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Demos Helsinki
                  Researcher Tommi Laitio



tommi.laitio@demos.fi
www.demos.fi
Demos Helsinki

                Finland´s only independent think tank.
                Focus: sustainable happiness.
                Non-profit, five years old
                Funded on a project basis by private and public
                 partners.
                10 researchers, no hierarchy, equal salaries.
                All results public, all research questions serve the
                 common good.

tommi.laitio@demos.fi
www.demos.fi
What we´ve done lately.




   Politics of Happiness Manifesto
                                                                        Lifestyle magazine on
                                     Country Brand report for Finland
                                                                        social entrepeneurship


tommi.laitio@demos.fi
www.demos.fi
tommi.laitio@demos.fi
www.demos.fi
[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.
Mistä suomalaisen hiilijalanjälki koostuu?
What
does
the
carbon
footprint
of
a
Finn
consist
of?

            


Housing
              Asuminen



         


Transport
           Liikkuminen



                


Food
                  Ruoka



        Kuluttaminen
      Consump9on

             Vapaa-aika
          




Leisure

        Matkustaminen
      












      












Travel



                                                                               ‹#›
                               Source: Envimat www.ympäristö.fi/syke/envimat
tommi.laitio@demos.fi
www.demos.fi
Decision Tree for Energy Consumption
                                                                     Transport                           Work
                 Housing
                                                      No car                      Commuting
                                                                      Car
                                                                               Hobbies Location         Daily       Personal
                                                                                                                               Innovations
                       Choosing an                                                                                  example
           Use of       apartment
         apartment                                                                    Venues
                                                                      Children
                                                                                             Electricity Waste
                       Size     Location        Day-2-day
 Electricity                                   Architects
       Heating
                    Not                                                Leisure
                  building
              Use of space           Not building
                                                                                              Food      Work communities
                              Building                                    Holidays
           Form                                                      Summer                                                 Purchase
Consumption                                         Lifestyle         house          Trips       Cooking    Ingredients
                                                     media
                                                                                Transport     Restaurant
                                                                              Building                           Availability
                                                                Electricity
                                  Consumption                                            Self
                                                                                                                           Prefererence/
                                                                                                                                Diet
                                       Use         Purchase                             Storage
                Builders
                                                              Customer service                    Lunchcafeterias
                              On/Off         Use        Reuse                                      Lunch cafeterias
                                                                   people
Inspiration: North Karelia
Project
• Lowest socio-economic
  status in Finland
• Situation in 1972:
  Risk blood pressure 26%
  Smoking 52 %
  Energy intake from
  saturated fats 23 %
• CVD mortality per 100
  000 ppl (1969): 700

 tommi.laitio@demos.fi
 www.demos.fi
“A mass epidemic
calls for mass action
and the changing of
lifestyles can only
succeed through
community action.”

   - Pekka Puska,
   Principal Investigator
tommi.laitio@demos.fi
www.demos.fi
Action
• Services and products:
  Hypertension detection
  Low-fat sausages and pastries
  in shops
• Community work:
  Personnel training
  Lay Leaders (800 ppl)
  Cholesterol Lowering
  Competition between villages
• PR and media:
  Fathers´ Day Cards
  Reality TV on worksites
  Quit smoking and Win

tommi.laitio@demos.fi
www.demos.fi
Results (1969-2007)
                                                                Smoking (men)
                                                                Risk blood pressure (men)
      Cardiovascular disease mortality/100K people
                                                                Energy intake from saturated fats (men)

700                                                60


525                                                45


350                                                30


175                                                15


  0                                                  0
   1969
 tommi.laitio@demos.fi                       2005         1972                                   2007
 www.demos.fi
Ingredients to Success
             • Building trust.
             • Making the campaign an issue of local
               pride.
             • Making it easier to act healthier (tools
               and services).
             • Complemented with mass media.
             • Resources for assistance and counselling.


