 3:15
  in
• 3:15
  2020
• 3:16
  and
• 3:16
  that
• 3:17
  was
• 3:17
  six
• 3:17
  years
• 3:17
  ago.
• 3:18
  That
• 3:18
  made
• 3:18
  me
• 3:18
  think,
• 3:18
  oh
• 3:19
  my
• 3:19
  goodness,
• 3:19
  was
• 3:19
  it
• 3:20
  really
• 3:20
  six
• 3:20
  years
• 3:20
  ago,
• 3:21
  Time
• 3:22
  flies.
• 3:23
  It's
• 3:23
  absolutely
• 3:24
  insane.
• 3:24
  And
• 3:24
  what
• 3:25
  you
• 3:25
  do
• 3:25
  as
• 3:25
  the
• 3:25
  alliance
• 3:26
  is
• 3:26
  amazing.
• 3:26
  I'm
• 3:26
  a
• 3:27
  big
• 3:27
  advocate
• 3:27
  for
• 3:27
  it.
• 3:27
  I
• 3:27
  send
• 3:28
  clients
• 3:28
  your
• 3:28
  way
• 3:29
  quite
• 3:29
  frequently
• 3:29
  when
• 3:30
  that's
• 3:30
  part
• 3:30
  of
• 3:30
  what
• 3:30
  they
• 3:30
  want
• 3:31
  to
• 3:31
  do,
• 3:31
  because
• 3:32
  you
• 3:32
  are
• 3:32
  the
• 3:32
  go
• 3:32
  to
• 3:33
  person
• 3:34
  in
• 3:34
  the
• 3:34
  UK
• 3:35
  to
• 3:35
  help
• 3:35
  people
• 3:36
  with
• 3:36
  that.
• 3:37
  Now,
• 3:37
  as
• 3:37
  I
• 3:38
  said,
• 3:38
  you've
• 3:38
  been
• 3:38
  on
• 3:38
  the
• 3:38
  podcast
• 3:39
  before,
• 3:39
  we've
• 3:39
  taught
• 3:39
  sustainability
• 3:40
  big
• 3:40
  picture,
• 3:41
  but
• 3:41
  I'm
• 3:41
  interested
• 3:42
  to
• 3:42
  know
• 3:42
  from
• 3:42
  you
• 3:43
  here
• 3:43
  in
• 3:43
  2026,
• 3:45
  what's
• 3:45
  going
• 3:46
  on
• 3:46
  in
• 3:47
  our
• 3:47
  industry?
• 3:47
  Are
• 3:48
  you
• 3:48
  seeing
• 3:48
  any
• 3:48
  shifts?
• 3:49
  Are
• 3:49
  we
• 3:49
  seeing
• 3:49
  any
• 3:50
  data
• 3:50
  that's
• 3:50
  saying
• 3:51
  people
• 3:51
  are
• 3:51
  more
• 3:51
  or
• 3:51
  less
• 3:52
  interested
• 3:52
  in
• 3:52
  this
• 3:53
  topic
• 3:53
  in
• 3:53
  2026?
• 3:54
  What
• 3:54
  is
• 3:54
  going
• 3:55
  on?
• 3:55
  Yeah,
• 3:55
  it's
• 3:55
  really
• 3:56
  interesting
• 3:56
  and
• 3:56
  I
• 3:56
  think
• 3:56
  we've
• 3:57
  really
• 3:57
  seen
• 3:57
  a
• 3:57
  shift
• 3:58
  and
• 3:58
  I
• 3:58
  think
• 3:58
  everyone
• 3:58
  in
• 3:58
  the
• 3:59
  industry
• 3:59
  has
• 3:59
  really
• 3:59
  felt
• 4:00
  that
• 4:00
  from
• 4:00
  2025,
• 4:01
  moving
• 4:01
  into
• 4:01
  26,
• 4:03
  with
• 4:03
  the
• 4:03
  inquiries
• 4:04
  that
• 4:04
  are
• 4:04
  coming
• 4:04
  through,
• 4:05
  the
• 4:05
  new
• 4:05
  generation
• 4:06
  that
• 4:06
  are
• 4:06
  coming
• 4:06
  through,
• 4:07
  and
• 4:07
  the
• 4:07
  way
• 4:08
  they
• 4:08
  act
• 4:08
  and
• 4:08
  the
• 4:09
  way
• 4:09
  they
• 4:09
  need
• 4:09
  to
• 4:09
  be
• 4:09
  marketed
• 4:10
  to
• 4:10
  and
• 4:11
  how
• 4:11
  you
• 4:11
  have
• 4:11
  to
• 4:11
  adapt
• 4:12
  your
• 4:12
  sales
• 4:12
  process.
• 4:13
  And
• 4:13
  I
• 4:13
  think
• 4:13
  what
• 4:14
  we're
• 4:14
  seeing
• 4:14
  in
• 4:14
  that
• 4:14
  generation
• 4:15
  is
• 4:15
  the
• 4:16
  shift
• 4:16
  towards
• 4:17
  less
• 4:17
  of
• 4:18
  the
• 4:18
  pretty
• 4:18
  and
• 4:18
  more
• 4:19
  of,
• 4:19
  to
• 4:19
  the
• 4:19
  values
• 4:19
  led.
• 4:20
  Now,
• 4:20
  don't
• 4:20
  get
• 4:20
  me
• 4:20
  wrong,
• 4:21
  I'm
• 4:21
  not
• 4:21
  saying
• 4:21
  that
• 4:21
  things,
• 4:22
  they
• 4:22
  don't
• 4:23
  still
• 4:23
  want
• 4:23
  things
• 4:23
  to
• 4:23
  look
• 4:24
  pretty,
• 4:24
  but
• 4:24
  actually
• 4:25
  we,
• 4:25
  we
• 4:25
  see
• 4:26
  that
• 4:26
  these
• 4:26
  couples
• 4:27
  really
• 4:27
  do
• 4:28
  have
• 4:28
  core
• 4:28
  values
• 4:29
  and
• 4:29
  they
• 4:29
  want
• 4:29
  to
• 4:30
  work
• 4:30
  with
• 4:30
  businesses
• 4:31
  and
• 4:31
  professionals
• 4:32
  that
• 4:32
  reflect
• 4:33
  those
• 4:33
  values.
• 4:33
  So
• 4:34
  we
• 4:34
  are
• 4:34
  see
• 4:35
  more
• 4:35
  people
• 4:35
  asking
• 4:36
  the
• 4:36
  question
• 4:36
  and
• 4:37
  it
• 4:37
  doesn't
• 4:37
  necessarily
• 4:38
  look
• 4:39
  like
• 4:39
  couples
• 4:39
  saying,
• 4:40
  are
• 4:40
  you
• 4:40
  sustainable?
• 4:41
  But
• 4:41
  it's
• 4:42
  connecting
• 4:42
  with
• 4:42
  the,
• 4:43
  with
• 4:43
  the
• 4:43
  particular
• 4:44
  business
• 4:44
  that
• 4:44
  they're
• 4:45
  asking.
• 4:45
  So
• 4:45
  it
• 4:45
  might
• 4:45
  be
• 4:46
  that
• 4:46
  they're
• 4:46
  asking
• 4:46
  about
• 4:47
  where
• 4:47
  the
• 4:47
  food
• 4:47
  is
• 4:48
  coming
• 4:48
  from,
• 4:48
  it's
• 4:49
  asking
• 4:49
  about
• 4:49
  local,
• 4:50
  about
• 4:50
  seasonal,
• 4:51
  or
• 4:51
  maybe
• 4:51
  they're
• 4:52
  talking
• 4:52
  to
• 4:52
  their
• 4:52
  florist
• 4:53
  about
• 4:53
  British
• 4:54
  blooms
• 4:54
  or
• 4:54
  sustainable
• 4:55
  techniques
• 4:55
  or
• 4:56
  no
• 4:56
  foam.
• 4:57
  So
• 4:57
  we're
• 4:57
  starting
• 4:58
  to
• 4:58
  see
• 4:58
  the
• 4:58
  details
• 4:59
  around
• 4:59
  sustainability
• 5:00
  coming
• 5:00
  to
• 5:00
  the
• 5:01
  forefront.
• 5:01
  And
• 5:01
  we're
• 5:02
  certainly
• 5:02
  starting
• 5:02
  to
• 5:03
  see
• 5:03
  are
• 5:03
  the
• 5:03
  businesses
• 5:04
  we're
• 5:04
  working
• 5:04
  with
• 5:05
  have
• 5:05
  an
• 5:05
  increase
• 5:06
  and
• 5:06
  growth
• 5:07
  in
• 5:07
  their
• 5:07
  business
• 5:08
  because
• 5:08
  they're
• 5:09
  operating
• 5:09
  in
• 5:09
  this
• 5:10
  way
• 5:10
  and
• 5:10
  because
• 5:11
  they're
• 5:11
  talking
• 5:11
  about
• 5:11
  it
• 5:12
  a
• 5:12
  lot.
• 5:12
  That's
• 5:13
  really
• 5:13
  interesting.
• 5:13
  And
• 5:13
  also
• 5:14
  I'm
• 5:14
  seeing
• 5:14
  from
• 5:14
  my
• 5:15
  end,
• 5:15
  I
• 5:15
  said,
• 5:15
  I
• 5:16
  send
• 5:16
  clients
• 5:16
  your
• 5:16
  way.
• 5:17
  So
• 5:17
  increasingly
• 5:18
  when
• 5:18
  I
• 5:18
  work
• 5:18
  with
• 5:18
  people
• 5:19
  one
• 5:19
  to
• 5:19
  one,
• 5:20
  they're
• 5:20
  bringing
• 5:20
  it
• 5:20
  up,
• 5:21
  they're
• 5:21
  saying
• 5:21
  things
• 5:21
  like,
• 5:22
  oh,
• 5:22
  we
• 5:23
  want
• 5:23
  to
• 5:23
  say
• 5:23
  that
• 5:23
  we're
• 5:23
  sustainable.
• 5:24
  And
• 5:24
  so
• 5:24
  then
• 5:24
  I'm
• 5:24
  pushing
• 5:25
  back
• 5:25
  and
• 5:25
  saying,
• 5:25
  well,
• 5:25
  do
• 5:26
  you
• 5:26
  have
• 5:26
  a
• 5:26
  sustainability
• 5:26
  policy?
• 5:27
  Do
• 5:27
  you
• 5:27
  have
• 5:27
  something
• 5:27
  on
• 5:28
  your
• 5:28
  website?
• 5:28
  No.
• 5:29
  And
• 5:29
  then
• 5:29
  my
• 5:29
  answer
• 5:30
  is,
• 5:30
  great,
• 5:30
  go
• 5:31
  and
• 5:31
  speak
• 5:31
  to
• 5:31
  Michelle,
• 5:32
  she
• 5:32
  can
• 5:32
  help
• 5:32
  you
• 5:32
  get
• 5:32
  that
• 5:33
  sorted
• 5:33
  out.
• 5:34
  Because
• 5:34
  also,
• 5:35
  I
• 5:35
  think
• 5:35
  in
• 5:35
  this
• 5:36
  2026
• 5:37
  world
• 5:37
  of
• 5:37
  Mistru
• 5:39
  and
• 5:39
  AI
• 5:39
  and
• 5:40
  technology
• 5:41
  and
• 5:41
  people
• 5:42
  don't
• 5:42
  know
• 5:42
  what
• 5:42
  to
• 5:42
  trust.
• 5:43
  They
• 5:43
  don't
• 5:44
  just
• 5:44
  want
• 5:44
  to
• 5:44
  see
• 5:44
  the
• 5:44
  word,
• 5:45
  oh,
• 5:45
  I'm,
• 5:45
  I'm
• 5:46
  sustainable.
• 5:47
  They
• 5:47
  want
• 5:47
  to
• 5:47
  know
• 5:48
  actually
• 5:48
  what
• 5:49
  that
• 5:49
  means.
• 5:49
  So
• 5:49
  I
• 5:50
  think
• 5:50
  there's
• 5:50
  a
• 5:50
  deeper
• 5:50
  level.
• 5:51
  We
• 5:51
  can't
• 5:51
  just
• 5:51
  throw
• 5:51
  that.
• 5:52
  That
• 5:52
  word
• 5:52
  around
• 5:53
  anymore.
• 5:53
  Yeah,
• 5:53
  absolutely.
• 5:54
  And
• 5:55
  we
• 5:55
  can't
• 5:55
  throw
• 5:55
  that
• 5:55
  word
• 5:56
  around
• 5:56
  from,
• 5:57
  you
• 5:57
  know,
• 5:57
  competitions
• 5:58
  and
• 5:58
  markets,
• 5:58
  authority
• 5:59
  reasons,
• 5:59
  from
• 5:59
  the
• 5:59
  Green
• 6:00
  Claims
• 6:00
  Code.
• 6:00
  You
• 6:01
  know,
• 6:01
  it
• 6:01
  is
• 6:01
  illegal,
• 6:02
  it's
• 6:02
  greenwashing
• 6:03
  to
• 6:03
  be
• 6:03
  using
• 6:03
  terms
• 6:04
  that,
• 6:04
  one,
• 6:05
  you
• 6:05
  can't
• 6:05
  evidence,
• 6:06
  two,
• 6:06
  you
• 6:06
  don't
• 6:07
  understand.
• 6:07
  And
• 6:07
  so
• 6:07
  actually,
• 6:09
  in
• 6:09
  the
• 6:09
  past,
• 6:09
  we've
• 6:10
  seen
• 6:10
  people
• 6:10
  sort
• 6:10
  of
• 6:11
  not
• 6:11
  using
• 6:11
  those
• 6:12
  terms
• 6:12
  because
• 6:12
  they're
• 6:13
  scared
• 6:13
  about
• 6:13
  that.
• 6:14
  But
• 6:14
  actually
• 6:14
  now
• 6:14
  we're
• 6:15
  seeing
• 6:15
  people
• 6:15
  understanding
• 6:16
  and
• 6:16
  breaking
• 6:17
  that
• 6:17
  down
• 6:17
  a
• 6:17
  little
• 6:17
  bit
• 6:18
  more
• 6:18
  and
• 6:18
  understanding
• 6:19
  that
• 6:19
  actually
• 6:19
  what
• 6:20
  their
• 6:20
  couples
• 6:20
  are
• 6:20
  looking
• 6:21
  for
• 6:21
  is
• 6:22
  something
• 6:22
  that
• 6:22
  they
• 6:22
  can
• 6:23
  connect
• 6:23
  with
• 6:23
  them.
• 6:23
  So
• 6:24
  as
• 6:24
  I
• 6:24
  said,
• 6:24
  like
• 6:24
  with
• 6:25
  a
• 6:25
  florist,
• 6:25
  you
• 6:25
  know,
• 6:25
  if
• 6:25
  it's
• 6:26
  talking
• 6:26
  about,
• 6:26
  we
• 6:26
  don't
• 6:27
  use
• 6:27
  floral
• 6:27
  foam
• 6:27
  or,
• 6:28
  you
• 6:28
  know,
• 6:28
  we
• 6:28
  use
• 6:28
  sustainable
• 6:29
  mechanics,
• 6:30
  actually
• 6:30
  it's
• 6:30
  just
• 6:30
  talking
• 6:30
  about
• 6:31
  the
• 6:31
  fundamentals
• 6:31
  of
• 6:32
  their
• 6:32
  business
• 6:33
  rather
• 6:33
  than
• 6:34
  the
• 6:34
  complicated
• 6:35
  language
• 6:35
  or,
• 6:36
  you
• 6:36
  know,
• 6:36
  trying
• 6:37
  to
• 6:37
  pretend
• 6:38
  that
• 6:38
  they're
• 6:38
  an
• 6:38
  expert
• 6:38
  in
• 6:38
  something
• 6:39
  that
• 6:39
  they
• 6:39
  aren't
• 6:40
  actually,
• 6:40
  actually
• 6:40
  just
• 6:41
  adapting
• 6:41
  the
• 6:42
  way
• 6:42
  that
• 6:42
  they're
• 6:42
  doing,
• 6:42
  running
• 6:43
  their
• 6:43
  business
• 6:43
  and
• 6:44
  talking
• 6:44
  about
• 6:45
  what
• 6:45
  they're
• 6:45
  doing.
• 6:45
  And
• 6:46
  being
• 6:46
  transparent
• 6:47
  is
• 6:47
  the
• 6:48
  most
• 6:48
  important
• 6:48
  way.
• 6:48
  Like,
• 6:49
  I
• 6:49
  know
• 6:49
  you
• 6:49
  always
• 6:49
  talk
• 6:50
  about
• 6:50
  being
• 6:50
  transparent.
• 6:51
  You
• 6:51
  know,
• 6:52
  it
• 6:52
  is
• 6:52
  so
• 6:52
  important
• 6:53
  to
• 6:53
  build
• 6:53
  that
• 6:53
  no,
• 6:53
  like,
• 6:54
  trust
• 6:54
  factor.
• 6:54
  And
• 6:55
  it's
• 6:55
  no
• 6:55
  different
• 6:55
  with
• 6:56
  sustainability.
• 6:56
  It
• 6:57
  has
• 6:57
  to
• 6:57
  be.
• 6:57
  The
• 6:58
  core
• 6:58
  part
• 6:58
  of
• 6:59
  your
• 6:59
  sustainable
• 7:00
  policy
• 7:00
  is
• 7:00
  that,
• 7:00
  you
• 7:01
  know,
• 7:01
  you
• 7:01
  have
• 7:01
  to
• 7:01
  have
• 7:02
  those
• 7:02
  transparency
• 7:03
  in
• 7:03
  your
• 7:03
  values.
• 7:04
  And
• 7:04
  just
• 7:04
  like
• 7:05
  actually
• 7:05
  everything
• 7:05
  in
• 7:06
  business,
• 7:06
  it,
• 7:07
  it
• 7:07
  rewards
• 7:08
  you
• 7:08
  for
• 7:08
  being
• 7:08
  proactive
• 7:09
  rather
• 7:09
  than
• 7:10
  reactive.
• 7:10
  And
• 7:11
  I
• 7:11
  think
• 7:11
  there's
• 7:11
  a
• 7:12
  lot
• 7:12
  of
• 7:12
  people
• 7:12
  that
• 7:12
  are
• 7:12
  finding
• 7:13
  themselves
• 7:13
  in
• 7:13
  this
• 7:13
  murky
• 7:14
  water
• 7:14
  because
• 7:14
  they're
• 7:14
  having
• 7:14
  to
• 7:15
  be
• 7:15
  reactive
• 7:16
  because
• 7:16
  couples
• 7:16
  are
• 7:16
  coming
• 7:17
  to
• 7:17
  them
• 7:17
  and
• 7:17
  saying,
• 7:17
  well,
• 7:17
  where's
• 7:18
  the
• 7:18
  source
• 7:18
  from?
• 7:18
  Can
• 7:19
  you
• 7:19
  do
• 7:19
  it
• 7:19
  foam
• 7:19
  free?
• 7:19
  And
• 7:20
  then
• 7:20
  they're
• 7:20
  in
• 7:20
  this
• 7:20
  panic
• 7:21
  trying
• 7:21
  to
• 7:21
  make
• 7:21
  the
• 7:21
  sale
• 7:22
  and
• 7:22
  trying
• 7:22
  to
• 7:22
  work
• 7:23
  out
• 7:23
  what
• 7:23
  to
• 7:23
  say
• 7:23
  to
• 7:24
  them.
• 7:24
  But
• 7:24
  actually,
• 7:24
  the
• 7:25
  people
• 7:25
  that
• 7:25
  can
• 7:25
  go
• 7:25
  out
• 7:26
  there
• 7:26
  and
• 7:26
  know
• 7:26
  solidly
• 7:27
  what
• 7:27
  they
• 7:27
  can
• 7:27
  say
• 7:27
  and
• 7:28
  be
• 7:28
  completely
• 7:28
  honest
• 7:29
  and
• 7:29
  have
• 7:29
  a
• 7:29
  policy
• 7:30
  or
• 7:30
  a
• 7:30
  page
• 7:30
  on
• 7:31
  their
• 7:31
  website
• 7:31
  or
• 7:31
  something
• 7:31
  that
• 7:32
  they
• 7:32
  can
• 7:32
  show
• 7:32
  an
• 7:32
  accreditation
• 7:34
  is
• 7:34
  going
• 7:34
  to
• 7:34
  be
• 7:34
  a
• 7:34
  lot
• 7:35
  of
• 7:35
  us
• 7:35
  stronger.
• 7:35
  You're
• 7:36
  not
• 7:36
  going
• 7:36
  to
• 7:36
  feel
• 7:36
  that,
• 7:36
  like,
• 7:37
  oh,
• 7:37
  no,
• 7:37
  I
• 7:37
  don't
• 7:37
  know
• 7:38
  what
• 7:38
  to
• 7:38
  say
• 7:38
  in
• 7:39
  the
• 7:39
  same
• 7:39
  way,
• 7:39
  because
• 7:39
  you've
• 7:40
  been
• 7:40
  proactive
• 7:41
  and
• 7:41
  I'm
• 7:41
  sure
• 7:41
  that
• 7:42
  the
• 7:42
  people
• 7:42
  that
• 7:42
  are
• 7:43
  working
• 7:43
  with
• 7:43
  you
• 7:44
  feel
• 7:44
  confident
• 7:44
  in
• 7:44
  that.
• 7:45
  Absolutely.
• 7:46
  And
• 7:46
  they
• 7:46
  see
• 7:46
  it
• 7:47
  as
• 7:47
  a
• 7:47
  competitive
• 7:47
  advantage.
• 7:48
  Like
• 7:49
  no
• 7:49
  longer
• 7:50
  is
• 7:50
  sustainability
• 7:51
  sort
• 7:51
  of
• 7:51
  a
• 7:51
  bolt
• 7:52
  on,
• 7:52
  an
• 7:52
  add
• 7:52
  on.
• 7:53
  Like
• 7:53
  there
• 7:53
  is
• 7:53
  a
• 7:54
  big
• 7:54
  return
• 7:54
  on
• 7:54
  investment
• 7:55
  now
• 7:55
  with
• 7:55
  sustainability.
• 7:56
  Yes,
• 7:56
  it
• 7:57
  does
• 7:57
  take
• 7:57
  time
• 7:58
  to
• 7:59
  invest
• 7:59
  in
• 7:59
  your
• 7:59
  business,
• 8:00
  just
• 8:00
  like
• 8:00
  in
• 8:00
  any
• 8:01
  part
• 8:01
  of
• 8:01
  your
• 8:01
  business.
• 8:01
  But
• 8:02
  actually
• 8:02
  if
• 8:03
  you
• 8:03
  take
• 8:03
  that
• 8:03
  time,
• 8:03
  you
• 8:04
  understand
• 8:04
  what
• 8:05
  couples
• 8:05
  looking
• 8:05
  for
• 8:06
  and
• 8:06
  how
• 8:06
  you
• 8:06
  can
• 8:06
  adapt
• 8:07
  your
• 8:07
  business,
• 8:08
  then
• 8:08
  that
• 8:08
  is
• 8:08
  going
• 8:09
  to
• 8:09
  give
• 8:09
  you
• 8:09
  a
• 8:09
  competitive
• 8:10
  advantage.
• 8:10
  You
• 8:10
  are
• 8:11
  going
• 8:11
  to
• 8:11
  see
• 8:12
  that
• 8:12
  growth
• 8:12
  in
• 8:13
  that
• 8:13
  part
• 8:13
  of
• 8:13
  your
• 8:13
  business,
• 8:14
  whereas
• 8:15
  others
• 8:15
  aren't.
• 8:15
  And
• 8:16
  we
• 8:16
  definitely
• 8:16
  see
• 8:17
  that.
• 8:17
  We
• 8:17
  were
• 8:18
  only
• 8:18
  last
• 8:18
  week
• 8:19
  talking
• 8:19
  with
• 8:19
  one
• 8:19
  of
• 8:19
  our
• 8:20
  flower
• 8:20
  farmer
• 8:21
  florists
• 8:21
  that
• 8:22
  is
• 8:22
  completely
• 8:22
  bucking
• 8:23
  the
• 8:23
  trend
• 8:23
  at
• 8:23
  the
• 8:24
  moment.
• 8:24
  They
• 8:24
  have
• 8:24
  seen
• 8:24
  growth
• 8:25
  year
• 8:25
  on
• 8:25
  year
• 8:25
  for
• 8:26
  the
• 8:26
  last
• 8:26
  three
• 8:26
  years
• 8:27
  in
• 8:27
  their
• 8:27
  business
• 8:28
  and
• 8:28
  they
• 8:28
  haven't
• 8:29
  changed
• 8:29
  their
• 8:29
  marketing
• 8:30
  strategy.
• 8:30
  They're
• 8:31
  honest,
• 8:31
  they're
• 8:31
  consistent
• 8:32
  and
• 8:32
  they're
• 8:33
  just
• 8:33
  transparent
• 8:33
  about
• 8:34
  everything
• 8:34
  they're
• 8:34
  doing.
• 8:35
  And
• 8:35
  people
• 8:35
  are
• 8:36
  coming
• 8:36
  to
• 8:36
  them
• 8:36
  purely
• 8:37
  because
• 8:38
  sustainability
• 8:38
  is
• 8:39
  what
• 8:39
  they're
• 8:39
  leading
• 8:39
  with.
• 8:40
  And
• 8:40
  so
• 8:40
  actually
• 8:40
  it's
• 8:41
  a
• 8:41
  real
• 8:41
  competitive
• 8:42
  advantage
• 8:42
  for
• 8:43
  so
• 8:43
  many
• 8:43
  different
• 8:44
  types
• 8:44
  of
• 8:44
  businesses.
