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Demos Helsinki introduction to the Korean delegation



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Demos Helsinki introduction to the Korean delegation

  1. 1. Demos Helsinki Future-oriented, people-centric think tank studying megatrends and systemic change and transforming it into action of people, organisations and groups. Our views, reports and experimentations are based on applied and applicable research, future studies and co-creation. We work with companies, start ups, ministries, the parliament, municipalities and other actors of the public sector as well as NGOs that are willing to look for new perspectives and renew themselves. Founded in 2005 by enthusiastic people. Politically independent, project-funded, legal form is NGO.
  2. 2. City 2.0 – Towards a Social Silicon Valley (2007, Greater Helsinki Vision 2050 contest, 2nd price) Politics of Happiness – A Manifesto (2009, WWF) Our publications are downloadable at /in-english/ Well-being of the Metropolis (2010, University of Jyväskylä, City of Espoo) Mission for Finland (country brand for Finland, Ministry of Foreign Affairs 2011)
  3. 3. “The role of a think tank is to valuate the future.” Mokka & Neuvonen (2011)
  4. 4. think tanks • • • • • a group of people who apply research strive to influence decision making independent of institutions usually non-profit driven by an ideology, belief or a perception of human beings or society
  5. 5. three types of think tanks 1. Politically affiliated think tanks Fabian Society (UK), E2 (FIN) renew political ideology, support political decision making Emphasises the importance of representative democracy and political parties 2. Thematic think tanks Institute of Foreign Policy (FIN), World Watch Institute, OECD, EVA (FIN) gather and value information and data, enhance understanding of a theme Emphasises expert knowledge and insight, make research applicable 3. Ecosystems for new ideas, “think and do tanks” Demos Helsinki (FIN), Young Foundation (UK) experiment new solutions, establish new institutions, financing schemes Emphasises competing ways of working and the need for new institutions (Mokka & Neuvonen 2011)
  6. 6. flickr/redcountess (cc) Why think tanks are emerging? • disparity between people´s desire and possibility for making a difference in politics • rising freedom, education, consumerism (self-expression) • technological development • western identity project
  7. 7. think tanks in finland 1967: Sitra 1961: Institute of Foreign Policy 1974: EVA 2003: government support for partyaffiliated think tanks Demos Helsinki Magma Laitos OK Do Tänk Commons Avanto
  8. 8. Demos helsinki • Wiki-democracy: politics where people together create solutions and not only select their leaders (demos) • Future orientated research and action • Key areas: Resource-smart economy & sustainable lifestyles and Democracy & Capacities of 21st Century • 8 researchers • Democratic organisational culture
  9. 9. DEMOS HELSINKI APPROACH TO democracy 2.0 and the role of groups
  10. 10. we need to rethink co2 emissions cut by 80 % by 2050 (from level in 1990). finns have more free time and more education than ever. in 2030, population grows mainly in big urban regions. Population change 2003–2030
  11. 11. country brand of finland: finland has enormous potential to solve wicked problems on a global scale.
  12. 12. freedom and democracy are active states. freedom to IN ADDITION TO freedom from “Political questions are far too serious to be left to politicians.” (arendt)
  13. 13. society of competent and skillful groups
  14. 14. groups define what is considered normal • Examples: How we eat, live and dress? How we behave in a student building? How much energy we use compared to our neighbours?
  15. 15. groups support us when engaging in something new • Examples: North Karelia Project Restaurant Day
  16. 16. groups improve our wellbeing: we feel useful, competent and needed • Examples: Time Banks Volunteering Elderly Care
  17. 17. Traditional ways of thinking groups
  18. 18. Residents of Helsinki
  19. 19. Men Women
  20. 20. Children and young people Working age Retired
  21. 21. Residents of Suburbs Downtown People
  22. 22. Rich Middle Class Poor
  23. 23. cities of competent groups
  24. 24. Dog owners
  25. 25. Dog owners Crosscountry skiers
  26. 26. Dog owners Residents of Paloheinä Crosscountry skiers
  27. 27. Dog owners Residents of Paloheinä Crosscountry skiers SOK co-op members
  28. 28. Dog owners Residents of Paloheinä Cyclists Crosscountry skiers SOK co-op members
  29. 29. Community of Geography Community of Interest Residents of Helsinki City Council City Administration
  30. 30. combining deliberative democracy and design thinking identifying communities connecting communities to wicked problems prototyping SOLUTIONS
  31. 31. Examples of communities of interest at work in Helsinki Fillarikanava Cyclists and the city improving cycling in Helsinki. Vetoa ja Voimaa Improving the neighbourhood in a coalition of city officials, politicians, NGOs, church and business.
