Consumer meets the Circular Economy

1. #consumercleantech #smartups #behaviourchange Roope Mokka Founder Demos Helsinki Incorporating to changing lifestyles and uses to circular economy. A framework Changing Lifestyles

2. From efﬁciency to value. INCORPORATING USER INTO CIRCULAR ECONOMY Strategic Niche Management

3. Demos Helsinki is the Nordic think tank

4. 2008 2009 2010 2011 2012 2013 2013 2014 Innovation Workshops with gatekeeper corporations Nordic Smart City accelerators Smart resource utilisation consulting for companies Innovation Camps with Startups OUR WORK Research Innovation

5. Digitalisation making urban lifestyles more sustainable Mobility-as- service, E-bikes as a case. Consumer markets for cleantech Internet of things, sensor revolution and big data as ways to decouple wellbeing from resource consumption. 2015

6. Meet the user. A Human.

7. Humans are the source of ALL economic value.

8. WHAT WILL DRIVE THE CHANGE IN OUR LIFESTYLES IN THE UPCOMING DECADE?

9. USER-FOCUS RESOURCE SCARCITY DIGITALISATION

10. Google to Buy Nest Labs for $3.2 Billion Internet Company Extends Reach Into Home with Buy of Thermostat, Smoke Detector Maker Opower Shares Soar in IPO BlaBlaCar Raises A Massive $100 Million Round To Create A Global Long Distance Ride-Sharing Network Facebook Buys Oculus Rift For $2 Billion

11. CIRCULAR ECONOMY “A circular economy is one that is restorative and regenerative by design, and which aims to keep products, components and materials at their highest utility and value at all times, distinguishing between technical and biological cycles.” Ellen McArthur Foundation

12. CIRCULAR ECONOMY FOR CONSUMERS “A circular economy for users is one that is restorative and regenerative by design, and which aims to maximise the utility and value of products and services at all times, creating new service platforms for collaboration, use and experience.

13. ServiceProduct Production Consumption Technology Experience Where’s Circular Economy going? Corporations Startups Sustainability Disruption

14. BOTTOM LINE: What changes the most?

15. ENERGY CONSUMPTION PER HOUSEHOLD 30% 30% housing = 70% food+25% 15% mobility+

16. MONTHLY HOUSEHOLD EXPENDITURE 329 251 Telecommunication is used as a reference point. 49 200€ 400€ 600€ 800€ 30% 678 25% 15% = 1260€ 678 € 329 €+ 251 €+

17. MOST NATURAL RESOURCES MOST CAPITAL MOST CONSUMER SPEND + BAD USER EXPERIENCE UNDERDEVELOPED SERVICES HOMES, TRANSPORTATION AND FOOD

18. SHARI NG OPTIM ISATION IMMATERI ALISATION CIRCULAR ECONOMY THE FRAMEWORK FOR CONSUMER DRIVEN CIRCULAR ECONOMY Increasing the utilization rate of physical resources by sharing. Optimizing the use of physical inputs through the use of smart home, metering and gamification applications. Upcycling and refurbishment in the core: Increasing the value of physical assets by implementing energy efficiency solutions for homes as well as various other circular economy applications. Smart substitution to replace resource-intensive practices, via virtual reality and behaviour change.