• 8:44
  Yeah,
• 8:45
  it's
• 8:45
  a
• 8:45
  really
• 8:45
  interesting
• 8:45
  way
• 8:45
  to
• 8:46
  look
• 8:46
  at
• 8:46
  it
• 8:46
  as
• 8:46
  well
• 8:46
  because
• 8:46
  I
• 8:47
  think
• 8:47
  sometimes
• 8:47
  people
• 8:47
  are
• 8:48
  afraid
• 8:48
  of
• 8:48
  the
• 8:48
  cost
• 8:49
  involved
• 8:50
  in
• 8:50
  it
• 8:50
  and
• 8:51
  we
• 8:51
  have
• 8:51
  to
• 8:51
  be
• 8:51
  honest,
• 8:51
  sometimes
• 8:52
  there
• 8:52
  are
• 8:52
  added
• 8:53
  costs
• 8:53
  to
• 8:53
  being
• 8:54
  sustainable.
• 8:54
  I
• 8:55
  know
• 8:55
  it
• 8:55
  myself
• 8:56
  from
• 8:56
  looking
• 8:56
  at
• 8:57
  my
• 8:57
  conference.
• 8:57
  So
• 8:58
  for
• 8:58
  example,
• 8:59
  I've
• 8:59
  been
• 8:59
  trying
• 8:59
  to
• 8:59
  work
• 8:59
  out
• 9:00
  what
• 9:00
  to
• 9:00
  do
• 9:00
  about
• 9:00
  name
• 9:00
  badges
• 9:01
  and
• 9:02
  I
• 9:02
  put
• 9:02
  a
• 9:02
  post
• 9:03
  up
• 9:03
  and
• 9:03
  then
• 9:03
  someone
• 9:03
  came
• 9:04
  back
• 9:04
  to
• 9:04
  me
• 9:04
  and
• 9:04
  said,
• 9:04
  could
• 9:05
  you
• 9:05
  do
• 9:05
  something
• 9:05
  more
• 9:05
  sustainable?
• 9:06
  And
• 9:06
  I
• 9:06
  started
• 9:06
  looking
• 9:07
  at
• 9:07
  all
• 9:07
  the
• 9:07
  options.
• 9:07
  I'm
• 9:07
  just
• 9:08
  being
• 9:08
  totally
• 9:08
  honest
• 9:08
  here.
• 9:09
  And
• 9:09
  obviously
• 9:10
  there
• 9:10
  are
• 9:11
  cheaper
• 9:11
  options
• 9:11
  and
• 9:11
  more
• 9:12
  expensive
• 9:12
  options.
• 9:12
  And
• 9:13
  then
• 9:13
  it's
• 9:13
  weighing
• 9:13
  that
• 9:13
  up
• 9:14
  because
• 9:14
  I
• 9:15
  was
• 9:15
  looking
• 9:15
  at,
• 9:15
  okay,
• 9:15
  well
• 9:15
  I
• 9:16
  could
• 9:16
  get
• 9:16
  this
• 9:16
  more
• 9:16
  expensive
• 9:17
  seed
• 9:17
  paper,
• 9:18
  but
• 9:18
  then
• 9:18
  it's
• 9:18
  single
• 9:19
  use
• 9:19
  and
• 9:19
  how
• 9:20
  many
• 9:20
  people
• 9:20
  actually
• 9:20
  plant
• 9:21
  it.
• 9:21
  Or
• 9:22
  do
• 9:22
  I
• 9:22
  go
• 9:22
  for
• 9:22
  the
• 9:22
  plastic,
• 9:23
  which
• 9:23
  on
• 9:23
  the
• 9:23
  whole
• 9:24
  is
• 9:24
  worse
• 9:24
  for
• 9:24
  the
• 9:24
  planet.
• 9:25
  But
• 9:25
  actually
• 9:25
  I
• 9:26
  can
• 9:26
  wipe
• 9:26
  it
• 9:26
  clean
• 9:27
  and
• 9:27
  reuse
• 9:27
  it
• 9:27
  year
• 9:27
  after
• 9:28
  year
• 9:28
  after.
• 9:28
  And
• 9:28
  so
• 9:29
  I
• 9:29
  know
• 9:29
  everyone
• 9:30
  in
• 9:30
  their
• 9:30
  business
• 9:30
  is
• 9:31
  trying
• 9:31
  to
• 9:31
  weigh
• 9:31
  up
• 9:31
  all
• 9:32
  of
• 9:32
  these
• 9:32
  things
• 9:32
  all
• 9:32
  of
• 9:33
  the
• 9:33
  time.
• 9:33
  And
• 9:33
  the
• 9:33
  cost
• 9:34
  does
• 9:34
  come
• 9:35
  into
• 9:35
  it
• 9:35
  as
• 9:35
  well.
• 9:36
  It
• 9:36
  has
• 9:36
  to.
• 9:36
  Because
• 9:36
  as
• 9:37
  a
• 9:37
  business
• 9:37
  owner
• 9:37
  we
• 9:38
  need
• 9:38
  to
• 9:38
  make
• 9:38
  money,
• 9:39
  but
• 9:39
  also
• 9:39
  we
• 9:39
  want
• 9:39
  to
• 9:40
  make
• 9:40
  sure
• 9:40
  we're
• 9:40
  doing
• 9:40
  the
• 9:40
  right
• 9:40
  thing.
• 9:41
  So
• 9:41
  I'm
• 9:41
  sure
• 9:41
  people
• 9:41
  are
• 9:41
  having
• 9:42
  that
• 9:42
  struggle
• 9:42
  themselves.
• 9:43
  Yeah,
• 9:43
  absolutely.
• 9:44
  And
• 9:44
  I
• 9:45
  think
• 9:45
  that
• 9:45
  is,
• 9:46
  I
• 9:46
  think
• 9:46
  that's
• 9:46
  one
• 9:46
  of
• 9:47
  the
• 9:47
  strengths
• 9:47
  of
• 9:47
  what
• 9:48
  we
• 9:48
  do
• 9:48
  in
• 9:48
  the
• 9:48
  alliance
• 9:49
  is
• 9:49
  the
• 9:49
  community.
• 9:50
  So
• 9:50
  the
• 9:51
  reason
• 9:51
  that
• 9:51
  we
• 9:51
  started
• 9:52
  the
• 9:52
  alliance
• 9:52
  was
• 9:53
  because
• 9:53
  that
• 9:53
  we
• 9:53
  were
• 9:53
  seeing
• 9:54
  exactly
• 9:54
  this.
• 9:55
  People
• 9:56
  on
• 9:56
  their
• 9:56
  own
• 9:56
  in
• 9:57
  their
• 9:57
  business,
• 9:57
  trying
• 9:58
  to
• 9:58
  solve
• 9:58
  a
• 9:59
  problem
• 9:59
  and
• 10:00
  not
• 10:00
  knowing
• 10:00
  that
• 10:01
  that
• 10:01
  problem
• 10:01
  has
• 10:01
  been
• 10:02
  solved
• 10:02
  10
• 10:02
  minutes
• 10:02
  down
• 10:02
  the
• 10:02
  road
• 10:03
  by
• 10:03
  somebody
• 10:03
  else.
• 10:04
  So
• 10:05
  bringing
• 10:05
  people
• 10:05
  together,
• 10:06
  being
• 10:06
  able
• 10:07
  to
• 10:07
  have
• 10:07
  that
• 10:07
  community
• 10:08
  of
• 10:08
  guys,
• 10:09
  I'm
• 10:09
  really
• 10:09
  struggling
• 10:09
  with
• 10:09
  this.
• 10:10
  Does
• 10:10
  anybody
• 10:11
  have
• 10:11
  any
• 10:11
  experience
• 10:12
  of
• 10:12
  it?
• 10:12
  Can
• 10:12
  anybody
• 10:13
  help?
• 10:13
  Can
• 10:13
  anybody
• 10:13
  put
• 10:14
  me
• 10:14
  in
• 10:14
  the
• 10:14
  right
• 10:14
  direction
• 10:14
  of
• 10:14
  a
• 10:15
  supplier
• 10:15
  that's
• 10:16
  so
• 10:16
  valuable?
• 10:17
  Because
• 10:18
  that
• 10:18
  time
• 10:18
  it
• 10:19
  takes,
• 10:19
  as
• 10:20
  you
• 10:20
  know,
• 10:20
  to
• 10:20
  go
• 10:20
  and
• 10:20
  find
• 10:21
  all
• 10:21
  of
• 10:21
  those
• 10:21
  options,
• 10:23
  that
• 10:23
  is
• 10:23
  so
• 10:23
  time
• 10:24
  consuming,
• 10:24
  that
• 10:24
  is
• 10:25
  a
• 10:25
  cost
• 10:25
  to
• 10:26
  your
• 10:26
  business.
• 10:27
  So
• 10:27
  actually
• 10:27
  being
• 10:27
  able
• 10:28
  to
• 10:28
  connect
• 10:28
  with
• 10:28
  other
• 10:28
  people
• 10:29
  that
• 10:29
  get
• 10:29
  it,
• 10:29
  that
• 10:30
  have
• 10:30
  been
• 10:30
  there,
• 10:30
  that
• 10:30
  have
• 10:31
  done
• 10:31
  that,
• 10:31
  that
• 10:31
  can
• 10:32
  actually
• 10:32
  help
• 10:32
  to
• 10:32
  show
• 10:33
  you
• 10:33
  the
• 10:33
  way.
• 10:33
  And
• 10:33
  then
• 10:34
  you
• 10:34
  in
• 10:34
  turn
• 10:34
  are
• 10:35
  able
• 10:35
  to
• 10:35
  then
• 10:35
  help
• 10:36
  other
• 10:36
  people
• 10:36
  down
• 10:37
  the
• 10:37
  line.
• 10:37
  That's
• 10:38
  exactly
• 10:38
  why
• 10:39
  we
• 10:39
  started
• 10:39
  the
• 10:40
  alliance
• 10:40
  in
• 10:40
  the
• 10:40
  first
• 10:40
  place.
• 10:41
  And
• 10:41
  the
• 10:41
  community
• 10:41
  part
• 10:42
  is
• 10:42
  really
• 10:42
  important.
• 10:43
  Now,
• 10:43
  you
• 10:43
  mentioned
• 10:44
  to
• 10:44
  me
• 10:44
  earlier
• 10:44
  that
• 10:45
  you've
• 10:45
  recently
• 10:45
  had
• 10:45
  a
• 10:45
  retreat
• 10:46
  with
• 10:46
  some
• 10:46
  of
• 10:47
  your
• 10:47
  members.
• 10:47
  And
• 10:47
  I
• 10:47
  love
• 10:48
  a
• 10:48
  retreat.
• 10:48
  I
• 10:48
  think
• 10:48
  it's
• 10:49
  a
• 10:49
  great
• 10:49
  chance
• 10:49
  to
• 10:49
  go
• 10:50
  in
• 10:50
  depth.
• 10:50
  You
• 10:51
  spend
• 10:51
  a
• 10:51
  lot
• 10:51
  more
• 10:51
  time
• 10:52
  with
• 10:52
  people.
• 10:53
  So
• 10:53
  from
• 10:53
  the
• 10:53
  people
• 10:53
  that
• 10:54
  spent
• 10:54
  time
• 10:55
  away
• 10:55
  with
• 10:55
  on
• 10:55
  your
• 10:55
  retreat,
• 10:56
  what
• 10:56
  kind
• 10:57
  of
• 10:57
  messages
• 10:57
  are
• 10:58
  you
• 10:58
  hearing?
• 10:58
  What's
• 10:58
  going
• 10:59
  on
• 10:59
  in
• 10:59
  the
• 10:59
  ground?
• 10:59
  What
• 11:00
  reflections
• 11:00
  have
• 11:00
  you
• 11:01
  personally
• 11:01
  taken
• 11:01
  away
• 11:02
  from
• 11:02
  that
• 11:02
  time?
• 11:02
  It
• 11:03
  was
• 11:03
  such
• 11:04
  an
• 11:04
  amazing
• 11:04
  few
• 11:05
  days.
• 11:05
  First
• 11:05
  of
• 11:05
  all,
• 11:06
  we
• 11:06
  brought
• 11:06
  people
• 11:07
  together
• 11:08
  to
• 11:09
  at
• 11:09
  one
• 11:09
  of
• 11:09
  our
• 11:09
  members,
• 11:10
  sheepdrove
• 11:11
  Organic
• 11:11
  Farm,
• 11:11
  so
• 11:12
  really
• 11:12
  rural
• 11:12
  in
• 11:12
  West
• 11:13
  Berkshire.
• 11:14
  And
• 11:14
  it
• 11:14
  was
• 11:14
  just
• 11:14
  the
• 11:15
  most
• 11:15
  amazing
• 11:16
  few
• 11:16
  days,
• 11:17
  working
• 11:17
  on
• 11:17
  their
• 11:18
  businesses,
• 11:18
  doing
• 11:18
  the
• 11:19
  work,
• 11:19
  but
• 11:19
  also
• 11:20
  out
• 11:20
  in
• 11:20
  nature.
• 11:21
  So
• 11:21
  being
• 11:21
  on
• 11:21
  organic
• 11:22
  farm,
• 11:22
  being.
• 11:23
  And
• 11:23
  our
• 11:23
  area
• 11:23
  of
• 11:23
  outstanding
• 11:24
  natural
• 11:24
  beauty,
• 11:24
  where
• 11:24
  we're
• 11:25
  really
• 11:25
  able
• 11:25
  to
• 11:26
  kind
• 11:26
  of
• 11:26
  spend
• 11:26
  that
• 11:26
  social
• 11:27
  time
• 11:27
  outside
• 11:27
  connecting
• 11:28
  with
• 11:28
  people
• 11:29
  maybe
• 11:29
  in
• 11:29
  a
• 11:29
  way
• 11:29
  that
• 11:30
  we
• 11:30
  haven't
• 11:30
  had
• 11:30
  opportunity
• 11:31
  to
• 11:31
  before.
• 11:32
  And
• 11:32
  because
• 11:33
  of
• 11:33
  that,
• 11:33
  we
• 11:33
  were
• 11:33
  able
• 11:34
  to
• 11:34
  kind
• 11:34
  of
• 11:35
  shift
• 11:35
  the
• 11:35
  conversations
• 11:36
  we
• 11:36
  would
• 11:36
  normally
• 11:37
  be
• 11:37
  having.
• 11:37
  You
• 11:37
  know,
• 11:38
  sitting
• 11:38
  on
• 11:39
  Zoom,
• 11:39
  having
• 11:39
  conversations,
• 11:40
  on
• 11:41
  group
• 11:41
  calls,
• 11:41
  on
• 11:42
  WhatsApp
• 11:42
  chats,
• 11:42
  they're
• 11:43
  all
• 11:43
  great
• 11:43
  things
• 11:44
  and
• 11:44
  you
• 11:44
  share
• 11:45
  so
• 11:45
  much
• 11:46
  on
• 11:46
  those.
• 11:46
  But
• 11:46
  actually
• 11:47
  being
• 11:47
  in
• 11:47
  person
• 11:47
  with
• 11:48
  people
• 11:48
  for
• 11:48
  so
• 11:49
  many
• 11:49
  days,
• 11:49
  so
• 11:50
  many
• 11:50
  hours
• 11:50
  really
• 11:51
  allowed
• 11:51
  us
• 11:51
  to
• 11:51
  kind
• 11:51
  of
• 11:52
  spend,
• 11:52
  find
• 11:52
  out
• 11:53
  what
• 11:53
  was
• 11:53
  going
• 11:53
  on.
• 11:54
  And
• 11:54
  really
• 11:54
  we
• 11:55
  are
• 11:55
  seeing
• 11:55
  a
• 11:56
  huge
• 11:56
  growth.
• 11:57
  So
• 11:57
  in
• 11:57
  exactly
• 11:58
  the
• 11:58
  same
• 11:58
  way
• 11:58
  I
• 11:58
  mentioned
• 11:59
  before,
• 11:59
  the
• 12:00
  conversation
• 12:00
  I
• 12:00
  had
• 12:00
  with
• 12:00
  the
• 12:01
  flower
• 12:01
  farmer
• 12:01
  was
• 12:02
  actually
• 12:02
  at
• 12:03
  the
• 12:03
  retreat.
• 12:04
  And
• 12:04
  in
• 12:04
  that
• 12:04
  retreat,
• 12:05
  we
• 12:05
  sat
• 12:05
  and
• 12:05
  had
• 12:06
  an
• 12:06
  industry
• 12:06
  roundtable.
• 12:07
  So
• 12:07
  everyone
• 12:07
  that
• 12:08
  joined
• 12:08
  from
• 12:09
  all
• 12:09
  different
• 12:09
  parts
• 12:09
  of
• 12:09
  the
• 12:09
  industry
• 12:10
  and
• 12:10
  all
• 12:10
  over
• 12:10
  the
• 12:10
  country,
• 12:11
  we
• 12:12
  sat
• 12:12
  and
• 12:12
  we
• 12:12
  talked
• 12:12
  about
• 12:13
  what
• 12:13
  is
• 12:13
  the
• 12:13
  issue?
• 12:14
  Where
• 12:15
  do
• 12:15
  we
• 12:15
  need
• 12:15
  to
• 12:15
  work
• 12:16
  on
• 12:16
  most.
• 12:17
  We
• 12:17
  know
• 12:17
  all
• 12:18
  the
• 12:18
  positive
• 12:18
  stuff
• 12:19
  that's
• 12:19
  going
• 12:19
  on.
• 12:19
  We
• 12:19
  see
• 12:20
  it
• 12:20
  day
• 12:20
  in
• 12:20
  day
• 12:20
  out
• 12:20
  in
• 12:21
  our
• 12:21
  businesses.
• 12:21
  But
• 12:22
  actually,
• 12:22
  where
• 12:22
  are
• 12:22
  the
• 12:23
  struggles?
• 12:23
  And
• 12:24
  for
• 12:24
  us,
• 12:24
  that's
• 12:24
  kind
• 12:25
  of
• 12:25
  what
• 12:25
  we
• 12:25
  do.
• 12:25
  We
• 12:26
  really
• 12:26
  want
• 12:26
  to
• 12:27
  be
• 12:27
  able
• 12:27
  to
• 12:27
  support
• 12:27
  all
• 12:27
  of
• 12:28
  the
• 12:28
  businesses
• 12:28
  we're
• 12:28
  working
• 12:28
  with
• 12:29
  and
• 12:29
  the
• 12:29
  wider
• 12:30
  industry
• 12:30
  and
• 12:30
  what
• 12:30
  the
• 12:31
  struggles
• 12:31
  are.
• 12:31
  And
• 12:32
  it's
• 12:32
  great
• 12:32
  to
• 12:32
  see
• 12:32
  that
• 12:33
  they
• 12:33
  have
• 12:33
  changed.
• 12:33
  So
• 12:34
  year
• 12:34
  on
• 12:34
  year,
• 12:34
  we
• 12:35
  were
• 12:35
  seeing
• 12:35
  the
• 12:36
  same
• 12:36
  kind
• 12:36
  of
• 12:36
  challenges
• 12:37
  people
• 12:37
  bringing
• 12:37
  to
• 12:37
  us.
• 12:38
  It's
• 12:38
  daunting.
• 12:38
  People
• 12:39
  are
• 12:39
  greenwashing.
• 12:40
  I
• 12:40
  can't
• 12:40
  find
• 12:40
  the
• 12:40
  right
• 12:40
  suppliers,
• 12:41
  I
• 12:41
  don't
• 12:41
  have
• 12:41
  the
• 12:42
  time,
• 12:42
  I
• 12:42
  don't
• 12:42
  have
• 12:42
  the
• 12:42
  money.
• 12:43
  Whereas
• 12:43
  now
• 12:44
  it's,
• 12:44
  how
• 12:45
  do
• 12:45
  I
• 12:45
  tell
• 12:45
  my
• 12:45
  sustainable
• 12:46
  story?
• 12:47
  How
• 12:47
  do
• 12:47
  I
• 12:47
  connect
• 12:48
  with
• 12:48
  the
• 12:48
  couple?
• 12:49
  We've
• 12:49
  moved
• 12:50
  into
• 12:50
  much
• 12:51
  more
• 12:51
  of
• 12:51
  a
• 12:51
  personalized
• 12:53
  shift,
• 12:53
  so
• 12:54
  we
• 12:54
  want
• 12:54
  to
• 12:54
  understand
• 12:55
  what
• 12:55
  the
• 12:55
  couple
• 12:55
  wants.
• 12:56
  And
• 12:56
  the
• 12:56
  reason
• 12:56
  that's
• 12:57
  happening
• 12:57
  is
• 12:58
  because
• 12:58
  we
• 12:58
  now
• 12:58
  see
• 12:59
  that
• 12:59
  increasing
• 12:59
  demand,
• 13:00
  that
• 13:00
  couple
• 13:01
  demand
• 13:01
  has
• 13:01
  grown
• 13:02
  year
• 13:02
  on
• 13:02
  year
• 13:02
  and
• 13:03
  it's
• 13:03
  massively
• 13:04
  accelerated
• 13:05
  in
• 13:05
  the
• 13:05
  last
• 13:06
  12
• 13:07
  months
• 13:07
  and
• 13:07
  we
• 13:07
  know
• 13:08
  that
• 13:08
  that's
• 13:08
  going
• 13:08
  to
• 13:08
  continue.
• 13:09
  So
• 13:09
  actually,
• 13:10
  now
• 13:10
  we're
• 13:10
  shifting
• 13:10
  and
• 13:11
  we're
• 13:11
  thinking
• 13:11
  about
• 13:11
  what
• 13:11
  we
• 13:12
  can
• 13:12
  be
• 13:12
  doing
• 13:12
  to
• 13:12
  connect
• 13:13
  with
• 13:13
  those
• 13:13
  couples
• 13:14
  on
• 13:14
  a
• 13:14
  different
• 13:14
  level,
• 13:15
  to
• 13:15
  be
• 13:15
  able
• 13:16
  to
• 13:16
  talk
• 13:16
  to
• 13:16
  them
• 13:17
  about
• 13:17
  the
• 13:18
  story
• 13:18
  of
• 13:19
  what
• 13:19
  their
• 13:19
  wedding
• 13:20
  would
• 13:20
  look
• 13:20
  like
• 13:20
  and
• 13:20
  how
• 13:20
  sustainability
• 13:21
  can
• 13:22
  build
• 13:22
  a
• 13:22
  legacy
• 13:23
  and
• 13:23
  how
• 13:23
  they
• 13:23
  can
• 13:24
  have
• 13:24
  a
• 13:24
  positive
• 13:25
  impact.
• 13:25
  And
• 13:26
  particularly
• 13:26
  looking
• 13:26
  at.
• 13:27
  And
• 13:27
  focusing
• 13:27
  on
• 13:27
  nature.
• 13:28
  So
• 13:28
  nature
• 13:29
  is
• 13:30
  so
• 13:30
  depleted
• 13:31
  and
• 13:31
  Britain
• 13:31
  is
• 13:31
  the
• 13:31
  most
• 13:32
  biodiverse
• 13:33
  depleted
• 13:33
  country
• 13:34
  in
• 13:34
  the
• 13:34
  world.
• 13:35
  I
• 13:35
  heard
• 13:35
  that
• 13:35
  statistic
• 13:36
  yesterday
• 13:36
  and
• 13:36
  it
• 13:37
  was
• 13:37
  absolutely
• 13:37
  blew
• 13:38
  my
• 13:38
  mind.
• 13:38
  And
• 13:39
  actually,
• 13:39
  there's
• 13:40
  so
• 13:40
  much
• 13:40
  we
• 13:40
  can
• 13:40
  do
• 13:41
  in
• 13:41
  the
• 13:42
  wedding
• 13:42
  world
• 13:42
  that
• 13:43
  could
• 13:43
  have
• 13:43
  such
• 13:44
  a
• 13:44
  positive
• 13:44
  impact
• 13:45
  on
• 13:45
  that.
• 13:45
  And
• 13:45
  so
• 13:46
  actually
• 13:46
  now
• 13:46
  we're
• 13:46
  looking
• 13:47
  more
• 13:47
  at
• 13:47
  what
• 13:47
  can
• 13:47
  we
• 13:48
  do
• 13:48
  to
• 13:48
  build
• 13:49
  nature,
• 13:49
  what
• 13:49
  can
• 13:50
  we
• 13:50
  do
• 13:50
  through
• 13:51
  all
• 13:51
  of
• 13:51
  the
• 13:51
  weddings
• 13:51
  that
• 13:51
  take
• 13:52
  place
• 13:52
  in
• 13:52
  the
• 13:52
  UK
• 13:52
  to
• 13:53
  support
• 13:53
  nature
• 13:53
  regeneration?
• 13:54
  So
• 13:55
  that's
• 13:55
  kind
• 13:55
  of
• 13:55
  where
• 13:55
  we're
• 13:56
  shifting
• 13:56
  and
• 13:56
  that's.
• 13:57
  That's
• 13:57
  where
• 13:57
  we
• 13:57
  see
• 13:58
  our
• 13:58
  members
• 13:58
  on
• 13:58
  the
• 13:58
  ground.
• 13:59
  They're
• 13:59
  having
• 13:59
  conversations
• 14:00
  with
• 14:00
  couples.
• 14:01
  That's
• 14:01
  where
• 14:02
  we
• 14:02
  can
• 14:02
  start
• 14:02
  having
• 14:03
  this
• 14:03
  really
• 14:04
  positive
• 14:04
  conversation
• 14:05
  around
• 14:05
  sustainability
• 14:06
  rather
• 14:07
  than
• 14:07
  the,
• 14:07
  you
• 14:08
  can't
• 14:08
  do
• 14:08
  this,
• 14:08
  you
• 14:08
  can't
• 14:09
  have
• 14:09
  this,
• 14:09
  you
• 14:09
  can't
• 14:09
  have
• 14:09
  that.
