How supply chain transparency can help the planet | Markus Mutz
Summary
TLDREl script aborda la falta de transparencia en las cadenas de suministro y cómo la tecnología puede resolver este problema, permitiendo a los consumidores tomar decisiones informadas. Se describe el uso de datos en tiempo real, como GPS y RFID, para verificar y rastrear productos individuales, y compartir esta información con los consumidores para promover prácticas sostenibles y éticas. Se presenta OpenSC como una solución que ya está siendo implementada en la industria pesquera, y se sugiere que en el futuro, los algoritmos personalizados ayudarán a los consumidores a tomar decisiones más alineadas con sus valores.
Takeaways
- 🌐 La disponibilidad de información perfecta en la vida diaria ha desaparecido en el ámbito de los productos de consumo.
- 🐟 La falta de transparencia en las cadenas de suministro hace que los consumidores no puedan tomar decisiones informadas sobre los productos que compran.
- 🌍 Los problemas ambientales y sociales actuales, como el cambio climático y la esclavitud moderna en las cadenas de suministro, son resultado de decisiones humanas.
- 🛒 Los consumidores no quieren comprar productos dañinos para el planeta o la humanidad, pero la falta de información limita sus opciones.
- 💡 La tecnología puede resolver el problema de la falta de información en las cadenas de suministro, haciendo más accesible y económica la verificación, trazabilidad y compartición de datos.
- 🔍 OpenSC, una empresa fundada en colaboración con WWF, utiliza tecnología para mejorar la transparencia y trazabilidad en las cadenas de suministro.
- 📊 El uso de datos en tiempo real, como la GPS y la información del fondo marino, permite verificar de manera automática y precisa la sostenibilidad y ética en la producción de bienes.
- 🏷 Las etiquetas, como los códigos QR y RFID, son utilizadas para rastrear productos individuales a lo largo de la cadena de suministro y brindar a los consumidores información precisa.
- 📈 El progreso en tecnologías como la inteligencia artificial y el análisis de datos hace posible la verificación y trazabilidad de productos de manera más eficiente y a gran escala.
- 🍽️ Las empresas están implementando sistemas digitales para compartir información detallada sobre los productos con los consumidores en diferentes contextos de compra.
- 🤖 El futuro podría ver la toma de decisiones de compra辅助 por algoritmos personalizados que consideren los valores y preferencias de los consumidores.
- 🌱 Cuando los consumidores tengan acceso a información confiable y detallada, podrán apoyar a los productores y comerciantes que actúan de manera sostenible y ética, cambiando sus hábitos de consumo y presionando a los malos actores a mejorar.
Q & A
¿Por qué la disponibilidad de información y transparencia casi desaparece cuando se trata de productos de consumo?
-La transparencia en la información de productos de consumo es limitada porque, a diferencia de otros aspectos de nuestra vida donde la información está disponible instantáneamente, la información sobre quién produce, dónde, cómo y si es sostenible el proceso de producción, no está fácilmente accesible al consumidor final.
¿Qué problemas globales están relacionados con las decisiones de producción y consumo?
-Los problemas globales como el cambio climático y la esclavitud moderna en las cadenas de suministro están directamente relacionados con las decisiones humanas de producir y consumir de ciertas maneras. Estas decisiones a menudo no son conscientes o informadas, lo que lleva a prácticas que dañan el planeta y a las personas.
¿Qué es OpenSC y cómo busca revolucionar la forma en que compramos y producimos productos?
-OpenSC es una empresa fundada por el orador y su equipo en colaboración con la organización de conservación mundial WWF. OpenSC utiliza tecnología para crear transparencia y trazabilidad en las cadenas de suministro, ayudando así a revolucionar la forma en que los seres humanos compran y producen productos al brindar información precisa y accesible a los consumidores.
¿Cuáles son los tres componentes clave para resolver el problema de la información en las cadenas de suministro?
-Los tres componentes clave son verificar, rastrear y compartir. Verificar implica confirmar las afirmaciones específicas de producción sostenible y ética de manera automatizada y basada en datos. Rastrearse refiere a seguir los productos físicos individuales a lo largo de sus cadenas de suministro. Finalmente, compartir esa información con los consumidores de una manera que les dé una verdadera opción y les permita tomar decisiones de consumo alineadas con sus valores.
