Peloton in English

Peloton nudges the Finnish economy towards energy eﬃciencyPeloton is an initiative of Demos Helsinki with the support ofFinnish Innovation Fund Sitra.

what influences behavior? NudgePeer Action Education Media Coverage Social norms Subsidies Status Chance Convenience LegislationReduce Oﬀering Marketing RegulationComplexity Price Peer Perceived Perceived Comparison Opportunity to Price Convenience Test

PRAGMATIST APPROACH TO THE FUTURE NAL NATIO(IN TER) POL ITICS emission limits, price for carbon, subsidies,... Climate acceptance for Low-Carbon new regulation Challenge Society participation, social innovations, lifestyle changes,... CITIE S GRO , PEER UPS, COM PANI ES

hypothesis 1: focus on choices1) Predisposing factors (knowledge, attitudes, norms) are – at least partially – conducive to a changetowards low-energy lifestyle.90 % Finns think that climate change is a fact / 85% consider it a serious threat / 80 % ready to takeaction2) Finland #7 in per capita energy usage amongst OECD countries. Change of attitudes has notsigniﬁcantly changed behavior. Energy consumption is rising, meat consumption is rising etc.3) Pro-environmental actions are more important than values. Most campaigns manage to raiseawareness but do not translate into action. The focus of policies targeting behavioral change hasshifted towards deliberative and participatory measures.conclusion: influence the choice environmentconsumers/citizens make their decisions in.(Demos Helsinki 2009, Eva Heiskanen 2011, Finnish Environment Institute 2009, WWF Living Planet Index 2010, IEA 2011)

hypothesis 2: focus on lifestyles1) Both the interventions and research on consumers energy-related behavior havetraditionally concentrated on direct energy use (heating, electricity, transport).Needed reduction in energy consumption requires adoption of completely newhabits.2) The outstanding research by Finnish Environment Institute (ENVIMAT)highlights the key consumer questions: housing, transport, food.3) Energy scarcity is less contested than debate on emissions. Energy use isindicative of emissions.(Demos Helsinki 2009: Gatekeepers changing consumers behaviour in energy consumption)

Mistä suomalaisen hiilijalanjälki koostuu?!"#$%&()%$"(%*#+,-%.$/+0-$%.%#%10--%*-)0)$%.2 %%%34)0-5 Asuminen %%%6+#-)/+$ Liikkuminen %%%1& Ruoka Kuluttaminen 7-)48/9- Vapaa-aika %%%%%:(0)4+( Matkustaminen %%%%%%%%%%%% %%%%%%%%%%%%%6+#;(< ‹#› Source: Envimat www.ympäristö.fi/syke/envimat

hypothesis 3: gatekeepers are key tobehavior change1) Gatekeepers deﬁne the choice environments as they transform people´s needsand desires into choices and decisions. They enable or deny access to low-energybehavior. Peers and professionals close to the consumer do this in terms of energy-related practices.2) Previous research has considered legislators and green businesses asgatekeepers for energy consumption. This view tends to underestimate thecomplexity of the selling/purchasing process with its subtle factors leading to adecision. Therefore only a small part of energy gatekeepers have understood thatthey have this role.(Demos Helsinki 2009: Gatekeepers changing consumers behaviour in energy consumption)

gatekeepers change the choice environment Testing Products and Services Peer Production Cooperation with PioneersGatekeepers More and Better Products andNew Behavior Services Better Choice New Legislation Environment

WHO HAS A VESTED INTEREST?

[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.

how peloton works?We engage with gatekeeper communities on a human level.We use participatory future studies and design thinkingmethods in two-day intensive workshops.The workshops bring the competitors togethers. Companiessend people from every level of the organisation (altogether20–25 participants). By raising awareness of all competitorssimultaneously, we create hunger to be the ﬁrst in executing agood idea. Low-energy future is tackled by creating ideas fornew products and services.In 2009–2011 we have done workshops for instance forparents of small children, hardware stores, lifestyle media,HR, domestic travel and hospitality, food journalists, homeeconomics teachers, social housing and house managers.

Our aim has been to...kickstart low-energy innovation and commercialisation in the most important consumer companies.We have been successful in...bringing new products and services out and adding value to old ones in most of the organisations wehave engaged with.

some results•Biggest hardware store chain K-Rauta launched a a newservice concept for offering a full-service energy efficiencyhome renovation. (understanding how comfort, ease andsavings can be linked with sustainability and profitablebusiness)•Fastest-growing women´s magazine Olivia increased writingon domestic travel and vegetarian cuisine. (understandingsustainability as helping readers make better choices)•Next generation travel agency Nopsatravels helping peoplefind local luxury. (understanding the unique value andexperiential potential in domestic travel)•Fazer Food Services launched a climate-friendly/seasonallunch option. (branding climate-friendly cuisine as an addedvalue, not as opting out, emphasis on taste)•Food services of the City of Lahti set themselves strict energyconservation targets.

peloton innovation campIn November and December 2011 weorganised 2 two-day startup camps for low-energy business. Over 150 professionalsfrom various sectors worked voluntarily in 16teams to develop better services andproducts.winning concepts- Wasted Space: next generation real estateﬁrm utilising wasted and underused spaces- Weego: car-sharing service- Hyvikki: Rebranding food close to its lastdate of purchase- Powerhouse: app helping energycompanies reduce consumption peaks andconsumers to follow their usage

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

Peloton in English

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