• 14:10
  Actually,
• 14:11
  what
• 14:11
  we
• 14:11
  want
• 14:11
  to
• 14:12
  do
• 14:12
  is
• 14:12
  inspire
• 14:13
  people.
• 14:14
  These
• 14:14
  are
• 14:14
  all
• 14:14
  the
• 14:14
  amazing
• 14:15
  things
• 14:15
  that
• 14:15
  could
• 14:15
  happen
• 14:16
  by
• 14:16
  having
• 14:17
  a
• 14:17
  more
• 14:17
  sustainable
• 14:17
  wedding,
• 14:18
  by
• 14:18
  making
• 14:18
  those
• 14:18
  more
• 14:19
  conscious
• 14:19
  choices.
• 14:20
  And
• 14:20
  it
• 14:21
  was
• 14:21
  great.
• 14:21
  I
• 14:22
  mean,
• 14:22
  I
• 14:22
  stood
• 14:22
  at
• 14:22
  the
• 14:22
  front
• 14:22
  of
• 14:23
  that
• 14:23
  round
• 14:23
  table
• 14:24
  and
• 14:24
  we
• 14:24
  talked
• 14:25
  about.
• 14:25
  But
• 14:25
  actually
• 14:25
  the
• 14:26
  conversation
• 14:26
  was
• 14:26
  completely
• 14:27
  led
• 14:28
  by
• 14:28
  the
• 14:28
  people
• 14:28
  in
• 14:28
  the
• 14:28
  room
• 14:29
  and
• 14:29
  our
• 14:29
  ambassadors,
• 14:30
  who
• 14:30
  are
• 14:31
  amazing
• 14:31
  people
• 14:32
  from
• 14:32
  all
• 14:32
  over
• 14:32
  the
• 14:33
  country
• 14:33
  that
• 14:33
  we
• 14:34
  have
• 14:34
  regionally
• 14:34
  that
• 14:35
  are
• 14:35
  local
• 14:36
  members
• 14:36
  and
• 14:36
  other
• 14:37
  people
• 14:37
  that
• 14:37
  are
• 14:38
  outside
• 14:38
  the
• 14:38
  membership.
• 14:39
  Can
• 14:39
  Connect
• 14:39
  with
• 14:39
  and
• 14:40
  reach
• 14:40
  out
• 14:40
  to
• 14:40
  just
• 14:41
  in
• 14:41
  the
• 14:41
  way
• 14:42
  my
• 14:42
  door
• 14:42
  is
• 14:42
  always
• 14:42
  open
• 14:42
  and
• 14:43
  people
• 14:43
  can
• 14:43
  reach
• 14:43
  out
• 14:43
  to
• 14:43
  me.
• 14:43
  But
• 14:44
  actually
• 14:44
  our
• 14:44
  ambassadors
• 14:45
  are
• 14:45
  there
• 14:45
  in
• 14:45
  the
• 14:45
  local
• 14:45
  regions.
• 14:46
  They
• 14:46
  know
• 14:46
  what's
• 14:47
  happening,
• 14:47
  they
• 14:47
  know
• 14:47
  what's
• 14:48
  happening
• 14:48
  on
• 14:48
  the
• 14:48
  ground
• 14:48
  and
• 14:48
  it's
• 14:49
  really
• 14:49
  important
• 14:49
  that
• 14:49
  we
• 14:49
  have
• 14:49
  them.
• 14:50
  And
• 14:50
  their
• 14:50
  contribution
• 14:51
  is
• 14:51
  so
• 14:52
  important
• 14:52
  to
• 14:52
  us
• 14:52
  and
• 14:53
  the
• 14:53
  feedback
• 14:53
  from
• 14:54
  them
• 14:54
  is
• 14:54
  that
• 14:54
  really
• 14:55
  couples
• 14:55
  are
• 14:55
  wanting
• 14:56
  to
• 14:56
  know
• 14:56
  how
• 14:56
  they
• 14:56
  can
• 14:57
  have
• 14:57
  this
• 14:57
  positive
• 14:57
  impact
• 14:58
  through
• 14:58
  their
• 14:58
  wedding.
• 14:59
  It's
• 14:59
  so
• 14:59
  good
• 14:59
  to
• 14:59
  hear.
• 15:00
  And
• 15:00
  also
• 15:00
  what's
• 15:01
  interesting
• 15:01
  for
• 15:02
  me
• 15:02
  is
• 15:02
  because
• 15:02
  a
• 15:02
  bit
• 15:02
  like
• 15:03
  you,
• 15:03
  you
• 15:03
  know,
• 15:03
  when
• 15:03
  you're
• 15:04
  speaking
• 15:04
  on
• 15:04
  stages,
• 15:04
  when
• 15:05
  you're
• 15:05
  doing,
• 15:05
  you
• 15:06
  know,
• 15:06
  leadership
• 15:06
  in
• 15:07
  this
• 15:07
  industry,
• 15:07
  you're
• 15:07
  always
• 15:08
  trying
• 15:08
  to
• 15:08
  tell
• 15:09
  people
• 15:09
  what's
• 15:09
  coming
• 15:09
  down
• 15:10
  the
• 15:10
  road.
• 15:10
  And
• 15:10
  for
• 15:11
  two
• 15:11
  years
• 15:11
  I've
• 15:11
  been
• 15:12
  standing
• 15:12
  on
• 15:12
  stage
• 15:12
  saying,
• 15:13
  you
• 15:13
  know,
• 15:13
  we're
• 15:13
  going
• 15:13
  to
• 15:14
  see
• 15:14
  more
• 15:14
  values
• 15:14
  led
• 15:15
  couples.
• 15:15
  You
• 15:15
  need
• 15:15
  to
• 15:16
  be
• 15:16
  thinking
• 15:16
  about
• 15:16
  this
• 15:16
  stuff.
• 15:17
  And
• 15:17
  actually
• 15:18
  two
• 15:18
  years
• 15:18
  later,
• 15:19
  now
• 15:19
  it's
• 15:19
  entering
• 15:20
  the
• 15:20
  mainstream
• 15:20
  and
• 15:21
  what
• 15:21
  we've
• 15:21
  said
• 15:21
  was
• 15:21
  going
• 15:22
  to
• 15:22
  happen
• 15:22
  is
• 15:22
  happening.
• 15:23
  And
• 15:23
  it
• 15:23
  kind
• 15:23
  of
• 15:24
  shows
• 15:24
  the
• 15:24
  importance
• 15:24
  of
• 15:24
  why
• 15:25
  the
• 15:25
  people
• 15:25
  who
• 15:25
  listen
• 15:26
  to
• 15:26
  the
• 15:26
  education
• 15:27
  and
• 15:27
  go
• 15:27
  to
• 15:28
  the
• 15:28
  events
• 15:28
  and
• 15:28
  list
• 15:29
  to
• 15:29
  the
• 15:29
  podcast
• 15:29
  and
• 15:29
  take
• 15:30
  action
• 15:30
  end
• 15:31
  up
• 15:31
  being
• 15:31
  more
• 15:31
  successful
• 15:32
  rather
• 15:32
  than
• 15:32
  the
• 15:32
  people
• 15:33
  who
• 15:33
  just
• 15:33
  sit
• 15:33
  back
• 15:33
  and
• 15:33
  go,
• 15:34
  no,
• 15:34
  nothing
• 15:34
  will
• 15:35
  ever
• 15:35
  change.
• 15:35
  And
• 15:35
  then
• 15:36
  two
• 15:36
  years
• 15:36
  later,
• 15:36
  they're
• 15:36
  now
• 15:36
  playing
• 15:37
  catch
• 15:37
  up.
• 15:37
  So
• 15:38
  it's
• 15:38
  always
• 15:39
  interesting
• 15:39
  for
• 15:39
  me
• 15:40
  to
• 15:40
  see
• 15:40
  the
• 15:40
  things
• 15:40
  that
• 15:40
  we've
• 15:41
  been
• 15:41
  saying
• 15:41
  actually
• 15:42
  then
• 15:43
  hearing
• 15:43
  that
• 15:43
  anecdotal
• 15:44
  evidence
• 15:44
  that
• 15:44
  it's,
• 15:45
  it's
• 15:45
  happening
• 15:45
  on
• 15:45
  the
• 15:45
  ground.
• 15:46
  Are
• 15:46
  there
• 15:46
  any
• 15:46
  frustrations
• 15:47
  that
• 15:47
  you
• 15:47
  have?
• 15:48
  I
• 15:48
  love
• 15:48
  a
• 15:48
  frustration
• 15:48
  on
• 15:49
  this
• 15:49
  podcast.
• 15:49
  Are
• 15:49
  there
• 15:50
  any
• 15:50
  things
• 15:50
  that
• 15:51
  you
• 15:51
  think
• 15:51
  are
• 15:51
  still
• 15:52
  false
• 15:52
  narratives
• 15:53
  in
• 15:53
  our
• 15:54
  industry
• 15:54
  around
• 15:55
  this
• 15:55
  area?
• 15:56
  Yeah,
• 15:56
  I
• 15:56
  think,
• 15:57
  and
• 15:57
  I
• 15:58
  know
• 15:58
  that,
• 15:58
  that,
• 15:58
  you
• 15:59
  know,
• 15:59
  we've
• 15:59
  just
• 15:59
  talked
• 16:00
  about
• 16:00
  this,
• 16:00
  about
• 16:00
  cost,
• 16:01
  that
• 16:02
  sustainability
• 16:02
  is
• 16:02
  more
• 16:03
  expensive,
• 16:03
  that
• 16:04
  if
• 16:04
  I
• 16:04
  have
• 16:04
  a
• 16:04
  sustainable
• 16:05
  product,
• 16:05
  people
• 16:06
  are
• 16:06
  going
• 16:06
  to
• 16:06
  think
• 16:06
  that's
• 16:06
  more
• 16:06
  expensive
• 16:07
  and
• 16:07
  they
• 16:07
  won't
• 16:07
  use
• 16:08
  it.
• 16:08
  Sustainability
• 16:09
  absolutely
• 16:10
  needs
• 16:11
  your
• 16:11
  time
• 16:11
  and
• 16:11
  investment,
• 16:12
  but
• 16:12
  your,
• 16:13
  your
• 16:13
  financial
• 16:14
  investment
• 16:14
  doesn't
• 16:15
  need
• 16:15
  to
• 16:15
  be
• 16:15
  any
• 16:15
  different
• 16:16
  than
• 16:16
  a
• 16:16
  non
• 16:16
  sustainable
• 16:17
  option.
• 16:17
  So,
• 16:18
  you
• 16:18
  know,
• 16:18
  all
• 16:19
  businesses
• 16:19
  have,
• 16:19
  you
• 16:20
  know,
• 16:20
  periods
• 16:21
  where
• 16:21
  they
• 16:21
  need
• 16:21
  to
• 16:21
  invest
• 16:21
  in
• 16:22
  themselves,
• 16:22
  whether
• 16:22
  that
• 16:23
  is
• 16:23
  through
• 16:24
  understanding
• 16:24
  their
• 16:25
  marketing
• 16:25
  better,
• 16:26
  being
• 16:26
  able
• 16:26
  to
• 16:27
  use
• 16:27
  Google,
• 16:27
  my
• 16:27
  business,
• 16:28
  I
• 16:28
  don't
• 16:28
  know
• 16:28
  what
• 16:28
  it's
• 16:29
  called
• 16:29
  these
• 16:29
  days,
• 16:29
  but
• 16:29
  what
• 16:29
  it
• 16:30
  used
• 16:30
  to
• 16:30
  be,
• 16:31
  you
• 16:31
  know,
• 16:31
  they
• 16:32
  need
• 16:32
  to
• 16:32
  invest
• 16:33
  time,
• 16:33
  energy
• 16:34
  into
• 16:34
  going
• 16:34
  to
• 16:35
  events,
• 16:35
  building
• 16:35
  their
• 16:36
  network.
• 16:37
  And
• 16:37
  sustainability
• 16:38
  is
• 16:38
  no
• 16:38
  different.
• 16:38
  What
• 16:39
  you're
• 16:39
  doing
• 16:39
  is
• 16:39
  talking
• 16:40
  to
• 16:40
  a
• 16:40
  slightly
• 16:40
  different
• 16:41
  community,
• 16:41
  a
• 16:42
  community
• 16:42
  that
• 16:42
  can
• 16:42
  help
• 16:43
  and
• 16:43
  support
• 16:43
  you.
• 16:43
  And
• 16:44
  just
• 16:44
  as
• 16:44
  I
• 16:44
  said
• 16:44
  before,
• 16:45
  actually
• 16:46
  you
• 16:46
  don't
• 16:46
  need
• 16:47
  to
• 16:47
  be
• 16:48
  doing
• 16:48
  everything
• 16:48
  on
• 16:48
  Your
• 16:49
  own.
• 16:49
  There
• 16:49
  are
• 16:49
  more
• 16:50
  expensive
• 16:51
  products
• 16:52
  out
• 16:52
  there.
• 16:52
  And
• 16:53
  you
• 16:53
  know,
• 16:54
  it
• 16:54
  absolutely
• 16:55
  gripes
• 16:55
  me
• 16:55
  that
• 16:56
  it's
• 16:56
  more
• 16:56
  expensive
• 16:57
  to
• 16:57
  buy
• 16:58
  a
• 16:58
  sustainable
• 16:59
  toothbrush
• 16:59
  versus
• 17:00
  a
• 17:00
  non
• 17:00
  sustainable
• 17:00
  toothbrush.
• 17:01
  That
• 17:01
  is
• 17:01
  really
• 17:01
  frustrating.
• 17:03
  But
• 17:03
  it's
• 17:03
  about
• 17:03
  scale.
• 17:04
  If
• 17:04
  we
• 17:04
  actually
• 17:05
  compare
• 17:06
  the
• 17:06
  product,
• 17:07
  actually
• 17:08
  one
• 17:08
  product
• 17:08
  is
• 17:09
  going
• 17:09
  to
• 17:09
  last
• 17:09
  longer
• 17:09
  than
• 17:10
  the
• 17:10
  other,
• 17:10
  but
• 17:10
  to
• 17:10
  produce
• 17:11
  one,
• 17:11
  it's
• 17:12
  much
• 17:12
  quicker,
• 17:13
  it's
• 17:13
  much
• 17:13
  more
• 17:13
  efficient
• 17:14
  because
• 17:14
  they've
• 17:14
  got
• 17:15
  cash
• 17:15
  behind
• 17:15
  them,
• 17:16
  they've
• 17:16
  got
• 17:16
  big
• 17:16
  manufacturers
• 17:17
  behind
• 17:17
  them.
• 17:17
  And
• 17:18
  actually
• 17:19
  by
• 17:19
  supporting
• 17:20
  those
• 17:20
  smaller
• 17:21
  businesses,
• 17:22
  they
• 17:22
  can
• 17:22
  then
• 17:22
  have
• 17:23
  that
• 17:23
  investment
• 17:23
  to
• 17:23
  be
• 17:24
  able
• 17:24
  to
• 17:24
  scale.
• 17:24
  And
• 17:25
  we
• 17:25
  see
• 17:25
  it's
• 17:25
  exactly
• 17:26
  the
• 17:26
  same
• 17:26
  in
• 17:27
  the
• 17:27
  wedding
• 17:27
  industry.
• 17:28
  Those
• 17:28
  businesses
• 17:29
  that
• 17:29
  have
• 17:29
  been
• 17:30
  early
• 17:30
  adopters
• 17:31
  of
• 17:31
  sustainable
• 17:31
  principles
• 17:32
  are
• 17:32
  now
• 17:32
  reaping
• 17:33
  those
• 17:33
  benefits
• 17:34
  because
• 17:34
  they
• 17:34
  have
• 17:35
  got
• 17:35
  all
• 17:35
  of
• 17:35
  this
• 17:35
  stuff
• 17:35
  in
• 17:36
  place.
• 17:36
  They
• 17:36
  are
• 17:36
  ready.
• 17:37
  Now.
• 17:37
  Our
• 17:38
  values
• 17:38
  led
• 17:38
  couples
• 17:39
  are
• 17:39
  coming
• 17:39
  in
• 17:39
  asking
• 17:40
  these
• 17:40
  questions.
• 17:41
  They
• 17:41
  are
• 17:42
  not
• 17:42
  flapping
• 17:42
  about
• 17:43
  wondering
• 17:43
  how
• 17:43
  to
• 17:44
  write
• 17:44
  sustainability
• 17:45
  policy.
• 17:45
  They're
• 17:46
  absolutely
• 17:46
  there
• 17:46
  leading
• 17:47
  the
• 17:47
  way.
• 17:48
  And
• 17:48
  therefore
• 17:49
  they're
• 17:49
  able
• 17:49
  to
• 17:50
  actually
• 17:51
  charge
• 17:51
  realistically
• 17:52
  what
• 17:52
  it
• 17:53
  costs
• 17:53
  to
• 17:53
  run
• 17:54
  a
• 17:54
  wedding,
• 17:54
  to
• 17:55
  make
• 17:55
  a
• 17:55
  cake.
• 17:56
  There
• 17:56
  is
• 17:56
  so
• 17:56
  many
• 17:57
  false
• 17:57
  expectations
• 17:58
  around.
• 17:58
  What
• 17:59
  are
• 18:00
  a
• 18:00
  wedding
• 18:00
  costs
• 18:01
  anyway?
• 18:01
  You
• 18:02
  know,
• 18:02
  with
• 18:02
  unexpected,
• 18:03
  the,
• 18:04
  the
• 18:05
  difficulty
• 18:06
  when
• 18:06
  you,
• 18:07
  you
• 18:07
  know,
• 18:07
  you
• 18:07
  get
• 18:07
  married
• 18:08
  and
• 18:08
  you've
• 18:08
  never
• 18:09
  planned
• 18:09
  a
• 18:09
  wedding
• 18:09
  before,
• 18:09
  how
• 18:10
  on
• 18:10
  earth
• 18:10
  are
• 18:10
  you
• 18:10
  meant
• 18:10
  to
• 18:11
  know
• 18:11
  how
• 18:11
  much
• 18:11
  to
• 18:11
  spend
• 18:12
  on
• 18:12
  a,
• 18:12
  on
• 18:12
  a
• 18:12
  venue,
• 18:13
  on
• 18:13
  your
• 18:13
  catering,
• 18:13
  on
• 18:14
  your
• 18:14
  flowers?
• 18:15
  People
• 18:15
  have
• 18:15
  unrealistic
• 18:16
  expectations
• 18:17
  when
• 18:18
  you
• 18:18
  throw
• 18:18
  in
• 18:19
  sustainability
• 18:20
  to
• 18:20
  that.
• 18:20
  A
• 18:21
  lot
• 18:21
  of
• 18:21
  people's
• 18:21
  assumption
• 18:22
  is
• 18:22
  that,
• 18:22
  well,
• 18:23
  sustainable
• 18:23
  lifestyle
• 18:24
  products
• 18:24
  are
• 18:24
  more
• 18:24
  expensive,
• 18:25
  so
• 18:25
  a
• 18:25
  sustainable
• 18:26
  wedding
• 18:26
  will
• 18:26
  be
• 18:26
  more
• 18:26
  expensive.
• 18:27
  But
• 18:27
  that's
• 18:28
  absolutely
• 18:29
  not
• 18:29
  the
• 18:29
  case.
• 18:30
  That
• 18:30
  doesn't
• 18:30
  have.
• 18:31
  Either
• 18:31
  way,
• 18:31
  if
• 18:32
  you
• 18:32
  work
• 18:32
  with
• 18:32
  the
• 18:33
  right
• 18:33
  businesses,
• 18:34
  they
• 18:35
  will
• 18:35
  save
• 18:35
  you
• 18:36
  time
• 18:36
  and
• 18:36
  money
• 18:37
  because
• 18:37
  they
• 18:38
  have
• 18:38
  the
• 18:38
  right
• 18:38
  contacts,
• 18:39
  they've
• 18:39
  done
• 18:39
  the
• 18:40
  work
• 18:40
  in
• 18:40
  their
• 18:41
  businesses.
• 18:42
  We,
• 18:42
  we
• 18:42
  talk
• 18:43
  with
• 18:43
  lots
• 18:43
  of
• 18:43
  our
• 18:43
  members
• 18:44
  that
• 18:44
  use
• 18:44
  the
• 18:44
  phrase
• 18:45
  quite
• 18:45
  often,
• 18:46
  we
• 18:46
  do
• 18:46
  sustainability
• 18:47
  so
• 18:47
  you
• 18:47
  don't
• 18:48
  have
• 18:48
  to.
• 18:48
  So
• 18:49
  by
• 18:49
  choosing
• 18:49
  us,
• 18:50
  we're
• 18:50
  helping
• 18:50
  you
• 18:51
  to
• 18:51
  have
• 18:51
  that
• 18:51
  more
• 18:51
  sustainable
• 18:52
  wedding.
• 18:53
  The
• 18:53
  price
• 18:53
  is
• 18:53
  no
• 18:54
  different
• 18:54
  to
• 18:55
  working
• 18:55
  with
• 18:55
  us
• 18:56
  versus
• 18:56
  somebody
• 18:56
  down
• 18:56
  the
• 18:57
  road
• 18:57
  that
• 18:57
  will
• 18:57
  give
• 18:57
  you
• 18:58
  the
• 18:58
  same
• 18:58
  product
• 18:59
  or
• 18:59
  service.
• 19:00
  But
• 19:00
  actually
• 19:01
  we've
• 19:01
  done
• 19:01
  the
• 19:02
  work
• 19:02
  on
• 19:02
  our
• 19:02
  business,
• 19:02
  we've
• 19:03
  invested
• 19:03
  that
• 19:04
  time
• 19:04
  and
• 19:04
  energy
• 19:04
  into
• 19:04
  our
• 19:05
  business
• 19:05
  so
• 19:06
  we
• 19:06
  can
• 19:06
  be
• 19:07
  confident
• 19:07
  and
• 19:07
  stand
• 19:08
  behind
• 19:08
  the
• 19:08
  fact
• 19:08
  that
• 19:08
  we
• 19:08
  can
• 19:09
  give
• 19:09
  you
• 19:09
  that
• 19:09
  sustainable
• 19:10
  product
• 19:10
  or
• 19:10
  service.
• 19:11
  And
• 19:11
  so
• 19:12
  the
• 19:12
  whole
• 19:13
  narrative
• 19:13
  around
• 19:14
  sustainability
• 19:15
  is
• 19:15
  more
• 19:15
  expensive.
• 19:16
  There's
• 19:17
  no
• 19:17
  roi.
• 19:18
  That's
• 19:18
  not
• 19:19
  true.
• 19:19
  That's
• 19:20
  just
• 19:20
  not
• 19:20
  true
• 19:21
  in
• 19:21
  this
• 19:21
  environment
• 19:21
  that
• 19:22
  we're
• 19:22
  working
• 19:22
  in
• 19:22
  now.
• 19:23
  And
• 19:23
  that's
• 19:23
  the
• 19:23
  marketing
• 19:24
  message.
• 19:24
  You
• 19:24
  know,
• 19:25
  I
• 19:25
  love
• 19:25
  marketing.
• 19:25
  That's
• 19:25
  the
• 19:26
  marketing
• 19:26
  message
• 19:26
  that
• 19:26
  your
• 19:26
  pros
• 19:27
  should
• 19:27
  be
• 19:27
  using.
• 19:28
  They're
• 19:29
  the
• 19:29
  ones
• 19:29
  that
• 19:29
  are
• 19:29
  going
• 19:29
  to
• 19:29
  change
• 19:29
  that
• 19:30
  narrative
• 19:30
  ultimately
• 19:31
  by
• 19:31
  showing,
• 19:32
  yeah,
• 19:32
  we
• 19:33
  can
• 19:33
  do
• 19:33
  this
• 19:33
  for
• 19:33
  you
• 19:33
  and
• 19:34
  it
• 19:34
  won't
• 19:34
  cost
• 19:34
  you
• 19:34
  more.
• 19:35
  And
• 19:36
  so,
• 19:36
  so
• 19:36
  therefore
• 19:37
  it's
• 19:37
  the
• 19:37
  obvious
• 19:37
  choice
• 19:38
  and
• 19:38
  again,
• 19:38
  that
• 19:38
  gives
• 19:38
  them
• 19:39
  the
• 19:39
  competitive
• 19:39
  advantage.
• 19:40
  So
• 19:40
  hopefully
• 19:41
  they're
• 19:41
  leaning
• 19:42
  into
• 19:42
  that
• 19:42
  now.
• 19:43
  The
• 19:43
  other
• 19:43
  thing
• 19:43
  I
• 19:43
  love
• 19:43
  to
• 19:43
  do
• 19:43
  on
• 19:43
  this
• 19:44
  podcast,
• 19:44
  Michelle,
• 19:45
  is
• 19:45
  ask
• 19:45
  questions
• 19:45
  that
• 19:45
  no
• 19:46
  one
• 19:46
  else
• 19:46
  wants
• 19:46
  to
• 19:46
  ask
• 19:46
  because
• 19:47
  they're
• 19:47
  too
• 19:47
  embarrassed
• 19:47
  to
• 19:47
  ask
• 19:48
  them.
