There is no green market without gatekeepers
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Presentation of Tuuli Kaskinen in The Nordic Green Building Councils Conference in Oslo in February 2012.
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There is no green market without gatekeepers
- 1. There is no green market without gatekeepers Tuuli Kaskinen, Tommi Laitio, Outi Kuittinen,, Roope Mokka, Aleksi Neuvonen Demos Helsinki, Finland 9 February 2012
- 4. 1993 2012 20311974 2050 ? ? ? ? ? ? ?? ? ? ? ? ? ? ? ? ?? ? ? ? ?? peak oil
- 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
- 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
- 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.
- 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