Demos Helsinki and Peloton in English 080610

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A presentation on Demos Helsinki think tank and Peloton project for journalists participating Millenium Technology Week

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Demos Helsinki and Peloton in English 080610

  1. 1. Demos Helsinki Self-made futures 8 June 2010 Outi Kuittinen Demos Helsinki www.demos.fi/english
  2. 2. Demos Helsinki Future-oriented, people-centric think tank studying systemic change and interpreting it into everyday life Founded in 2005 by Aleksi Neuvonen and Roope Mokka because something was missing, academic research and journalism were not in enough Politically independent, project-funded Legal form is NGO 8 reasearchers We work with companies, NGOs and Finnish ministries, the parliament, municipalities and other organisations of the public sector that are willing to widen their perspective and renew themselves.
  3. 3. = FUTURE CO2
  4. 4. 1. The future is low carbon 2. The primary goal of a (low carbon) society is happiness 3. A happy society is co-created; actively made by us all
  5. 5. Manifesto for Politics of Happiness (2009, WWF, available in English) Onnellisuuspoliittinen manifesti Well-being
  6. 6. The Voice of the Individual – Welfare State in the Age of the Communities (2006, Sitra, summary in English) Democracy and Participation
  7. 7. City 2.0 – Towards a Social Silicon Valley (Greater Helsinki Vision 2050 contest, 2007, in English) Future cities
  8. 8. Peloton (2009-2011, Sitra and Finnish companies, article in English) Low-carbon society
  9. 9. It is not about technology It is not about politics It is about how we conceive and produce technology and politics
  10. 10. How we concieve
  11. 11. How we concieve Future orientation
  12. 12. How we concieve Backcasting Future orientation
  13. 13. How we concieve Backcasting 2050 2040 2030 2020 2010 CO2 -90% CO2 -30% Future orientation
  14. 14. How we concieve People orientation
  15. 15. 50-70's I need welfare state 80-90's I want consumer society 2000's I can knowledge-based society 2010's We can peer-to-peer society People orientation
  16. 16. No! Do you know what We have to put followed when they restrictions and started restricting things regulations on in Soviet union, consumption Germany, North Korea and Burma? People? 15
  17. 17. Needed Empowered people
  18. 18. Institutions?
  19. 19. Needed Empowering institutions
  20. 20. Needed Structures for we can Structures for co-creation
  21. 21. EXPERIMENT with employees and their companies
  22. 22. Towards a new, energy-efficient economy
  23. 23. [Peloton] ‣ The main group in a road cycle race. Riders ride close to each other in order to save energy. The reduction can be as much as 40 % ‣ Peloton in Finnish means ‘fearless’
  24. 24. 2010 climate challenge Pragmatist’s perspective: How to reach low carbon society
  25. 25. emission limits, price for carbon, funding... 2010 low carbon climate challenge society Pragmatist’s perspective: How to reach low carbon society
  26. 26. emission limits, price for carbon, funding... 2010 low carbon climate challenge society participation, social innovations, changes in lifestyle Pragmatist’s perspective: How to reach low carbon society
  27. 27. emission limits, price for carbon, funding... 2010 low carbon climate challenge society regulation accepted by citizens participation, social innovations, changes in lifestyle Pragmatist’s perspective: How to reach low carbon society
  28. 28. emission limits, price for carbon, funding... 2010 low carbon climate challenge society regulation accepted by citizens participation, social innovations, changes in lifestyle ES, S LITI ACE IPA P L NIC R K Pragmatist’s perspective: MU , WO How to reach low carbon society EO P LE
  29. 29. AL ION AT S R N IT I C TE OL IN P emission limits, price for carbon, funding... 2010 low carbon climate challenge society regulation accepted by citizens participation, social innovations, changes in lifestyle ES, S LITI ACE IPA P L NIC R K Pragmatist’s perspective: MU , WO How to reach low carbon society EO P LE
  30. 30. 90 % of Finns think that climate change is a fact 85 % consider it a serious threat 80 % are ready to take personal action Source: e2, Onpa ilmoja pidellyt
  31. 31. Other 33 % ?? ? Industry ? ? ? ? 51 % ? Traffic 16 %
  32. 32. Human perspective: Where do emissions come from?
  33. 33. Still, changing people's behaviour and reducing energy consumption has proved to be more difficult than the surveys on attitudes or technical possibilities would imply.
  34. 34. Lets see how this was done in health: Well-known Finnish intervention success story has been the improvement of national health (especially cardiovascular diseases). The North Karelia Project is its prime case.
  35. 35. The North Karelia Project in the 70‘s Not only better health care services or visible campaigns but also engaging communities at the point of delivery: ‣ nurses at precautionary health care ‣ cafeterias in schools and work places ‣ food industry ‣ local NGOs ‣ peer opinion leaders of local communities
  36. 36. in the 21st century
  37. 37. in the 21st century Now let’s do that in energy.
  38. 38. Human perspective: Which decisions are important? Consumer based emissions in Finland Source: Syke/envimat Ari Nissinen, 2009
  39. 39. Human perspective: Which decisions are important? Consumer based emissions in Finland Source: Syke/envimat Ari Nissinen, 2009
  40. 40. Human perspective: Which decisions are important?
  41. 41. Human perspective: Which decisions are important?
  42. 42. Human perspective: Who can affect important decisions?
  43. 43. Human perspective: Who can affect important decisions?
  44. 44. Gatekeepers are not only top-down decision makers but also people at everyday communication situations. They offer information on new alternatives and persuasive arguments during the decision making process.
  45. 45. Gatekeepers of behaviour change, examples: Customer Service Assistants relevant Lunch cafeteria Staff professionals Managers of Everyday mediators of public and peer opinion Lifestyle Media Work Communities both
  46. 46. peer development ‣ intensive, 2 day workshops for each sector ‣ competitors around the same table ‣ insight into one’s role in solving the energy and climate question
  47. 47. peer development ‣ From understanding to action: tens of ideas on products and services ‣ From ideas to plans
  48. 48. results 2009 Fazer Food Services: ‣ Climate lunch in restaurants in autumn 2010 ‣ B-to-B marketing Lahden Ateria, public catering service in Lahti: ‣ Carbon reduction target -10% ‣ Foothold in Lahti Green City initiative
  49. 49. results 2009 Rautakesko, hardware store company: ‣ Wider selection of energy efficient products ‣ New service in development MLL, Mannerheim League for Child welfare: ‣ new national peer group morel and material
  50. 50. Peloton idea ‣ Open idea contest for the public ‣ Over 200 ideas ‣ From techy gadgets to comprehensive services
  51. 51. peloton 2010-2011 ‣ Banks, insurance companies, travel services, domestic science teachers, food journalists, company communications, HR, urban planning, home builders, house managers, housing services ‣ Research on gatekeepers and the benefits, possibilities and hinders of the model ‣ 2 Low Carbon Innovation camps inspired by Social Innovation Camp concept
  52. 52. MOre info on peloton Outi Kuittinen, Demos Helsinki, +358 50 326 5582, outi.kuittinen@demos.fi Vesa-Matti Lahti, Sitra, +358 9 6189 9446, vesa-matti.lahti@sitra.fi www.peloton.me www.demos.fi

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