¿Cómo se verifica la sostenibilidad y las prácticas éticas de producción de un producto?
-La verificación se realiza mediante el uso de datos en tiempo casi real, como información GPS de la embarcación que peca, combinados con otros tipos de datos como la profundidad del fondo marino. Algoritmos de aprendizaje automático utilizan toda esta información para verificar de manera automatizada y continua si la producción cumple con los estándares de sostenibilidad y ética.
¿Qué tecnologías se utilizan para rastrear productos a lo largo de su cadena de suministro?
-Se utilizan tecnologías como etiquetas RFID con números de serie únicos, códigos QR y, en algunos casos, incluso técnicas emergentes como el análisis de trazas en el producto para determinar su origen. Estas tecnologías permiten seguir los productos desde su producción hasta el consumidor final.
¿Cómo se comparte la información verificada y rastreada con los consumidores?
-La información se comparte a través de códigos QR o etiquetas en el empaque del producto, que apuntan a información digital verificada sobre el producto y su trayectoria. Se desarrollan experiencias digitales específicas para diferentes contextos de compra, como tiendas especializadas de pescados o restaurantes, para facilitar el acceso a la información al momento de la compra.
¿Cómo pueden los consumidores apoyar a los productores y procesadores éticos y sostenibles?
-Los consumidores pueden apoyar a los productores y procesadores éticos y sostenibles al elegir sus productos sobre otros que no cumplen con los estándares de producción sostenible y ético. Al tener acceso a información precisa y confiable sobre el origen y producción de los productos, los consumidores pueden tomar decisiones informadas que favorezcan prácticas sostenibles y éticas.
¿Qué papel juegan los algoritmos y asistentes virtuales en la toma de decisiones de consumo?
-Los algoritmos y asistentes virtuales pueden desempeñar un papel importante al tomar decisiones de consumo basadas en la información personalizada del consumidor. Conocimiento sobre las preferencias y valores de los consumidores permite a los algoritmos recomendar productos que se alineen con esas preferencias, facilitando la selección de productos sostenibles y éticos.
¿Cómo se espera que evolucione el papel de los algoritmos en la selección de productos en el futuro?
-Se espera que en el futuro, los algoritmos asuman una mayor responsabilidad en la selección de productos, utilizando su capacidad para procesar información y entender las preferencias de los consumidores para tomar decisiones informadas en su nombre. Esto permitirá a los consumidores apoyar a los productores y vendedores que actúan de manera sostenible y ética sin tener que procesar toda la información ellos mismos.
¿Qué es la tecnología blockchain y cómo puede ayudar en la revolución de la información en las cadenas de suministro?
-La tecnología blockchain es una plataforma descentralizada que puede mejorar la transparencia y la confiabilidad al compartir información en las cadenas de suministro. Ayuda a solucionar problemas de confianza al permitir que todos los participantes en la cadena de suministro tengan acceso a la misma información, verificable y no alterable, sobre el origen y el historial de los productos.
¿Qué productos y commodity están siendo trabajados por OpenSC para mejorar la transparencia y trazabilidad?
-OpenSC está trabajando en mejorar la transparencia y trazabilidad para una variedad de productos y commodity, incluyendo lácteos, frutas y verduras, así como productos no alimenticios fabricados de madera. Esto demuestra el enfoque más amplio de la empresa en abordar sostenibilidad y ética en diversas industrias.
Outlines
📱 Disponibilidad de Información vs. Opaquez en Productos
En la vida cotidiana, la información está disponible instantáneamente a través de dispositivos como teléfonos inteligentes, permitiendo conocer detalles financieros, ubicaciones geográficas y rutas óptimas con un simple clic. Sin embargo, esta transparencia no se refleja en los productos de consumo, donde la información sobre el origen, la sostenibilidad y las condiciones de producción es difícil de obtener. Esto es especialmente relevante en el contexto de la degradación del planeta y los problemas éticos en las cadenas de suministro, como el cambio climático y la esclavitud moderna. La falta de información impide a los consumidores tomar decisiones informadas y, por lo tanto, pueden contribuir a problemas más amplios sin intención.