• 19:48
  And
• 19:48
  I
• 19:48
  always
• 19:49
  do
• 19:49
  this
• 19:49
  to
• 19:49
  you,
• 19:49
  but
• 19:50
  I
• 19:50
  know
• 19:50
  one
• 19:50
  of
• 19:50
  the
• 19:50
  things
• 19:51
  you
• 19:51
  do
• 19:51
  in
• 19:52
  the
• 19:52
  Sustainable
• 19:52
  Wedding
• 19:53
  alliance
• 19:53
  is
• 19:53
  give
• 19:54
  carbon
• 19:54
  literacy
• 19:55
  training.
• 19:55
  And
• 19:56
  I'm
• 19:56
  going
• 19:56
  to
• 19:56
  be
• 19:56
  honest
• 19:57
  with
• 19:57
  you,
• 19:57
  I
• 19:58
  still
• 19:58
  don't
• 19:58
  really
• 19:58
  understand
• 19:59
  what
• 19:59
  it
• 19:59
  is
• 19:59
  or
• 20:00
  what
• 20:00
  it's
• 20:00
  for.
• 20:00
  So
• 20:01
  can
• 20:01
  you
• 20:01
  give
• 20:01
  us
• 20:01
  the
• 20:02
  Idiot's
• 20:02
  Guide
• 20:02
  to
• 20:03
  Carbon
• 20:03
  Literacy
• 20:04
  Training
• 20:04
  and
• 20:05
  why
• 20:05
  we
• 20:05
  should
• 20:05
  be
• 20:06
  thinking
• 20:06
  about
• 20:06
  doing
• 20:06
  it?
• 20:07
  I
• 20:07
  absolutely
• 20:07
  love
• 20:07
  that
• 20:08
  that
• 20:08
  you
• 20:08
  asked
• 20:08
  this
• 20:08
  question.
• 20:09
  I
• 20:09
  always
• 20:09
  love
• 20:10
  this
• 20:10
  section
• 20:10
  because,
• 20:11
  yeah,
• 20:12
  nobody
• 20:12
  wants
• 20:12
  to
• 20:13
  stick
• 20:13
  their
• 20:13
  hand
• 20:13
  up
• 20:13
  and
• 20:13
  go,
• 20:14
  what's
• 20:14
  that?
• 20:15
  It's
• 20:15
  like
• 20:15
  when
• 20:15
  you
• 20:15
  hear
• 20:16
  somebody
• 20:16
  using
• 20:16
  a
• 20:17
  word
• 20:17
  in
• 20:18
  a
• 20:18
  conversation,
• 20:18
  you're
• 20:18
  like,
• 20:19
  I
• 20:19
  don't
• 20:19
  know
• 20:19
  what
• 20:19
  that
• 20:19
  word
• 20:19
  means.
• 20:20
  I
• 20:20
  don't
• 20:20
  know
• 20:20
  if
• 20:20
  I
• 20:20
  should
• 20:21
  ask
• 20:21
  them
• 20:21
  or
• 20:22
  look
• 20:22
  it
• 20:22
  up
• 20:22
  later.
• 20:23
  So,
• 20:24
  carbon
• 20:24
  literacy
• 20:25
  training.
• 20:25
  So
• 20:25
  basically
• 20:26
  carbon
• 20:27
  literacy
• 20:27
  training
• 20:27
  we
• 20:28
  developed
• 20:28
  two
• 20:28
  years
• 20:29
  ago
• 20:29
  and
• 20:29
  have
• 20:29
  been
• 20:29
  running
• 20:29
  it.
• 20:30
  We've
• 20:30
  taken
• 20:30
  nearly
• 20:31
  400
• 20:33
  wedding
• 20:33
  pros
• 20:33
  through
• 20:34
  the
• 20:35
  training
• 20:35
  course
• 20:35
  so
• 20:35
  far.
• 20:36
  And
• 20:36
  what
• 20:36
  it
• 20:36
  does
• 20:36
  is
• 20:37
  it's
• 20:37
  an
• 20:37
  eight
• 20:37
  hour
• 20:37
  training
• 20:38
  course.
• 20:38
  We
• 20:39
  run
• 20:39
  it
• 20:39
  in
• 20:39
  person
• 20:40
  or
• 20:40
  we
• 20:40
  run
• 20:41
  it
• 20:41
  over
• 20:42
  two
• 20:42
  half
• 20:42
  days
• 20:43
  virtually
• 20:43
  as
• 20:43
  well.
• 20:44
  And
• 20:44
  it
• 20:44
  teaches
• 20:45
  you
• 20:46
  the
• 20:46
  fundamentals
• 20:47
  of
• 20:47
  what's
• 20:48
  going
• 20:48
  on
• 20:48
  in
• 20:49
  terms
• 20:49
  of
• 20:49
  climate
• 20:49
  change
• 20:50
  at
• 20:50
  the
• 20:50
  moment.
• 20:50
  So,
• 20:51
  so
• 20:51
  what
• 20:51
  are
• 20:52
  the
• 20:52
  facts
• 20:52
  and
• 20:52
  the
• 20:52
  figures?
• 20:53
  What
• 20:53
  is
• 20:54
  the
• 20:54
  real
• 20:55
  situation
• 20:55
  out
• 20:56
  there?
• 20:57
  So
• 20:57
  not
• 20:57
  what's
• 20:58
  being
• 20:58
  portrayed
• 20:58
  in
• 20:58
  media,
• 20:59
  not
• 20:59
  what's
• 20:59
  happening
• 21:00
  over
• 21:00
  in
• 21:00
  a
• 21:00
  different
• 21:01
  country.
• 21:01
  What's
• 21:02
  going
• 21:02
  on
• 21:02
  in
• 21:02
  the
• 21:02
  UK
• 21:03
  at
• 21:03
  the
• 21:03
  moment?
• 21:04
  We
• 21:04
  look
• 21:04
  at
• 21:04
  the
• 21:05
  science
• 21:05
  behind
• 21:05
  it,
• 21:06
  but
• 21:06
  then
• 21:06
  we
• 21:06
  also
• 21:07
  look
• 21:07
  at
• 21:07
  actually
• 21:08
  what's
• 21:08
  going
• 21:08
  on
• 21:09
  in
• 21:09
  our
• 21:09
  local
• 21:09
  regions,
• 21:10
  how
• 21:10
  do
• 21:10
  we
• 21:11
  connect
• 21:11
  with
• 21:12
  our
• 21:12
  local
• 21:12
  politicians,
• 21:13
  our
• 21:13
  local
• 21:14
  environmental
• 21:15
  groups?
• 21:16
  We
• 21:16
  look
• 21:16
  at
• 21:16
  what's
• 21:17
  going
• 21:17
  on
• 21:17
  in
• 21:17
  the
• 21:17
  industry
• 21:18
  and
• 21:18
  the
• 21:18
  changes
• 21:19
  and
• 21:19
  the
• 21:19
  shifts
• 21:19
  we're
• 21:20
  seeing
• 21:20
  and
• 21:20
  what
• 21:20
  that
• 21:20
  looks
• 21:21
  like
• 21:21
  regionally
• 21:22
  and
• 21:22
  how
• 21:22
  different
• 21:23
  different
• 21:23
  that
• 21:23
  is.
• 21:24
  And
• 21:24
  we
• 21:24
  do
• 21:24
  talk
• 21:24
  about
• 21:25
  the
• 21:25
  global
• 21:25
  stuff
• 21:25
  because
• 21:26
  it
• 21:26
  is,
• 21:26
  you
• 21:26
  know,
• 21:27
  climate
• 21:27
  emissions,
• 21:28
  carbon
• 21:29
  emissions,
• 21:29
  climate
• 21:30
  change,
• 21:30
  it
• 21:30
  is
• 21:30
  a
• 21:30
  global
• 21:31
  issue.
• 21:31
  But
• 21:32
  actually
• 21:32
  most
• 21:33
  people
• 21:33
  can't
• 21:33
  connect
• 21:34
  with
• 21:34
  that.
• 21:34
  It's
• 21:34
  too
• 21:35
  abstract,
• 21:35
  it's
• 21:35
  far
• 21:36
  away,
• 21:36
  it
• 21:36
  doesn't
• 21:36
  make
• 21:37
  sense.
• 21:37
  It's
• 21:37
  like
• 21:37
  seeing
• 21:38
  a
• 21:38
  polar
• 21:38
  bear
• 21:38
  floating
• 21:39
  on
• 21:39
  an
• 21:39
  ice
• 21:39
  sheet,
• 21:40
  you
• 21:40
  know,
• 21:40
  in
• 21:40
  the
• 21:40
  middle
• 21:41
  of
• 21:41
  the
• 21:41
  ocean.
• 21:41
  It's
• 21:42
  not
• 21:42
  something
• 21:42
  that
• 21:43
  we
• 21:43
  can
• 21:43
  connect
• 21:43
  with.
• 21:44
  So
• 21:44
  we
• 21:44
  spend,
• 21:45
  you
• 21:45
  know,
• 21:45
  a
• 21:45
  good
• 21:46
  part
• 21:46
  of
• 21:46
  the
• 21:46
  course
• 21:46
  talking
• 21:47
  about
• 21:47
  what's
• 21:47
  going
• 21:47
  on
• 21:48
  with
• 21:48
  climate
• 21:48
  change.
• 21:49
  We
• 21:49
  talk
• 21:49
  about
• 21:49
  what's
• 21:50
  happening
• 21:50
  locally,
• 21:50
  nationally
• 21:51
  and
• 21:51
  in
• 21:52
  the
• 21:52
  industry.
• 21:53
  But
• 21:53
  then
• 21:53
  the
• 21:53
  second
• 21:54
  half
• 21:54
  of
• 21:54
  the
• 21:54
  course
• 21:54
  is
• 21:55
  all
• 21:55
  about
• 21:55
  practical
• 21:55
  actions,
• 21:56
  actually.
• 21:56
  What
• 21:57
  can
• 21:57
  we
• 21:57
  do
• 21:57
  in
• 21:57
  our
• 21:57
  business
• 21:58
  to
• 21:58
  reduce
• 21:58
  carbon
• 21:59
  emissions?
• 22:00
  So
• 22:00
  all
• 22:00
  those
• 22:00
  greenhouse
• 22:01
  gases,
• 22:01
  carbon
• 22:02
  being
• 22:02
  one
• 22:02
  of
• 22:03
  them,
• 22:03
  we
• 22:03
  learn
• 22:04
  about
• 22:04
  them
• 22:04
  in
• 22:05
  secondary
• 22:05
  school,
• 22:06
  in
• 22:06
  geography,
• 22:07
  in
• 22:07
  our
• 22:07
  GCSes,
• 22:08
  they're
• 22:09
  still
• 22:09
  doing
• 22:09
  GCSes.
• 22:10
  Right.
• 22:11
  So
• 22:12
  taking
• 22:12
  that
• 22:12
  fundamental
• 22:13
  knowledge
• 22:13
  and
• 22:14
  applying
• 22:14
  that
• 22:14
  to
• 22:15
  actually
• 22:16
  everything
• 22:16
  we
• 22:16
  do
• 22:16
  in
• 22:16
  our
• 22:16
  business,
• 22:17
  how
• 22:17
  could
• 22:17
  we
• 22:17
  do
• 22:18
  it
• 22:18
  better?
• 22:18
  How
• 22:18
  could
• 22:18
  we
• 22:19
  have
• 22:19
  less
• 22:19
  emissions?
• 22:20
  And
• 22:20
  there
• 22:21
  are
• 22:21
  the
• 22:21
  obvious
• 22:21
  things,
• 22:22
  of
• 22:22
  course,
• 22:22
  like
• 22:22
  switching
• 22:23
  to
• 22:23
  an
• 22:23
  EV
• 22:23
  car
• 22:24
  instead
• 22:24
  of
• 22:24
  a
• 22:24
  petrol
• 22:25
  or
• 22:25
  a
• 22:25
  diesel,
• 22:25
  changing
• 22:26
  your
• 22:27
  energy
• 22:27
  supplier,
• 22:27
  and
• 22:28
  they're
• 22:28
  really
• 22:29
  kind
• 22:29
  of
• 22:29
  generic.
• 22:30
  But
• 22:30
  actually,
• 22:30
  what
• 22:30
  we
• 22:31
  talk
• 22:31
  about
• 22:31
  is
• 22:31
  what
• 22:31
  can
• 22:32
  you
• 22:32
  do
• 22:32
  in
• 22:32
  your
• 22:32
  wedding
• 22:33
  business?
• 22:33
  So
• 22:34
  actually,
• 22:34
  as
• 22:34
  a
• 22:34
  business,
• 22:35
  how
• 22:35
  do
• 22:35
  you
• 22:35
  operate
• 22:36
  in
• 22:36
  your
• 22:36
  community?
• 22:36
  Who
• 22:37
  are
• 22:37
  your
• 22:37
  suppliers?
• 22:38
  Where
• 22:38
  are
• 22:38
  your
• 22:38
  wholesalers,
• 22:39
  you
• 22:39
  know,
• 22:40
  who
• 22:40
  are
• 22:40
  you
• 22:40
  working
• 22:40
  alongside?
• 22:41
  What
• 22:41
  about
• 22:41
  your
• 22:41
  accountant,
• 22:42
  you
• 22:42
  know,
• 22:42
  what
• 22:43
  about
• 22:43
  your
• 22:43
  web
• 22:43
  hosting?
• 22:44
  So
• 22:44
  we
• 22:44
  really
• 22:45
  look
• 22:45
  at
• 22:46
  what
• 22:46
  you're
• 22:46
  doing
• 22:46
  as
• 22:47
  a
• 22:47
  business
• 22:47
  so
• 22:47
  that
• 22:47
  then
• 22:48
  people
• 22:48
  leave
• 22:48
  with
• 22:49
  an
• 22:49
  action
• 22:49
  plan.
• 22:50
  We
• 22:50
  actually
• 22:50
  make
• 22:51
  them
• 22:51
  leave
• 22:51
  with
• 22:52
  two
• 22:52
  actions,
• 22:53
  so
• 22:53
  they
• 22:53
  go
• 22:53
  away
• 22:53
  and
• 22:53
  they
• 22:54
  have
• 22:54
  to
• 22:54
  take
• 22:54
  an
• 22:54
  individual
• 22:55
  action
• 22:55
  that
• 22:55
  will
• 22:55
  reduce
• 22:55
  their
• 22:56
  carbon
• 22:56
  footprint.
• 22:57
  And
• 22:57
  then
• 22:57
  we
• 22:57
  get
• 22:57
  them
• 22:57
  to
• 22:58
  go
• 22:58
  and
• 22:58
  take
• 22:58
  a
• 22:59
  group
• 22:59
  action
• 23:00
  where
• 23:00
  they'll
• 23:00
  influence
• 23:01
  a
• 23:01
  group
• 23:01
  of
• 23:01
  people
• 23:02
  to
• 23:02
  be
• 23:02
  able
• 23:03
  to
• 23:03
  make
• 23:04
  a
• 23:04
  wider
• 23:04
  reduction.
• 23:05
  And
• 23:05
  what
• 23:05
  we
• 23:06
  do,
• 23:06
  the
• 23:06
  reason
• 23:07
  that
• 23:07
  we
• 23:07
  have
• 23:07
  that
• 23:07
  and
• 23:07
  we
• 23:08
  do
• 23:08
  that
• 23:08
  is
• 23:08
  taking
• 23:08
  an
• 23:09
  individual
• 23:10
  action
• 23:10
  is
• 23:10
  really
• 23:10
  important.
• 23:11
  So
• 23:11
  just
• 23:11
  literally
• 23:11
  that
• 23:12
  first
• 23:12
  step,
• 23:12
  I'm
• 23:13
  going
• 23:13
  to
• 23:13
  do
• 23:13
  this,
• 23:13
  it's
• 23:13
  going
• 23:14
  to
• 23:14
  be
• 23:14
  beneficial
• 23:14
  for
• 23:14
  me
• 23:15
  as
• 23:15
  a
• 23:15
  business,
• 23:15
  but
• 23:16
  also
• 23:17
  it's
• 23:17
  going
• 23:17
  to
• 23:17
  be
• 23:18
  moving
• 23:18
  the
• 23:18
  needle
• 23:18
  forward
• 23:19
  in
• 23:19
  terms
• 23:19
  of,
• 23:19
  you
• 23:19
  know,
• 23:20
  reducing
• 23:20
  emissions
• 23:20
  globally,
• 23:21
  but
• 23:22
  then
• 23:22
  collectively
• 23:23
  working
• 23:23
  with,
• 23:23
  with
• 23:24
  a
• 23:24
  group
• 23:24
  of
• 23:25
  people
• 23:25
  to
• 23:25
  pass
• 23:26
  on
• 23:26
  your
• 23:26
  education
• 23:27
  and
• 23:27
  to
• 23:28
  pass
• 23:28
  on
• 23:28
  that
• 23:28
  inspiration
• 23:29
  and
• 23:29
  knowledge
• 23:30
  and
• 23:30
  get
• 23:30
  them
• 23:31
  also
• 23:31
  reducing,
• 23:32
  that's
• 23:32
  where
• 23:33
  we
• 23:33
  start
• 23:33
  to
• 23:33
  build
• 23:34
  the
• 23:34
  bigger
• 23:34
  impact.
• 23:35
  Exactly
• 23:36
  the
• 23:36
  same
• 23:36
  way
• 23:36
  that
• 23:37
  all
• 23:37
  of
• 23:37
  our
• 23:38
  members,
• 23:38
  by
• 23:39
  changing
• 23:39
  what
• 23:39
  they
• 23:39
  do
• 23:39
  in
• 23:40
  a
• 23:40
  business,
• 23:40
  they're
• 23:40
  able
• 23:41
  to
• 23:41
  impact
• 23:41
  every
• 23:42
  single
• 23:42
  wedding
• 23:42
  that
• 23:43
  they're
• 23:43
  working
• 23:43
  with.
• 23:43
  They're
• 23:44
  able
• 23:44
  to
• 23:45
  amplify
• 23:45
  that
• 23:46
  impact
• 23:46
  and
• 23:47
  really
• 23:48
  we
• 23:48
  can
• 23:48
  start
• 23:48
  to
• 23:48
  see
• 23:49
  change
• 23:49
  at
• 23:49
  scale.
• 23:50
  And
• 23:50
  that's
• 23:50
  why
• 23:51
  we
• 23:51
  run
• 23:51
  it,
• 23:51
  because
• 23:52
  is
• 23:52
  fundamentally
• 23:52
  there's
• 23:53
  a
• 23:53
  gap
• 23:53
  of
• 23:53
  knowledge
• 23:54
  and
• 23:54
  people
• 23:54
  need
• 23:54
  to
• 23:55
  know
• 23:55
  more
• 23:55
  about
• 23:56
  what
• 23:56
  is
• 23:57
  going
• 23:57
  on,
• 23:57
  truly
• 23:58
  going
• 23:58
  on
• 23:59
  out
• 23:59
  there
• 23:59
  and
• 23:59
  what
• 24:00
  will
• 24:00
  go
• 24:00
  on
• 24:01
  if
• 24:01
  we
• 24:01
  don't
• 24:01
  make
• 24:02
  changes.
• 24:02
  But
• 24:03
  actually,
• 24:03
  we
• 24:03
  also
• 24:03
  really
• 24:03
  need
• 24:04
  to
• 24:04
  inspire
• 24:04
  people
• 24:05
  and
• 24:05
  break
• 24:05
  down
• 24:05
  those
• 24:06
  barriers
• 24:06
  and
• 24:07
  Understand
• 24:07
  that
• 24:08
  it's
• 24:08
  just
• 24:08
  one
• 24:08
  step
• 24:09
  at
• 24:09
  a
• 24:09
  time,
• 24:09
  it's
• 24:09
  one
• 24:10
  action
• 24:10
  at
• 24:10
  a
• 24:11
  time
• 24:11
  and
• 24:11
  they
• 24:11
  are
• 24:12
  really
• 24:12
  simple
• 24:12
  things
• 24:12
  that
• 24:13
  you
• 24:13
  can
• 24:13
  do
• 24:13
  into
• 24:13
  your
• 24:13
  business.
• 24:14
  There
• 24:14
  are
• 24:14
  loads
• 24:14
  of
• 24:15
  quick
• 24:15
  wins,
• 24:15
  things
• 24:15
  we
• 24:16
  can
• 24:16
  get
• 24:16
  on
• 24:16
  and
• 24:16
  do
• 24:16
  right
• 24:16
  now
• 24:17
  and
• 24:17
  there
• 24:17
  are
• 24:17
  loads
• 24:18
  of
• 24:18
  longer
• 24:18
  term
• 24:18
  strategy
• 24:19
  stuff
• 24:19
  that
• 24:19
  we
• 24:19
  can
• 24:20
  build
• 24:20
  in
• 24:20
  our
• 24:20
  business,
• 24:21
  we
• 24:21
  can
• 24:21
  put
• 24:21
  money
• 24:21
  aside
• 24:22
  for
• 24:22
  and
• 24:23
  we
• 24:23
  can,
• 24:23
  can
• 24:23
  develop
• 24:24
  for
• 24:24
  a
• 24:24
  longer
• 24:25
  term
• 24:25
  future.
• 24:26
  But
• 24:26
  actually
• 24:26
  we
• 24:27
  really
• 24:27
  focus
• 24:27
  on
• 24:28
  the
• 24:28
  action.
• 24:28
  What
• 24:29
  can
• 24:29
  you
• 24:29
  do?
• 24:29
  How
• 24:30
  can
• 24:30
  we
• 24:30
  make
• 24:30
  things
• 24:30
  better
• 24:31
  and
• 24:31
  how
• 24:31
  can
• 24:32
  you
• 24:32
  amplify
• 24:33
  that
• 24:33
  and
• 24:33
  talk
• 24:33
  about
• 24:34
  that
• 24:34
  and
• 24:34
  encourage
• 24:34
  others
• 24:35
  to
• 24:35
  do
• 24:35
  the
• 24:35
  same?
• 24:35
  That's
• 24:36
  really
• 24:36
  helpful.
• 24:36
  So
• 24:37
  basically
• 24:37
  we
• 24:37
  don't
• 24:38
  need
• 24:38
  to
• 24:38
  worry
• 24:38
  about
• 24:38
  the
• 24:38
  big
• 24:39
  words
• 24:39
  because
• 24:40
  actually
• 24:40
  you're
• 24:40
  just
• 24:40
  giving
• 24:41
  us
• 24:41
  the
• 24:41
  education
• 24:41
  that
• 24:42
  we're
• 24:42
  all
• 24:42
  lacking.
• 24:42
  And
• 24:42
  I
• 24:42
  think
• 24:43
  there
• 24:43
  is
• 24:43
  an
• 24:43
  education
• 24:44
  gap,
• 24:44
  particularly
• 24:45
  in
• 24:45
  my
• 24:45
  generation,
• 24:46
  your
• 24:46
  generation,
• 24:47
  when
• 24:47
  we're
• 24:47
  at
• 24:47
  school,
• 24:47
  this
• 24:47
  wasn't
• 24:48
  spoken
• 24:48
  about,
• 24:49
  now
• 24:49
  my
• 24:49
  kids
• 24:49
  at
• 24:50
  school,
• 24:50
  this
• 24:50
  is
• 24:50
  spoken
• 24:51
  about.
• 24:51
  In
• 24:51
  fact,
• 24:51
  I
• 24:51
  was
• 24:52
  just
• 24:52
  thinking
• 24:52
  as
• 24:52
  you
• 24:52
  were
• 24:52
  talking,
• 24:53
  my
• 24:53
  daughter
• 24:53
  came
• 24:53
  home
• 24:54
  a
• 24:54
  couple
• 24:54
  years
• 24:54
  ago
• 24:54
  of
• 24:54
  of
• 24:54
  months
• 24:55
  ago
• 24:55
  with
• 24:55
  her
• 24:56
  like
• 24:56
  sustainability
• 24:57
  challenge
• 24:58
  document
• 24:58
  and
• 24:59
  she
• 24:59
  was
• 24:59
  like,
• 24:59
  mommy,
• 24:59
  we
• 24:59
  need
• 25:00
  to
• 25:00
  have
• 25:00
  vegetarian
• 25:01
  meals
• 25:01
  once
• 25:02
  this
• 25:02
  week.
• 25:02
  We
• 25:02
  need
• 25:02
  to
• 25:03
  turn
• 25:03
  down
• 25:03
  the,
• 25:04
  you
• 25:04
  know,
• 25:04
  the
• 25:04
  washing
• 25:05
  machine
• 25:05
  and
• 25:05
  wash
• 25:05
  at
• 25:06
  a
• 25:06
  lower
• 25:06
  level.
• 25:06
  And
• 25:06
  if
• 25:06
  we
• 25:07
  do
• 25:07
  all
• 25:07
  of
• 25:07
  these
• 25:07
  things
• 25:07
  and
• 25:07
  I
• 25:07
  get
• 25:08
  all
• 25:08
  my
• 25:08
  ticks
• 25:08
  then
• 25:09
  I
• 25:09
  get
• 25:09
  a
• 25:09
  certificate.
• 25:09
  And
• 25:10
  she
• 25:10
  came
• 25:10
  home
• 25:10
  really
• 25:10
  proud
• 25:11
  of
• 25:11
  her
• 25:11
  like
• 25:12
  eco
• 25:12
  champion
• 25:13
  certificate.
• 25:14
  And
• 25:14
  I
• 25:14
  think
• 25:15
  that's
• 25:15
  great
• 25:15
  because
• 25:16
  she's
• 25:16
  getting
• 25:16
  it
• 25:16
  then
• 25:17
  and
• 25:17
  you
• 25:17
  know,
• 25:17
  they
• 25:17
  are
• 25:18
  the
• 25:18
  future.