tommi.laitio@demos.fi
www.demos.fi
Some Other Inspiration




tommi.laitio@demos.fi
www.demos.fi
Providing
    Tools


tommi.laitio@demos.fi
www.demos.fi
tommi.laitio@demos.fi
www.demos.fi
New Gatekeepers
• Parents of small children
• Hardware stores
• Lifestyle media
• Food journalists
• Home economics teachers
• Domestic travel
• Personnel restaurants and
  lunch cafeterias
• Grocery stores
• House managers
tommi.laitio@demos.fi
www.demos.fi
Direct Engagement
                               RESHBURGER
                              F




                                Nyt vain yhdellä erolla!
                                   Teemme kaiken käyttämättä lihaa tai maitoa.
                                  Vihreämmät purilaiset löydät ravintoloistamme
                                         kautta maan. Haukkaa kiinni!
                                                                                                                                 ili-
                                                                                                                  en korkeaa hi
                                                                                                   maitotuotteid
                                                                                   Vaikka liha- ja                    aa ei vielä ol
                                                                                                                                     e,

                                   TA!
                                                                                                                 okal
                                                                                                  lttävää pikaru

                         TTA JO KOH
                                                                                   jalanjälkeä vä                           ät energian-
                                                                                                            jotka vähentäv
                       TO
                       niin pian voisi olla. Nyt
                                                 kaivataan ideo
                                                                ita vastaavist
                                                     omalla idealla
                                                                               a tuotteista ja
                                                                    si kilpailuun
                                                                                               palveluista,
                                                                                   osoitteessa w
                                                                                                 ww.peloton.
                                                                                                               me!

                                      ssa. Osallistu
                       kulutusta arje                                                              TU JA VO ITA !
                                                                      IDE AKI LPA ILU   OSA LLIS




tommi.laitio@demos.fi
www.demos.fi
tommi.laitio@demos.fi   Deli specialised in root vegetables
www.demos.fi
tommi.laitio@demos.fi   Life span classification
www.demos.fi
tommi.laitio@demos.fi
                       Experience-driven domestic travel
www.demos.fi
Results


tommi.laitio@demos.fi
www.demos.fi
Some results
           • Fastest growing women´s magazine has quotas
             for air travel and meat (understood that their
             readers want to make responsible choices)
           • Biggest hardware store chain has started
             extensive training around sustainable business.
             (understood the need of a good sales pitch)
           • One of the biggest caterers introduced a climate
             lunch.
           • Food Journalists´ Association created a rulebook
             for sustainable food journalism.
           • Started a massive design project with the biggest
             student housing foundation in Finland (17 000
             residents).
tommi.laitio@demos.fi
www.demos.fi
We´re not
alone in this

tommi.laitio@demos.fi
www.demos.fi
tommi.laitio@demos.fi
www.demos.fi
tommi.laitio@demos.fi
www.demos.fi
tommi.laitio@demos.fi
www.demos.fi
Demos and Peloton

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Demos and Peloton

  • 1. Demos Helsinki Researcher Tommi Laitio tommi.laitio@demos.fi www.demos.fi
  • 2. Demos Helsinki  Finland´s only independent think tank.  Focus: sustainable happiness.  Non-profit, five years old  Funded on a project basis by private and public partners.  10 researchers, no hierarchy, equal salaries.  All results public, all research questions serve the common good. tommi.laitio@demos.fi www.demos.fi
  • 3. What we´ve done lately. Politics of Happiness Manifesto Lifestyle magazine on Country Brand report for Finland social entrepeneurship tommi.laitio@demos.fi www.demos.fi
  • 5. [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.
  • 6.
  • 7. Mistä suomalaisen hiilijalanjälki koostuu? What
does
the
carbon
footprint
of
a
Finn
consist
of? 