🌐 La Revolución de la Información a través de la Tecnología
La solución a la falta de información en productos de consumo puede lograrse a través de tecnologías emergentes que han mejorado y se vuelven más accesibles. La fundación de la empresa OpenSC, en colaboración con la WWF, busca crear transparencia y trazabilidad en las cadenas de suministro. Esto implica verificar afirmaciones de sostenibilidad y ética, rastrear productos físicos individuales a lo largo de las cadenas de suministro y compartir la información con los consumidores para que puedan tomar decisiones informadas. La tecnología, incluyendo el uso de datos GPS en tiempo real, el aprendizaje automático y la integración de información adicional, permite verificar de manera automatizada y en tiempo real si los procesos de pesca son sostenibles y éticos.
📊 Traza y Comparte la Información para un Consumo Informado
Para garantizar la trazabilidad y compartición de información, se utilizan tecnologías como las etiquetas RFID con números seriales únicos, códigos QR y tecnologías de bloques que ayudan a rastrear productos a lo largo de la cadena de suministro. Estas tecnologías permiten que los consumidores accedan a información detallada sobre el origen y la producción de los productos. Además, se adaptan las experiencias digitales para compartir la información de acuerdo con el contexto de compra, ya sea en tiendas especializadas o restaurantes. Este enfoque permite a los consumidores tomar decisiones que se alineen con sus valores y favorece a los productores y comerciantes que operan de manera sostenible y ética, al tiempo que penaliza a aquellos que no lo hacen.
Mindmap
Keywords
💡información perfecta
💡transparencia
💡cadenas de suministro
💡sostenibilidad
💡ética de producción
💡tecnología
💡verificar
💡rastrear
💡compartir
💡algoritmos
💡cambio de comportamiento
Highlights
We have perfect information available instantaneously in almost all aspects of our lives, yet this transparency disappears when it comes to consumer products.
Consumers can't trace the origin of products like fish, soup, meat, or T-shirts, which contributes to environmental and ethical issues in supply chains.
Human decisions to produce products in certain ways lead to problems like climate change and modern slavery, which could be mitigated with better information.
The concept of 'choice' is limited by the availability and affordability of options, as well as the information needed to make informed decisions.
Technology can solve the information problem in supply chains, making transparency and traceability possible at scale.
OpenSC, a company founded in collaboration with WWF, aims to revolutionize how we buy and produce products through supply chain transparency.
The process to solve the information problem involves verifying sustainability claims, tracing physical products, and sharing information with consumers.
Real-time GPS data and machine learning can verify if fishing is done sustainably and outside marine protected areas.
Sensors and data science advancements enable the verification of ethical and sustainable production claims in an automated and ongoing manner.
Traceability is achieved by giving products unique identities from production to the consumer, ensuring verified claims stay with the product.
Technological developments like cheaper sensors and unique tags, including RFID chips and QR codes, facilitate product tracking throughout the supply chain.
Blockchain technology can help address trust issues by providing a decentralized system for information sharing and verification.
Information sharing strategies must be tailored to different products and purchasing situations, offering consumers the necessary data to make informed decisions.
Austral Fisheries is implementing a system where every fish in their 'Glacier 51' product line is individually tagged, providing full traceability.
The transparency and traceability solutions being developed are not limited to seafood but are being applied to various commodities and products globally.
In the future, algorithms will assist consumers in making purchases aligned with their values, simplifying the decision-making process based on detailed information.
With access to reliable and comprehensive information, consumers will consistently support sustainable and ethical producers, driving positive change in production practices.
Transcripts
In almost all aspects of our lives
we have perfect information available instantaneously.
My phone can tell me everything about my finances,
where precisely I am on a map
and the best way to my next destination,
all with a click of a button.
But this availability of information and transparency
almost completely disappears when it comes to consumer products.
If you go to the seafood counter at your local supermarket,
you can probably choose between several different types of fish.
But chances are, they won't be able to tell you
who caught the fish, where precisely it was caught,
whether it is sustainable to catch it there
and how it got transported.
And that holds true for almost everything we buy.
Every can of soup,
every piece of meat, every T-shirt.
We as humans, right now,
are destroying the only thing we really need to survive:
our planet.
And most of the horrible problems that we're facing today,
like climate change
and modern slavery in supply chains,
come down to decisions.
Human decisions to produce something one way and not another.
And that's how we, as consumers,
end up making decisions that harm the planet
or our fellow humans.