  32. 32. A PUBLICATION BY DEMOS HELSINKI: (Demos Helsinki and NOW office)
  34. 34. theory of change
  35. 35. Multilevel model of social innovation pe level Landsca Societal values, overall paradigms, megatrends ime leve Reg l Markets, Science, Policie Markets, Science, Policies Markets, Science, Policies Embedding es level Nich Multiplying Up scaling Promising practice III Promising practice V Promising practice IV Promising practice VI Promising practice VII Promising practice II Promising practice I
  36. 36. L IONA NAT ) NTER S (I IC OLIT P Climate Challenge emission limits, price for carbon, subsidies,... acceptance for new regulation participation, social innovations, lifestyle changes,... CITIE S GRO , PEER U COM PS, PANI ES Low-Carbon Society
  37. 37. A PROJECT BY DEMOS HELSINKI: PELOTON A programme by Demos Helsinki nudging Finland towards energy smart economy & lifestyles
  38. 38. Peloton THEORY OF CHANGE
  39. 39. PRAGMATIST APPROACH TO THE FUTURE L ONA TI R)NA S (INTE OLITIC P emission limits, price for carbon, subsidies,... Climate Challenge acceptance for new regulation participation, social innovations, lifestyle changes,... CITIE S, PE ER GRO UPS, COM PANI ES Low-Carbon Society
  40. 40. hypothesis 1: focus on choices 1) 90 % Finns think that climate change is a fact / 85% consider it a serious threat / 80 % ready to take action Predisposing factors (knowledge, attitudes, norms) are – at least partially – conducive to a change towards low-energy lifestyle. 2) Finland #7 in per capita energy usage amongst OECD countries. Positive attitudes have not significantly changed behavior. Energy consumption is rising, meat consumption is rising etc. 3) Pro-environmental actions are more important than values. Most campaigns manage to raise awareness but do not translate into action. The focus of policies targeting behavioral change has shifted towards deliberative and participatory measures. conclusion: influence the choice environment consumers/citizens make their decisions in. (Demos Helsinki 2009, Eva Heiskanen 2011, Finnish Environment Institute 2009, WWF Living Planet Index 2010, IEA 2011)
  42. 42. hypothesis 2: focus on lifestyles 1) Both the interventions and research on consumers' energy-related behavior have traditionally concentrated on direct energy use (heating, electricity, transport). Needed reduction in energy consumption requires adoption of completely new habits, new behaviour. 2) The outstanding research by Finnish Environment Institute (ENVIMAT) highlights the key consumer questions: housing, transport, food. 3) Energy & resource scarcity is less contested than debate on emissions. Energy use is indicative of emissions. (Demos Helsinki 2009: Gatekeepers changing consumers' behaviour in energy consumption)
  43. 43. Mistä suomalaisen hiilijalanjälki koostuu? !"#$%&'()%$"(%*#+,'-%.''$/+0-$%'.%#%10--%*'-)0)$%'.2 %%%3'4)0-5 Asuminen %%%6+#-)/'+$ Liikkuminen %%%1''& Ruoka Kuluttaminen 7'-)48/9'Vapaa-aika %%%%%:(0)4+( Matkustaminen %%%%%%%%%%%% %%%%%%%%%%%%%6+#;(< ‹#› Source: Envimat www.ympäristö.fi/syke/envimat
  44. 44. Human perspective: Energy and resource consumption and emissions are decisions
  45. 45. Human perspective: Which decisions are important?
  46. 46. Human perspective: Which decisions are important?
  47. 47. hypothesis 3: gatekeepers are key to behavior change 1) Gatekeepers define the choice environments as they transform people’s needs and desires into choices and decisions. They enable, or deny, access to low-energy behavior. Peers and professionals close to the consumer do this in terms of energy-related practices. 2) Previous research has considered legislators and green businesses as gatekeepers for energy consumption. This view tends to underestimate the complexity of the decision/ selling/purchasing process with its subtle factors leading to a decision. Therefore only a small part of energy gatekeepers have understood that they have this role. (Demos Helsinki 2009: Gatekeepers changing consumers' behaviour in energy consumption)
  48. 48. Who makes decisions with us? Who are gatekeepers of our decisions?
  49. 49. Who are gatekeepers of our decisions?
  50. 50. Peloton IN ACTION
  51. 51. [Peloton] ‣ Peloton is the main group in cycling race. In Peloton, competitors cycle close to each other to save energy and to gather strength for break out. ‣ Peloton is a programme by Demos Helsinki to boost new, green economy. We have partnered with Sitra, Ministry of Environment and tens of big companies and startups. ‣ In Peloton, companies create new markets by turning clean tech to consumer products and services.
