SUSTAINABILITY JOINING ME NOW
IS THE HORROR OF IT TOO IS THE
FOUNDER AND CEO OF FRENCH IS A
GREAT TO HAVE YOU HERE WITH US
THIS MORNING. YOU'VE GOT TO
TELL US MORE ABOUT FUNCION YOUR
INSPIRATION BEHIND CREATING.
>> THANK YOU SO MUCH FOR HAVING
ME, I'M THRILLED TO
BE HERE SO PINCH AIMS TO DECODE
PRODUCTS SOCIAL ENVIRONMENTAL
IMPACTS OF PRODUCTS AND EMPOWER
CONSUMERS TO MAKE BETTER
PURCHASING DECISIONS. I'VE BEEN
IN THE SUSTAINABILITY SPACE FOR
THE PAST 16 YEARS. I COME UP
WITH FINDING SOLUTIONS TO
CLIMATE CHANGE HEIST WELL AND A
COUPLE OF YEARS AGO SAID
SOMETHING INTERESTING SO
HAPPENING WHERE A TON OF MY
FAMILY AND FRIENDS ARE COMING
TO ME WITH QUESTIONS AROUND YOU
KNOW WHAT'S A PAIR OF IN WHITE
PLASTIC STRAWS BEEN SUCH A BAD
RAP. I WAS HAPPY TO GET THIS
RESEARCH FOR THEM, BUT I FOUND
THAT THE CONTENT ONLINE WAS
VERY DIFFICULT TO SIFT THROUGH.
YOU HAVE THESE WALKIE ACADEMIC
PAPERS WHICH ARE MEANT FOR
NORMAL PEOPLE TO READ AND THEN
THE OTHER SIDE YOU HAVE THESE
VERY WELL INTENTIONED BLOGGERS
WHO ARE NOT ALWAYS SPEAKING IN
DATA THEY'RE SAYING THINGS LIKE
ALL FRIENDS ALL NATURAL
OR ECO-FRIENDLY AND SO I
STARTED A NEWSLETTER BASICALLY
INNING TO DISTILL BUT SAID THE
NATION AND THE NEWS THAT ARE
KIND OF TRICKLE OF ITS OWN AND
IT BECAME IT
BECAME FENCE.
>> AND SO HOW IS TECHNOLOGY
USED TO RATE THE PRODUCTS AS
WELL.
>> SURE SO WE USE MACHINE
LEARNING TECHNIQUES TO
WRITE THIS PRODUCTS AND OUR
SYSTEM IS 10% MANUAL 90% ON
A MINUTE. SO THAT 10% MANUAL IS
REALLY SOMETHING UNIQUE ABOUT
US AS WE
LOOK AT. THIS RESEARCH CATEGORY
BY CATEGORY SO WE WILL LOOK AT
PAPER TOWELS FOR EXAMPLE AND
LET'S SAY WHAT ARE THE IMPACTS
FROM THE WHITE HOUSE ITS
POTENTIAL FOR DEFORESTATION
IT'S GOING TO PUT THE POLYPILL
ETCETERA AND THEN WE WILL RATE
THE TOP 10 TO 20 PRODUCTS IN
THAT COUNTY WORRY AND THEN WE
FEED THAT INTO OUR MACHINE
LEARNING MODEL WHICH THEN
SCREAMS ALL THE PRODUCTS AMAZON
NOW EVENTUALLY WILL BE ON OUR
E-COMMERCE SITES AND CAN GIVE
ALL THE PEOPLE
TELL SQUARE WITHIN A COUPLE OF
DAYS. LIZZIE I
GOT TO.
>> GIVE SOME MORE OF YOUR
BACKGROUND TO OUR VIEWERS HERE
BECAUSE YOU ARE ALSO THE FORMER
LEADER OF YOU KNOW A VERSE
SUSTAINABILITY AND SOME I
CHANGE TEAM
AS WELL, YOU KNOW WITH THAT
TYPE OF BACKGROUND AND
CONSIDERING THE AMOUNT OF
SUSTAINABILITY CONVERSATIONS
THAT HAVE BEEN ACCELERATING
AROUND THE RETAIL INDUSTRY
WHERE DO YOU SEE THE FUTURE OF
THIS GOING.
>> THANK YOU SO MUCH WELL I WAS
CERTAINLY NOT THE LEADER, BUT I
WAS I WAS DEFINITELY AND THE
YOU KNOW THE ROUTINE WHICH IS
AN
INCREDIBLE EXPERIENCE. I THINK
RIGHT NOW WHAT'S HAPPENING IS
THAT CONSUMERS ARE DEMANDING
THE SAKE OF TRANSPARENCY AND
INFORMATION ON SUSTAINABLE
PRODUCTS AND COMPANIES LIKE
UNILEVER LIKE SMALL STARTUPS
ARE SCRAMBLING
TO UNDERSTAND WHAT'S IMPORTANT
AND WHAT YOU NEED TO
COMMUNICATE TO THE CONSUMER AND
YOU KNOW I APPLAUD THE
PATAGONIAN THE ALL BIRDS OF THE
WORLD FOR TAKING THAT
ON INTERNALLY BUT IT REALLY
WILL ONLY WORK WHEN THERE'S A
3RD PARTY WHOSE VERIFYING
SNIPPET OF INFORMATION AND SO
THAT'S WHERE WE THINK BENCH
COMES IN WHERE
YOU'RE NOT JUST ONE SHOE
COMPANY TALKING OF THE CARBON
FOOTPRINT BY ARE ABLE TO
ACTUALLY COMPARE TO OTHER OTHER
COMPANIES THAT ARE LIKE YOURS.
>> AND THANK YOU FOR THAT
CLARIFICATION IS WELL HEAR WHAT
IS NEXT FOR FINCH THAT'S WHAT
WE NEED TO KNOW.
>> SO WE HAVE BIG OR YOU KNOW
OUR MAIN GOAL IS TO HELP
CONSUMERS DECIPHER THE SOCIAL
ENVIRONMENTAL IMPACTS BUT WE
ALSO THINK WE CAN REALLY HELP
BRANDS TO BE THAT NEUTRAL PARTY
AS I SAID TO HELP DRIVE
SUSTAINABILITY THROUGH THE DATA
THAT WE'RE GATHERING AND
THROUGH OUR MACHINE LEARNING
METHODOLOGY THE DATA THAT WILL
GATHER WILL GO A REALLY LONG
WAY AND IT'S NOT ONLY ON THE
SUSTAINABILITY SIDE BUT THROUGH
A BROWSER EXTENSION WERE ABLE
TO GO TO THESE COMPANIES AND
SAY YOU KNOW 80% OF PEOPLE
SEARCH FOR THIS PRODUCT, 20% OF
THEM ENDED UP GOING WITH
ANOTHER ONE BECAUSE IT GOT A
HIGHER SCORE SO WE'RE ACTUALLY
ABLE TO REALLY PUT NUMBERS