By choosing the wrong products.
But I refuse to believe that anybody here in this room,
or frankly, anybody on this planet,
really wants to buy a product
that harms the planet or our fellow humans
if given the choice.
But you see, choice is a loaded word.
Choice means there's another option.
Choice means you can afford that option.
But choice also means
you have enough information to make an informed decision.
And that information nowadays simply just doesn't exist.
Or at least it's really, really hard to access.
But I think this is about to change.
Because we can use technology to solve this information problem.
And many of the specific technologies that we need to do that
have become better and cheaper over the recent years,
and are now ready to be used at scale.
So, over the past two years,
my team and I have been working
with one of the world's largest conservation organizations, WWF,
and we've founded a company called OpenSC,
where SC stands for supply chain.
And we believe that by using technology
we can help to create
transparency and traceability in supply chains,
and through that, help to completely revolutionize
the way that we buy and also produce products as humans.
Now, some of this is going to sound a little bit like science fiction,
but it's already happening.
Let me explain.
So, in order to solve this information problem,
we need to do three things:
verify, trace and share.
Verify specific sustainability
and ethical production claims
in a data-based and automated way.
Then trace those individual physical products
throughout their supply chains,
and finally, share that information with consumers
in a way that truly gives them a choice
and lets them make consumption decisions
that are more aligned with their values.
I'm going to use a real product
and a supply chain where we've made all of this a reality already:
a Patagonian toothfish,
or Chilean sea bass, as it's called in the US.
Number one, verify.
Verify how something is produced.
But not just by saying, "Trust me, this is good,
trust me, we've done all the right things,"
but by producing evidence for that individual physical product,
and the way it was produced.
By producing evidence
for a specific sustainability or ethical production claim.
So for example, in the case of the fish,
has this fish been caught in an area where there's enough of them,
so that it's sustainable to catch it there
and not in a marine protected area?
So what we're doing here
is we're taking almost real-time GPS data from the ship --
the ship that's fishing --
and that tells us where the ship is
and where it's going at what speed.
And we can then combine that with other types of data,
like, for example, how deep the sea floor is.
And combining all of this information,
our machine-learning algorithms can then verify, in an automated way,
whether the ship is only fishing where it's supposed to, or not.
And as sensors become cheaper,
we can put them in more places.
And that means we can capture more data,
and combining that with advancements in data science,
it means that we can now verify
specific sustainability and ethical production claims
in an automated, real-time and ongoing manner.
And that really lays the basis for this information revolution.
So, number two, trace.
Trace those individual physical products,
so that we can truly say
that the claim that we've verified about a certain product
actually belongs to that individual product
that we as consumers have right in front of us.
Because without that level of traceability,
all that we've really verified in the first place
is that somebody, somewhere, at some point
caught a fish in a sustainable way,
or didn't harm the employee when asking them to produce a T-shirt,
or didn't use pesticides when growing a vegetable that didn't actually need it.
Only if I give a product an identity from the start
and then trace it throughout the whole supply chain,
can this claim and the value that's been created
by producing it in the right way
truly stay with it.
Now, I've talked about cheaper sensors.
There are many other technological developments
that make all of this much more possible today than every before.
For example, the falling costs of tags.
You give a product a name,
a serial number, an identity,
the tag is its passport.
What you can see here is a toothfish being caught.
This is what's called a longline fishery,
so the fish are coming up onto the boat on individual hooks.
And as soon as the fish is on board,
it is killed, and then after that,
we insert a small tag into the fish's flesh.
And in that tag, there is an RFID chip with a unique serial number,
and that tag follows the fish throughout the whole supply chain
and makes it really easy to sense its presence
at any port, on any truck or in any processing plant.
But consumers can't really read RFID tags.
And so, when it comes to filleting and packaging the fish,
we read the RFID tag and then remove it.
And then we add a unique QR code to the packaging of the fish.
And that QR code then points back to the same information
that we've verified about the fish in the first place.
And so, depending on the type of product that we're working with,
we may use QR codes, bar codes, RFID tags
or other tag technologies.
But there are also technologies
that are at the brink of large-scale breakthrough
that make tags themselves obsolete.
Like, for example,
analyzing a product for trace elements
that can then tell you quite accurately where it is actually from.
Then there's blockchain.
