Demos Helsinki and Peloton in English 080610
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Transcript of Demos Helsinki and Peloton in English 080610
Demos HelsinkiSelf-made futures
8 June 2010
Outi KuittinenDemos Helsinkiwww.demos.fi/english
Demos HelsinkiFuture-oriented, people-centric think tank studying systemic change and interpreting it into everyday life
Founded in 2005 by Aleksi Neuvonen and Roope Mokka because something was missing, academic research and journalism were not in enough
Politically independent, project-funded
Legal form is NGO
8 reasearchers
We work with companies, NGOs and Finnish ministries, the parliament, municipalities and other organisations of the public sector that are willing to widen their perspective and renew themselves.
CO2= FUTURE
1. The future is low carbon
2. The primary goal of a (low carbon) society is happiness
3. A happy society is co-created; actively made by us all
On
nellisu
uspoliittin
en m
anifesti
20
Well-being
Manifesto for Politics of Happiness (2009, WWF, available in English)
Democracy and Participation
The Voice of the Individual – Welfare State in the Age of the Communities (2006, Sitra, summary in English)
Future cities
City 2.0 – Towards a Social Silicon Valley(Greater Helsinki Vision 2050 contest, 2007, in English)
Low-carbon society
Peloton (2009-2011, Sitra and Finnish companies, article in English)
It is not about technologyIt is not about politics
It is about how we
conceive and produce
technology and politics
How we concieve
Future orientation
How we concieve
Backcasting
Future orientation
How we concieve
20102040 2030 20202050CO2 -90% CO2 -30%
How we concieve
Future orientation
Backcasting
“We-Can” aikakausi
People orientation
How we concieve
50-70's I need welfare state80-90's I want consumer society2000's I can knowledge-based society2010's We can peer-to-peer society
“We-Can” aikakausi
People orientation
15
We have to put restrictions and regulations on consumption
No! Do you know what followed when they started restricting things in Soviet union, Germany, North Korea and Burma?
People?
Empowered people
Needed
Institutions?
Empowering institutions
Needed
Structures for we canStructures for co-creation
Needed
EXPERIMENTwith employees and their companies
Towards a new, energy-efficient economy
[Peloton]‣The main group in a road cycle race. Riders ride close to each other in order
to save energy. The reduction can be as much as 40 %‣Peloton in Finnish means ‘fearless’
2010climate challenge
Pragmatist’s perspective: How to reach low carbon society
low carbonsociety
emission limits, price for carbon, funding...
2010climate challenge
Pragmatist’s perspective: How to reach low carbon society
low carbonsociety
emission limits, price for carbon, funding...
2010climate challenge
participation, social innovations,changes in lifestyle
Pragmatist’s perspective: How to reach low carbon society
low carbonsociety
emission limits, price for carbon, funding...
2010climate challenge
participation, social innovations,changes in lifestyle
regulation accepted by citizens
Pragmatist’s perspective: How to reach low carbon society
low carbonsociety
emission limits, price for carbon, funding...
2010climate challenge
participation, social innovations,changes in lifestyle
regulation accepted by citizens
MUNICIPALITIES,
PEOPLE, WORK PLACESPragmatist’s perspective: How to reach low carbon society
low carbonsociety
emission limits, price for carbon, funding...
2010climate challenge
participation, social innovations,changes in lifestyle
regulation accepted by citizens
INTERNATIONAL
POLITICS
MUNICIPALITIES,
PEOPLE, WORK PLACESPragmatist’s perspective: How to reach low carbon society
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
Traffic16 %
Other33 %
Industry51 %
? ??
? ??
??
Human perspective: Where do emissions come from?
Still, 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 diseases).
The North Karelia Project is its prime case.
Lets see how this was done in health:
Not only better health care services or visible campaigns but also engaging communities at the point of delivery:
‣ nurses at precautionary health care‣ cafeterias in schools and work places‣ food industry‣ local NGOs‣ peer opinion leaders of local communities
The North Karelia Project in the 70‘s
in the 21st century
Now let’s do that in energy.
in the 21st century
Consumer based emissions in FinlandSource: Syke/envimat Ari Nissinen, 2009
Human perspective: Which decisions are important?
Consumer based emissions in FinlandSource: Syke/envimat Ari Nissinen, 2009
Human perspective: Which decisions are important?
Human perspective: Which decisions are important?
Human perspective: Which decisions are important?
Human perspective: Who can affect important decisions?
Human perspective: Who can affect important 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.
Customer Service Assistants
Lunch cafeteria Staff
Managers of Everyday
Lifestyle Media
Work Communities
relevant professionalsmediators of public and peer opinion
both
Gatekeepers of behaviour change, examples:
peer development
‣ intensive, 2 day workshops for each sector‣ competitors around the same table‣ insight into one’s role in solving the energy and
climate question
peer development
‣ From understanding to action: tens of ideas on products and services
‣ From ideas to plans
results 2009
Fazer Food Services: ‣ Climate lunch in restaurants in autumn 2010‣ B-to-B marketing
Lahden Ateria, public catering service in Lahti: ‣ Carbon reduction target -10%‣ Foothold in Lahti Green City initiative
results 2009
Rautakesko, hardware store company:‣ Wider selection of energy efficient products‣ New service in development
MLL, Mannerheim League for Child welfare: ‣ new national peer group morel and material
Peloton idea
‣ Open idea contest for the public
‣ Over 200 ideas‣ From techy gadgets to
comprehensive services
peloton 2010-2011
‣ Banks, insurance companies, travel services, domestic science teachers, food journalists, company communications, HR, urban planning, home builders, house managers, housing services
‣ Research on gatekeepers and the benefits, possibilities and hinders of the model
‣ 2 Low Carbon Innovation camps inspired by Social Innovation Camp concept
MOre info on peloton
Outi Kuittinen, Demos Helsinki, +358 50 326 5582, [email protected] Vesa-Matti Lahti, Sitra, +358 9 6189 9446, [email protected]
www.peloton.mewww.demos.fi