• 25:18
  That's
• 25:18
  why
• 25:18
  we're
• 25:19
  going
• 25:19
  to
• 25:19
  see
• 25:19
  this
• 25:19
  increasing,
• 25:20
  because
• 25:20
  they're
• 25:21
  learning
• 25:21
  that
• 25:21
  at
• 25:21
  school,
• 25:21
  it's
• 25:22
  being
• 25:22
  celebrated
• 25:22
  at
• 25:22
  school.
• 25:23
  Of
• 25:23
  course
• 25:23
  that's
• 25:23
  now
• 25:24
  part
• 25:24
  of
• 25:24
  their
• 25:25
  life
• 25:25
  and
• 25:25
  it's
• 25:26
  in
• 25:26
  ingrained
• 25:27
  in
• 25:27
  them.
• 25:27
  I
• 25:27
  want
• 25:28
  to
• 25:28
  ask
• 25:28
  you
• 25:28
  one
• 25:28
  other
• 25:28
  quick
• 25:29
  question
• 25:29
  about
• 25:29
  carbon
• 25:30
  literacy
• 25:31
  and
• 25:31
  carbon
• 25:31
  offsetting
• 25:32
  because
• 25:32
  it's
• 25:32
  another
• 25:33
  word
• 25:33
  we
• 25:33
  hear
• 25:33
  banded
• 25:33
  around
• 25:34
  a
• 25:34
  lot.
• 25:35
  So
• 25:35
  if
• 25:35
  we
• 25:36
  do
• 25:36
  something
• 25:36
  right,
• 25:37
  so
• 25:37
  say
• 25:37
  there's
• 25:37
  a
• 25:37
  part
• 25:37
  of
• 25:37
  our
• 25:38
  business
• 25:38
  and
• 25:38
  we
• 25:38
  think,
• 25:38
  oh,
• 25:39
  this
• 25:39
  isn't
• 25:39
  that
• 25:39
  sustainable
• 25:40
  at
• 25:40
  the
• 25:40
  moment,
• 25:40
  I
• 25:41
  don't
• 25:41
  quite
• 25:41
  know
• 25:41
  how
• 25:42
  to
• 25:42
  fix
• 25:42
  it.
• 25:43
  Can
• 25:43
  we
• 25:43
  then
• 25:43
  offset
• 25:44
  that
• 25:44
  carbon
• 25:44
  by
• 25:45
  planting
• 25:45
  some
• 25:46
  trees
• 25:46
  or
• 25:47
  is
• 25:47
  that
• 25:47
  cheating?
• 25:47
  Offsetting
• 25:49
  is
• 25:49
  absolutely
• 25:50
  a
• 25:50
  short
• 25:51
  term
• 25:51
  solution.
• 25:52
  So
• 25:52
  it's
• 25:53
  not
• 25:53
  cheating
• 25:54
  if
• 25:55
  you
• 25:55
  have
• 25:56
  a
• 25:56
  long
• 25:56
  term
• 25:57
  plan
• 25:57
  to
• 25:57
  reduce
• 25:57
  that
• 25:58
  carbon.
• 25:59
  So
• 25:59
  what's
• 26:00
  really
• 26:00
  important
• 26:01
  is
• 26:01
  that
• 26:02
  businesses
• 26:03
  just
• 26:03
  have
• 26:04
  the
• 26:04
  basic
• 26:04
  calculations
• 26:05
  of
• 26:06
  actually
• 26:06
  what
• 26:06
  is
• 26:06
  my
• 26:07
  business's
• 26:07
  carbon
• 26:08
  footprint.
• 26:08
  And
• 26:09
  then
• 26:09
  once
• 26:09
  they
• 26:09
  know
• 26:10
  what
• 26:10
  that
• 26:10
  is
• 26:10
  and
• 26:11
  where
• 26:11
  the
• 26:11
  high
• 26:12
  carbon
• 26:12
  areas
• 26:13
  are,
• 26:13
  most
• 26:13
  businesses
• 26:14
  it's
• 26:14
  going
• 26:14
  to
• 26:14
  come
• 26:15
  from
• 26:15
  supply
• 26:15
  chain
• 26:16
  or
• 26:16
  if
• 26:17
  you're
• 26:17
  a
• 26:17
  small
• 26:17
  business
• 26:18
  that
• 26:18
  isn't
• 26:18
  buying
• 26:18
  in
• 26:19
  product,
• 26:19
  it's
• 26:20
  going
• 26:20
  to
• 26:20
  come
• 26:20
  from
• 26:20
  your
• 26:21
  transport
• 26:21
  or
• 26:22
  your
• 26:22
  energy
• 26:22
  usage.
• 26:23
  So
• 26:24
  actually
• 26:24
  just
• 26:25
  understanding
• 26:26
  where
• 26:26
  that
• 26:27
  high
• 26:27
  carbon
• 26:28
  area
• 26:28
  is
• 26:29
  and
• 26:29
  then
• 26:30
  working
• 26:30
  out
• 26:31
  if
• 26:31
  there's
• 26:31
  any
• 26:31
  way
• 26:31
  that
• 26:32
  you
• 26:32
  could
• 26:32
  start
• 26:32
  to
• 26:32
  reduce
• 26:33
  that.
• 26:33
  We
• 26:33
  call
• 26:34
  it
• 26:34
  a
• 26:34
  carbon
• 26:34
  reduction
• 26:35
  plan.
• 26:35
  But
• 26:35
  fundamentally
• 26:37
  you're
• 26:37
  looking
• 26:37
  at
• 26:38
  where
• 26:38
  is
• 26:38
  the
• 26:38
  biggest
• 26:39
  carbon
• 26:39
  spend
• 26:40
  and
• 26:40
  how
• 26:41
  can
• 26:41
  I
• 26:41
  reduce
• 26:41
  it
• 26:42
  down?
• 26:42
  In
• 26:42
  exact
• 26:43
  way,
• 26:43
  in
• 26:43
  exactly
• 26:43
  the
• 26:44
  same
• 26:44
  way
• 26:44
  you
• 26:44
  would
• 26:44
  be
• 26:44
  looking
• 26:44
  at
• 26:45
  your
• 26:45
  financial
• 26:46
  budget.
• 26:47
  Where
• 26:47
  are
• 26:47
  we
• 26:47
  spending
• 26:47
  the
• 26:48
  most
• 26:48
  amount
• 26:48
  of
• 26:48
  money?
• 26:48
  Can
• 26:49
  we
• 26:49
  be
• 26:49
  more
• 26:49
  efficient,
• 26:50
  can
• 26:50
  we
• 26:51
  reduce
• 26:51
  costs?
• 26:51
  It's
• 26:52
  exactly
• 26:52
  the
• 26:52
  same
• 26:53
  process.
• 26:53
  So
• 26:54
  we,
• 26:54
  we
• 26:54
  get
• 26:55
  on,
• 26:55
  we
• 26:55
  measure,
• 26:56
  we
• 26:56
  then
• 26:56
  look
• 26:56
  at
• 26:56
  that
• 26:57
  measurement
• 26:57
  and
• 26:57
  think,
• 26:57
  actually
• 26:58
  where
• 26:58
  could
• 26:59
  we
• 26:59
  start
• 26:59
  reducing
• 27:00
  stuff?
• 27:00
  There
• 27:00
  might
• 27:01
  be
• 27:01
  some
• 27:01
  really
• 27:01
  quick
• 27:01
  and
• 27:02
  easy
• 27:02
  things
• 27:02
  we
• 27:02
  can
• 27:02
  do
• 27:03
  to
• 27:03
  start
• 27:03
  reducing
• 27:04
  them
• 27:04
  down.
• 27:04
  Great,
• 27:05
  we
• 27:05
  can
• 27:05
  start
• 27:05
  saving
• 27:06
  carbon
• 27:06
  there.
• 27:06
  But
• 27:07
  actually
• 27:07
  there
• 27:07
  might
• 27:07
  be
• 27:07
  some
• 27:08
  really
• 27:08
  longer
• 27:08
  term
• 27:08
  stuff.
• 27:09
  And
• 27:09
  quite
• 27:09
  often
• 27:09
  for
• 27:10
  small
• 27:10
  businesses
• 27:11
  that
• 27:11
  comes
• 27:12
  down
• 27:12
  to
• 27:12
  travel,
• 27:13
  it
• 27:13
  comes
• 27:13
  down
• 27:13
  to,
• 27:14
  to
• 27:14
  if
• 27:14
  they're
• 27:14
  in
• 27:15
  a
• 27:15
  rented
• 27:15
  premises,
• 27:16
  getting
• 27:16
  their
• 27:17
  energy
• 27:17
  changed
• 27:18
  is
• 27:18
  really
• 27:18
  tricky.
• 27:19
  And
• 27:19
  it
• 27:19
  comes
• 27:20
  down
• 27:20
  to
• 27:20
  your
• 27:20
  supply
• 27:20
  chain.
• 27:21
  Pretty
• 27:21
  much
• 27:21
  every
• 27:22
  business
• 27:22
  we
• 27:22
  work
• 27:22
  with,
• 27:23
  there's
• 27:23
  a
• 27:24
  lack
• 27:24
  of
• 27:24
  data
• 27:25
  and
• 27:25
  knowledge
• 27:26
  within
• 27:26
  their
• 27:26
  supply
• 27:27
  chain
• 27:27
  and
• 27:28
  so
• 27:28
  they're
• 27:28
  unable
• 27:29
  to
• 27:30
  calculate
• 27:30
  it,
• 27:31
  let
• 27:31
  alone
• 27:31
  start
• 27:32
  reducing
• 27:32
  it.
• 27:32
  So
• 27:33
  what
• 27:33
  we
• 27:33
  suggest
• 27:33
  people
• 27:34
  do
• 27:34
  is
• 27:35
  look
• 27:35
  at
• 27:35
  offsetting.
• 27:36
  Now,
• 27:37
  offsetting
• 27:37
  is
• 27:37
  basically
• 27:38
  a
• 27:38
  balancing
• 27:39
  act.
• 27:40
  So
• 27:40
  we
• 27:40
  get
• 27:40
  on,
• 27:40
  we
• 27:41
  measure,
• 27:41
  we
• 27:41
  reduce
• 27:42
  what
• 27:42
  we
• 27:42
  can
• 27:43
  and
• 27:43
  we
• 27:43
  plan
• 27:43
  out
• 27:44
  how
• 27:44
  we're
• 27:44
  going
• 27:44
  to
• 27:44
  then
• 27:45
  reduce
• 27:45
  the
• 27:45
  rest
• 27:45
  of
• 27:46
  it.
• 27:46
  But
• 27:46
  actually
• 27:46
  if
• 27:47
  you
• 27:47
  can't
• 27:47
  get
• 27:48
  down
• 27:48
  to
• 27:48
  zero,
• 27:49
  and
• 27:49
  net
• 27:49
  zero
• 27:50
  is
• 27:50
  a
• 27:50
  term
• 27:50
  used
• 27:51
  all
• 27:51
  the
• 27:51
  time
• 27:52
  it's
• 27:52
  banded
• 27:52
  around,
• 27:53
  you
• 27:53
  know,
• 27:53
  we
• 27:54
  have
• 27:54
  net
• 27:54
  zero
• 27:54
  target
• 27:55
  as
• 27:55
  a,
• 27:55
  as
• 27:55
  a
• 27:55
  country
• 27:56
  of
• 27:57
  2050,
• 27:58
  as
• 27:58
  do
• 27:59
  many
• 27:59
  other
• 27:59
  countries.
• 28:00
  But
• 28:00
  actually,
• 28:01
  realistically
• 28:01
  for
• 28:02
  a
• 28:02
  business,
• 28:02
  particularly
• 28:03
  in
• 28:03
  the
• 28:03
  hospitality
• 28:03
  industry,
• 28:04
  that's
• 28:04
  quite
• 28:05
  a
• 28:05
  long
• 28:05
  way
• 28:05
  off
• 28:06
  and
• 28:06
  it's
• 28:06
  quite
• 28:06
  difficult
• 28:07
  to
• 28:07
  get
• 28:07
  to,
• 28:08
  particularly
• 28:08
  when
• 28:08
  you
• 28:09
  factor
• 28:09
  in
• 28:09
  your
• 28:09
  supply
• 28:10
  chain.
• 28:11
  So
• 28:11
  there
• 28:11
  is
• 28:11
  likely
• 28:12
  to
• 28:12
  be
• 28:12
  some
• 28:13
  kind
• 28:13
  of
• 28:13
  offsetting.
• 28:14
  The
• 28:14
  most
• 28:14
  important
• 28:15
  thing
• 28:15
  when
• 28:15
  we
• 28:15
  talk
• 28:15
  about
• 28:15
  offsetting
• 28:16
  is
• 28:17
  verification.
• 28:18
  In
• 28:18
  the
• 28:18
  same
• 28:19
  way
• 28:19
  that
• 28:19
  you
• 28:20
  wouldn't
• 28:20
  go
• 28:20
  and
• 28:20
  use
• 28:20
  an
• 28:21
  accountant
• 28:21
  that
• 28:21
  wasn't
• 28:22
  qualified,
• 28:23
  you're
• 28:23
  not
• 28:23
  going
• 28:23
  to
• 28:24
  go
• 28:24
  and
• 28:24
  offset
• 28:24
  your
• 28:25
  carbon
• 28:25
  emissions
• 28:26
  with
• 28:26
  someone
• 28:26
  that
• 28:26
  is
• 28:27
  not
• 28:27
  independently
• 28:27
  verified.
• 28:28
  So
• 28:29
  it's
• 28:29
  exactly
• 28:29
  the
• 28:29
  same.
• 28:30
  So
• 28:30
  there
• 28:30
  are
• 28:31
  various
• 28:31
  industry
• 28:32
  standards
• 28:32
  that
• 28:33
  you
• 28:33
  can
• 28:33
  look
• 28:33
  at
• 28:33
  for
• 28:33
  offsetting.
• 28:34
  I
• 28:35
  can
• 28:35
  send
• 28:35
  you
• 28:35
  the
• 28:35
  link
• 28:35
  so
• 28:35
  you
• 28:36
  can
• 28:36
  put
• 28:36
  it
• 28:36
  in
• 28:36
  the
• 28:36
  show
• 28:36
  notes
• 28:37
  that
• 28:38
  companies
• 28:38
  can
• 28:38
  just
• 28:39
  go
• 28:39
  to
• 28:39
  and
• 28:39
  just
• 28:39
  double
• 28:40
  check.
• 28:40
  There
• 28:41
  are
• 28:41
  some
• 28:41
  really
• 28:41
  easy,
• 28:42
  user
• 28:43
  friendly
• 28:43
  options
• 28:43
  out
• 28:44
  there.
• 28:44
  People
• 28:44
  like
• 28:44
  ecology
• 28:45
  are
• 28:45
  fantastic.
• 28:46
  They
• 28:46
  allow
• 28:47
  you
• 28:47
  to
• 28:47
  pay
• 28:47
  monthly
• 28:48
  for
• 28:48
  your
• 28:49
  offsetting,
• 28:50
  you
• 28:50
  can
• 28:50
  do
• 28:50
  it
• 28:51
  as
• 28:51
  employees.
• 28:52
  So
• 28:52
  all
• 28:52
  of
• 28:52
  your
• 28:52
  employees
• 28:53
  can
• 28:53
  contribute
• 28:54
  towards
• 28:54
  it
• 28:54
  monthly
• 28:55
  or
• 28:56
  you
• 28:56
  can
• 28:56
  go
• 28:56
  in
• 28:56
  and
• 28:56
  you
• 28:57
  can
• 28:57
  offset
• 28:57
  your
• 28:58
  impact
• 28:59
  every
• 28:59
  year
• 28:59
  and
• 29:00
  all
• 29:00
  of
• 29:00
  their
• 29:00
  projects
• 29:00
  are
• 29:01
  verified.
• 29:02
  So
• 29:02
  that's
• 29:03
  the
• 29:03
  most
• 29:03
  important
• 29:03
  element
• 29:04
  of
• 29:04
  it.
• 29:04
  And
• 29:05
  as
• 29:05
  long
• 29:05
  as
• 29:06
  you
• 29:06
  know
• 29:06
  where
• 29:07
  your
• 29:07
  starting
• 29:07
  point
• 29:07
  is,
• 29:08
  you
• 29:08
  know
• 29:08
  where
• 29:08
  your
• 29:08
  baseline
• 29:09
  is,
• 29:09
  is
• 29:09
  you've
• 29:09
  worked
• 29:10
  out
• 29:10
  what
• 29:10
  you
• 29:10
  can
• 29:11
  reduce
• 29:11
  in
• 29:11
  the
• 29:11
  short
• 29:12
  term
• 29:12
  and
• 29:12
  the
• 29:12
  long
• 29:13
  term
• 29:13
  and
• 29:13
  you're
• 29:13
  getting
• 29:13
  on
• 29:14
  and
• 29:14
  doing
• 29:14
  that,
• 29:15
  then
• 29:15
  absolutely
• 29:16
  offset.
• 29:16
  Offset
• 29:17
  what
• 29:17
  you
• 29:17
  can.
• 29:18
  And
• 29:18
  there
• 29:18
  are
• 29:19
  different
• 29:19
  projects
• 29:19
  and
• 29:20
  there
• 29:20
  are
• 29:20
  different
• 29:20
  costs
• 29:21
  involved
• 29:21
  and
• 29:22
  that's
• 29:22
  down
• 29:22
  to
• 29:22
  each
• 29:22
  individual
• 29:23
  business
• 29:23
  to
• 29:23
  decide
• 29:24
  what
• 29:24
  is
• 29:25
  the
• 29:25
  right
• 29:25
  thing
• 29:25
  for
• 29:25
  them
• 29:26
  to
• 29:26
  do
• 29:26
  and
• 29:26
  also
• 29:27
  what
• 29:27
  may
• 29:27
  be
• 29:27
  the
• 29:28
  right
• 29:28
  thing
• 29:28
  for
• 29:28
  them
• 29:28
  to
• 29:28
  do
• 29:29
  from
• 29:29
  the
• 29:29
  optics
• 29:29
  point
• 29:30
  of
• 29:30
  view.
• 29:30
  You
• 29:30
  know,
• 29:31
  for
• 29:31
  a
• 29:31
  business,
• 29:31
  if
• 29:32
  you
• 29:32
  want
• 29:32
  to
• 29:32
  be
• 29:32
  talking
• 29:33
  more
• 29:33
  about
• 29:33
  sustainability
• 29:34
  and
• 29:35
  you
• 29:35
  are
• 29:35
  living
• 29:36
  on
• 29:36
  the
• 29:36
  coast,
• 29:36
  then
• 29:37
  absolutely
• 29:38
  offset
• 29:38
  by
• 29:38
  planting
• 29:39
  seagrass
• 29:40
  meadows
• 29:41
  with
• 29:41
  a
• 29:41
  company
• 29:42
  that
• 29:42
  is
• 29:42
  doing
• 29:43
  amazing
• 29:43
  things.
• 29:43
  Project
• 29:44
  seagrass,
• 29:44
  because
• 29:45
  that's
• 29:45
  going
• 29:45
  to
• 29:46
  connect
• 29:46
  with
• 29:46
  your
• 29:46
  local
• 29:47
  audience.
• 29:48
  Planting
• 29:48
  trees
• 29:49
  over
• 29:49
  in
• 29:49
  Madagascar
• 29:50
  is
• 29:50
  not
• 29:51
  going
• 29:51
  to
• 29:51
  connect
• 29:51
  with
• 29:52
  your
• 29:52
  couples.
• 29:53
  So
• 29:54
  being
• 29:54
  sensible
• 29:55
  about
• 29:55
  if
• 29:55
  we're
• 29:56
  going
• 29:56
  to
• 29:56
  offset,
• 29:57
  let's
• 29:57
  make
• 29:57
  sure
• 29:57
  we
• 29:58
  can
• 29:58
  make
• 29:59
  the
• 29:59
  story
• 30:00
  work,
• 30:01
  make
• 30:01
  sure
• 30:01
  it's
• 30:01
  right
• 30:01
  for
• 30:02
  you
• 30:02
  as
• 30:02
  a
• 30:02
  business,
• 30:02
  it's
• 30:03
  at
• 30:03
  the
• 30:03
  right
• 30:03
  cost,
• 30:04
  but
• 30:04
  also
• 30:05
  that
• 30:05
  you
• 30:05
  can
• 30:05
  use
• 30:05
  that
• 30:06
  to
• 30:06
  tell
• 30:06
  the
• 30:06
  story
• 30:07
  of
• 30:07
  why
• 30:07
  you're
• 30:08
  doing
• 30:08
  what
• 30:08
  you're
• 30:08
  doing
• 30:08
  and
• 30:09
  support
• 30:09
  your
• 30:09
  local
• 30:10
  community,
• 30:11
  environmental
• 30:11
  or
• 30:11
  social
• 30:12
  projects.
• 30:12
  Next
• 30:13
  question
• 30:13
  then.
• 30:14
  If
• 30:14
  I'm
• 30:14
  sat
• 30:14
  here
• 30:15
  thinking
• 30:15
  this
• 30:15
  sounds
• 30:16
  great,
• 30:16
  where
• 30:16
  do
• 30:17
  I
• 30:17
  start
• 30:17
  with
• 30:17
  my
• 30:17
  calculations?
• 30:18
  Is
• 30:18
  there
• 30:18
  an
• 30:18
  online
• 30:19
  calculator?
• 30:19
  Is
• 30:20
  this
• 30:20
  something
• 30:20
  that
• 30:20
  you
• 30:20
  do
• 30:20
  in
• 30:21
  the
• 30:21
  alliance?
• 30:21
  Is
• 30:21
  there
• 30:22
  a
• 30:22
  spreadsheet
• 30:22
  like.
• 30:23
  Because
• 30:23
  I'm
• 30:23
  sure
• 30:23
  there'll
• 30:23
  be
• 30:23
  people
• 30:24
  listening
• 30:24
  going,
• 30:24
  okay,
• 30:25
  I
• 30:25
  like
• 30:25
  the
• 30:25
  idea.
• 30:26
  A
• 30:26
  first
• 30:26
  step
• 30:26
  for
• 30:27
  me
• 30:27
  is
• 30:27
  definitely
• 30:28
  working
• 30:28
  out
• 30:28
  my
• 30:29
  carbon
• 30:29
  emissions.
• 30:30
  How
• 30:30
  on
• 30:30
  earth
• 30:30
  do
• 30:30
  I
• 30:31
  do
• 30:31
  that?
• 30:31
  Yeah,
• 30:31
  and
• 30:32
  there
• 30:32
  are,
• 30:32
  if
• 30:33
  you
• 30:33
  type,
• 30:33
  if
• 30:33
  you
• 30:34
  type
• 30:34
  that
• 30:34
  into
• 30:34
  a
• 30:34
  search
• 30:35
  engine,
• 30:35
  you
• 30:35
  will
• 30:35
  get
• 30:36
  a
• 30:36
  million
• 30:36
  different
• 30:37
  calculators
• 30:38
  and
• 30:38
  Absolutely,
• 30:38
  absolutely.
• 30:39
  It
• 30:39
  is
• 30:39
  really
• 30:40
  tricky
• 30:40
  to
• 30:40
  know
• 30:41
  where
• 30:41
  to
• 30:41
  start.
• 30:42
  So
• 30:42
  we
• 30:42
  do
• 30:42
  absolutely.
• 30:43
  With
• 30:44
  our
• 30:44
  members,
• 30:45
  work
• 30:45
  with
• 30:45
  them
• 30:46
  to
• 30:46
  do
• 30:46
  these
• 30:46
  calculations
• 30:48
  and
• 30:48
  we
• 30:49
  run
• 30:49
  training
• 30:49
  sessions
• 30:49
  on
• 30:50
  it
• 30:50
  for
• 30:50
  the
• 30:50
  more
• 30:51
  detailed
• 30:51
  elements
• 30:52
  to
• 30:52
  break
• 30:52
  it
• 30:53
  down
• 30:53
  to
• 30:53
  be
• 30:53
  really
• 30:54
  simplified.
• 30:54
  And
• 30:55
  this
• 30:55
  is
• 30:55
  really
• 30:55
  simplified.
• 30:57
  Your
• 30:57
  carbon
• 30:57
  emissions
• 30:58
  for
• 30:58
  a
• 30:58
  business
• 30:58
  break
• 30:59
  down
• 30:59
  into
• 30:59
  three
• 30:59
  different
• 31:00
  categories
• 31:01
  and
• 31:01
  they're
• 31:02
  called
• 31:02
  scopes.
• 31:02
  Scope
• 31:03
  1,
• 31:03
  scope
• 31:03
  2,
• 31:04
  scope
• 31:04
  31
• 31:05
  and
• 31:05
  2
• 31:05
  are
• 31:06
  really
• 31:06
  easy
• 31:06
  to
• 31:06
  measure
• 31:07
  because
• 31:07
  they
• 31:07
  are
• 31:07
  about
• 31:07
  the
• 31:08
  energy
• 31:08
  that
• 31:08
  you
• 31:08
  are
• 31:09
  burning
• 31:09
  and
• 31:09
  buying
• 31:10
  in
• 31:10
  in.
• 31:10
  So
• 31:11
  they
• 31:11
  are
• 31:12
  really
• 31:12
  data
• 31:13
  led.
• 31:13
  So
• 31:14
  they
• 31:14
  are
• 31:14
  about
• 31:14
  getting
• 31:14
  hold
• 31:15
  of
• 31:15
  your
• 31:15
  utility
• 31:16
  bills,
• 31:17
  your
• 31:17
  mileage,
• 31:19
  if
• 31:19
  your
• 31:19
  business
• 31:19
  owns
• 31:20
  the
• 31:20
  vehicle,
• 31:20
  if
• 31:21
  your
• 31:21
  business
• 31:21
  owns
• 31:21
  the
• 31:22
  property.
