Tommi Laitio´s presentation on Peloton and Demos Helsinki for the meetings in the US.

1. Demos Helsinki
Researcher Tommi Laitio
tommi.laitio@demos.fi
www.demos.fi

2. Demos Helsinki
 Finland´s only independent think tank.
 Focus: sustainable happiness.
 Non-profit, five years old
 Funded on a project basis by private and public
partners.
 10 researchers, no hierarchy, equal salaries.
 All results public, all research questions serve the
common good.
tommi.laitio@demos.fi
www.demos.fi

3. What we´ve done lately.
Politics of Happiness Manifesto
Lifestyle magazine on
Country Brand report for Finland
social entrepeneurship
tommi.laitio@demos.fi
www.demos.fi

4. tommi.laitio@demos.fi
www.demos.fi

5. [Peloton]
‣ Peloton is the main group in a cycling tournament. In Peloton the competitors
cycle close to each other to save energy and to gather strength for a break-out.
‣ Peloton is a joint effort of Demos Helsinki and Sitra to boost new, greener
tommi.laitio@demos.fi
www.demos.fi
economy.

7. Mistä suomalaisen hiilijalanjälki koostuu?
What does the carbon footprint of a Finn consist of?
Housing
Asuminen
Transport
Liikkuminen
Food
Ruoka
Kuluttaminen
Consump9on
Vapaa-aika
Leisure
Matkustaminen
Travel
‹#›
Source: Envimat www.ympäristö.fi/syke/envimat

8. tommi.laitio@demos.fi
www.demos.fi

9. Decision Tree for Energy Consumption
Transport Work
Housing
No car Commuting
Car
Hobbies Location Daily Personal
Innovations
Choosing an example
Use of apartment
apartment Venues
Children
Electricity Waste
Size Location Day-2-day
Electricity Architects
Heating
Not Leisure
building
Use of space Not building
Food Work communities
Building Holidays
Form Summer Purchase
Consumption Lifestyle house Trips Cooking Ingredients
media
Transport Restaurant
Building Availability
Electricity
Consumption Self
Prefererence/
Diet
Use Purchase Storage
Builders
Customer service Lunchcafeterias
On/Off Use Reuse Lunch cafeterias
people

10. Inspiration: North Karelia
Project
• Lowest socio-economic
status in Finland
• Situation in 1972:
Risk blood pressure 26%
Smoking 52 %
Energy intake from
saturated fats 23 %
• CVD mortality per 100
000 ppl (1969): 700
tommi.laitio@demos.fi
www.demos.fi

11. “A mass epidemic
calls for mass action
and the changing of
lifestyles can only
succeed through
community action.”
- Pekka Puska,
Principal Investigator
tommi.laitio@demos.fi
www.demos.fi

12. Action
• Services and products:
Hypertension detection
Low-fat sausages and pastries
in shops
• Community work:
Personnel training
Lay Leaders (800 ppl)
Cholesterol Lowering
Competition between villages
• PR and media:
Fathers´ Day Cards
Reality TV on worksites
Quit smoking and Win
tommi.laitio@demos.fi
www.demos.fi

13. Results (1969-2007)
Smoking (men)
Risk blood pressure (men)
Cardiovascular disease mortality/100K people
Energy intake from saturated fats (men)
700 60
525 45
350 30
175 15
0 0
1969
tommi.laitio@demos.fi 2005 1972 2007
www.demos.fi

14. Ingredients to Success
• Building trust.
• Making the campaign an issue of local
pride.
• Making it easier to act healthier (tools
and services).
• Complemented with mass media.
• Resources for assistance and counselling.
tommi.laitio@demos.fi
www.demos.fi

15. Some Other Inspiration
tommi.laitio@demos.fi
www.demos.fi

16. Providing
Tools
tommi.laitio@demos.fi
www.demos.fi

17. tommi.laitio@demos.fi
www.demos.fi

18. New Gatekeepers
• Parents of small children
• Hardware stores
• Lifestyle media
• Food journalists
• Home economics teachers
• Domestic travel
• Personnel restaurants and
lunch cafeterias
• Grocery stores
• House managers
tommi.laitio@demos.fi
www.demos.fi

19. Direct Engagement
RESHBURGER
F
Nyt vain yhdellä erolla!
Teemme kaiken käyttämättä lihaa tai maitoa.
Vihreämmät purilaiset löydät ravintoloistamme
kautta maan. Haukkaa kiinni!
ili-
en korkeaa hi
maitotuotteid
Vaikka liha- ja aa ei vielä ol
e,
TA!
okal
lttävää pikaru
TTA JO KOH
jalanjälkeä vä ät energian-
jotka vähentäv
TO
niin pian voisi olla. Nyt
kaivataan ideo
ita vastaavist
omalla idealla
a tuotteista ja
si kilpailuun
palveluista,
osoitteessa w
ww.peloton.
me!
ssa. Osallistu
kulutusta arje TU JA VO ITA !
IDE AKI LPA ILU OSA LLIS
tommi.laitio@demos.fi
www.demos.fi

20. tommi.laitio@demos.fi Deli specialised in root vegetables
www.demos.fi

21. tommi.laitio@demos.fi Life span classification
www.demos.fi

22. tommi.laitio@demos.fi
Experience-driven domestic travel
www.demos.fi

23. Results
tommi.laitio@demos.fi
www.demos.fi

24. Some results
• Fastest growing women´s magazine has quotas
for air travel and meat (understood that their
readers want to make responsible choices)
• Biggest hardware store chain has started
extensive training around sustainable business.
(understood the need of a good sales pitch)
• One of the biggest caterers introduced a climate
lunch.
• Food Journalists´ Association created a rulebook
for sustainable food journalism.
• Started a massive design project with the biggest
student housing foundation in Finland (17 000
residents).
tommi.laitio@demos.fi
www.demos.fi

25. We´re not
alone in this
tommi.laitio@demos.fi
www.demos.fi

26. tommi.laitio@demos.fi
www.demos.fi

27. tommi.laitio@demos.fi
www.demos.fi

29. tommi.laitio@demos.fi
www.demos.fi