19. RE SOURCEEFFICIENCYMOD ELS COMPANIE S COMPAN IES COMPA NIESSOM PANIES FEATURES IN COMPANIES’ BUSINESS MODELS

20. SHARI NG OPTIM I SATION IMM ATERI A LISATIONCIRCULAR ECO NOMY FromFinland: Sharetribe,KuinOma,Weegos,GreenRiders,Ants,Hukkatila Aiyanyu,AirBnB,BlaBlaCar,Nimber,Lyft,Xiaozhu,Verybite AskForTask,Hoffice,Huolala,LanXiNiu,Yongche,BoxatWork BiTeBi Wifi, Argos, Swap, esolidar, Bettervest, Jaano, eMio,Wundercar Floatility, Parking PandaBig companies: Hyatt Hotels / OneFineStay, Daimler / Car2Go Citi Group / Nyc Bike sharing Barclays / Santander Cycles Cemex / Patrimonio Hoy, Peugeot / Mu Mobility Askareet,Yhteismaa,Venuu,PiggyBaggy,KortteliAuto Collaplan,CityCarClub,Kyyti,Kliffa,LocalCommunityCatalyser Aroundtheworld: PommePomme,Homeaway,Tujia,Uber,RelayRides,Campanda,Coffice Ford2Go, Avis / Zipcar, W Hotels / DesksNearMe Zaarly,Taskrabbit,Shangdongprovince/EVcompany,Airtasker upcycling of vehicles remodeling digitalservice innovation p2pmarketplaceplatforms ridesharing-hitchhiking carsharingsocial cookingco-creation platform homeautomation energy management smart vehicles need based optimisation allinoneapplication turnkey solutions crowdfunding substitution of ingredients product innovation energysourcesubstitution replacementofanimalproteinsources smart routing replacement of ownership needs turnkeysolutions digitalserviceplatform smartmetering upcycling of vehicles tuning From Finland Purjebägit, GlobeHope, Pure Waste Textiles Electric hill assistant unitIkeaSecondhandCampaign Around the world: KutsuPlus,MobiGoPilot,CleanWaterMapping,AsmoCharger FromFinland: Enevo,Loadbro,Anton&Anton,Fresgo,Blokfood OptiWatti,Naturvention,Salusfin,EnergyUp,ThereCorporation BikeCitizens, Ferroamp, Greenpocket, Mapdwell, Wattime, Open Utility Around the world Kuaidadi, Capacity Energy Storage, Ethera, Ice Gateway, CoolingInno Swarco, Agrilution, Changhong, Growen Kauppahalli24, Finsect, Ambronite, OatKitchen, Digital Foodie, Repack, Tuup From Finland:OurNeighbourhood, Cubicasa, Masar, Solnet, Savo Solar, Virtuaaliassistentti WalkIt,WeShareSolar, CrowdPowerPlant, GreenGoEnergy,WashIt Around the world eeMobility,Fortum,Eneron,Ensto,Gasum,IkeaSolar,Caverion,Fira GreenEnergetic, SunRun, Qixxit, Xylophane, Bitty, Beyond Meat NesteOils,BillGates/HamptonCreekBigcompanies ST1,Gaia,Alibaba/Alipay Big companies: IoTsens, BaseN, RYM Oy, Oras,RettigICC,SRV,TermopanelsOy,Valtavalo,VantaanEnergia Bonsum,OculusRift,Solarkiosk,GoWorkaBit Headsted, YOU, Meedoc, Emotion Tracker, Catalyze Impact, Microtask Granlund,Greenluxt,Helen,Hydrocell,Motiva,OilonHaltonGroup BrightProducts,MyForest,NuSpaarpas,Moves,Enerbee,500more Fourdeg, Ouman, One1, Enefix, Suomen bioauto Etsy,RainforestConnection,RVS IkeaSecondhandCampaign Pantaluren,Bundles,Fairphone,LyfShoes,Lassila&TikanojaHeliix, Yetu, Ferroamp, Thermondo Solvatten, LifeStraw, Biobean, NaNomaji Bigcompanies: Patagonia&Ebay,GoogleProjectAra,Ecomation nvorGroupOy,GreenSound,KuusankoskiRecycling Xiaojukeji, Watty, Opower, Viva, 720, 2andgo

21. OPTIM I SATION homeautomation energy management smart vehicles need based optimisation smart routing turnkeysolutions KutsuPlus,MobiGoPilot,CleanWaterMapping,AsmoCharger FromFinland: Enevo,Loadbro,Anton&Anton,Fresgo,Blokfood OptiWatti,Naturvention,Salusﬁn,EnergyUp,ThereCorporation BikeCitizens, Ferroamp, Greenpocket, Mapdwell, Wattime, Open Utility Around the world Kuaidadi, Capacity Energy Storage, Ethera, Ice Gateway, CoolingInno Swarco, Agrilution, Changhong, Growen Big companies: IoTsens, BaseN, RYM Oy, Xiaojukeji, Watty, Opower, Viva, 720, 2andgo NAME: Xiaojukeji FIELD: mobility KEY FEATURES IN BIZ MODEL: Smart routing and need based optimization FROM: China WHAT do they do: P2P hitchhiking service and P2P & B2B car rentals

22. NAME: There FIELD: housing KEY FEATURES IN BIZ MODEL: Turnkey solutions, home automation, energy management FROM: Finland WHAT do they do: Smart energy control systems that are adapted to existing systems to achieve better energy management and price optimisation. OPTIM I SATION homeautomation energy m anagem ent smart vehicles need based optimisation smart routing turnkeysolutions KutsuPlus,MobiGoPilot,CleanWaterMapping,AsmoCharger FromFinland: Enevo,Loadbro,Anton&Anton,Fresgo,Blokfood OptiWatti,Naturvention,Salusﬁn,EnergyUp,ThereCorporation BikeCitizens, Ferroamp, Greenpocket, Mapdwell, Wattime, Open Utility Around the world Kuaidadi, Capacity Energy Storage, Ethera, Ice Gateway, CoolingInno Swarco, Agrilution, Changhong, Growen Big companies: IoTsens, BaseN, RYM Oy, Xiaojukeji, Watty, Opower, Viva, 720, 2andgo