• 31:22
  They're
• 31:23
  really
• 31:23
  simple
• 31:24
  calculations
• 31:24
  to
• 31:24
  do.
• 31:25
  You
• 31:25
  basically
• 31:25
  take
• 31:25
  your
• 31:26
  kilowatts
• 31:26
  per
• 31:27
  hour
• 31:27
  or
• 31:27
  your
• 31:27
  miles
• 31:27
  per
• 31:28
  hour,
• 31:28
  or
• 31:28
  the
• 31:28
  fuel
• 31:28
  you've
• 31:29
  used,
• 31:29
  you
• 31:29
  plug
• 31:30
  that
• 31:30
  into
• 31:30
  a
• 31:30
  calculator
• 31:31
  and
• 31:31
  it
• 31:31
  gives
• 31:32
  you
• 31:32
  your
• 31:32
  total
• 31:32
  footprint.
• 31:34
  I
• 31:34
  can
• 31:34
  absolutely
• 31:35
  give
• 31:35
  you
• 31:35
  a
• 31:35
  couple
• 31:36
  of
• 31:36
  calculators
• 31:36
  that
• 31:36
  you
• 31:37
  can
• 31:37
  pop
• 31:37
  in
• 31:37
  the
• 31:37
  show
• 31:37
  notes
• 31:37
  so
• 31:38
  that
• 31:38
  people
• 31:38
  can
• 31:38
  just
• 31:38
  go
• 31:38
  straight
• 31:38
  to
• 31:39
  those
• 31:39
  and
• 31:39
  have
• 31:39
  a
• 31:39
  look.
• 31:40
  But
• 31:40
  the
• 31:40
  one
• 31:40
  that
• 31:41
  we
• 31:41
  really
• 31:41
  recommend,
• 31:41
  and
• 31:42
  if
• 31:42
  something.
• 31:42
  If
• 31:43
  reducing
• 31:43
  your
• 31:43
  carbon
• 31:44
  emissions
• 31:44
  is
• 31:44
  something
• 31:44
  that
• 31:44
  you're
• 31:45
  interested
• 31:45
  in,
• 31:45
  I
• 31:46
  would
• 31:46
  recommend
• 31:46
  going
• 31:46
  to
• 31:47
  the
• 31:47
  SME
• 31:48
  Climate
• 31:48
  Hub.
• 31:48
  The
• 31:49
  SME
• 31:49
  Climate
• 31:49
  Hub
• 31:50
  is
• 31:50
  a
• 31:51
  global
• 31:52
  organization.
• 31:53
  I
• 31:53
  am
• 31:54
  a
• 31:54
  board
• 31:55
  advisor
• 31:55
  for
• 31:56
  the
• 31:56
  SME
• 31:56
  Climate
• 31:57
  Hub,
• 31:57
  representing
• 31:58
  small
• 31:58
  businesses
• 31:59
  in
• 31:59
  hospitality
• 31:59
  in
• 32:00
  the
• 32:00
  uk.
• 32:00
  And
• 32:01
  essentially
• 32:01
  on
• 32:02
  there,
• 32:02
  there
• 32:03
  is
• 32:03
  a
• 32:03
  calculator,
• 32:04
  a
• 32:04
  very
• 32:05
  basic
• 32:05
  calculator.
• 32:06
  If
• 32:06
  you've
• 32:06
  never
• 32:06
  used
• 32:06
  anything
• 32:07
  like
• 32:07
  this
• 32:07
  before,
• 32:08
  it
• 32:08
  takes
• 32:08
  you
• 32:08
  through
• 32:09
  what
• 32:09
  you
• 32:09
  need
• 32:09
  to
• 32:09
  do
• 32:09
  step
• 32:10
  by
• 32:10
  step.
• 32:10
  And
• 32:11
  there's
• 32:11
  a
• 32:11
  advanced
• 32:12
  calculator
• 32:13
  for
• 32:13
  those
• 32:13
  businesses
• 32:13
  that
• 32:14
  also
• 32:14
  want
• 32:14
  to
• 32:14
  measure
• 32:15
  the
• 32:15
  scope
• 32:15
  3
• 32:15
  element,
• 32:16
  because
• 32:16
  that's
• 32:17
  quite
• 32:17
  complicated.
• 32:18
  There
• 32:19
  are
• 32:19
  15
• 32:19
  subcategories,
• 32:21
  each
• 32:21
  one
• 32:21
  of
• 32:21
  those
• 32:22
  is
• 32:22
  quite
• 32:24
  data
• 32:24
  driven.
• 32:25
  You
• 32:25
  need
• 32:25
  to
• 32:25
  go
• 32:25
  and
• 32:26
  find
• 32:26
  the
• 32:26
  data.
• 32:27
  It's
• 32:27
  not
• 32:27
  necessarily
• 32:28
  easily
• 32:28
  accessible,
• 32:29
  but
• 32:29
  the
• 32:29
  first
• 32:30
  two
• 32:30
  elements
• 32:30
  of
• 32:30
  it
• 32:31
  are
• 32:31
  quite
• 32:31
  straightforward.
• 32:32
  So
• 32:32
  I'd
• 32:33
  really
• 32:33
  recommend
• 32:33
  people
• 32:33
  go
• 32:33
  on
• 32:34
  and
• 32:34
  have
• 32:34
  a
• 32:34
  look
• 32:34
  at
• 32:34
  the
• 32:34
  SME
• 32:35
  Climate
• 32:35
  Hub.
• 32:35
  In
• 32:36
  that
• 32:36
  system
• 32:36
  as
• 32:36
  well,
• 32:36
  you
• 32:37
  can
• 32:37
  also
• 32:37
  make
• 32:37
  a
• 32:37
  commitment
• 32:38
  to
• 32:38
  reduce
• 32:39
  your
• 32:39
  emissions.
• 32:39
  So
• 32:39
  you
• 32:40
  can
• 32:40
  make
• 32:40
  a
• 32:40
  public
• 32:40
  commitment
• 32:41
  and
• 32:42
  join
• 32:42
  the
• 32:42
  Register
• 32:43
  that
• 32:44
  is
• 32:44
  also
• 32:44
  part
• 32:45
  of
• 32:45
  the
• 32:45
  UN
• 32:45
  race
• 32:46
  to
• 32:46
  zero.
• 32:46
  So
• 32:46
  you
• 32:46
  can
• 32:47
  actually
• 32:47
  be
• 32:47
  a
• 32:47
  part
• 32:48
  of
• 32:48
  a
• 32:48
  much
• 32:48
  wider
• 32:48
  collective
• 32:49
  and
• 32:49
  commit
• 32:50
  to
• 32:50
  reducing
• 32:51
  your
• 32:51
  emissions
• 32:52
  to
• 32:52
  as
• 32:52
  close
• 32:52
  to
• 32:52
  zero
• 32:53
  as
• 32:53
  possible.
• 32:53
  And
• 32:53
  you
• 32:53
  can
• 32:54
  set
• 32:54
  the
• 32:54
  time
• 32:54
  frame
• 32:55
  as
• 32:55
  well.
• 32:55
  So
• 32:56
  it's
• 32:56
  a
• 32:56
  really
• 32:57
  good
• 32:57
  opportunity
• 32:57
  to
• 32:58
  be
• 32:58
  able
• 32:58
  to
• 32:58
  put
• 32:59
  your
• 32:59
  hands
• 32:59
  up
• 32:59
  and
• 32:59
  say,
• 33:00
  this
• 33:00
  is
• 33:00
  something
• 33:00
  I
• 33:00
  care
• 33:00
  about,
• 33:01
  I
• 33:01
  do
• 33:02
  want
• 33:02
  to
• 33:02
  do
• 33:02
  this,
• 33:02
  but
• 33:02
  I
• 33:03
  need
• 33:03
  to
• 33:03
  know
• 33:03
  a
• 33:03
  little
• 33:03
  bit
• 33:03
  more
• 33:04
  about
• 33:04
  it.
• 33:04
  But
• 33:05
  I
• 33:05
  am
• 33:05
  going
• 33:05
  to
• 33:05
  make
• 33:05
  a
• 33:06
  commitment
• 33:06
  to
• 33:06
  reduce
• 33:07
  my
• 33:07
  carbon
• 33:07
  emissions
• 33:08
  and
• 33:08
  work
• 33:09
  alongside
• 33:10
  the
• 33:10
  UK
• 33:10
  government's
• 33:11
  target
• 33:11
  of
• 33:12
  2050.
• 33:12
  I
• 33:13
  think
• 33:13
  it
• 33:13
  comes
• 33:13
  back
• 33:13
  to
• 33:14
  that
• 33:14
  same
• 33:14
  thing.
• 33:14
  Education
• 33:15
  and
• 33:15
  community
• 33:15
  is
• 33:16
  so
• 33:16
  important
• 33:16
  because
• 33:17
  actually
• 33:18
  having
• 33:18
  someone
• 33:18
  to
• 33:18
  ask
• 33:19
  those
• 33:19
  questions
• 33:19
  to,
• 33:19
  like
• 33:20
  me
• 33:20
  being
• 33:20
  on
• 33:20
  this
• 33:20
  interview
• 33:21
  with
• 33:21
  you,
• 33:21
  I'm
• 33:21
  able
• 33:21
  to
• 33:21
  ask
• 33:21
  these
• 33:22
  questions
• 33:22
  on
• 33:22
  other
• 33:22
  people's
• 33:23
  behalf,
• 33:23
  but
• 33:23
  they
• 33:24
  may
• 33:24
  have
• 33:24
  further
• 33:24
  questions.
• 33:25
  And
• 33:25
  being
• 33:25
  able
• 33:25
  to
• 33:26
  go
• 33:26
  and
• 33:26
  have
• 33:26
  someone,
• 33:27
  an
• 33:27
  ambassador,
• 33:28
  someone
• 33:28
  who's
• 33:28
  walked
• 33:28
  that
• 33:28
  path
• 33:29
  before
• 33:29
  you
• 33:29
  to
• 33:29
  go
• 33:29
  and
• 33:29
  ask
• 33:30
  the
• 33:30
  questions
• 33:30
  and
• 33:30
  get
• 33:31
  the
• 33:31
  education,
• 33:32
  is
• 33:32
  the
• 33:32
  answer,
• 33:32
  because
• 33:32
  it
• 33:33
  is
• 33:33
  overwhelming
• 33:33
  otherwise.
• 33:34
  And
• 33:34
  you
• 33:34
  start
• 33:34
  thinking
• 33:34
  of
• 33:34
  all
• 33:35
  these
• 33:35
  things
• 33:35
  and
• 33:35
  calculators
• 33:36
  and
• 33:36
  tasks,
• 33:36
  time,
• 33:36
  and
• 33:37
  you
• 33:37
  start
• 33:37
  thinking,
• 33:37
  ah,
• 33:38
  I
• 33:38
  want
• 33:38
  to
• 33:38
  do
• 33:38
  this,
• 33:38
  but
• 33:39
  it
• 33:39
  just
• 33:39
  Feels
• 33:39
  a
• 33:39
  lot.
• 33:40
  So
• 33:40
  actually,
• 33:41
  I
• 33:41
  think
• 33:41
  the
• 33:41
  answer
• 33:41
  is
• 33:42
  finding
• 33:42
  people
• 33:42
  that
• 33:42
  have
• 33:43
  walked
• 33:43
  that
• 33:43
  path
• 33:44
  first
• 33:44
  who
• 33:44
  will
• 33:44
  help
• 33:45
  you
• 33:45
  in
• 33:45
  the
• 33:45
  same
• 33:45
  way
• 33:45
  as
• 33:45
  in
• 33:46
  any
• 33:46
  kind
• 33:46
  of
• 33:46
  business,
• 33:46
  whether
• 33:47
  you
• 33:47
  want
• 33:47
  to
• 33:47
  learn
• 33:47
  Instagram,
• 33:48
  Google,
• 33:48
  my
• 33:48
  business,
• 33:48
  like
• 33:49
  you
• 33:49
  said
• 33:49
  earlier,
• 33:49
  you
• 33:49
  go
• 33:50
  and
• 33:50
  find
• 33:50
  the
• 33:50
  people
• 33:50
  who've
• 33:50
  walked
• 33:51
  that
• 33:51
  path
• 33:51
  first
• 33:52
  and
• 33:52
  learn
• 33:52
  from
• 33:52
  them
• 33:53
  to
• 33:53
  save
• 33:53
  yourself
• 33:53
  time.
• 33:54
  It's
• 33:54
  no
• 33:54
  different
• 33:55
  in
• 33:55
  this
• 33:55
  scenario.
• 33:56
  Now,
• 33:56
  the
• 33:56
  other
• 33:56
  thing
• 33:56
  you're
• 33:57
  getting
• 33:57
  involved
• 33:57
  in
• 33:57
  very
• 33:58
  soon
• 33:58
  is
• 33:59
  my
• 33:59
  conference
• 33:59
  this
• 34:00
  year,
• 34:00
  Wed
• 34:00
  Pros
• 34:01
  Live,
• 34:01
  which
• 34:01
  I'm
• 34:01
  incredibly
• 34:02
  excited
• 34:02
  and
• 34:02
  terrified
• 34:03
  about
• 34:03
  at
• 34:03
  the
• 34:04
  same
• 34:04
  time.
• 34:04
  And
• 34:05
  you
• 34:05
  are
• 34:05
  going
• 34:05
  to
• 34:05
  be
• 34:05
  there
• 34:05
  running
• 34:06
  a
• 34:06
  break
• 34:06
  breakout
• 34:07
  session.
• 34:07
  So
• 34:08
  for
• 34:08
  those
• 34:08
  people
• 34:08
  who
• 34:08
  are
• 34:09
  listening
• 34:09
  that
• 34:09
  have
• 34:09
  already
• 34:09
  got
• 34:10
  tickets,
• 34:10
  and
• 34:10
  by
• 34:10
  the
• 34:11
  time
• 34:11
  this
• 34:11
  goes
• 34:11
  out,
• 34:11
  it
• 34:12
  may
• 34:12
  be
• 34:12
  sold
• 34:12
  out
• 34:12
  because
• 34:13
  at
• 34:13
  the
• 34:13
  time
• 34:13
  of
• 34:13
  recording,
• 34:13
  I
• 34:14
  think
• 34:14
  we
• 34:14
  have
• 34:14
  10
• 34:14
  tickets
• 34:15
  remaining
• 34:15
  until
• 34:16
  we
• 34:16
  hit
• 34:16
  capacity.
• 34:16
  So
• 34:17
  it's
• 34:17
  definitely
• 34:18
  one
• 34:18
  that
• 34:18
  if
• 34:19
  you're
• 34:19
  listening
• 34:19
  to
• 34:19
  this
• 34:19
  as
• 34:19
  a
• 34:20
  ticket
• 34:20
  left,
• 34:20
  grab
• 34:20
  it
• 34:21
  quick.
• 34:21
  But
• 34:21
  if
• 34:21
  they
• 34:21
  are
• 34:22
  coming
• 34:22
  and
• 34:23
  they're
• 34:23
  looking
• 34:23
  at
• 34:23
  what
• 34:23
  sessions
• 34:24
  to
• 34:24
  go
• 34:24
  to,
• 34:24
  what
• 34:24
  are
• 34:25
  they
• 34:25
  going
• 34:25
  to
• 34:25
  get
• 34:26
  from
• 34:26
  your
• 34:26
  session?
• 34:27
  So
• 34:27
  our
• 34:28
  session
• 34:28
  is
• 34:28
  going
• 34:28
  to
• 34:28
  be
• 34:28
  very
• 34:29
  practical.
• 34:30
  So
• 34:31
  it
• 34:31
  is
• 34:31
  really
• 34:31
  going
• 34:32
  to
• 34:32
  be
• 34:32
  about
• 34:33
  understanding
• 34:35
  carbon,
• 34:35
  but
• 34:35
  also
• 34:36
  nature
• 34:36
  impact
• 34:37
  and
• 34:38
  what
• 34:38
  are
• 34:38
  the
• 34:38
  practical
• 34:39
  actions
• 34:40
  you
• 34:40
  can
• 34:40
  do
• 34:41
  right
• 34:41
  now
• 34:41
  in
• 34:42
  your
• 34:42
  business.
• 34:43
  Walk
• 34:43
  away
• 34:44
  having
• 34:44
  hopefully
• 34:45
  done
• 34:45
  one
• 34:45
  of
• 34:45
  them.
• 34:46
  So
• 34:46
  it
• 34:47
  is
• 34:47
  going
• 34:47
  to
• 34:47
  be
• 34:47
  very
• 34:48
  practical.
• 34:48
  It
• 34:49
  isn't
• 34:49
  going
• 34:49
  to
• 34:49
  be
• 34:49
  sitting
• 34:50
  and
• 34:50
  listening
• 34:50
  to
• 34:50
  theory.
• 34:51
  I
• 34:51
  will
• 34:52
  very
• 34:52
  happily
• 34:52
  give
• 34:53
  you
• 34:53
  some
• 34:53
  QR
• 34:54
  codes
• 34:54
  on
• 34:54
  the
• 34:54
  screen
• 34:55
  if
• 34:55
  you
• 34:55
  want
• 34:55
  to
• 34:55
  scan
• 34:55
  them
• 34:55
  and
• 34:56
  you
• 34:56
  can
• 34:56
  go
• 34:56
  and
• 34:56
  listen
• 34:56
  to
• 34:57
  me
• 34:57
  talk
• 34:57
  about
• 34:57
  the
• 34:58
  theory
• 34:58
  of
• 34:59
  sustainability.
• 35:00
  But
• 35:00
  this
• 35:00
  is
• 35:00
  going
• 35:01
  to
• 35:01
  be
• 35:01
  practical.
• 35:02
  So
• 35:03
  the
• 35:03
  session
• 35:03
  will
• 35:04
  be,
• 35:04
  we'll
• 35:04
  be
• 35:04
  playing
• 35:04
  some
• 35:05
  games
• 35:05
  in
• 35:05
  the
• 35:05
  session.
• 35:06
  We'll
• 35:06
  be
• 35:06
  using
• 35:07
  some
• 35:07
  action
• 35:07
  cards
• 35:08
  in
• 35:08
  the
• 35:08
  session.
• 35:09
  And
• 35:09
  the
• 35:09
  idea
• 35:10
  is
• 35:10
  that
• 35:10
  you
• 35:10
  will
• 35:10
  leave
• 35:11
  in
• 35:11
  a
• 35:11
  similar
• 35:12
  way
• 35:12
  to
• 35:12
  how
• 35:13
  we
• 35:13
  work
• 35:13
  with
• 35:13
  carbon
• 35:14
  literacy.
• 35:14
  You
• 35:15
  will
• 35:15
  leave
• 35:15
  with
• 35:16
  a
• 35:16
  set
• 35:17
  of
• 35:17
  actions,
• 35:18
  some
• 35:18
  quick
• 35:18
  wins,
• 35:19
  hopefully,
• 35:19
  some
• 35:19
  of
• 35:19
  which
• 35:19
  you
• 35:20
  can
• 35:20
  achieve
• 35:20
  there.
• 35:20
  And
• 35:21
  then,
• 35:21
  and
• 35:21
  then
• 35:22
  things
• 35:22
  that
• 35:22
  you'll
• 35:22
  be
• 35:22
  able
• 35:23
  to
• 35:23
  do
• 35:23
  in
• 35:23
  the
• 35:23
  next
• 35:23
  day
• 35:24
  when
• 35:24
  you
• 35:24
  get
• 35:24
  back
• 35:24
  to
• 35:25
  your
• 35:25
  desk,
• 35:25
  and
• 35:25
  then
• 35:26
  in
• 35:26
  the
• 35:26
  longer
• 35:26
  term
• 35:26
  in
• 35:27
  the
• 35:27
  future
• 35:27
  as
• 35:27
  well.
• 35:28
  So
• 35:28
  we
• 35:28
  really
• 35:28
  want
• 35:29
  to
• 35:29
  inspire
• 35:29
  people
• 35:30
  to
• 35:30
  be
• 35:30
  able
• 35:30
  to
• 35:31
  take
• 35:31
  that
• 35:31
  first
• 35:31
  step.
• 35:32
  Step.
• 35:32
  If
• 35:32
  they
• 35:32
  haven't,
• 35:32
  and
• 35:33
  if
• 35:33
  they
• 35:33
  have
• 35:33
  already
• 35:33
  taken
• 35:34
  that
• 35:34
  first
• 35:34
  step,
• 35:34
  then
• 35:35
  we'll
• 35:35
  be
• 35:35
  talking
• 35:35
  about,
• 35:35
  okay,
• 35:36
  what
• 35:36
  are
• 35:36
  the.
• 35:37
  What's
• 35:37
  the
• 35:37
  next
• 35:37
  step
• 35:37
  and
• 35:38
  what
• 35:38
  the
• 35:38
  other
• 35:38
  things
• 35:38
  that
• 35:38
  you
• 35:39
  could
• 35:39
  be
• 35:39
  doing
• 35:39
  to
• 35:40
  move
• 35:40
  the
• 35:40
  needle
• 35:40
  forward
• 35:40
  in
• 35:41
  your
• 35:41
  business.
• 35:41
  You
• 35:41
  had
• 35:41
  me
• 35:42
  at
• 35:42
  action
• 35:42
  cards
• 35:42
  and
• 35:43
  games.
• 35:43
  I'm
• 35:43
  like,
• 35:43
  that
• 35:44
  sounds
• 35:44
  like
• 35:44
  fun.
• 35:45
  I
• 35:45
  want
• 35:45
  to
• 35:45
  be
• 35:45
  in
• 35:45
  the
• 35:45
  room.
• 35:46
  We
• 35:46
  all
• 35:46
  love
• 35:47
  a
• 35:47
  bit
• 35:47
  of
• 35:47
  action
• 35:47
  and
• 35:48
  not
• 35:48
  just
• 35:48
  listening
• 35:48
  to
• 35:49
  a
• 35:49
  dry,
• 35:49
  stuffy
• 35:49
  talk.
• 35:50
  So
• 35:50
  there's
• 35:51
  definitely
• 35:51
  no
• 35:51
  dry
• 35:51
  stuffy
• 35:52
  talks
• 35:52
  happening
• 35:52
  at
• 35:52
  WED
• 35:52
  Pros
• 35:53
  Live
• 35:53
  for
• 35:53
  sure.
• 35:54
  So
• 35:54
  yeah,
• 35:54
  I
• 35:54
  think
• 35:54
  it's
• 35:55
  going
• 35:55
  to
• 35:55
  be
• 35:55
  a
• 35:55
  great
• 35:55
  session.
• 35:55
  And
• 35:56
  the
• 35:56
  other
• 35:56
  thing
• 35:56
  that
• 35:56
  you're
• 35:56
  part
• 35:57
  of
• 35:57
  on
• 35:57
  the
• 35:57
  day,
• 35:57
  which
• 35:57
  is,
• 35:58
  which
• 35:58
  I'm
• 35:58
  so
• 35:58
  pleased
• 35:59
  about,
• 35:59
  is
• 35:59
  that
• 35:59
  you're
• 36:00
  going
• 36:00
  to
• 36:00
  be
• 36:00
  in
• 36:00
  my
• 36:01
  backstage
• 36:01
  business
• 36:01
  crew,
• 36:02
  as
• 36:02
  I'm
• 36:02
  calling
• 36:03
  it,
• 36:03
  which
• 36:03
  is
• 36:04
  where
• 36:04
  I've
• 36:04
  got
• 36:04
  people
• 36:05
  exhibiting.
• 36:05
  But
• 36:05
  I've
• 36:06
  been
• 36:06
  really
• 36:06
  careful
• 36:06
  about
• 36:07
  curating
• 36:07
  that
• 36:07
  group
• 36:08
  of
• 36:08
  people
• 36:08
  because
• 36:09
  I
• 36:09
  don't
• 36:09
  want
• 36:09
  it
• 36:09
  to
• 36:10
  be
• 36:10
  a
• 36:10
  sales
• 36:10
  pitch,
• 36:11
  I
• 36:11
  don't
• 36:11
  want
• 36:11
  it
• 36:11
  to
• 36:11
  be
• 36:11
  a
• 36:11
  dry,
• 36:12
  boring
• 36:12
  space.
• 36:12
  I
• 36:13
  want
• 36:13
  it
• 36:13
  to
• 36:13
  be
• 36:13
  a
• 36:13
  help
• 36:13
  desk
• 36:14
  zone
• 36:14
  where
• 36:14
  people
• 36:15
  feel
• 36:15
  free
• 36:16
  to
• 36:16
  ask
• 36:16
  the
• 36:16
  kind
• 36:17
  of
• 36:17
  questions
• 36:17
  I
• 36:17
  ask
• 36:17
  you
• 36:18
  on
• 36:18
  this
• 36:18
  podcast
• 36:18
  and
• 36:18
  to
• 36:19
  not
• 36:19
  feel
• 36:19
  like
• 36:19
  any
• 36:19
  question
• 36:20
  is
• 36:21
  silly
• 36:21
  or
• 36:22
  that
• 36:22
  they're
• 36:22
  going
• 36:22
  to
• 36:22
  get
• 36:22
  judged
• 36:23
  or
• 36:23
  sold
• 36:23
  to
• 36:23
  in
• 36:23
  any
• 36:23
  way.
