This document discusses gatekeepers of sustainable innovation and Demos Helsinki's Peloton co-creation process. Demos Helsinki is an independent think tank that creates new markets for sustainable consumer businesses. Through Peloton, Demos Helsinki has worked with over 15 gatekeeper groups like builders, retailers, and municipalities to develop new sustainable services. Examples include a new energy expert service from a hardware chain and a low-carbon lunch service from a food company. Peloton also operates a club called Peloton Club to bring sustainable challengers to markets. The goal is to design better existing products and services and also create radically new sustainable lifestyle services around ideas like collaborative consumption.

1. Satu Lähteenoja
Demos Helsinki
Davos, 6.-9.10.2013
Gatekeepers of
sustainable innovation

2. Demos Helsinki -
independent Think tank.
Demos Helsinki creates new markets for
resource smart consumer businesses.

4. Isolation?
Healthy room air?
New roof?
New windows?
Electricity source?
Heating source?

5. What if house owners
could get the solution
from one place?

6. Source: Futerra 2013

7. Source: Futerra 2013

9. !

12. Gatekeepers can
influence our decisions
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.

13. Peloton co-creation for
sustainable innovation
Process with already 15 different
gatekeeper groups:
- Builders
- Catering and lunch cafeteria staff
- Customer service assistants
- Housing operators
- Lifestyle media
- Municipalities and regions
- Tourism service providers
- Retailers
- etc.

14. Results: new
services
For example:
New energy expert service of
European-wide Rautia hardware
retail chain
Nopsa travel service with a focus
on local luxury
Low-carbon lunch of Fazer food
services operating in all Nordic
countries

15. Peloton Club: bringing
challengers to the markets
www.pelotonclub.me

16. Peloton strategy
Creating and scaling up
behaviour change businesses:
1) better efforts in the service
design of the existing products
and services
2) Game changer -strategy:
radically new sustainable
lifestyle services (e.g.
collaborative consumption)
!

17. Demos Helsinki, Laivurinkatu 41, kulmahuoneisto, 00140 Helsinki
Thank you!
satu.lahteenoja@demoshelsinki.fi