  52. 52. Peloton offers 1) Peloton workshops and development processes for companies to kick-start their sustainable consumer service development 2) open Peloton innovation camps for teams and enthusiasts to develop budding ideas into concepts 3) Peloton club to incubate startup teams and their ideas and to find peer support 4) collaboration between big organisations and startups
  53. 53. Peloton workshops
  54. 54. INTENSIVE PELOTON WORKSHOPS We use participatory future studies and design thinking methods in two-day intensive workshops. The aim is to kickstart energy-smart innovation and commercialisation of green thinking. Companies and organisations select people from every level of the organisation (altogether 20–25 participants). In the workshop awarness of one’s own role as a gatekeeper is raised. Awarness if immediately turned into action by creating concepts for new products and services enabling low-energy lifestyles – and creating new business for the company. In 2009–2013 we have done workshops for parents of small children, hardware stores, lifestyle media, HR, domestic travel and hospitality, catering service providers, food journalists, home economics teachers, social housing and house managers, municipalities and regions...
  55. 55. ”Peloton was like made to us. In Peloton we and our staff realised how big this climate question is and that we have a role to play in it. It really energized our staff. – Ulla Hakulinen, quality manager, Fazer Food Services ”We found a chance to be a forerunner which has been a way to differentiate.” – Jaana Korhola, CEO , Fazer Food Services
  56. 56. RESULTS: ENERGY RENOVATION SERVICE BY RAUTAKESKO Initial concept was sketched in Peloton workshop in 2009. In autumn 2011, Finland’s biggest hardware store chain Rautakesko launched a new service concept offering a full-service energy efficiency home renovation Jesse Mether, Rautakesko: ”Peloton made us understand the customer viewpoint we had lacked.” HUOLTO KUSTANNUS-, TARPEIDEN KÄYTTÖIKÄ- JA KARTOITUS MAKSUARVIO LAITTEET MÄÄRÄYKSET WATIT RAHOITUS ”McDONALDS” YHTEISTYÖERISTEET TAHOT ASENNUS ESCORAHOITUS LVI OMA PROJEKTI -PÄÄLLIKKÖ LUVAT ENERGIAMYYJÄT PÄÄSTÖT SÄÄSTÖT UUSIN TEKNIIKKA LÄMMITYS IKKUNAT HUOLTOSOPIMUS EUROT HOMMA TOIMII -TAKUU ULKOVERHOUS
  57. 57. MORE RESULTS FAZER FOOD SERVICES (leading food service provider in Scandinavia with 200 000 customer contacts per day) conducted climate lunch experiment 2010, renewed all its vegetable-based lunch recipes, developed climate-friendliness into an asset in b-2-b negations and took environmental aspect to every job description in the company. FFS has become active in developing food carbon footprint calculation. LAHDEN ATERIA (muncipality owned food service provider serving 4 million meals a year): renewal of recipes, development of supplier and customer cooperation and biowaste reduction programme. In first year, this work resulted in 13 % emission reduction and 100 000 € worth of savings. OLIVIA MAGAZINE Fastest-growing women´s magazine Olivia now understands sustainability as helping readers make better choices. They increased writing on domestic travel and vegetarian cuisine, HOAS (Helsinki Area Student Housing Foundation with 9000 residents and 18 000 tenants): new, user-focused concepts for shared living and customer communication. HOAS and Demos Helsinki were awarded Finnish Innovation price of Housing market 2o12 for the work.
  58. 58. CREATING SOMETHING NEW MOTIVATES, NOT REDUCING, SAVING Gatekeeper organisations are motivated by new business, new service development, meeting customer needs, being a forerunner, differentiating and developing meaningful work.
  59. 59. Peloton CLUB
  61. 61. PELOTON CLUB NIGHTS Open for everybody, every second Thursday of the month in Putte’s bar & pizzeria in Helsinki Inspiring themes and speakers, mentoring, networking, peer support – and Peloton pizza from season’s best ingredients. Our guests have included Bruce Oreck, the US ambassador for Finland; Catherina Fake, the founder of Flickr; Air bnb and Ouishare among others.
  62. 62. PELOTON INNOVATION CAMPS Open, two-day startup camps to develop budding ideas and teams of into energy-smart business concepts. Over 200 professionals from various sectors have worked voluntarily in tens of teams to develop better services and products. Some of the winning concepts: Wasted Space: next generation real estate firm utilising wasted and underused spaces Weegos: car-sharing service Hyvikki: Rebranding food close to its last date of purchase Powerhouse: app helping energy companies reduce consumption peaks and consumers to follow their usage
  63. 63. PELOTON SUMMER CAMP A growth programme for the most promising startups. In the photo, Peloton Club startups test their ideas with potential users at Flow festival in August 2013.
  64. 64. SOME Peloton startups
  65. 65. Thank you. Now, let’s collaborate. Outi Kuittinen & Juha Leppänen Demos Helsinki Presentations: Facebook: 8838070791/ Photos: Peloton: Koulu: Hoas lab: