And people are now collecting these things as fashion accessories.

現在，人們把這些東西作為時尚飾品收藏起來。

But if you remember back to when this whole thing started, these reusable cups were invented for one reason, to help reduce waste.

但如果你還記得這件事的起因，這些可重複使用的杯子被發明出來的原因只有一個，那就是幫助減少浪費。

So how the hell did we get so far away from the mark?

我們到底是怎麼偏離目標這麼遠的？

A huge thank you to Ground News for sponsoring today's video.

衷心感謝 Ground News 贊助今天的影片。

All right, so I'm a 90s kid.

好吧，我是個 90 年代的小孩。

I was basically raised off of super dramatic rock music and disposable Starbucks cups.

我基本上是在超級誇張的搖滾音樂和一次性星巴克杯子中長大的。

I'm not even sure that it would have been possible to bring my own drinking vessel if I were so inclined, but it would have never crossed my mind because that wouldn't have been a cool thing to do and I was terribly insecure.

我甚至不確定，如果我願意，是否有可能自帶杯子，但我從來沒想過，因為那不是一件很酷的事情，而且我非常不自信。

But today, you can't walk into a coffee shop without seeing some sort of reusable mug for sale, often at least one unique to said coffee shop specifically.

但如今，只要你走進一家咖啡店，就會看到有某種可重複使用的杯子在出售，通常至少有一種是這家咖啡店特有的。

Brands like Hydro Flask, Yeti, and Stanley have become status symbols in their own right in today's society.

Hydro Flask、Yeti 和 Stanley 等品牌已成為當今社會的身份象徵。

We've done videos on all of those companies in the past already and how they rose to fame, but today we're going to be getting into what these names have done to our coffee industry and to our addiction to disposable cups.

我們過去已經製作過關於所有這些公司的影片，介紹了它們是如何成名的，但今天我們要介紹的是這些公司對我們的咖啡行業以及我們對一次性杯子的沉迷所造成的影響。

To analyze whether or not these cups have actually done anything to make a difference.

分析這些杯子是否真正起到了作用。

Now, I probably don't need to tell you that disposable single-use cups suck.

也許不用我多說，你也知道一次性使用的杯子糟透了。

I feel like that's something that literally everyone can get behind.

我覺得這是每個人都能支持的。

We've all heard the stats.

我們都聽說過這些統計數據。

Billions and billions of these things are thrown out every single year and despite the fact that they look like paper, most of them cannot be recycled because there is a plastic lining that apparently we don't know what to do with.

每年都有數十億、數百億這樣的東西被扔掉，儘管它們看起來像紙，但大多數都無法回收，因為它們有一層塑膠內襯，而我們顯然不知道該如何處理它。

The crazy thing is, is that the paper-ish cups didn't really gain traction until the 1980s when Starbucks started pushing the idea and we already can't imagine life without them.

令人難以置信的是，直到 1980 年代星巴克開始推廣這種紙杯時，這種紙杯才真正受到人們的青睞，我們已經無法想象沒有紙杯的生活了。

That's because coffee shops weren't just selling a new product at the time, but an entire cultural shift.

這是因為當時咖啡店銷售的不僅僅是一種新產品，而是整個文化的轉變。

If you've seen our Mocha Pots video, you might remember that back in the day, Italian coffee shop culture was centered around leisure and community.

如果你看過我們的摩卡壺影片，可能還記得當年的情景、意大利咖啡館文化以休閒和社區為中心。

You'd go there, you'd sip a brew with some of the boys while you're playing cards after a long day's work.

工作一天後，你會去那裡，和幾個男孩一邊打牌一邊品嚐啤酒。

The disposable cup was perhaps the final death blow to this kind of culture and the birth of a new era where speed and convenience were paramount.

一次性紙杯或許是對這種文化的最後致命一擊，也是速度和方便至上的新時代的誕生。

Coffee became the emblem of a frenzied working class, a sign that you've got important places to be and things to do.

咖啡成了狂熱的勞工階級的象徵，象徵著你有重要的地方要去，有重要的事情要做。

As one article put it, disposable cups became synonymous with surviving the workday, a reality frequently referenced in our pop culture today.

