True price: towards a new pricing system | Adrian de Groot Ruiz | TEDxDordrecht

During his inspiring talk, Adrian will elaborate on the motivation to even dare change the corporate world for the better, and why and how True Price works.

As executive director (True Price), Adrian dreams of making social and environmental costs visible and then bring them down so that sustainable business opportunities can be upscaled.
In economics, these costs are typically known as ‘negative externalities’, and sadly they remain well hidden from sight and mind.

This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at http://ted.com/tedx

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