Presentation of Tuuli Kaskinen in The Nordic Green Building Councils Conference in Oslo in February 2012.

1. There is no green market
without gatekeepers
Tuuli Kaskinen, Tommi Laitio, Outi Kuittinen,, Roope Mokka, Aleksi Neuvonen
Demos Helsinki, Finland
9 February 2012

2. we have
three
challenges

3. climate change

4. 1993 2012 20311974 2050
?
?
?
?
?
?
??
?
?
?
?
?
?
?
?
??
?
?
?
??
peak oil

5. energy safety

6. http://www.youtube.com/watch?
v=q9ecxtr_8b4&feature=related

8. Talk to one next to you:
how would your service
suit to websters?

9. let’s start
from the
emissions and
energy
consumption

10. Consumer based emissions in Finland
Source: Suomen ympäristökeskus, Ari Nissinen, 2009
Lähde: Envimat -projekti

11. Decision Tree of Energy Consumption

13. Big
important
decisions
Frequent
decisions
Secondary
decisions
Small
decisions

14. Decision Tree of Energy Consumption
Gatekeepers

15. Real estate
agencies
Energy
companies
Construction
industry
House
managers
Housing
companies
Construction
supervisors
Local tourism
services
Car sales
Supermarkets
Food industry
Home appliances
sales people
Farmers
Schools
Decision Tree of Energy Consumption
Gatekeepers

16. it’s not a
completely new
idea...

17. north karelia project
Community work
Lay Leaders
Local Leaders
Health awareness
Light products
Testing
Village Challenges
Health advice
Fathers´Day Cards
TV Programmes
Education
Research
Source: www.thl.fi

18. ... but should be
implemented in the
field of energy and
climate.

19. how does it
work in
practice?

20. peloton
gatekeepers
2009–2012
Grocery stores
Transport professionals
Communications agencies
Regional decision-makers
Real estate managers
Rental housing companies
Domestic travel providers
Food journalists
Home economics teachers
Lunch restaurant professionals
Office canteen workers
Hardware store professionals
Lifestyle media editors
Women´s magazine editors
HR Professionals

21. results in corporations
Rautakesko´s Energy Master service
Olivia Magazine´s what is big -project
Fazer´s climate lunch and new recipes

22. results in startup scene and SMEs

23. is it
business?

24. eco-
efficiency
eco-
niche
limited profit or
cost saving
unlimited
profit
affects
customers
behavior
inside the
company
strategy

27. findings in a
nuthell

28. 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.

29. 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.

30. questions?
Demos Helsinki
http://demos.fi/english
http://www.peloton.me/in-english/
Tuuli Kaskinen
tuuli.kaskinen@demos.fi

31. EXTRAS

32. Climate
Challenge
Low-Carbon
Society
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

33. who are in the peloton
of climate and energy
challenge?
gatekeepers
at the point of the delivery