Ph.D. Antti HautamäkiConsulting Sustainable Innovation

From blue growth to blue lifeHow to enhance sustainable well-being in

Baltic Sea Region

European Maritime Day20 May 2015 Bremen

Topics of the presentation

• Blue Growth Strategy• Blue economy explained• Vision: Baltic Sea = People’s Sea• Sustainable well-being• Horizontal society• Sustainable innovation• Platforms for co-creation

Blue Growth Strategy (EU 2012)

• The Blue Growth Strategy aims at creating sustainable economic growth and employment in the marine and maritime economy to help Europe's economic recovery.

• Through Blue Growth the wealth that exists in the coastal and marine environment will be unlocked:

• Aquaculture, Biotechnology (e.g. drags), Energy (renewable energy – wind, wave, tidal), Fisheries, Shipping and Port Facilities, Submarine mining and Tourism

But what is the Blue Economy?

• Blue Life - living in balance with nature – is the core of Blue Economy

• Blue economy is an economy in harmony with the earth ecosystem

• Learning from the nature how to live and solve wicked problems

• From a product-based economy to a system-based economy (holistic approach)

Vision: Baltic Sea = People’s Sea

• Blue growth has been too much a project of governments and big businesses (economic values)!

• People and their values must be in the central position in developing Baltic Sea Region; People in the Center

• In the vision Baltic Sea is People’s Sea • 1. Baltic Sea for the People:• The aspiration of development is to enhance sustainable

well-being and blue life

• 2. Baltic Sea by the People:• Active citizens take the initiative and change the order

of things as consumers, fellows, partners, and voters

A transformation from vertical society to horizontal society is

taking place

Horizontal societyHorizontal society

HierarchiesPeople as objects

Top down management

NetworksPeople as subjects

Empowerment

Verticalsociety

Public sectorPublic sector

Tr.Tr.

Sustainable well-being must be the target of Blue strategy

Sustainable well-being

Quality of lifeHappiness

Involvement

Long termeconomic success

Balanced Relations to the nature

Resilient economyProsperity

Balanced relationship with the natureEcosystem services

Blue strategy is based on sustainable innovation

• Innovation Sea: Baltic Sea region is a superb context for the most innovative solutions to blue economy

• A lot has already done and the challenges are identified (e.g. BSR Stars project)

• Arguments for the innovation strategy• The innovation ecosystem of Baltic Sea region is one of the

strongest in the world • Sustainable innovation is largely accepted• There is high level human and intellectual capital• Traditions of collaboration are strong• Baltic See Region have active civil societies• High tech industry related to blue economy is emerging

Two concepts of innovation

• Traditional view of innovation• Target: productivity and economic growth• Economic values and competition

• New concept of sustainable innovation • Target: well-being and sustainable

development• Societal values and collaboration

A.Hautamäki (2010): Sustainable innovation

The old logic of development

The new logic of development

Towards blue economy by well-being

To implement the blue strategy a network of platforms for co-creation must be

created

Open platforms: Identifying and solving

problems and committing to

actions

Open platforms: Identifying and solving

problems and committing to

actions

Research institutionsResearch

institutions

CitzensCitzens

Public agencesPublic

agencesEnterprisesEnterprises

NGOsNGOs

Evidence-basedproposals

Businessopportunitiesin blue economy

Transmitting people’s values and interestsTaking initiativesOrganizing people

FinancingEmpoweringRegulating

Proposals and contributionExpressing valuesMaking choices

Blue life vision for Baltic Sea region

• Baltic Sea as People’s See• Target is sustainable well-being and blue life• Blue strategy is based on

• Empowering active citizens • Transforming vertical society towards horizontal

society• Developing Baltic Sea Region as a hub of

sustainable innovation -> • Innovation sea and blue businesses

• Adapting co-creational model of development

Vision:Baltic Sea is

People’s Sea andInnovation Sea