there is no green market without gatekeepers

There is no green market without gatekeepers

Tuuli Kaskinen, Tommi Laitio, Outi Kuittinen,, Roope Mokka, Aleksi NeuvonenDemos Helsinki, Finland9 February 2012

we havethree challenges

climate change

1993 2012 20311974 2050

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peak oil

energy safety

http://www.youtube.com/watch?v=q9ecxtr_8b4&feature=related

Talk to one next to you:

how would your service suit to websters?

let’s start from the

emissions and energy

consumption

Consumer based emissions in Finland

Source: Suomen ympäristökeskus, Ari Nissinen, 2009

Lähde: Envimat -projekti

Decision Tree of Energy Consumption

Big important decisions

Frequent decisions

Secondary decisions

Small decisions

Decision Tree of Energy ConsumptionGatekeepers

Real estate agencies

Energy companies

Construction industry

House managers

Housing companies

Construction supervisors

Local tourism services

Car sales

Supermarkets

Food industryHome appliances sales people

Farmers

Schools

Decision Tree of Energy ConsumptionGatekeepers

it’s not a completely new idea...

north karelia project

Community workLay LeadersLocal LeadersHealth awarenessLight productsTestingVillage ChallengesHealth adviceFathers´Day CardsTV ProgrammesEducationResearch

Source: www.thl.fi

... but should be implemented in the field of energy and climate.

how does it work in

practice?

peloton gatekeepers 2009–2012

Grocery storesTransport professionalsCommunications agenciesRegional decision-makersReal estate managersRental housing companiesDomestic travel providersFood journalists

Home economics teachersLunch restaurant professionalsOffice canteen workersHardware store professionalsLifestyle media editorsWomen´s magazine editorsHR Professionals

results in corporations

Rautakesko´s Energy Master serviceOlivia Magazine´s what is big -projectFazer´s climate lunch and new recipes

results in startup scene and SMEs

is it business?

eco-efficiency eco-

niche

limited profit or cost saving

unlimited profit

affects customersbehavior

inside the company

strategy

findings in a nuthell

80-90 % finns think that climate. change is a fact.

75-85 % consider it a serious threat.

70-80 % are ready to take action.

values and attitudes are quite ok. new

products and services at the point of

delivery are needed.

1. Data on consumer behavior and energy is huge source of new business opportunities in green economy.

2. Green economy is not created by clean tech companies only. Gatekeepers with the potential of creating behavioral change have a paramount importance.

3.New startup scene is important innovator in new green economy. Corporations could use startup-style methods in innovation processes.

questions?

Demos Helsinkihttp://demos.fi/englishhttp://www.peloton.me/in-english/

Tuuli Kaskinentuuli.kaskinen@demos.fi

EXTRAS

ClimateChallenge

Low-CarbonSociety

emission limits, price for carbon, subsidies,...

participation, social innovations, lifestyle changes,...

(INTER)NATIONAL

POLITICS

PEER GROUPS, COMPANIES, CITIES

acceptance for new regulation

low-carbon challenge

who are in the peloton of climate and energy

challenge?

gatekeepersat the point of the delivery