• 36:24
  So
• 36:24
  if
• 36:24
  people
• 36:24
  are
• 36:25
  there
• 36:25
  on
• 36:25
  the
• 36:25
  desk
• 36:26
  day
• 36:26
  and
• 36:26
  they
• 36:26
  come
• 36:27
  over
• 36:27
  to
• 36:27
  where
• 36:27
  the
• 36:28
  Sustainable
• 36:28
  Wedding
• 36:28
  alliance
• 36:29
  are
• 36:29
  going
• 36:29
  to
• 36:29
  be
• 36:29
  exhibiting
• 36:30
  and
• 36:30
  have
• 36:30
  a
• 36:30
  space,
• 36:31
  what
• 36:31
  kind
• 36:31
  of
• 36:31
  things
• 36:32
  can
• 36:32
  you
• 36:32
  help
• 36:33
  them
• 36:33
  with
• 36:33
  there
• 36:33
  and
• 36:34
  then
• 36:34
  practically
• 36:35
  on
• 36:35
  the
• 36:35
  day?
• 36:35
  So
• 36:36
  absolutely
• 36:37
  no
• 36:38
  question
• 36:38
  is
• 36:38
  a
• 36:38
  silly
• 36:39
  question.
• 36:39
  I
• 36:39
  love
• 36:40
  it
• 36:40
  when
• 36:40
  people
• 36:40
  come
• 36:40
  with
• 36:41
  the,
• 36:41
  with
• 36:41
  the
• 36:42
  I
• 36:42
  don't
• 36:42
  know.
• 36:43
  But
• 36:44
  so
• 36:45
  absolutely
• 36:45
  come
• 36:46
  and
• 36:46
  ask
• 36:46
  your
• 36:46
  question.
• 36:47
  Do
• 36:47
  not
• 36:48
  be
• 36:48
  afraid
• 36:48
  of
• 36:48
  asking
• 36:49
  questions.
• 36:49
  We
• 36:49
  are
• 36:50
  all
• 36:50
  about
• 36:50
  progress,
• 36:51
  not
• 36:51
  perfection.
• 36:52
  Like
• 36:52
  it
• 36:52
  is
• 36:52
  an
• 36:53
  absolute
• 36:53
  myth
• 36:53
  that
• 36:54
  there
• 36:54
  is
• 36:54
  perfection
• 36:54
  out
• 36:54
  there
• 36:55
  there.
• 36:55
  So
• 36:56
  no
• 36:56
  matter
• 36:56
  where
• 36:56
  you
• 36:56
  are
• 36:57
  on
• 36:57
  your
• 36:57
  journey,
• 36:57
  come
• 36:58
  over
• 36:58
  and
• 36:58
  talk
• 36:58
  to
• 36:59
  us.
• 36:59
  We
• 36:59
  can
• 37:00
  help
• 37:00
  you
• 37:00
  with
• 37:01
  understanding
• 37:02
  where
• 37:02
  to
• 37:02
  go
• 37:02
  and
• 37:02
  measure
• 37:02
  your
• 37:03
  carbon
• 37:03
  footprint.
• 37:03
  We'll
• 37:04
  be
• 37:04
  able
• 37:04
  to
• 37:04
  give
• 37:04
  you
• 37:04
  links
• 37:05
  for
• 37:05
  that.
• 37:05
  We
• 37:06
  can
• 37:06
  connect
• 37:06
  you
• 37:07
  with
• 37:07
  our
• 37:07
  ambassadors.
• 37:08
  If
• 37:08
  you
• 37:08
  are
• 37:08
  in
• 37:08
  a
• 37:08
  specific
• 37:09
  region
• 37:09
  and
• 37:10
  want
• 37:10
  to
• 37:10
  go
• 37:11
  to
• 37:11
  networking
• 37:11
  events
• 37:12
  or
• 37:12
  to
• 37:12
  meet
• 37:12
  other
• 37:13
  suppliers
• 37:13
  in
• 37:13
  their
• 37:13
  local
• 37:14
  area
• 37:15
  that
• 37:15
  are
• 37:15
  also
• 37:16
  working
• 37:16
  more
• 37:17
  sustainably
• 37:18
  or
• 37:18
  maybe
• 37:18
  are
• 37:19
  curious
• 37:19
  about
• 37:19
  it.
• 37:20
  Those
• 37:21
  events
• 37:21
  are
• 37:21
  really
• 37:21
  great
• 37:22
  for
• 37:22
  that.
• 37:22
  We
• 37:23
  will
• 37:23
  be
• 37:23
  doing
• 37:24
  some
• 37:24
  content,
• 37:24
  we'll
• 37:25
  be
• 37:25
  doing
• 37:25
  interviews
• 37:25
  with
• 37:26
  people
• 37:26
  so
• 37:27
  we
• 37:27
  be
• 37:27
  asking
• 37:27
  them
• 37:28
  where
• 37:28
  they're
• 37:28
  at
• 37:28
  on
• 37:29
  their
• 37:29
  sustainable
• 37:29
  journey.
• 37:30
  If
• 37:30
  they
• 37:30
  attended
• 37:30
  the
• 37:31
  session,
• 37:31
  then
• 37:32
  any
• 37:32
  actions
• 37:33
  that
• 37:33
  they're
• 37:33
  going
• 37:33
  to
• 37:33
  be
• 37:33
  taking.
• 37:34
  And
• 37:34
  we'll
• 37:34
  also
• 37:35
  have
• 37:35
  our
• 37:35
  action
• 37:35
  box
• 37:36
  on
• 37:36
  the
• 37:36
  table
• 37:37
  as
• 37:37
  well.
• 37:37
  So
• 37:38
  anyone
• 37:38
  that
• 37:38
  wants
• 37:38
  to
• 37:38
  come
• 37:38
  over,
• 37:39
  play
• 37:39
  a
• 37:39
  little
• 37:40
  game
• 37:40
  of
• 37:40
  higher
• 37:40
  or
• 37:40
  lower
• 37:41
  and
• 37:42
  see
• 37:42
  and
• 37:42
  challenge
• 37:42
  themselves
• 37:43
  as
• 37:43
  well,
• 37:43
  they're
• 37:44
  very
• 37:44
  welcome
• 37:44
  to
• 37:44
  come
• 37:44
  over.
• 37:45
  But
• 37:45
  really,
• 37:46
  you
• 37:46
  know,
• 37:47
  realistically
• 37:47
  it
• 37:48
  will
• 37:48
  be
• 37:48
  Emily
• 37:48
  and
• 37:48
  I
• 37:49
  there
• 37:49
  being
• 37:49
  our
• 37:50
  non
• 37:50
  judgmental
• 37:50
  swa
• 37:51
  selves
• 37:52
  of,
• 37:52
  you
• 37:52
  know,
• 37:52
  come
• 37:53
  and
• 37:53
  ask
• 37:53
  us
• 37:53
  a
• 37:53
  question.
• 37:54
  We
• 37:54
  genuinely
• 37:54
  want
• 37:55
  to
• 37:55
  know,
• 37:55
  know
• 37:55
  what
• 37:56
  your
• 37:56
  experience
• 37:56
  is,
• 37:57
  what
• 37:57
  your
• 37:57
  challenges
• 37:58
  are
• 37:58
  and
• 37:58
  we
• 37:58
  will
• 37:59
  work
• 37:59
  together
• 37:59
  to
• 38:00
  try
• 38:00
  and
• 38:00
  find
• 38:00
  a
• 38:00
  solution.
• 38:01
  And
• 38:01
  if
• 38:01
  we
• 38:01
  can't
• 38:02
  do
• 38:02
  it
• 38:02
  on
• 38:02
  the
• 38:02
  day,
• 38:02
  then
• 38:03
  we'll
• 38:03
  absolutely
• 38:03
  follow
• 38:04
  up
• 38:04
  with
• 38:04
  you
• 38:05
  and
• 38:05
  you
• 38:06
  know,
• 38:06
  hopefully
• 38:06
  find
• 38:06
  that
• 38:06
  solution
• 38:07
  together
• 38:07
  going
• 38:07
  forward.
• 38:08
  Amazing.
• 38:08
  I'm
• 38:09
  very
• 38:09
  excited.
• 38:09
  It's
• 38:10
  just
• 38:10
  down
• 38:11
  the
• 38:11
  road
• 38:11
  and
• 38:11
  it's
• 38:11
  going
• 38:11
  to
• 38:12
  be
• 38:12
  here.
• 38:12
  I
• 38:12
  wanted
• 38:13
  to
• 38:13
  ask
• 38:13
  you,
• 38:13
  Michelle,
• 38:14
  for
• 38:14
  some
• 38:14
  personal
• 38:14
  advice
• 38:15
  because
• 38:16
  you
• 38:17
  have
• 38:17
  put
• 38:17
  on
• 38:17
  a
• 38:17
  conference
• 38:18
  and
• 38:18
  in
• 38:18
  putting
• 38:19
  on
• 38:19
  this
• 38:19
  conference,
• 38:19
  which
• 38:20
  sometimes
• 38:20
  I
• 38:20
  question
• 38:20
  myself
• 38:21
  why
• 38:21
  I've
• 38:21
  put
• 38:22
  myself
• 38:22
  through
• 38:22
  this,
• 38:22
  it's
• 38:23
  a
• 38:23
  crazy
• 38:23
  undertaking
• 38:23
  taking.
• 38:24
  But
• 38:24
  when
• 38:24
  I
• 38:24
  put
• 38:25
  it
• 38:25
  on,
• 38:25
  I
• 38:25
  was
• 38:25
  like,
• 38:25
  I
• 38:26
  want
• 38:26
  it
• 38:26
  to
• 38:26
  be
• 38:26
  a
• 38:26
  really
• 38:27
  good
• 38:27
  quality
• 38:28
  industry
• 38:28
  conferences.
• 38:29
  We've
• 38:29
  all
• 38:29
  been
• 38:29
  to
• 38:29
  some
• 38:29
  NAF
• 38:30
  conferences,
• 38:30
  we've
• 38:31
  all
• 38:31
  been
• 38:31
  to
• 38:31
  some
• 38:31
  great
• 38:31
  conferences.
• 38:32
  And
• 38:32
  I
• 38:33
  would
• 38:33
  put
• 38:33
  the
• 38:33
  conference
• 38:34
  I
• 38:34
  came
• 38:34
  to
• 38:34
  that
• 38:34
  you
• 38:35
  put
• 38:35
  on
• 38:35
  as
• 38:36
  one
• 38:36
  of
• 38:36
  my
• 38:36
  top
• 38:36
  conferences
• 38:37
  I've
• 38:37
  ever
• 38:37
  been
• 38:37
  to.
• 38:37
  I
• 38:38
  thought
• 38:38
  it
• 38:38
  was
• 38:38
  incredibly
• 38:38
  well
• 38:39
  run.
• 38:39
  I
• 38:39
  love
• 38:40
  the
• 38:40
  vibe,
• 38:40
  I
• 38:40
  love
• 38:40
  the
• 38:40
  energy.
• 38:41
  I
• 38:41
  loved
• 38:41
  everything
• 38:41
  about
• 38:42
  it.
• 38:42
  So
• 38:43
  have
• 38:43
  you
• 38:43
  got
• 38:43
  any
• 38:43
  advice
• 38:44
  from
• 38:44
  me
• 38:45
  about
• 38:45
  what's
• 38:45
  the
• 38:46
  most
• 38:46
  important
• 38:46
  thing?
• 38:47
  Like,
• 38:47
  obviously,
• 38:47
  I
• 38:48
  know
• 38:48
  sustainability
• 38:48
  is
• 38:49
  core
• 38:49
  of
• 38:49
  what
• 38:49
  you
• 38:49
  do,
• 38:50
  but
• 38:50
  aside
• 38:50
  from
• 38:51
  that
• 38:51
  in
• 38:51
  the
• 38:51
  practicalities
• 38:52
  of
• 38:52
  running
• 38:52
  a
• 38:53
  conference
• 38:54
  difference,
• 38:54
  like,
• 38:54
  what
• 38:55
  do
• 38:55
  I
• 38:55
  need
• 38:55
  to
• 38:55
  get
• 38:55
  right
• 38:56
  to
• 38:56
  make
• 38:56
  it
• 38:56
  as
• 38:57
  good
• 38:57
  as
• 38:57
  what
• 38:57
  you
• 38:57
  did?
• 38:58
  Oh,
• 38:58
  I
• 38:58
  would
• 38:58
  say
• 38:59
  my
• 38:59
  team.
• 39:01
  So,
• 39:01
  you
• 39:02
  know,
• 39:02
  I'm
• 39:02
  very
• 39:02
  lucky.
• 39:03
  Our
• 39:03
  team
• 39:04
  have
• 39:04
  been
• 39:04
  in
• 39:05
  the
• 39:05
  events
• 39:05
  industry
• 39:05
  for
• 39:06
  many,
• 39:06
  many
• 39:06
  years
• 39:07
  and
• 39:07
  so
• 39:07
  therefore
• 39:07
  they
• 39:08
  are
• 39:08
  well
• 39:08
  versed
• 39:09
  at
• 39:09
  running
• 39:09
  very
• 39:10
  slick
• 39:10
  professional
• 39:11
  events.
• 39:11
  And
• 39:11
  also
• 39:11
  the
• 39:12
  venue
• 39:12
  was
• 39:13
  extremely
• 39:13
  amazing
• 39:14
  and
• 39:14
  helped
• 39:14
  with
• 39:14
  lots
• 39:14
  of
• 39:14
  that.
• 39:15
  But
• 39:15
  from
• 39:16
  a,
• 39:16
  from
• 39:17
  a
• 39:17
  guest
• 39:17
  perspective,
• 39:18
  from
• 39:18
  everyone
• 39:18
  that
• 39:18
  decided
• 39:19
  to
• 39:19
  come
• 39:19
  to
• 39:19
  the
• 39:20
  event
• 39:20
  and
• 39:20
  invest
• 39:20
  their
• 39:21
  time,
• 39:21
  energy,
• 39:21
  money,
• 39:22
  actually
• 39:23
  what
• 39:23
  was
• 39:23
  most
• 39:23
  important,
• 39:23
  that
• 39:24
  we
• 39:24
  gave
• 39:24
  them
• 39:24
  time.
• 39:25
  So
• 39:25
  we
• 39:26
  wanted
• 39:26
  to
• 39:26
  jam
• 39:27
  as
• 39:27
  much
• 39:27
  value
• 39:28
  into
• 39:28
  those
• 39:28
  conferences
• 39:29
  as
• 39:29
  possible
• 39:29
  in
• 39:30
  exactly
• 39:30
  the
• 39:30
  same
• 39:30
  way
• 39:30
  we
• 39:31
  do
• 39:31
  with
• 39:31
  everything
• 39:31
  that
• 39:31
  we
• 39:32
  run.
• 39:32
  But
• 39:32
  actually
• 39:33
  we
• 39:33
  understand
• 39:34
  that
• 39:34
  in
• 39:35
  order
• 39:35
  to
• 39:35
  do
• 39:35
  that,
• 39:35
  you
• 39:36
  really
• 39:36
  need
• 39:37
  to
• 39:37
  be
• 39:37
  nurturing
• 39:38
  people.
• 39:38
  So,
• 39:39
  you
• 39:39
  know,
• 39:39
  giving
• 39:39
  them
• 39:40
  a
• 39:40
  really
• 39:40
  good
• 39:40
  start
• 39:41
  to
• 39:41
  the
• 39:41
  morning,
• 39:41
  making
• 39:41
  sure
• 39:42
  that
• 39:42
  everyone's
• 39:42
  got
• 39:43
  time
• 39:43
  to
• 39:43
  meet
• 39:44
  each
• 39:44
  other
• 39:44
  early
• 39:45
  in
• 39:45
  the
• 39:45
  morning
• 39:45
  before
• 39:46
  they
• 39:46
  then
• 39:46
  go
• 39:47
  into
• 39:47
  session
• 39:47
  so
• 39:47
  that
• 39:48
  they're
• 39:48
  ready
• 39:48
  and
• 39:48
  their
• 39:48
  mind
• 39:49
  is
• 39:49
  open
• 39:49
  and
• 39:50
  to
• 39:50
  then
• 39:50
  listen
• 39:51
  and
• 39:51
  learn
• 39:52
  to
• 39:52
  be
• 39:52
  able
• 39:52
  to
• 39:53
  sit
• 39:53
  around
• 39:54
  a
• 39:54
  table
• 39:54
  with
• 39:55
  people
• 39:55
  and,
• 39:55
  you
• 39:55
  know,
• 39:56
  have
• 39:56
  build
• 39:56
  connections
• 39:57
  with
• 39:57
  other
• 39:57
  people
• 39:58
  and
• 39:58
  learn
• 39:58
  together
• 39:59
  and
• 39:59
  share
• 39:59
  experiences,
• 40:00
  I
• 40:00
  think
• 40:00
  is
• 40:01
  really
• 40:01
  important
• 40:02
  and
• 40:02
  just
• 40:03
  lots
• 40:03
  of
• 40:03
  activities
• 40:03
  that
• 40:04
  can
• 40:04
  keep
• 40:04
  that
• 40:04
  energy
• 40:05
  high.
• 40:05
  And
• 40:05
  I
• 40:06
  know
• 40:06
  you,
• 40:06
  every
• 40:07
  time
• 40:07
  we
• 40:07
  talk
• 40:07
  about
• 40:07
  the
• 40:08
  talk
• 40:08
  about
• 40:09
  web
• 40:09
  pros
• 40:09
  live,
• 40:09
  your
• 40:10
  excitement
• 40:11
  is
• 40:12
  just
• 40:12
  infectious.
• 40:12
  And
• 40:13
  I
• 40:13
  know
• 40:13
  that
• 40:13
  that
• 40:13
  energy
• 40:14
  will
• 40:14
  be
• 40:14
  there
• 40:14
  on
• 40:14
  the
• 40:14
  day
• 40:15
  as
• 40:15
  well.
• 40:15
  Well,
• 40:15
  and
• 40:16
  I
• 40:16
  think
• 40:16
  that
• 40:16
  is
• 40:16
  so
• 40:17
  important
• 40:17
  because
• 40:18
  absolutely
• 40:19
  everybody
• 40:19
  will
• 40:19
  be
• 40:19
  feeding
• 40:20
  off
• 40:20
  that
• 40:21
  energy
• 40:21
  of
• 40:21
  the
• 40:21
  Presenters
• 40:22
  of
• 40:23
  the
• 40:23
  backstage
• 40:24
  crew,
• 40:24
  everybody
• 40:25
  will
• 40:25
  be
• 40:25
  looking
• 40:26
  to
• 40:26
  those
• 40:26
  people
• 40:26
  to
• 40:27
  kind
• 40:27
  of
• 40:27
  keep
• 40:27
  that
• 40:28
  energy
• 40:28
  going.
• 40:29
  And
• 40:29
  it.
• 40:29
  And
• 40:30
  it
• 40:30
  is
• 40:30
  exhausting
• 40:31
  for
• 40:32
  the
• 40:32
  attendees
• 40:33
  and
• 40:33
  for
• 40:33
  everybody
• 40:33
  that's
• 40:34
  involved
• 40:34
  in
• 40:34
  planning
• 40:34
  it.
• 40:35
  But
• 40:35
  it
• 40:35
  is
• 40:36
  such
• 40:36
  a
• 40:36
  great
• 40:36
  investment
• 40:36
  in
• 40:37
  time
• 40:37
  because
• 40:38
  you
• 40:38
  will
• 40:38
  be
• 40:38
  able
• 40:39
  to
• 40:39
  do
• 40:39
  as
• 40:39
  much
• 40:40
  business
• 40:40
  in
• 40:40
  that
• 40:41
  one
• 40:41
  day
• 40:41
  and
• 40:42
  get
• 40:42
  as
• 40:42
  much
• 40:42
  learning
• 40:43
  as
• 40:43
  you
• 40:43
  might
• 40:44
  do
• 40:44
  for
• 40:44
  a
• 40:44
  whole
• 40:44
  quarter
• 40:45
  or
• 40:45
  a
• 40:45
  whole
• 40:45
  six
• 40:45
  months
• 40:46
  or
• 40:46
  even
• 40:46
  a
• 40:46
  year.
• 40:47
  So
• 40:47
  it's
• 40:47
  really
• 40:48
  important
• 40:48
  that
• 40:48
  people
• 40:49
  come
• 40:49
  ready
• 40:50
  with
• 40:50
  an
• 40:50
  open
• 40:51
  mind,
• 40:51
  an
• 40:51
  empty
• 40:51
  book,
• 40:52
  a
• 40:52
  laptop,
• 40:52
  however
• 40:53
  they
• 40:53
  like
• 40:53
  to
• 40:53
  work.
• 40:54
  But
• 40:54
  also
• 40:55
  bring
• 40:55
  a
• 40:56
  business
• 40:56
  buddy,
• 40:56
  bring
• 40:57
  somebody
• 40:57
  with
• 40:57
  you
• 40:57
  or
• 40:58
  connect
• 40:58
  with
• 40:58
  somebody
• 40:58
  on
• 40:59
  the
• 40:59
  day
• 40:59
  that
• 40:59
  you
• 41:00
  can
• 41:00
  also
• 41:00
  learn
• 41:00
  from,
• 41:01
  because,
• 41:02
  you
• 41:02
  know,
• 41:02
  an
• 41:02
  example
• 41:03
  of
• 41:03
  the
• 41:04
  breakout
• 41:04
  sessions,
• 41:05
  there's
• 41:05
  three
• 41:05
  breakout
• 41:06
  sessions
• 41:06
  happening
• 41:06
  in
• 41:06
  one
• 41:07
  time.
• 41:07
  You
• 41:07
  can't
• 41:07
  be
• 41:08
  in
• 41:08
  three
• 41:08
  places
• 41:08
  at
• 41:08
  once.
• 41:09
  But
• 41:09
  they're
• 41:09
  all
• 41:09
  such
• 41:10
  amazing
• 41:10
  sessions.
• 41:11
  So
• 41:11
  actually,
• 41:11
  if
• 41:12
  you
• 41:12
  connect
• 41:12
  with
• 41:12
  other
• 41:12
  peoples
• 41:13
  as
• 41:13
  a
• 41:13
  solo
• 41:13
  business,
• 41:14
  business
• 41:14
  owner,
• 41:15
  actually,
• 41:15
  you
• 41:15
  can
• 41:16
  ask
• 41:16
  for
• 41:16
  the
• 41:16
  notes
• 41:16
  from
• 41:17
  the
• 41:17
  other
• 41:17
  sessions.
• 41:17
  And
• 41:18
  so
• 41:18
  those
• 41:19
  kinds
• 41:19
  of
• 41:19
  relationships
• 41:20
  that
• 41:20
  you
• 41:20
  can
• 41:20
  build
• 41:20
  early
• 41:21
  in
• 41:21
  the
• 41:21
  morning
• 41:21
  could
• 41:22
  really
• 41:22
  help
• 41:22
  you
• 41:23
  as
• 41:23
  you
• 41:23
  go
• 41:23
  through.
• 41:24
  So
• 41:24
  for
• 41:24
  me,
• 41:25
  it's
• 41:25
  about
• 41:26
  getting
• 41:26
  the
• 41:26
  guests
• 41:27
  ready,
• 41:27
  getting
• 41:27
  those
• 41:28
  attendees
• 41:29
  prepped
• 41:29
  to
• 41:29
  be
• 41:30
  able
• 41:30
  to
• 41:30
  make
• 41:30
  the
• 41:30
  most
• 41:31
  value
• 41:31
  of
• 41:31
  what
• 41:32
  they're
• 41:32
  doing
• 41:32
  when
• 41:32
  they're
• 41:32
  there.
• 41:33
  I
• 41:33
  think
• 41:33
  the
• 41:33
  timepiece
• 41:34
  is
• 41:34
  so
• 41:35
  important,
• 41:35
  and
• 41:35
  I
• 41:35
  think
• 41:35
  that's
• 41:36
  a
• 41:36
  real
• 41:36
  challenge
• 41:36
  as
• 41:37
  an
• 41:37
  organizer
• 41:37
  of
• 41:37
  an
• 41:38
  event,
• 41:38
  because
• 41:39
  you've
• 41:39
  got
• 41:39
  all
• 41:39
  these
• 41:39
  people,
• 41:40
  people,
• 41:40
  you
• 41:40
  know,
• 41:40
  I
• 41:40
  could
• 41:41
  have
• 41:41
  speakers
• 41:41
  for
• 41:42
  10
• 41:42
  days
• 41:42
  in
• 41:42
  a
• 41:42
  row.
• 41:43
  Like,
• 41:43
  there's
• 41:43
  so
• 41:43
  many
• 41:43
  people
• 41:44
  that
• 41:44
  are
• 41:44
  willing
• 41:44
  to
• 41:45
  get
• 41:45
  involved,
• 41:45
  want
• 41:45
  to
• 41:45
  get
• 41:45
  involved.
• 41:46
  I
• 41:46
  know
• 41:46
  would
• 41:46
  give
• 41:46
  good
• 41:47
  stuff.
• 41:47
  But
• 41:48
  equally,
• 41:48
  you're
• 41:48
  so
• 41:49
  right.
• 41:49
  And
• 41:49
  it's
• 41:49
  such
• 41:49
  a
• 41:50
  balance
• 41:50
  to
• 41:50
  work
• 41:50
  out.
• 41:51
  How
• 41:51
  much
• 41:51
  time.
• 41:52
  We've
• 41:52
  just
• 41:52
  extended
• 41:52
  our
• 41:53
  coffee
• 41:53
  breaks
• 41:53
  by
• 41:54
  10
• 41:54
  minutes.
• 41:54
  I
• 41:54
  think
• 41:54
  it
• 41:54
  is
• 41:55
  just
• 41:55
  because
• 41:55
  I'm
• 41:55
  like,
• 41:55
  that
• 41:56
  we
• 41:56
  need
• 41:56
  more
• 41:56
  time
• 41:57
  in
• 41:57
  the
• 41:57
  breaks.
