• Gatekeepers Changing Consumers’ Behaviour in Energy Consumption

• Future of the Consumer Society• SESSION A.3: ENVIRONMENTALLY SIGNIFICANT CONSUMPTION

• Tuuli Kaskinen, Aleksi Neuvonen, Outi Kuittinen & Roope Mokka• Demos Helsinki

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, 2007

From willingness to action

through legislation?

through improved education and information?

through economic incentives?

Changing people's behaviour and reducing energy consumption has proved to be more difficult than the surveys on attitudes or technical possibilities would imply.

Well-known Finnish intervention success story has been the improvement of national health (especially cardiovascular/heart diseases) with The North Karelia Project as its prime case.

Not only better health care services or visible campaigns but also engaging...

• nurses at precautionary health care

• staff of the cafeterias in schools and work places

• food industry

• local NGOs

• opinion leaders of local communities

Portin

vartijat– ELI KUINKA TEHDÄ ENERGIANSÄÄSTÖSTÄ MAHDOLLISTA

Statistics Finland or other official instances do not gather data or publish statistics on total energy consumption of households and consumers.

Primary energy use of households

Primary energy use of households• electricity, gas and heating fuels

Primary energy use of households• electricity, gas and heating fuels

• housing

Primary energy use of households• electricity, gas and heating fuels

• housing

• transportation

Primary energy use of households• electricity, gas and heating fuels

• housing

• transportation

• food

Primary energy use of households• electricity, gas and heating fuels

• housing

• transportation

• food

• consumer electronics (impact on immediate increase of electricity consumption has been notable)

Primary energy use of households• electricity, gas and heating fuels

• housing

• transportation

• food

• consumer electronics (impact on immediate increase of electricity consumption has been notable)

(Mäenpää 2004, 14 & Adato Energia 2008, 37)

Energy consumption and energy-related decisions are also dependent on time consumption. An average employed Finn uses 4-5 hours per day both at workplace and for free time (Statistics Finland 2008).

Gatekeepers

relevant professionals

Gatekeepers

relevant professionals

mediators of public and peer opinion

Gatekeepers

relevant professionals

mediators of public and peer opinion

both

Gatekeepers

Customer service assistants

Cafeteria staff

Builders

“Managers” of everyday

Lifestyle media

Work communities

relevant professionals

mediators of public and peer opinion

both

Gatekeepers

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.