There is no green market
without gatekeepers
Tuuli Kaskinen, Tommi Laitio, Outi Kuittinen,, Roope Mokka, Aleksi Neuvonen
D...
we have
three
challenges
climate change
1993 2012 20311974 2050
?
?
?
?
?
?
??
?
?
?
?
?
?
?
?
??
?
?
?
??
peak oil
energy safety
http://www.youtube.com/watch?
v=q9ecxtr_8b4&feature=related
Talk to one next to you:
how would your service
suit to websters?
let’s start
from the
emissions and
energy
consumption
Consumer based emissions in Finland
Source: Suomen ympäristökeskus, Ari Nissinen, 2009
Lähde: Envimat -projekti
Decision Tree of Energy Consumption
Big
important
decisions
Frequent
decisions
Secondary
decisions
Small
decisions
Decision Tree of Energy Consumption
Gatekeepers
Real estate
agencies
Energy
companies
Construction
industry
House
managers
Housing
companies
Construction
supervisors
Loca...
it’s not a
completely new
idea...
north karelia project
Community work
Lay Leaders
Local Leaders
Health awareness
Light products
Testing
Village Challenges
...
... but should be
implemented in the
field of energy and
climate.
how does it
work in
practice?
peloton
gatekeepers
2009–2012
Grocery stores
Transport professionals
Communications agencies
Regional decision-makers
Real...
results in corporations
Rautakesko´s Energy Master service
Olivia Magazine´s what is big -project
Fazer´s climate lunch an...
results in startup scene and SMEs
is it
business?
eco-
efficiency
eco-
niche
limited profit or
cost saving
unlimited
profit
affects
customers
behavior
inside the
company
st...
findings in a
nuthell
80-90 %finns think that climate.
change is a fact.
75-85 %consider it a serious threat.
70-80 % are ready to take action.
...
1. Data on consumer behavior and energy is huge source
of new business opportunities in green economy.
2. Green economy is...
questions?
Demos Helsinki
http://demos.fi/english
http://www.peloton.me/in-english/
Tuuli Kaskinen
tuuli.kaskinen@demos.fi
EXTRAS
Climate
Challenge
Low-Carbon
Society
emission limits, price for carbon, subsidies,...
participation, social innovations, l...
who are in the peloton
of climate and energy
challenge?
gatekeepers
at the point of the delivery
There is no green market without gatekeepers
There is no green market without gatekeepers
There is no green market without gatekeepers
There is no green market without gatekeepers
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There is no green market without gatekeepers

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Presentation of Tuuli Kaskinen in The Nordic Green Building Councils Conference in Oslo in February 2012.

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There is no green market without gatekeepers

  1. 1. There is no green market without gatekeepers Tuuli Kaskinen, Tommi Laitio, Outi Kuittinen,, Roope Mokka, Aleksi Neuvonen Demos Helsinki, Finland 9 February 2012
  2. 2. we have three challenges
  3. 3. climate change
  4. 4. 1993 2012 20311974 2050 ? ? ? ? ? ? ?? ? ? ? ? ? ? ? ? ?? ? ? ? ?? peak oil
  5. 5. energy safety
  6. 6. http://www.youtube.com/watch? v=q9ecxtr_8b4&feature=related
  7. 7. Talk to one next to you: how would your service suit to websters?
  8. 8. let’s start from the emissions and energy consumption
  9. 9. Consumer based emissions in Finland Source: Suomen ympäristökeskus, Ari Nissinen, 2009 Lähde: Envimat -projekti
  10. 10. Decision Tree of Energy Consumption
  11. 11. Big important decisions Frequent decisions Secondary decisions Small decisions
  12. 12. Decision Tree of Energy Consumption Gatekeepers
  13. 13. Real estate agencies Energy companies Construction industry House managers Housing companies Construction supervisors Local tourism services Car sales Supermarkets Food industry Home appliances sales people Farmers Schools Decision Tree of Energy Consumption Gatekeepers
  14. 14. it’s not a completely new idea...
  15. 15. north karelia project Community work Lay Leaders Local Leaders Health awareness Light products Testing Village Challenges Health advice Fathers´Day Cards TV Programmes Education Research Source: www.thl.fi
  16. 16. ... but should be implemented in the field of energy and climate.
  17. 17. how does it work in practice?
  18. 18. peloton gatekeepers 2009–2012 Grocery stores Transport professionals Communications agencies Regional decision-makers Real estate managers Rental housing companies Domestic travel providers Food journalists Home economics teachers Lunch restaurant professionals Office canteen workers Hardware store professionals Lifestyle media editors Women´s magazine editors HR Professionals
  19. 19. results in corporations Rautakesko´s Energy Master service Olivia Magazine´s what is big -project Fazer´s climate lunch and new recipes
  20. 20. results in startup scene and SMEs
  21. 21. is it business?
  22. 22. eco- efficiency eco- niche limited profit or cost saving unlimited profit affects customers behavior inside the company strategy
  23. 23. findings in a nuthell
  24. 24. 80-90 %finns think that climate. change is a fact. 75-85 %consider it a serious threat. 70-80 % are ready to take action. values and attitudes are quite ok. new products and services at the point of delivery are needed.
  25. 25. 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.
  26. 26. questions? Demos Helsinki http://demos.fi/english http://www.peloton.me/in-english/ Tuuli Kaskinen tuuli.kaskinen@demos.fi
  27. 27. EXTRAS
  28. 28. Climate Challenge Low-Carbon Society emission limits, price for carbon, subsidies,... participation, social innovations, lifestyle changes,... (INTER)NATIONAL POLITICS PEER GROUPS, COMPANIES,CITIES acceptance for new regulation low-carbon challenge
  29. 29. who are in the peloton of climate and energy challenge? gatekeepers at the point of the delivery

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