• 41:58
  But
• 41:58
  also
• 41:58
  I
• 41:58
  want
• 41:58
  to
• 41:58
  encourage
• 41:59
  attendees
• 42:00
  like,
• 42:00
  you
• 42:00
  don't
• 42:01
  have
• 42:01
  to
• 42:01
  go
• 42:01
  to
• 42:01
  everything
• 42:02
  either.
• 42:03
  Like,
• 42:03
  you.
• 42:03
  You
• 42:04
  don't
• 42:04
  have
• 42:04
  to.
• 42:04
  Now,
• 42:05
  I
• 42:05
  also
• 42:05
  like
• 42:06
  on
• 42:06
  it's
• 42:06
  two
• 42:06
  sides
• 42:07
  of
• 42:07
  a
• 42:07
  coin.
• 42:07
  I
• 42:07
  don't
• 42:07
  like
• 42:08
  it
• 42:08
  when
• 42:08
  people
• 42:08
  look
• 42:08
  at
• 42:08
  a
• 42:08
  program
• 42:09
  and
• 42:09
  think,
• 42:09
  I
• 42:09
  don't
• 42:09
  need.
• 42:10
  Need
• 42:10
  that.
• 42:10
  Because
• 42:10
  often
• 42:11
  the
• 42:11
  thing
• 42:11
  you
• 42:11
  think
• 42:11
  you
• 42:11
  don't
• 42:12
  need
• 42:12
  is
• 42:12
  the
• 42:12
  thing
• 42:12
  you
• 42:12
  actually
• 42:13
  need.
• 42:13
  So
• 42:13
  there's
• 42:14
  that
• 42:14
  perspective.
• 42:14
  But
• 42:14
  if
• 42:15
  you
• 42:15
  start
• 42:15
  to
• 42:15
  feel
• 42:15
  overwhelmed,
• 42:16
  the
• 42:17
  space
• 42:17
  is
• 42:17
  big.
• 42:18
  If
• 42:18
  you're
• 42:18
  a
• 42:18
  vip,
• 42:18
  there's
• 42:19
  a
• 42:19
  VIP
• 42:19
  lounge.
• 42:19
  You
• 42:19
  can
• 42:20
  go
• 42:20
  chill
• 42:20
  in
• 42:20
  there.
• 42:20
  If
• 42:21
  you're
• 42:21
  not
• 42:21
  a
• 42:21
  vip,
• 42:21
  there's
• 42:22
  the
• 42:22
  exhibitor
• 42:22
  space,
• 42:23
  which
• 42:23
  you
• 42:23
  could
• 42:23
  go
• 42:23
  and
• 42:24
  just
• 42:24
  walk
• 42:24
  around
• 42:24
  at
• 42:24
  your
• 42:25
  leisure.
• 42:25
  I
• 42:25
  mean,
• 42:26
  the
• 42:26
  bathrooms
• 42:26
  at
• 42:27
  the
• 42:27
  Royal
• 42:27
  Horse
• 42:27
  Guards
• 42:27
  Hotel,
• 42:28
  particularly
• 42:28
  the
• 42:28
  ladies
• 42:29
  bathroom,
• 42:29
  have
• 42:29
  like
• 42:30
  five
• 42:30
  shade
• 42:30
  launches
• 42:31
  in
• 42:31
  them.
• 42:31
  Like
• 42:32
  there
• 42:32
  is
• 42:32
  no
• 42:32
  reason.
• 42:33
  Like,
• 42:33
  don't
• 42:34
  feel
• 42:35
  bound
• 42:36
  to
• 42:36
  the
• 42:36
  space
• 42:36
  if
• 42:36
  you
• 42:36
  need
• 42:36
  to
• 42:37
  get
• 42:37
  out
• 42:37
  and
• 42:37
  go
• 42:37
  for
• 42:37
  a
• 42:37
  walk.
• 42:37
  If
• 42:38
  you've
• 42:38
  had
• 42:38
  a
• 42:38
  particularly
• 42:39
  intense
• 42:39
  session
• 42:39
  and
• 42:40
  you've
• 42:40
  learned
• 42:40
  something
• 42:40
  and
• 42:41
  you
• 42:41
  want
• 42:41
  to
• 42:41
  go
• 42:41
  and
• 42:41
  implement
• 42:42
  it
• 42:42
  or
• 42:42
  go
• 42:42
  and
• 42:42
  write
• 42:43
  more
• 42:43
  notes
• 42:43
  on
• 42:43
  it,
• 42:44
  like
• 42:44
  there's
• 42:45
  no
• 42:45
  judgment,
• 42:45
  feel
• 42:46
  free
• 42:46
  to
• 42:46
  do
• 42:46
  that.
• 42:46
  Use
• 42:47
  the
• 42:47
  day
• 42:47
  in
• 42:47
  a
• 42:47
  way
• 42:47
  that's
• 42:48
  going
• 42:48
  to
• 42:48
  serve
• 42:48
  you
• 42:49
  rather
• 42:50
  than
• 42:50
  feeling
• 42:50
  like
• 42:50
  you've
• 42:50
  got
• 42:50
  to
• 42:51
  go
• 42:51
  to
• 42:51
  everything.
• 42:51
  So
• 42:51
  yes,
• 42:52
  I'm
• 42:52
  building
• 42:52
  in
• 42:52
  as
• 42:52
  much
• 42:53
  time
• 42:53
  as
• 42:53
  I
• 42:53
  can,
• 42:53
  but
• 42:54
  actually
• 42:54
  if
• 42:54
  you
• 42:54
  need
• 42:54
  more
• 42:55
  time,
• 42:55
  take
• 42:56
  the
• 42:56
  time.
• 42:56
  Like,
• 42:57
  don't
• 42:57
  feel
• 42:57
  like
• 42:57
  I've
• 42:57
  got
• 42:58
  to
• 42:58
  be
• 42:58
  in
• 42:58
  my
• 42:58
  seat
• 42:58
  for
• 42:59
  every
• 42:59
  minute
• 42:59
  of
• 42:59
  every
• 43:00
  single
• 43:00
  session
• 43:01
  because
• 43:01
  when
• 43:01
  I
• 43:01
  attend
• 43:01
  conference
• 43:02
  conferences,
• 43:02
  sometimes
• 43:03
  I
• 43:03
  opt
• 43:03
  to
• 43:04
  have
• 43:04
  a
• 43:04
  coffee
• 43:04
  during
• 43:04
  the
• 43:05
  session
• 43:05
  instead
• 43:06
  of
• 43:06
  going
• 43:06
  to
• 43:06
  the
• 43:06
  session
• 43:07
  and
• 43:07
  it
• 43:07
  makes
• 43:08
  for
• 43:08
  a
• 43:08
  better
• 43:08
  day.
• 43:08
  So
• 43:09
  hopefully
• 43:09
  that
• 43:10
  is
• 43:10
  helpful
• 43:10
  for
• 43:10
  attendees.
• 43:11
  Michelle,
• 43:11
  I'm
• 43:11
  so
• 43:12
  excited
• 43:12
  it's
• 43:12
  so
• 43:13
  soon
• 43:13
  we're
• 43:13
  going
• 43:14
  to
• 43:14
  be
• 43:14
  together
• 43:14
  in
• 43:15
  person
• 43:15
  in
• 43:15
  London,
• 43:16
  and
• 43:16
  I
• 43:16
  know
• 43:16
  that
• 43:17
  attendees
• 43:17
  are
• 43:17
  going
• 43:17
  to
• 43:17
  get
• 43:17
  so
• 43:17
  much
• 43:18
  from
• 43:18
  both
• 43:18
  your
• 43:18
  session,
• 43:19
  but
• 43:19
  also
• 43:19
  from
• 43:20
  chatting
• 43:20
  to
• 43:20
  you
• 43:20
  as
• 43:21
  well
• 43:21
  at
• 43:21
  your
• 43:21
  stand.
• 43:22
  So
• 43:22
  thank
• 43:22
  you
• 43:23
  so
• 43:23
  much
• 43:23
  for
• 43:23
  being
• 43:23
  part
• 43:23
  of
• 43:24
  it.
• 43:24
  I
• 43:24
  always
• 43:24
  end
• 43:24
  this
• 43:25
  podcast
• 43:25
  with
• 43:25
  the
• 43:25
  same
• 43:25
  question.
• 43:26
  I
• 43:26
  asked
• 43:26
  it
• 43:26
  to
• 43:27
  you
• 43:27
  last
• 43:27
  January,
• 43:27
  so
• 43:28
  we'll
• 43:28
  see
• 43:28
  if
• 43:28
  your
• 43:28
  answer
• 43:28
  is
• 43:29
  the
• 43:29
  same
• 43:29
  same
• 43:30
  or
• 43:30
  whether
• 43:30
  things
• 43:30
  have
• 43:31
  evolved
• 43:31
  in
• 43:31
  the
• 43:31
  last
• 43:32
  year.
• 43:32
  So
• 43:32
  the
• 43:32
  question
• 43:33
  is,
• 43:33
  what's
• 43:33
  one
• 43:34
  thing
• 43:34
  you
• 43:34
  personally
• 43:35
  wish
• 43:35
  you'd
• 43:35
  known
• 43:35
  sooner
• 43:36
  in
• 43:36
  your
• 43:36
  own
• 43:36
  business?
• 43:37
  So
• 43:38
  I
• 43:38
  was
• 43:39
  thinking
• 43:39
  about
• 43:39
  this
• 43:39
  because
• 43:39
  I
• 43:40
  know
• 43:40
  that
• 43:40
  you
• 43:40
  always
• 43:40
  ask
• 43:41
  this
• 43:41
  question
• 43:41
  and
• 43:41
  I
• 43:41
  can't
• 43:42
  remember
• 43:42
  what
• 43:42
  I
• 43:42
  said
• 43:43
  previously.
• 43:43
  So
• 43:44
  it'll
• 43:44
  be
• 43:44
  really
• 43:44
  interesting
• 43:44
  to
• 43:45
  look
• 43:45
  back.
• 43:46
  But
• 43:46
  I
• 43:46
  think
• 43:46
  for
• 43:47
  me
• 43:47
  and
• 43:48
  the,
• 43:48
  the
• 43:48
  journey
• 43:49
  that
• 43:49
  I
• 43:49
  have
• 43:49
  seen
• 43:50
  the
• 43:50
  businesses
• 43:51
  we're
• 43:51
  working
• 43:51
  with
• 43:51
  go
• 43:52
  on
• 43:52
  is
• 43:53
  that
• 43:53
  actually
• 43:54
  it's
• 43:54
  made
• 43:54
  me
• 43:54
  reflect
• 43:55
  on,
• 43:55
  you
• 43:55
  know,
• 43:55
  what
• 43:55
  happened
• 43:56
  happened
• 43:56
  six
• 43:56
  years
• 43:57
  ago
• 43:57
  when
• 43:57
  we
• 43:57
  founded
• 43:58
  and
• 43:58
  even
• 43:59
  before
• 43:59
  that
• 43:59
  when
• 43:59
  I
• 43:59
  was
• 43:59
  working
• 44:00
  as
• 44:00
  a
• 44:00
  sustainable
• 44:00
  wedding
• 44:01
  planner.
• 44:02
  I
• 44:02
  wish
• 44:02
  I'd
• 44:02
  known
• 44:03
  that
• 44:03
  perfection
• 44:04
  is
• 44:04
  the
• 44:05
  enemy
• 44:05
  of
• 44:05
  progress.
• 44:07
  I
• 44:07
  spent
• 44:08
  way
• 44:08
  too
• 44:08
  much
• 44:08
  time
• 44:09
  early
• 44:09
  on
• 44:10
  worrying
• 44:10
  about
• 44:10
  being
• 44:11
  100%
• 44:12
  sustainable
• 44:13
  before
• 44:14
  talking
• 44:14
  about
• 44:15
  it
• 44:15
  before,
• 44:16
  before
• 44:16
  actually
• 44:16
  sharing
• 44:17
  what
• 44:17
  I
• 44:17
  was
• 44:18
  doing.
• 44:18
  And
• 44:19
  I
• 44:19
  wish
• 44:20
  that
• 44:20
  back
• 44:20
  then
• 44:21
  I
• 44:21
  knew
• 44:22
  that
• 44:22
  imperfection
• 44:23
  is
• 44:25
  action,
• 44:25
  even
• 44:25
  if
• 44:25
  it
• 44:26
  is
• 44:26
  imperfect
• 44:27
  is
• 44:27
  so
• 44:27
  important.
• 44:28
  Just
• 44:28
  taking
• 44:29
  that
• 44:29
  first
• 44:29
  step.
• 44:30
  It's
• 44:31
  what
• 44:31
  moves
• 44:31
  the
• 44:31
  needle.
• 44:32
  We
• 44:32
  need
• 44:32
  millions
• 44:33
  of
• 44:33
  people
• 44:33
  doing
• 44:34
  sustainably,
• 44:35
  imperfectly
• 44:36
  and
• 44:36
  not
• 44:36
  a
• 44:37
  handful
• 44:37
  of
• 44:37
  people
• 44:38
  doing
• 44:38
  it
• 44:38
  perfectly.
• 44:39
  So
• 44:40
  for
• 44:40
  me,
• 44:41
  I
• 44:41
  wish
• 44:42
  that
• 44:42
  somebody
• 44:43
  would
• 44:43
  have
• 44:43
  told
• 44:43
  me
• 44:44
  back
• 44:44
  then,
• 44:45
  don't
• 44:46
  get
• 44:46
  stuck
• 44:46
  in
• 44:46
  this
• 44:47
  perfection
• 44:47
  trap
• 44:49
  that
• 44:49
  so
• 44:49
  Many
• 44:50
  people
• 44:50
  did
• 44:51
  still
• 44:51
  do.
• 44:52
  So
• 44:52
  for
• 44:52
  anyone
• 44:53
  listening,
• 44:53
  if
• 44:53
  you're
• 44:54
  thinking,
• 44:55
  actually,
• 44:56
  you
• 44:56
  know,
• 44:57
  I've
• 44:57
  not
• 44:57
  quite
• 44:58
  got
• 44:58
  that
• 44:58
  finished,
• 44:59
  I
• 44:59
  don't
• 44:59
  want
• 44:59
  to
• 44:59
  put
• 45:00
  that,
• 45:00
  I
• 45:00
  don't
• 45:00
  want
• 45:00
  to
• 45:01
  share
• 45:01
  that.
• 45:01
  I
• 45:01
  don't
• 45:01
  want
• 45:02
  to
• 45:02
  be
• 45:02
  public
• 45:02
  about
• 45:02
  that.
• 45:03
  I
• 45:03
  would
• 45:04
  really
• 45:04
  encourage
• 45:04
  you
• 45:05
  to
• 45:05
  share
• 45:05
  it
• 45:06
  and
• 45:06
  be
• 45:06
  honest
• 45:07
  about
• 45:07
  it
• 45:07
  and
• 45:07
  say,
• 45:07
  I'm
• 45:08
  not
• 45:08
  100%
• 45:08
  there,
• 45:09
  but
• 45:09
  I'm
• 45:09
  working
• 45:10
  towards
• 45:10
  this
• 45:10
  and
• 45:11
  this
• 45:11
  is
• 45:11
  what
• 45:11
  I'm
• 45:11
  doing
• 45:11
  and
• 45:12
  this
• 45:12
  is
• 45:12
  what
• 45:12
  I
• 45:12
  found
• 45:12
  out
• 45:13
  and
• 45:13
  I'm
• 45:13
  really
• 45:13
  excited
• 45:14
  about
• 45:14
  this
• 45:14
  because
• 45:15
  actually
• 45:16
  is
• 45:16
  never
• 45:16
  going
• 45:16
  to
• 45:17
  be
• 45:17
  perfect.
• 45:17
  So
• 45:18
  get
• 45:18
  on,
• 45:19
  share
• 45:19
  it,
• 45:19
  talk
• 45:20
  about
• 45:20
  it,
• 45:21
  because
• 45:21
  you
• 45:21
  will
• 45:22
  never
• 45:22
  know
• 45:22
  what
• 45:22
  the
• 45:22
  ripples
• 45:23
  are.
• 45:24
  When
• 45:24
  I
• 45:24
  started
• 45:25
  sharing
• 45:25
  what
• 45:26
  I
• 45:26
  was
• 45:26
  doing,
• 45:26
  when
• 45:27
  I
• 45:27
  started
• 45:27
  building
• 45:27
  the
• 45:28
  community,
• 45:29
  actually,
• 45:29
  I
• 45:30
  never
• 45:30
  really
• 45:31
  understood
• 45:32
  how
• 45:32
  that
• 45:32
  was
• 45:32
  being
• 45:33
  amplified
• 45:34
  until
• 45:34
  we
• 45:34
  started
• 45:35
  to
• 45:35
  bring
• 45:35
  on
• 45:35
  board
• 45:36
  our
• 45:36
  ambassadors
• 45:36
  and
• 45:36
  start
• 45:37
  to
• 45:37
  actually
• 45:37
  really
• 45:38
  see
• 45:39
  the
• 45:39
  huge
• 45:39
  reach
• 45:40
  that
• 45:40
  we
• 45:40
  have.
• 45:41
  So,
• 45:42
  yeah,
• 45:42
  perfection
• 45:43
  is
• 45:43
  the
• 45:43
  enemy.
• 45:44
  It's
• 45:45
  so
• 45:45
  true.
• 45:45
  And
• 45:45
  actually
• 45:45
  that's
• 45:46
  one
• 45:46
  of
• 45:46
  my
• 45:46
  big
• 45:46
  messages
• 45:47
  this
• 45:47
  year
• 45:47
  is
• 45:47
  just
• 45:47
  messy
• 45:48
  action.
• 45:48
  Take
• 45:49
  messy
• 45:49
  action.
• 45:49
  And
• 45:50
  it's
• 45:50
  really
• 45:50
  powerful.
• 45:50
  What
• 45:51
  you
• 45:51
  said
• 45:51
  there,
• 45:51
  that
• 45:52
  actually
• 45:52
  if
• 45:52
  everyone
• 45:53
  did
• 45:53
  some
• 45:54
  imperfect
• 45:55
  sustainability,
• 45:55
  that's
• 45:56
  going
• 45:56
  to
• 45:56
  actually
• 45:56
  have
• 45:56
  more
• 45:57
  impact
• 45:57
  than
• 45:57
  five
• 45:57
  people
• 45:58
  doing
• 45:58
  it
• 45:58
  100%
• 45:59
  well.
• 45:59
  And
• 46:00
  therefore,
• 46:00
  actually
• 46:00
  we
• 46:01
  can
• 46:01
  all
• 46:02
  do
• 46:02
  a
• 46:02
  bit
• 46:02
  of
• 46:02
  something
• 46:03
  to,
• 46:04
  to
• 46:04
  improve.
• 46:04
  And
• 46:05
  I
• 46:05
  think
• 46:05
  in
• 46:05
  all
• 46:05
  areas
• 46:05
  of
• 46:06
  business,
• 46:06
  messy
• 46:06
  action
• 46:07
  is
• 46:07
  definitely
• 46:07
  the
• 46:08
  word
• 46:08
  for
• 46:08
  this
• 46:08
  year.
• 46:08
  We've
• 46:08
  had
• 46:08
  too
• 46:09
  many
• 46:09
  years
• 46:09
  of
• 46:09
  everyone
• 46:09
  feeling
• 46:10
  like
• 46:10
  they
• 46:10
  had
• 46:10
  to
• 46:10
  be
• 46:10
  Instagram
• 46:11
  personal
• 46:11
  perfect.
• 46:11
  Even
• 46:12
  Instagram
• 46:12
  isn't
• 46:12
  perfect
• 46:13
  anymore.
• 46:13
  It's
• 46:13
  just
• 46:13
  a
• 46:13
  messy
• 46:14
  platform.
• 46:14
  Let's
• 46:15
  all
• 46:15
  just
• 46:15
  embrace
• 46:16
  the
• 46:16
  messiness
• 46:16
  now.
• 46:17
  Last
• 46:17
  time
• 46:17
  when
• 46:17
  you
• 46:17
  answered
• 46:18
  that
• 46:18
  question,
• 46:18
  you
• 46:18
  said
• 46:19
  that
• 46:19
  sustainability
• 46:20
  isn't
• 46:20
  scary
• 46:20
  and
• 46:21
  I
• 46:21
  think
• 46:21
  it's
• 46:21
  part
• 46:21
  of
• 46:21
  the
• 46:22
  same
• 46:22
  message.
• 46:22
  So
• 46:23
  you're
• 46:23
  absolutely
• 46:24
  still
• 46:24
  in
• 46:24
  the
• 46:24
  same
• 46:24
  place
• 46:24
  that
• 46:25
  you
• 46:25
  were
• 46:25
  a
• 46:25
  year
• 46:26
  ago.
• 46:26
  Michelle,
• 46:26
  thank
• 46:27
  you
• 46:27
  so
• 46:27
  much.
• 46:27
  If
• 46:27
  people
• 46:27
  want
• 46:28
  to
• 46:28
  find
• 46:28
  out
• 46:28
  more
• 46:28
  about
• 46:28
  you
• 46:29
  and
• 46:29
  the
• 46:29
  alliance,
• 46:29
  where
• 46:30
  are
• 46:30
  the
• 46:30
  best
• 46:30
  places
• 46:30
  for
• 46:30
  them
• 46:30
  to
• 46:31
  go?
• 46:31
  Best
• 46:31
  place
• 46:32
  to
• 46:32
  find
• 46:32
  us
• 46:32
  is
• 46:32
  our
• 46:33
  website,
• 46:33
  sustainableweddingalliance.com
• 46:35
  or
• 46:35
  on
• 46:36
  Instagram.
• 46:36
  Sustainable
• 46:37
  Wedding
• 46:37
  Alliance
• 46:38
  UK.
• 46:39
  And
• 46:39
  if
• 46:39
  you're
• 46:39
  a
• 46:39
  LinkedIn
• 46:40
  person,
• 46:40
  then
• 46:41
  you
• 46:41
  can
• 46:41
  come
• 46:41
  and
• 46:41
  find
• 46:41
  me
• 46:42
  at
• 46:42
  Michelle
• 46:42
  Miles
• 46:43
  or
• 46:43
  search
• 46:43
  for
• 46:44
  Sustainable
• 46:44
  Wedding
• 46:44
  Alliance.
• 46:45
  You'll
• 46:45
  find
• 46:45
  us
• 46:45
  there
• 46:46
  too.
• 46:46
  Fantastic.
• 46:47
  We
• 46:47
  will
• 46:47
  put
• 46:48
  all
• 46:48
  of
• 46:48
  the
• 46:48
  links
• 46:48
  and
• 46:49
  everything
• 46:49
  you've
• 46:49
  mentioned,
• 46:50
  send
• 46:50
  them
• 46:50
  over
• 46:50
  into
• 46:50
  the
• 46:51
  show
• 46:51
  notes
• 46:51
  so
• 46:52
  that
• 46:52
  everyone
• 46:52
  can
• 46:52
  find
• 46:52
  all
• 46:52
  of
• 46:53
  those
• 46:53
  resources
• 46:53
  and
• 46:54
  find
• 46:54
  you.
• 46:54
  And
• 46:54
  if
• 46:55
  they're
• 46:55
  coming
• 46:55
  in
• 46:55
  March,
• 46:55
  then
• 46:56
  they're
• 46:56
  going
• 46:56
  to
• 46:56
  get
• 46:56
  to
• 46:56
  see
• 46:56
  you
• 46:57
  in
• 46:57
  person,
• 46:57
  too.
• 46:58
  Thank
• 46:58
  you
• 46:58
  so
• 46:58
  much
• 46:58
  for
• 46:59
  your
• 46:59
  time
• 46:59
  and
• 46:59
  I'll
• 46:59
  see
• 46:59
  you
• 47:00
  in
• 47:00
  London.
• 47:00
  Thanks,
• 47:00
  Becca.
• 47:01
  Great
• 47:01
  conversation.
• 47:02
  I
• 47:02
  always
• 47:02
  love
• 47:02
  chatting
• 47:03
  to
• 47:03
  Michelle
• 47:03
  and
• 47:03
  I
• 47:03
  hope
• 47:04
  you
• 47:04
  guys
• 47:04
  appreciate
• 47:05
  me
• 47:05
  being
• 47:05
  honest
• 47:06
  and
• 47:06
  asking
• 47:06
  the
• 47:06
  questions
• 47:07
  that
• 47:07
  I
• 47:07
  know
• 47:07
  you're
• 47:07
  thinking
• 47:08
  and
• 47:08
  you
• 47:08
  don't
• 47:08
  like,
• 47:08
  always
• 47:09
  feel
• 47:09
  brave
• 47:09
  enough
• 47:09
  to
• 47:10
  ask.
• 47:10
  I
• 47:10
  hope
• 47:10
  it's
• 47:10
  opened
• 47:11
  up
• 47:11
  your
• 47:11
  mind.
• 47:11
  And
• 47:11
  if
• 47:12
  you
• 47:12
  can
• 47:12
  get
• 47:12
  to
• 47:12
  London
• 47:12
  and
• 47:13
  there
• 47:13
  are
• 47:13
  tickets
• 47:13
  left
• 47:13
  still,
• 47:14
  then
• 47:14
  do
• 47:14
  come
• 47:14
  along.
• 47:15
  You
• 47:15
  can
• 47:15
  find
• 47:15
  your
• 47:16
  tickets
• 47:16
  at
• 47:16
  wedproslive.
• 47:17
  Com
• 47:18
  and
• 47:18
  I'll
• 47:18
  see
• 47:18
  you
• 47:18
  all
• 47:19
  next
• 47:19
  time.