23. IMM ATERI A LISATION all in one application turnkeysolutions productinnovation replacem entofownership needs energy source substitution replacement of animal protein sources substitutionofingredients Kauppahalli24,Finsect,Ambronite,Oatkitchen,DigitalFoodie,Repack,Tuup FromFinland:OurNeighbourhood,Cubicasa,Masar,Solnet,SavoSolar,Virtuaaliassistentti WalkIt,WeShareSolar,CrowdPowerPlant,GreenGoEnergy,WashIt Aroundtheworld eeMobility, Fortum, Eneron, Ensto, Gasum, Ikea Solar, Caverion, Fira GreenEnergetic,SunRun,Qixxit,Xylophane,Bitty,BeyondMeat Neste Oils, Bill Gates / Hampton CreekBig companies ST1, Gaia, Alibaba / Alipay Oras, Rettig ICC, SRV, Termopanels Oy,Valtavalo,Vantaan Energia Bonsum, Oculus Rift, Solarkiosk, GoWorkaBit Headsted,YOU,Meedoc,EmotionTracker,CatalyzeImpact,Microtask Granlund, Greenluxt, Helen, Hydrocell, Motiva, OilonHalton Group Bright Products, MyForest, NuSpaarpas, Moves, Enerbee, 500more NAME: Tuup FIELD: mobility KEY FEATURES IN BIZ MODEL: replacement of ownership needs, all in one application FROM: Finland WHAT do they do: Gathers all services for mobility under one platform, all in one solution for mobility

24. IMM ATERI A LISATION all in one application turnkeysolutions productinnovation replacementofownershipneeds energy source substitution replacement of animal protein sources substitutionofingredients Kauppahalli24,Finsect,Ambronite,OatKitchen,DigitalFoodie,Repack,Tuup FromFinland:OurNeighbourhood,Cubicasa,Masar,Solnet,SavoSolar,Virtuaaliassistentti WalkIt,WeShareSolar,CrowdPowerPlant,GreenGoEnergy,WashIt Aroundtheworld eeMobility, Fortum, Eneron, Ensto, Gasum, Ikea Solar, Caverion, Fira GreenEnergetic,SunRun,Qixxit,Xylophane,Bitty,BeyondMeat Neste Oils, Bill Gates / Hampton CreekBig companies ST1, Gaia, Alibaba / Alipay Oras, Rettig ICC, SRV, Termopanels Oy,Valtavalo,Vantaan Energia Bonsum, Oculus Rift, Solarkiosk, GoWorkaBit Headsted,YOU,Meedoc,EmotionTracker,CatalyzeImpact,Microtask Granlund, Greenluxt, Helen, Hydrocell, Motiva, OilonHalton Group Bright Products, MyForest, NuSpaarpas, Moves, Enerbee, 500more NAME: Oatkitchen FIELD: food RESOURCE EFFICIENCY MODEL(S): smart substitution and dematerialisation, optimisation FROM: Finland WHAT do they do: Substitution of animal proteins for vegetable sources by creating new, delicious foods and ingredients based on vegetable proteins. OATKITCHEN

25. SHARI NG FromFinland: Sharetribe,KuinOma,Weegos,GreenRiders,Ants,Hukkatila Aiyanyu,AirBnB,BlaBlaCar,Nimber,Lyft,Xiaozhu,Verybite AskForTask,Hoffice,Huolala,LanXiNiu,Yongche,BoxatWork BiTeBi Wiﬁ, Argos, Swap, esolidar, Bettervest, Jaano, eMio,Wundercar Floatility, Parking PandaBig companies: Hyatt Hotels / OneFineStay, Daimler / Car2Go Citi Group / Nyc Bike sharing Barclays / Santander Cycles Cemex / Patrimonio Hoy, Peugeot / Mu Mobility Askareet,Yhteismaa,Venuu,PiggyBaggy,KortteliAuto Collaplan,CityCarClub,Kyyti,Kliffa,LocalCommunityCatalyser Aroundtheworld: PommePomme,Homeaway,Tujia,Uber,RelayRides,Campanda,Coffice Ford2Go, Avis / Zipcar, W Hotels / DesksNearMe Zaarly,Taskrabbit,Shangdongprovince/EVcompany,Airtasker digitalservice innovation p2pmarketplaceplatforms ridesharing-hitchhiking carsharingsocial cookingco-creation platform crowdfunding NAME: Verybite FIELD: Food KEY FEATURES IN BIZ MODEL: Social cooking, P2P marketplace platform, crowdfunding FROM: China WHAT do they do: P2P marketplace for homemade food and delivery service VERYBITE

