•   Gatekeepers Changing Consumers’
    Behaviour in Energy Consumption

•                          Future of the Consumer...
90 % of Finns think that climate change is a fact
85 % consider it a serious threat
80 % are ready to take personal action...
From willingness to action


 through legislation?
 through improved education and
 information?
 through economic incenti...
Changing people's behaviour and reducing
energy consumption has proved to be more
difficult than the surveys on attitudes o...
Well-known Finnish intervention success story
has been the improvement of national health
(especially cardiovascular/heart...
Not only better health care services or visible
campaigns but also engaging...
• nurses at precautionary health care
• sta...
Portin
vartijat
  – E LI KU I N K A T EH D Ä E N ER G I AN S ÄÄS TÖ S T Ä M AH D O L LI S TA
Statistics Finland or other official instances do not gather
data or publish statistics on total energy consumption of
hous...
Primary energy use of households
Primary energy use of households
•   electricity, gas and heating fuels
Primary energy use of households
•   electricity, gas and heating fuels




• housing
Primary energy use of households
•   electricity, gas and heating fuels




• housing
• transportation
Primary energy use of households
•   electricity, gas and heating fuels




• housing
• transportation
• food
Primary energy use of households
•   electricity, gas and heating fuels




• housing
• transportation
• food

• consumer ...
Primary energy use of households
•   electricity, gas and heating fuels




• housing
• transportation
• food

• consumer ...
Energy consumption and energy-related decisions are also
dependent on time consumption. An average employed
Finn uses 4-5 ...
Gatekeepers
Gatekeepers


              relevant professionals
Gatekeepers


              relevant professionals

              mediators of public
              and peer opinion
Gatekeepers


              relevant professionals

              mediators of public
              and peer opinion


   ...
Gatekeepers

Customer service assistants
                              relevant professionals
Cafeteria staff
Builders    ...
Gatekeepers are not only top-down decision makers but
also people at everyday communication situations. They
offer informa...
Gatekeepers Changing Consumers’ Behaviour in Energy Consumption
Gatekeepers Changing Consumers’ Behaviour in Energy Consumption
Gatekeepers Changing Consumers’ Behaviour in Energy Consumption
Gatekeepers Changing Consumers’ Behaviour in Energy Consumption
Gatekeepers Changing Consumers’ Behaviour in Energy Consumption
Gatekeepers Changing Consumers’ Behaviour in Energy Consumption
Gatekeepers Changing Consumers’ Behaviour in Energy Consumption
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Gatekeepers Changing Consumers’ Behaviour in Energy Consumption

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A presentation held in Tampere in the conference of Future of the Consumer Society.

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Gatekeepers Changing Consumers’ Behaviour in Energy Consumption

  1. 1. • Gatekeepers Changing Consumers’ Behaviour in Energy Consumption • Future of the Consumer Society • SESSION A.3: ENVIRONMENTALLY SIGNIFICANT CONSUMPTION • Tuuli Kaskinen, Aleksi Neuvonen, Outi Kuittinen & Roope Mokka • Demos Helsinki
  2. 2. 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, 2007
  3. 3. From willingness to action through legislation? through improved education and information? through economic incentives?
  4. 4. Changing people's behaviour and reducing energy consumption has proved to be more difficult than the surveys on attitudes or technical possibilities would imply.
  5. 5. Well-known Finnish intervention success story has been the improvement of national health (especially cardiovascular/heart diseases) with The North Karelia Project as its prime case.
  6. 6. Not only better health care services or visible campaigns but also engaging... • nurses at precautionary health care • staff of the cafeterias in schools and work places • food industry • local NGOs • opinion leaders of local communities
  7. 7. Portin vartijat – E LI KU I N K A T EH D Ä E N ER G I AN S ÄÄS TÖ S T Ä M AH D O L LI S TA
  8. 8. Statistics Finland or other official instances do not gather data or publish statistics on total energy consumption of households and consumers.
  9. 9. Primary energy use of households
  10. 10. Primary energy use of households • electricity, gas and heating fuels
  11. 11. Primary energy use of households • electricity, gas and heating fuels • housing
  12. 12. Primary energy use of households • electricity, gas and heating fuels • housing • transportation
  13. 13. Primary energy use of households • electricity, gas and heating fuels • housing • transportation • food
  14. 14. Primary energy use of households • electricity, gas and heating fuels • housing • transportation • food • consumer electronics (impact on immediate increase of electricity consumption has been notable)
  15. 15. Primary energy use of households • electricity, gas and heating fuels • housing • transportation • food • consumer electronics (impact on immediate increase of electricity consumption has been notable) (Mäenpää 2004, 14 & Adato Energia 2008, 37)
  16. 16. Energy consumption and energy-related decisions are also dependent on time consumption. An average employed Finn uses 4-5 hours per day both at workplace and for free time (Statistics Finland 2008).
  17. 17. Gatekeepers
  18. 18. Gatekeepers relevant professionals
  19. 19. Gatekeepers relevant professionals mediators of public and peer opinion
  20. 20. Gatekeepers relevant professionals mediators of public and peer opinion both
  21. 21. Gatekeepers Customer service assistants relevant professionals Cafeteria staff Builders mediators of public “Managers” of everyday and peer opinion Lifestyle media Work communities both
  22. 22. 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.
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