a macro nudge towardsan energy-efficient economy

Traffic16 %

Other33 %

Industry51 %

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Human perspective: Who can impact important decisions?

low carbonsociety

emission limits, price for carbon, funding...

2010climate challenge

participation, social innovations,changes in lifestyle

regulation accepted by citizens

INTERNATIONAL

POLITICS

MUNICIPALITIES,

PEOPLE, WORK PLACESPragmatists perspective: How to reach low carbon society

90 % of Finns think that climate change is a fact

85 % consider it a serious threat

80 % are ready to take personal action

Source: e2, Onpa ilmoja pidellyt

Still changing people's behaviour and reducing energy consumption has proved to be more difficult than the surveys on attitudes or technical possibilities would imply.

Lets see how this was done in health: Well-known Finnish intervention success story has been the improvement of national health

(especially cardiovascular/heart diseases).

The North Karelia Project is its prime case.

Not only better health care services or visible campaigns but also engaging communities at the point of delivery:

• nurses at precautionary health care

• staff of the cafeterias in schools and work places

• food industry

• local NGOs

• opinion leaders of local communities

60‘s and 70‘s The North Karelia Project

Now lets do that in energy.

21st century

Consumer based emissions in FinlandSource: Syke/envimat Ari Nissinen, 2009

Human perspective: Which decisions are important?

Human perspective: Which decisions are important?

Human perspective: Which decisions are important?

Human perspective: Where do emissions come from?

Human perspective: Who can impact important decisions?

Gatekeepers are not only top-down decision makers but also people at everyday communication situations. They offer information on new alternatives and persuasive arguments during the decision making process.

Customer Service Assistants

Cafeteria Staff

Builders

Managers of Everyday

Lifestyle Media

Work Communities

relevant professionals

mediators of public and peer opinion

both

Gatekeepers of Behaviour change, examples:

a macro nudge towardsan energy-efficient economy

macro-nudge towardsan energy-efficient economy

Gatekeepers are people and communities whom decide what kind of living, transportation and food I am served as the first offering.

On a lifestyle-level, they are the new energy professionals.

macro-nudge towardsan energy-efficient economy

How does Peloton work?

We engage with gatekeeper communities on a human level. We use participative future studies and design thinking methods at two day intensive workshops.

Peloton workshops gather 20-25 people in order to increase their capability to bring low carbon innovation to their organisations products and services.

In 2009-2011 Peloton is piloting with for example media, retail, hospitality, housing, banking, insurance, human resources, education, ICT, as well as key peer groups such as young families and people planning to build a house.

Simultaneusly we are working on a rigourious research framework for defining whom creates our moments of energy decisions.

macro-nudge towardsan energy-efficient economy

Our aim is to...

...to kickstart low energy innovation and commercialisation in the most important comsumer companies.

We have been succesfull in...

...bringing new products and services out and adding value to old ones in most of the organisations we engage with.

We do recognise that...

...it would really make our job easier and also abundant if there would be a price on carbon ...that not everyone can become peloton.