Housing Asuminen 


Transport Liikkuminen 


Food Ruoka Kuluttaminen Consump9on Vapaa-aika 




Leisure Matkustaminen 











 












Travel ‹#› Source: Envimat www.ympäristö.fi/syke/envimat
  • 9. Decision Tree for Energy Consumption Transport Work Housing No car Commuting Car Hobbies Location Daily Personal Innovations Choosing an example Use of apartment apartment Venues Children Electricity Waste Size Location Day-2-day Electricity Architects Heating Not Leisure building Use of space Not building Food Work communities Building Holidays Form Summer Purchase Consumption Lifestyle house Trips Cooking Ingredients media Transport Restaurant Building Availability Electricity Consumption Self Prefererence/ Diet Use Purchase Storage Builders Customer service Lunchcafeterias On/Off Use Reuse Lunch cafeterias people
  • 10. Inspiration: North Karelia Project • Lowest socio-economic status in Finland • Situation in 1972: Risk blood pressure 26% Smoking 52 % Energy intake from saturated fats 23 % • CVD mortality per 100 000 ppl (1969): 700 tommi.laitio@demos.fi www.demos.fi
  • 11. “A mass epidemic calls for mass action and the changing of lifestyles can only succeed through community action.” - Pekka Puska, Principal Investigator tommi.laitio@demos.fi www.demos.fi
  • 12. Action • Services and products: Hypertension detection Low-fat sausages and pastries in shops • Community work: Personnel training Lay Leaders (800 ppl) Cholesterol Lowering Competition between villages • PR and media: Fathers´ Day Cards Reality TV on worksites Quit smoking and Win tommi.laitio@demos.fi www.demos.fi
  • 13. Results (1969-2007) Smoking (men) Risk blood pressure (men) Cardiovascular disease mortality/100K people Energy intake from saturated fats (men) 700 60 525 45 350 30 175 15 0 0 1969 tommi.laitio@demos.fi 2005 1972 2007 www.demos.fi
  • 14. Ingredients to Success • Building trust. • Making the campaign an issue of local pride. • Making it easier to act healthier (tools and services). • Complemented with mass media. • Resources for assistance and counselling. tommi.laitio@demos.fi www.demos.fi
  • 16. Providing Tools tommi.laitio@demos.fi www.demos.fi
  • 18. New Gatekeepers • Parents of small children • Hardware stores • Lifestyle media • Food journalists • Home economics teachers • Domestic travel • Personnel restaurants and lunch cafeterias • Grocery stores • House managers tommi.laitio@demos.fi www.demos.fi
  • 19. Direct Engagement RESHBURGER F Nyt vain yhdellä erolla! Teemme kaiken käyttämättä lihaa tai maitoa. Vihreämmät purilaiset löydät ravintoloistamme kautta maan. Haukkaa kiinni! ili- en korkeaa hi maitotuotteid Vaikka liha- ja aa ei vielä ol e, TA! okal lttävää pikaru TTA JO KOH jalanjälkeä vä ät energian- jotka vähentäv TO niin pian voisi olla. Nyt kaivataan ideo ita vastaavist omalla idealla a tuotteista ja si kilpailuun palveluista, osoitteessa w ww.peloton. me! ssa. Osallistu kulutusta arje TU JA VO ITA ! IDE AKI LPA ILU OSA LLIS tommi.laitio@demos.fi www.demos.fi
  • 20. tommi.laitio@demos.fi Deli specialised in root vegetables www.demos.fi
  • 21. tommi.laitio@demos.fi Life span classification www.demos.fi
  • 22. tommi.laitio@demos.fi Experience-driven domestic travel www.demos.fi
  • 24. Some results • Fastest growing women´s magazine has quotas for air travel and meat (understood that their readers want to make responsible choices) • Biggest hardware store chain has started extensive training around sustainable business. (understood the need of a good sales pitch) • One of the biggest caterers introduced a climate lunch. • Food Journalists´ Association created a rulebook for sustainable food journalism. • Started a massive design project with the biggest student housing foundation in Finland (17 000 residents). tommi.laitio@demos.fi www.demos.fi
  • 25. We´re not alone in this tommi.laitio@demos.fi www.demos.fi
  • 28.