26. SHARI NG FromFinland: Sharetribe,KuinOma,Weegos,GreenRiders,Ants,Hukkatila Aiyanyu,AirBnB,BlaBlaCar,Nimber,Lyft,Xiaozhu,Verybite AskForTask,Hoffice,Huolala,LanXiNiu,Yongche,BoxatWork BiTeBi Wifi, Argos, Swap, esolidar, Bettervest, Jaano, eMio,Wundercar Floatility, Parking PandaBig companies: Hyatt Hotels / OneFineStay, Daimler / Car2Go Citi Group / Nyc Bike sharing Barclays / Santander Cycles Cemex / Patrimonio Hoy, Peugeot / Mu Mobility Askareet,Yhteismaa,Venuu,PiggyBaggy,KortteliAuto Collaplan,CityCarClub,Kyyti,Kliffa,LocalCommunityCatalyser Aroundtheworld: PommePomme,Homeaway,Tujia,Uber,RelayRides,Campanda,Coffice Ford2Go, Avis / Zipcar, W Hotels / DesksNearMe Zaarly,Taskrabbit,Shangdongprovince/EVcompany,Airtasker digitalservice innovation p2pmarketplaceplatforms ridesharing-hitchhiking carsharingsocial cookingco-creation platformcrowdfunding NAME: Bettervest FIELD: Housing KEY FEATURES IN BIZ MODEL: Crowdfunding, co-creation platform FROM: Germany WHAT do they do: Crowdfunding platform that makes it possible for anyone to invest in energy efficiency projects and benefit from the savings.

27. CIRCULAR ECO NOMY recycling rem odeling Bio digital service platform smart metering upcyclingofvehicles tuning FromFinland Purjebägit,GlobeHope,PureWasteTextiles Electrichillassistantunit Ikea Secondhand Campaign Aroundtheworld: Fourdeg,Ouman,One1,Eneﬁx,Suomenbioauto Etsy, Rainforest Connection, RVS Ikea Secondhand Campaign Pantaluren, Bundles, Fairphone, Lyf Shoes, Lassila & Tikanoja Heliix,Yetu,Ferroamp,Thermondo Solvatten,LifeStraw,Biobean,NaNomaji Big companies: Patagonia & Ebay, Google Project Ara, Ecomation Envor Group Oy, GreenSound, Kuusankoski Recycling NAME: Suomen Bioauto FIELD: Mobility KEY FEATURES IN BIZ MODEL: Upcycling of vehicles, tuning. FROM: Finland WHAT do they do: consulting, assisting consumers and spreading information on how to change bikes to electric bikes and cars to biocars.

28. CIRCULAR ECO NOMY recycling rem odeling Bio digital service platform smart metering upcyclingofvehicles tuning FromFinland Purjebägit,GlobeHope,PureWasteTextiles Electrichillassistantunit Ikea Secondhand Campaign Aroundtheworld: Fourdeg,Ouman,One1,Eneﬁx,Suomenbioauto Etsy, Rainforest Connection, RVS Ikea Secondhand Campaign Pantaluren, Bundles, Fairphone, Lyf Shoes, Lassila & Tikanoja Heliix,Yetu,Ferroamp,Thermondo Solvatten,LifeStraw,Biobean,NaNomaji Big companies: Patagonia & Ebay, Google Project Ara, Ecomation Envor Group Oy, GreenSound, Kuusankoski Recycling NAME: Bleeve FIELD: House refurbishment and renewable micro generation KEY FEATURES IN BIZ MODEL: Installations, audits, crowfunding. FROM: Neatherlands WHAT do they do: offer a platform for installers and user communities

29. 89% is not a rebound. Its a miracle.

30. FOOD CARS HOMES ENERGY INTERNET

31. §

32. Food

33. THE RECIPE FOR SUCCESS IN THE DIGITAL ERA LIGHT ASSETS USABILITY RESOURCE SMARTNESS

34. Next phase of digitalisation is Internet of (NO) Things

35. How can sensor- revolution help in decoupling social progress from natural resource consumption. Internet of NO things: www.nakedapproach.demoshelsinki.ﬁ

36. To recap…

37. 1. Look for smartups and disruptions 2. Focus on: smart buildings and smart mobility 3. Use cities as a platform for innovation 4. Experiment and scale. 5. Everything as a service (Xaas) 5 recommendations for incorporating behaviour change to circular economy

38. We are interested in joining research consortiums on following topics: #circular economy # smart cities #energy and behaviour #ICT We are specialised in #foresight #co- creation #start-ups #resourcesmartservices #mobility   Leave me your card to get the forthcoming reports Roope Mokka, Demos Helsinki roope.mokka@demoshelsinki.fi, +358 440400413, @mokka www.demoshelsinki.fi

Consumer meets the Circular Economy

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