There is no green market without gatekeepers
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There is no green market without gatekeepers Tuuli Kaskinen, Tommi Laitio, Outi Kuittinen,, Roope Mokka, Aleksi Neuvonen Demos Helsinki, Finland 9 February 2012
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Presentation of Tuuli Kaskinen in The Nordic Green Building Councils Conference in Oslo in February 2012.
Transcript of There is no green market without gatekeepers
There is no green market without gatekeepers
Tuuli Kaskinen, Tommi Laitio, Outi Kuittinen,, Roope Mokka, Aleksi NeuvonenDemos Helsinki, Finland9 February 2012
we havethree challenges
climate change
1993 2012 20311974 2050
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peak oil
energy safety
http://www.youtube.com/watch?v=q9ecxtr_8b4&feature=related
Talk to one next to you:
how would your service suit to websters?
let’s start from the
emissions and energy
consumption
Consumer based emissions in Finland
Source: Suomen ympäristökeskus, Ari Nissinen, 2009
Lähde: Envimat -projekti
Decision Tree of Energy Consumption
Big important decisions
Frequent decisions
Secondary decisions
Small decisions
Decision Tree of Energy ConsumptionGatekeepers
Real estate agencies
Energy companies
Construction industry
House managers
Housing companies
Construction supervisors
Local tourism services
Car sales
Supermarkets
Food industryHome appliances sales people
Farmers
Schools
Decision Tree of Energy ConsumptionGatekeepers
it’s not a completely new idea...
north karelia project
Community workLay LeadersLocal LeadersHealth awarenessLight productsTestingVillage ChallengesHealth adviceFathers´Day CardsTV ProgrammesEducationResearch
Source: www.thl.fi
... but should be implemented in the field of energy and climate.
how does it work in
practice?
peloton gatekeepers 2009–2012
Grocery storesTransport professionalsCommunications agenciesRegional decision-makersReal estate managersRental housing companiesDomestic travel providersFood journalists
Home economics teachersLunch restaurant professionalsOffice canteen workersHardware store professionalsLifestyle media editorsWomen´s magazine editorsHR Professionals
results in corporations
Rautakesko´s Energy Master serviceOlivia Magazine´s what is big -projectFazer´s climate lunch and new recipes
results in startup scene and SMEs
is it business?
eco-efficiency eco-
niche
limited profit or cost saving
unlimited profit
affects customersbehavior
inside the company
strategy
findings in a nuthell
80-90 % finns think that climate. change is a fact.
75-85 % consider it a serious threat.
70-80 % are ready to take action.
values and attitudes are quite ok. new
products and services at the point of
delivery are needed.
1. Data on consumer behavior and energy is huge source of new business opportunities in green economy.
2. Green economy is not created by clean tech companies only. Gatekeepers with the potential of creating behavioral change have a paramount importance.
3.New startup scene is important innovator in new green economy. Corporations could use startup-style methods in innovation processes.
questions?
Demos Helsinkihttp://demos.fi/englishhttp://www.peloton.me/in-english/
Tuuli [email protected]
EXTRAS
ClimateChallenge
Low-CarbonSociety
emission limits, price for carbon, subsidies,...
participation, social innovations, lifestyle changes,...
(INTER)NATIONAL
POLITICS
PEER GROUPS, COMPANIES, CITIES
acceptance for new regulation
low-carbon challenge
who are in the peloton of climate and energy
challenge?
gatekeepersat the point of the delivery