A decentralized technology can act as a catalyst for this revolution.
Because it can help mitigate some of the trust issues
that are inherent to giving people information
and then asking them to change their consumption behavior
because of that information.
And so, we use blockchain technology
where it adds value to what we're doing.
But importantly,
we don't let the limitations that this technology still has today,
like, for example, with regards to scaling,
we don't let that stand in our way.
And that brings us to the third point.
Share.
How to share the information that we've verified and tracked
about where a product is from, how it was produced
and how it got to where it is?
How to share this information
is really different from product to product.
And different from where you buy it.
You behave differently in those situations.
You are stressed and time-poor in the supermarket.
Or with short attention span over dinner,
because your date is so cute.
Or you are critical and inquisitive
when researching for a larger purchase online.
And so for our fish,
we've developed a digital experience
that works when buying the fish in a freezer in a fish specialty store
and that gives you all of the information about the fish and its journey.
But we also worked with a restaurant
and developed a different digital experience
that only summarizes the key facts about the fish and its journey,
and works better in a dinner setting
and, hopefully, there doesn't annoy your date too much.
Now, that brings us full circle.
We've verified that the fish was caught
in an area where it's sustainable to do so.
We've then traced it throughout the entire supply chain
to maintain its identity and all the information that's attached to it.
And then, we've shared that information with consumers
in a way that gives them a choice
and lets them make consumption decisions
that are more in line with their values.
Now, for this fish example, this is already rolled out at scale.
This season,
the entire fleet of the world's largest toothfish fishing company,
Austral Fisheries,
is tagging every single fish that they catch
and that ends up in their premium branded "Glacier 51" product.
And you can already buy this fish.
And with it, you can have all of the information I talked about today,
and much more,
attached to each individual fish or portion of the fish that you may buy.
But this is not a fish or seafood thing.
We're working on many, many different commodities and products
and their supply chains across the globe.
From dairy to fruit and vegetables,
to nonfood products made out of wood.
As a consumer, all of this may sound like a huge burden,
because you don't have time to look at all of this information
every time you buy something.
And I don't expect you to,
because you'll have help with that.
In the future, we'll leave the decision of which specific product to buy
increasingly up to machines.
An algorithm will know enough about you
to make those decisions for you, so you don't have to.
And maybe it will even do a better job at it.
In a recent study, 85 percent of those
buying a product through a virtual assistant
said that they, on occasion,
actually went with the top product recommendation
of that virtual assistant,
rather than the specific product or brand
that they set out to buy in the first place.
You just say you need toilet paper,
it's then an algorithm that decides which brand, price point
or whether you go with recycled or not.
Well, nowadays this is usually based on what you bought in the past,
or whoever pays the most to the company behind the virtual assistant.
But why shouldn't that be also based on your values?
Knowing that you want to buy planet-friendly
and knowing whether and how much you're willing and able to pay for that.
Now, that will make it easy and seamless,
but still based on granular effects and data
to choose the right products.
Not by necessarily doing it yourself
but by asking an algorithm
that knows how much you care about this planet.
Not by necessarily doing it yourself
but by asking an algorithm
that is never time-poor or distracted,
or with short attention span because of the cute date,
and that knows how much you care about this planet
and the people living on it,
by asking that algorithm to look at all of that information for you
and to decide for you.
If we have reliable and trustworthy information like that
and the right systems that make use of it,
consumers will support those who are doing the right thing
by producing products in a sustainable and ethical way.
They will support them every time
by choosing their goods over others.
And that means that good producers and processors and retailers
will get rewarded.
And bad actors will be forced to adjust their practices
or get out of business.
And we need that.
If we want to continue to live together on this beautiful planet,
we really need it.
Thank you.
(Applause)
Browse More Related Video
Introducción a la TEORÍA DEL COMPORTAMIENTO DEL CONSUMIDOR
¡Ya lo sabes!: Derechos del consumidor
IMPORTANCIA de la INVESTIGACIÓN 🤓de MERCADO📊 / 8 PASOS QUE DEBES DE CONOCER✍📝👌
Obsolescencia planificada y percibida (Desarrollo sustentable)
Reposición de Clase, Filosofía. 11vo 3 C/ F
¿Que es inteligencia de Mercados?
5.0 / 5 (0 votes)