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megatrends and
new business
Roope Mokka // Demos Helsinki
Demos
Helsinki
Demos HElsinki
...is a sustainable innovations think tank.
We believe that sustainable lifestyles are
the next business frontier.

* Offices: Helsinki & Gothenburg
* Established: 2005
* Strategy: international growth 2014–2020
* Focus: Co-creation + Foresight

We bring out the important in the
complexity. At the core of our work is
In the press:
interdisciplinary and independent research.

Clients include:
Megatrends
Drive
business
the next wave?

?
Suburbanisation 1950–1990's
cars!
re-urbanisation 2000-
urbanisation=
lifts!
KONE:

”Global megatrends drive our
business. The direction and shape
of the global lift and escalator
industry are driven by four
megatrends: urbanisation,
changing demographics, the
increasing importance of safety,
and concern for the environment.”
In 1984 a megatrend moment happened.
ICT was connected to a megatrend of the 1980’s and 90’s! Individualisation.

10
What are megatrends:
1.Things that affect everything
2.Things that are very unlikely to go away
3.Things that interact with each other
4.Things that create trends, technologies and
industries
5. Things changing in definition, but remaining
the same in essence
What megatrends are not:
1. Trends or fashions
2. Technologies or industries
3. Local phenomena
4. Something you can abolish with a
magic bullet
Demos
Helsinki
Megatrends
Demos Helsinki
Megatrends
1. Scarce resources
2. Population shift
3. The metropolis economy
4. Technological planetarism
5. Post-individualism
Scarce
resources
Population
shift
The metropolis
economy
Technological
planetarism
INFLUENCERS: Coming Down To You, Your Passion & Your Charismatic

Postindividualism
...consumer trust in brands
has declined by 50%
in a decade,
down from 52% to 25%.
Instead, people trust
their peers.
Resource
scarcity
and
business
Amount of users
revenue
Number of cars
iPhones
Animal protein consumption
TEDx’s seminars
Consumption of energy
Airmiles
Sensors
Base-stations
Solar panels installed base
CO2 emissions

You are here
CO2 emissions

the physical reality
a historic change

??
? ?
? ?
?
? ??
?? ?
? ? ? ?
? ??? ?
?
1968

1990

2010

2030

2050
er
op
p
C

l

ed la
nd
al
tur
Na
gas

r

ate
W

Oi

Cult
spor ivat
Pho
ve
Lo
ss

ine

cy

W
ea
lth

tan
ec
xp

pp
Ha

Lif
ee

ions ree
vat F do
Inno
m
no.... however things are going to change massively and fast.
BOTTOM LINE:
What
changes
the most?
nnöillä on mahdollista saada aikaan merkittäviä säästöjä energiansidipäästöissä. Rakennusten energiankulutusta vähentämällä
neljäsosa tarvittavista kasvihuonekaasupäästöjen vähennyksistä.

Most resource intensive fields of consumption

aasti

Asuminen
Housing
Liikkuminen
Mobility
Ruoka
Food

korjaa
Kuluttaminen
aasti Shopping

uomio
isiin

Vapaa-aika

Leisure
Matkustaminen

Tourism
0

10 %

20 %

Yksityisen kulutuksen päästöt Suomessa

30 %

40 %
Housing
DISRUPTION
Mobility
Food
i.e. good news for startups!
Housing ARPU≈8000 SEK
Mobility≈3000 SEK
Food 10–15% of all
consumer spend
Facebook ARPU = $1.21
next wave
re-urbanisation 2000-

World most resource
smart business?
Peloton Club
Peloton Club is the peer-incubator for
energy smart startup companies. Our
teams create solutions to wicked problems.
Where is the economy heading? Are we
doomed to crises after crises, without any
idea where we are going? It takes courage
to say out loud that there is another way.
It takes courage to make an impact in
the new economy.
Conclusions:
resource smart business...
...creates customer value and frees
people from natural resource
dependency.
...does not lead to more resource
use somewhere else – pure
efficiency does not cut it.
...scales like there is no end, i.e. is
affordable.
...not minimizing impact but
maximizing it!
The
challenge
for you!
twitter @mokka
Demos Helsinki, Laivurinkatu 41, kulmahuoneisto, 00140 Helsinki

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