正如一篇文章所說，一次性紙杯成了「熬過工作日」的代名詞，這也是當今流行文化中經常提到的現實。

Double tall lattes, one with no foam and one Starbucks compilation city.

雙份中杯拿鐵咖啡，一份不要奶泡，一份星巴克城市彙編。

Of course, paper cups aren't the biggest environmental concern that we could be possibly tackling and they definitely aren't the first single-use product to enter the mainstream, but they are perhaps the most symbolic of our modern disposable culture.

當然，紙杯並不是我們可能要解決的最大的環境問題，紙杯也絕對不是第一個進入主流的一次性產品，但紙杯也許是我們現代一次性文化的最大象徵。

It's honestly at the point today where most people probably can't even imagine ordering a drink in a coffee shop and not getting their own cup with it.

老實說，如今大多數人可能都無法想象在咖啡店點一杯飲料卻沒有自己的杯子。

Just as this disposable cup culture became the norm, we were also starting to realize that we should probably come up with a different option before we're buried alive in these things,

就在這種一次性杯子文化成為常態的時候，我們也開始意識到，在我們被這些東西活埋之前，我們也許應該想出一種不同的選擇，

which is exactly how the first ever barista standard reusable coffee cup was born, KeepCup.

這就是有史以來第一個咖啡師標準可重複使用咖啡杯 KeepCup 誕生的原因。

If paper cups were the symbol of a modern throwaway culture, then KeepCup became the symbol of a new enlightened way of living sans unnecessary waste.

如果說紙杯是現代丟棄文化的象徵，那麼 KeepCup 則是一種新的開明生活方式的象徵，它消除了不必要的浪費。

They were invented by an Australian brother-sister cafe owning duo who wanted to offer their customers a better, more sustainable option.

它們是由澳洲的一對咖啡館兄妹發明的，他們希望為顧客提供更好、更可持續的選擇。

These sleek little cups solved all the problems the siblings had with previous options.

這些光滑的小杯子解決了兄妹倆在以前的選擇中遇到的所有問題。

They were cute, they were simple to make coffee in, and of course, they were reusable.

它們很可愛，煮咖啡也很簡單，當然還可以重複使用。

They were something that customers and baristas alike could rally behind and they were a pretty big deal.

它們是顧客和咖啡師都能支持的東西，而且是件大事。

Early adopters bought these guys primarily for altruistic reasons, but the trend soon spread to the point that in Australia, KeepCup is basically synonymous with any kind of travel mug,

早期採用者購買這些杯子主要是出於無私的原因，但這種趨勢很快就在澳洲蔓延，KeepCup 基本上是任何類型的旅行杯的代名詞，

just sort of like how Thermos is here in North America.

就像膳魔師在北美的地位一樣。

If any of our Australian viewers can confirm this one, that would be kind of interesting to see down in the comments below.

如果有任何澳洲觀眾可以證實這一點，請在下面的評論中留言。

Now today, I would say that KeepCup itself is no longer the it thing to have because there is just an ever-expanding array of contenders that have risen to give them some competition.

如今，我想說的是，KeepCup 本身已不再是最重要的東西，因為有越來越多的競爭者崛起，給它們帶來了一些競爭。

Fellow, Miir, Kinto, Klean Kanteen, Yeti, et cetera, the list goes on.

Fellow、Mir、Kinto、Clean Canteen、Yeti 等等，不勝枚舉。

KeepCup effectively jump-started an entire industry dedicated to producing the perfect on-the-go option that reduces waste while still being kind of fashionable.

KeepCup 有效地推動了整個行業的發展，致力於生產既能減少浪費又時尚的完美隨行杯。

And by 2019, the market was up to $13 billion.

到 2019 年，市場規模將達到 130 億美元。

It hit a bit of a snag back then when we had that whole pandemic thing go on, but things have actually bounced back somewhat.

當時我們遇到了疫情，這讓我們的工作遇到了一些阻礙，但現在情況已經有所好轉。

And by 2031, the market is projected to grow to almost $25 billion.

預計到 2031 年，市場規模將增長到近 250 億美元。

And some good news on that front, perhaps.

也許在這方面會有好消息。

There is recent news that Starbucks is going to start allowing customers to use reusable cups in their drive-through and mobile orders again.

最近有消息稱，星巴克將重新開始允許顧客使用可重複使用的杯子在汽車餐廳和手機點餐。

We found this news story on Ground News.

我們在 Ground News 上找到了這則新聞報導。

We use their app and website, which gathers thousands of news articles in one place with context you won't get anywhere else.

我們使用他們的應用程式和網站，這裡地方彙集了數千篇新聞文章，並提供其他地方無法提供的背景資訊。

You can check them out at ground.news/futureproof.

你可以上 ground.news/futureproof 查看。

Now some of these articles just explain that Starbucks is looking to reduce waste and the basics on how they're implementing this new program,

有些文章只是說明星巴克希望減少浪費，以及他們如何實施這項新計劃的基本情況，

while others deep dive into the logistics of this and how other coffee chains are following suit, as well as the larger cultural context here.

而有些文章則深入探討了這項計劃的後勤工作、其他咖啡連鎖店如何效仿，以及更廣泛的文化背景。

Over 60 sources are covering this.

超過 60 個消息來源對此進行了報導。

However, if you only read right-leaning sources, you might've missed it.

但是，如果你只閱讀右翼消息來源，你可能會錯過這一點。

A cool feature that I love about Ground News is it has a blind spot page where you get access to diverse perspectives from all sides, making sure that you're fully informed.

我喜歡 Ground News 的一個很酷的功能，那就是它有一個盲點頁面，在這裡你可以看到來自各方的不同觀點，確保你能充分了解情況。

We keep working with Ground News because their platform perfectly aligns with what we are doing here at Future Proof.

我們一直與 Ground News 合作，因為他們的平臺與我們在 Future Proof 所做的工作完全一致。

We want to empower y'all to make informed decisions by sharpening your critical thinking skills.

我們希望通過提高你們的批判性思維能力，讓你們能夠做出明智的決定。

So dive right in by going to ground.news/futureproof, or you can scan this QR code to get yourself started.

請訪問 ground.news/futureproof，或者掃描這個 QR code ，立即開始體驗。

If you use our link, you'll get 40% off their unlimited access vantage plan, which costs less than your daily coffee run to Starbucks, hopefully in your reusable cup.

如果你使用我們的連結，將獲得其無限訪問 vantage 計劃的 40% 折扣，其價格比你每天去星巴克喝咖啡的價格還低，希望你能用可重複使用的杯子來喝咖啡。

So the reusables market is booming though.

可再利用材料市場正在蓬勃發展。

Isn't that a good thing?

這難道不是一件好事嗎？

Shouldn't we be celebrating?

我們難道不應該慶祝一下嗎？

It seems like every single day the travel mug industry is solving another barrier to entry problem.

旅行杯行業似乎每天都在解決另一個准入門檻問題。

Don't have space in your backpack?

揹包沒地方放？

Get a collapsible mug.

買一個可摺疊的杯子。

More of a tea person?

更喜歡喝茶嗎？

Get one with a built-in diffuser.

買一個內置擴散器的。

Hate carrying a mug and a water bottle?

討厭帶著水杯和水瓶？

This slick two-in-one option's got you covered.

這款光滑的二合一選件可以滿足你的需求。

You can even buy mugs that connect to an app on your phone or ones that are made out of used coffee grounds.

你甚至可以買到與手機上的應用程式相連結的杯子，或者用用過的咖啡渣製成的杯子。

Practically all of these options today are lightweight, leak-proof, and or insulated at the very least.

如今，幾乎所有這些選擇都很輕便、防漏，或者至少是隔熱的。

And the tech on all of these fronts is just getting more and more sophisticated by the day.

所有這些方面的技術都在日新月異地發展。

There is almost guaranteed to be something to suit your unique lifestyle and needs.

幾乎可以保證，一定有適合你獨特生活方式和需求的產品。

And it's probably going to look absolutely perfect with your Birkenstocks and Konkin Backpack to boot.

而且，它可能會與你的 Birkenstocks 和 Konkin 揹包搭配在一起，看起來絕對完美。

We also made videos about those things as well.

我們還製作了有關這些內容的影片。

But the thing that we noticed while researching for this video is that pretty well every solution to the cup waste problem involves developing a new product.

但我們在研究這段影片時注意到，幾乎所有解決杯子浪費問題的辦法都涉及開發一種新產品。

It's all about buying something different.

就是要買與眾不同的東西。

There's this underlying attitude that if we can just develop the right product and convince enough people to purchase it, all of our problems will be solved.

有一種潛在的態度是，只要我們能開發出合適的產品，並說服足夠多的人購買，我們所有的問題都會迎刃而解。

An interesting exception to this is Prufrock Coffee.

普魯弗洛克咖啡是一個有趣的例外。

They have an exchangeable KeepCup program that James Hoffman talked about on his channel in 2019.

2019 年，James Hoffman 在他的頻道上談到了他們的可交換 KeepCup 計劃。

The idea was to allow you, the customer, to bring in your dirty old Prufrock KeepCup and exchange it for a fresh, clean one with brewed coffee in it.

這個想法是，顧客可以把髒兮兮的舊 Prufrock KeepCup 拿過來，換一個新鮮乾淨的裝有煮好的咖啡的 KeepCup。

That way you didn't have to worry about cleaning the thing out and the baristas aren't seething mad at you when you bring a grimy cup expecting it to be cleaned.

這樣，你就不必擔心如何清洗杯子了，而咖啡師也不會在你拿著滿是灰塵的杯子期待清洗時對你大發雷霆。

Now this sounds like a pretty reasonable idea, but we couldn't actually find any real news about it since it was announced, so it doesn't seem like it really panned out.

這聽起來是個相當合理的想法，但自宣佈以來，我們實際上找不到任何有關它的真實新聞，所以它似乎並沒有真正實現。

Maybe you Londoners have an update that we might've missed, but my guess is that it was another COVID casualty or just never caught traction for the same reason that nothing else has been working, we're just too fucking lazy.

也許你們倫敦人有我們可能錯過的更新，但我猜這是 COVID 的另一個犧牲品，或者只是因為和其他東西一樣的原因，因為我們太他媽懶惰了，所以從來沒有被牽引過。

Now, we're gonna get into the human behavior thing in a minute, but I wanna talk about something else first.

我們馬上要討論人類行為的問題，但我想先說說別的。

There is also this pattern of innovations in the disposable cup world that try to convince us that we can keep chucking away cups without repercussions.

一次性杯子領域的創新模式也試圖讓我們相信，我們可以繼續扔掉杯子而不會受到任何影響。

Every couple of years, there's a new promise of a new cup that's guilt-free.

每隔幾年，就會有一種新的無負罪感杯子出現。

There are cups that you can eat like an ice cream cone.

有的杯子可以像冰淇淋甜筒一樣吃。

Compostable cups are getting closer to being viable apparently, and we technically have the technology to recycle paper cups, even if we're not actually doing it for some reason.

可堆肥紙杯顯然越來越可行，而且從技術上講，我們已經掌握了回收紙杯的技術，儘管出於某種原因，我們實際上並沒有這樣做。

Obviously, we don't have time to get into all of these specific examples, but if you are interested and you wanna see more discussion about these kinds of products and things like that,

顯然，我們沒有時間去討論所有這些具體的例子，但如果你感興趣，想看到更多關於這類產品的討論，

you can check out our Reddit page, where people are always sharing weird stuff that they see in our consumer world.

你可以查看我們的 Reddit 頁面，那裡人們總是在分享他們在消費世界中看到的奇怪的東西。

But here's the thing.

但問題是這樣：

You can't just consumerism your way out of consumerism.

你不能靠消費主義來擺脫消費主義。

Despite all the innovations in design, the absolutely viral popularity, and the universal acceptance of travel mugs as being the thing to have, nobody is using them.

儘管旅行杯的設計不斷創新，絕對是病毒式的流行，也被普遍接受為必備之物，但卻無人使用。

In 2019, when reusable cups were coming into their own at the height of fashion and virtue signaling, some British coffee shops were reporting that not even 2% of customers were bringing their own mug.

2019 年，當可重複使用的杯子成為時尚和美德的象徵時，一些英國咖啡店卻報告說，甚至沒有 2% 的顧客自帶杯子。

Prêt-à-Manger said that they were able to get that number up to a whopping 5% by doubling the discount for reusable mugs.

Prêt-à-Manger 表示，通過將可重複使用馬克杯的折扣翻倍，他們能夠將這一數字提高到驚人的 5%。

And I gotta say, 5%?

我得說，只有 5%？

After bribing customers to do the right thing, we get to 5%?

在賄賂客戶做正確的事之後，我們只能得到 5% 嗎？

And that's not just because people don't have access to a good mug.

這不僅僅是因為人們沒有好的杯子。

Of the people who do, in fact, own their own travel mug, only one in six use it every time they go out for coffee, according to research put out by Hubbub and Starbucks in 2020.

根據 Hubbub 和星巴克 2020 年的調查，在擁有自己的旅行杯的人中，只有六分之一的人每次外出喝咖啡時都會使用旅行杯。

And the sad thing is, for me, that seems kinda high, based on my own experience in coffee shops, but either way, it's pathetic.

可悲的是，對我來說，根據我自己在咖啡店的經驗，這似乎有點高，但無論如何，這都是可悲的。

On their website, KeepCup would argue that this is simply due to a lack of options from the customer's part,

KeepCup 公司在其網站上辯稱，這只是因為客戶缺乏選擇，如果有合適的選擇，

that we would all be willing to sacrifice convenience for the planet if only the right option was available, which is a nice thought.

我們都願意為地球犧牲便利，這是個不錯的想法。

And I like to think that KeepCup is just a little naive kitten in this circumstance that believes in this fairy tale, but sadly, it's BS.

在這種情況下，我認為 KeepCup 只是一隻天真的小貓，相信這個童話故事，但不幸的是，這是一個騙局。

We have the options.

我們有選擇。

We have way too many options.

我們有太多的選擇。

We're overflowing with options.

我們有很多選擇。

And sadly, not even 5% of us are using it.

可悲的是，我們中甚至沒有 5%的人在使用它。

And listen, it's not about us.

聽著，這與我們無關。

We're not bad people.

我們不是壞人。

It's not you and me's fault.

這不是你我的錯。

It's because disposability has been baked into the fabric of our culture.

這是因為可有可無已經融入了我們的文化結構。

And look, just for reference, we're not saying that if you use a disposable cup, you're an asshole.

聽著，僅供參考，我們並不是說如果你使用一次性杯子，你就是個混蛋。

The producer of this channel just got this in a disposable cup from a cafe down the street.

本頻道的製作人剛從街邊的咖啡館用一次性杯子買到了這個。

So we're all human.

所以，我們都是人。

We're all struggling with it.

我們都在努力解決這個問題。

It says compostable.

上面寫著可堆肥。

Look, it says compostable on the bottom.

看，底部寫著可堆肥。

Oh my God.

我的天啊。

And look, the leaves, you can tell it's sustainable.

你看，這些樹葉，就知道它是環保的。

It's got the leaves on the side of it.

它的側面有樹葉。

The sad reality is that it doesn't matter how advanced, convenient, and beautiful these mugs get,

可悲的現實是，不管這些杯子有多先進、方便和漂亮，

they will never be as convenient as a free cup from the shop that you just chuck away when you're done.

它們永遠不會像商店裡的免費杯子那樣方便，用完就扔。

The fact that we have to remember a travel mug, pack it around all day, and then the real clincher, rinse it out when we're done, is just too much to ask.

事實上，我們必須記住一個旅行杯，整天把它裝在包裡，然後還要把它沖洗乾淨，這實在是太麻煩了。

And yet we keep buying these overbuilt mugs because it makes us feel better.

