There is no green market without gatekeepers

There is no green market without gatekeepersTuuli Kaskinen, Tommi Laitio, Outi Kuittinen,, Roope Mokka, Aleksi NeuvonenDemos Helsinki, Finland9 February 2012

we havethreechallenges

climate change

peak oil ?? ? ? ?? ? ? ?? ?? ? ? ? ? ? ? ? ??? ?1974 1993 2012 2031 2050

energy safety

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

Talk to one next to you:how would your servicesuit to websters?

let’s start from theemissions and energyconsumption

Consumer based emissions in Finland Lähde: Envimat -projekti Source: Suomen ympäristökeskus, Ari Nissinen, 2009

Decision Tree of Energy Consumption

Bigimportant Frequent decisions decisionsSecondary Smalldecisions decisions

Decision Tree of Energy Consumption Gatekeepers

Decision Tree of Energy Consumption GatekeepersReal estateagencies Car sales Local tourism services Schools Construction supervisors FarmersEnergycompanies House managers Supermarkets Construction industry Food industry Housing Home appliances companies sales people

it’s not acompletely newidea...

north karelia projectCommunity workLay LeadersLocal LeadersHealth awarenessLight productsTestingVillage ChallengesHealth adviceFathers´Day CardsTV ProgrammesEducationResearch Source: www.thl.ﬁ

... but should beimplemented in thefield of energy andclimate.

how does it work in practice?

pelotongatekeepers2009–2012Grocery storesTransport professionals Home economics teachersCommunications agencies Lunch restaurant professionalsRegional decision-makers Oﬃce canteen workersReal estate managers Hardware store professionalsRental housing companies Lifestyle media editorsDomestic travel providers Women´s magazine editorsFood journalists HR Professionals

results in corporations Rautakesko´s Energy Master service Olivia Magazine´s what is big -project Fazer´s climate lunch and new recipes

results in startup scene and SMEs

is itbusiness?

unlimited profit strategyinside the affectscompany customers behavior eco- eco- efficiency niche limited profit or cost saving

findings in a nuthell

valu es a nd athat climate.80-90 e finns think tt ar% prod quit itudchange is a fact. ucts e ok es . new a% anit a serious threat.75-85t tconsider d serv deli he p ices very oint are70-80 % are ready to take of action. need ed.

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

low-carbon challenge ONAL NATI(IN TER) POL ITICS emission limits, price for carbon, subsidies,... Climate acceptance for Low-Carbon new regulation Challenge Society participation, social innovations, lifestyle changes,... PEER GRO COM UPS, PANI CITIE ES, S

who are in the pelotonof climate and energy challenge?gatekeepersat the point of the delivery

There is no green market without gatekeepers

by Demos Helsinki on Feb 09, 2012

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