然而，我們卻一直在買這些過度包裝的杯子，因為這會讓我們感覺更好。

Like we're making a difference.

就像我們在改變世界一樣

And as a bonus, it's a visual signal to others that we're doing the right thing.

另外，這也是一個視覺信號，讓別人知道我們在做正確的事。

We forget that by some estimates from a carbon perspective, you would need to use that cup like 20 to 1,000 times to make it better than a disposable one.

我們忘記了，根據一些碳排放的估算，你需要使用這種杯子 20 到 1000 次，才能使它比一次性杯子更好用。

These are resource-intensive products, and the more built up they are, the more that goes into them, the more impact they have.

這些產品都是資源密集型產品，它們的結構越複雜，投入越多，影響就越大。

And if they're just collecting dust on a shelf, that doesn't help the planet or anyone else.

如果它們只是被束之高閣，對地球和其他人都沒有任何幫助。

Now, thankfully, there are businesses and researchers experimenting with solutions to this problem, and we've already learned a lot of things.

值得慶幸的是，現在已經有企業和研究人員在嘗試解決這個問題，我們已經學到了很多東西。

Discounts may not be super motivating, but there's promise in reframing a cup as an additional cost.

打折可能不會有太大的激勵作用，但將杯子重新定義為一項額外費用還是很有希望的。

We do this in grocery stores already, asking customers if they want to buy a bag, and we could do the same thing with cups,

我們在雜貨店裡已經這樣做了，詢問顧客是否要買一個袋子，我們也可以對杯子做同樣的事情，

forcing us to stop and consider for a moment the consumption cost of our actions.

迫使我們停下來考慮一下我們行為的消費成本。

But there is definitely something deeper here that we need to address, which is why throwaway culture exists in the first place.

但這裡肯定有一些更深層次的問題需要我們去解決，那就是為什麼會有丟棄文化的存在。

There's no one reason, of course, but a big factor is that as a culture, our values have completely shifted in the last century or so.

當然，原因並不單一，但一個重要的因素是，作為一種文化，我們的價值觀在過去一個世紀左右發生了徹底的轉變。

None of this would be a problem if our items weren't commodified in the way that they are, or we weren't forced into such a frantic culture of efficiency and speed.

如果我們的物品沒有像現在這樣商品化，或者我們沒有被迫陷入如此瘋狂的效率和速度文化，這一切都不會成為問題。

Sitting in a coffee shop and sipping with your friends at the end of a workday is just not how coffee is consumed for the most part.

在結束一天的工作後，坐在咖啡館裡和朋友一起品嚐咖啡，這在大多數情況下都不是喝咖啡的方式。

Instead, we're always rushing from place to place, trying to get as much money so that we can buy as much as we possibly can.

相反，我們總是匆匆忙忙地從一個地方跑到另一個地方，想方設法弄到儘可能多的錢，以便買到儘可能多的東西。

One way or another, the only way out of this mess is to change the way that we think about the world, build new habits, or just try not to get depressed along the way.

無論如何，擺脫困境的唯一辦法就是改變我們思考世界的方式，養成新的習慣，或者儘量避免一路上鬱鬱寡歡。

And here's a slightly more positive take.

這裡有一個稍微積極一點的看法。

You know, every time that you bring your reusable cup into a coffee shop, it makes it that much more likely that the person next to you will too.

要知道，每次你把可重複使用的杯子帶進咖啡館，都會讓你旁邊的人更有可能也這樣做。

We're social creatures.

我們是社交動物。

There's millions of people out there who would just jump on the reusable bandwagon if enough other people did too.

如果有足夠多的人也這樣做，就會有數百萬人加入可重複使用的行列。

So hopefully, you are not too depressed to keep using your reusable mugs.

所以，希望你不會因為繼續使用可重複使用的杯子而感到沮喪。

And if you did enjoy today's video, make sure that you are subscribed so that you can see more content from us every single week.

如果你喜歡今天的影片，請確保你已訂閱，這樣你每週都能看到我們的更多內容。

Thank you so much for watching.

感謝收看。