Demos HelsinkiFuture-oriented, people-centric think tank studying megatrends and systemic change and transforming it into action of people, organisations and groups.

Our views, reports and experimentations are based on applied and applicable research, future studies and co-creation.

We work with companies, start ups, ministries, the parliament, municipalities and other actors of the public sector as well as NGOs that are willing to look for new perspectives and renew themselves.

Founded in 2005 by enthusiastic people. Politically independent, project-funded, legal form is NGO.

Politics of Happiness – A Manifesto (2009, WWF)

Mission for Finland (country brand for Finland, Ministry of Foreign Affairs 2011)

City 2.0 – Towards a Social Silicon Valley(2007, Greater Helsinki Vision 2050 contest, 2nd price)

Well-being of the Metropolis (2010, University of Jyväskylä, City of Espoo)

Our publications are downloadable at www.demoshelsinki.fi/in-english/

“The role of a think tank is to valuate

the future.”Mokka & Neuvonen (2011)

think tanks

• a group of people who apply research • strive to influence decision making• independent of institutions• usually non-profit• driven by an ideology, belief or a

perception of human beings or society

three types of think tanks

1. Politically affiliated think tanks

Fabian Society (UK), E2 (FIN)

renew political ideology, support political decision making

Emphasises the importance of representative democracy and political parties

2. Thematic think tanks

Institute of Foreign Policy (FIN), World Watch Institute, OECD, EVA (FIN)

gather and value information and data, enhance understanding of a theme

Emphasises expert knowledge and insight, make research applicable

3. Ecosystems for new ideas, “think and do tanks”

Demos Helsinki (FIN), Young Foundation (UK)

experiment new solutions, establish new institutions, financing schemes

Emphasises competing ways of working and the need for new institutions

(Mokka & Neuvonen 2011)

Why think tanks are emerging?

• disparity between people´s desire and possibility for making a difference in politics

• rising freedom, education, consumerism (self-expression)

• technological development• western identity project

flickr/redcountess (cc)

think tanks in finland

1974: EVA

1961: Institute of

Foreign Policy

2003: government support for

party-affiliated

think tanks1967: Sitra

Demos HelsinkiMagma

OK Do

Laitos

TänkCommons

Avanto

Demos helsinki• Wiki-democracy: politics where

people together create solutions and not only select their leaders (demos)

• Future orientated research and action• Key areas: Resource-smart economy

& sustainable lifestyles and Democracy & Capacities of 21st Century

• 8 researchers• Democratic organisational culture

DEMOS HELSINKI APPROACH TO

democracy 2.0 and the role of groups

co2 emissions cut by 80 % by 2050 (from level in 1990).

finns have more free time and more education than ever.

in 2030, population grows mainly in big urban regions.

we need to rethink

Population change 2003–2030

country brand of finland:

finland has enormous potential to solve

wicked problems on a global scale.

freedom and democracy are active states.

freedom to IN ADDITION TO freedom from

“Political questions are far too serious

to be left to politicians.” (arendt)

society of competent and skillful groups

groups define what is considered normal

• Examples:

How we eat, live and dress?

How we behave in a student building?

How much energy we use compared to our neighbours?

groups support us when engaging in something new

• Examples:

North Karelia Project

Restaurant Day

groups improve our wellbeing: we feel useful, competent and needed

• Examples:

Time Banks

Volunteering

Elderly Care

Traditional ways of thinking groups

Residents of Helsinki

WomenMen

Children and young people

Working age

Retired

Residents of Suburbs

DowntownPeople

Rich

Middle Class

Poor

cities of competent groups

Dog owners

Dog owners Cross-

countryskiers

Cross-countryskiers

Dog owners

Residents of Paloheinä

Cross-countryskiers

Dog owners

Residents of Paloheinä

SOK co-opmembers

Cross-countryskiers

Dog owners

Residents of Paloheinä

SOK co-opmembers

Cyclists

Community of Geography

Community ofInterest

City AdministrationCity Council

Residents of Helsinki

combining deliberative democracy and design thinking

identifyingcommunities

connecting communities

to wicked problems

prototyping SOLUTIONS

FillarikanavaCyclists and the city improving

cycling in Helsinki.

Vetoa ja VoimaaImproving the neighbourhood in a coalition of city officials,

politicians, NGOs, church and business.

Examples of communities of interest at work in Helsinki

(Demos Helsinki and NOW office) www.greaterhelsinkivision.fi

A PUBLICATION BY DEMOS HELSINKI:

Testing ground summer 2012: World Design Capital PavilLion, PROGRAMME PRODUCED BY CITIZEN GROUPS AND CURATED BY DEMOS HELSINKI

A PROJECT BY DEMOS HELSINKI:

theory of change

Niches level

Promising practice II

Promising practice III

Promising practice IV

Promising practice V Promising

practice VII

Promising practice VI

Promising practice I

Multilevel model of social innovation

Embedding Multiplying Up scaling

Markets, Science, Policies

Markets, Science, Policie Markets, Science,

Policies

Regime level

Landscape levelSocietal values, overall paradigms, megatrends

ClimateChallenge

Low-CarbonSociety

emission limits, price for carbon, subsidies,...

participation, social innovations, lifestyle changes,...

acceptance for new regulation

(INTER)NATIONAL

POLITICS

CITIES, PEER GROUPS, COMPANIES

A programme by Demos Helsinki nudging Finland towards energy smart economy & lifestyles

PELOTON

A PROJECT BY DEMOS HELSINKI:

PelotonTHEORY OF CHANGE

PRAGMATIST APPROACH TO THE FUTURE

ClimateChallenge

Low-CarbonSociety

emission limits, price for carbon, subsidies,...

participation, social innovations, lifestyle changes,...

acceptance for new regulation

(INTER)NATIONAL

POLITICS

CITIES, PEER GROUPS, COMPANIES

hypothesis 1: focus on choices1) 90 % Finns think that climate change is a fact / 85% consider it a serious threat / 80 % ready to take actionPredisposing factors (knowledge, attitudes, norms) are – at least partially – conducive to a change towards low-energy lifestyle.

2) Finland #7 in per capita energy usage amongst OECD countries. Positive attitudes have not significantly changed behavior. Energy consumption is rising, meat consumption is rising etc.

3) Pro-environmental actions are more important than values. Most campaigns manage to raise awareness but do not translate into action. The focus of policies targeting behavioral change has shifted towards deliberative and participatory measures. conclusion: influence the choice environment consumers/citizens make their decisions in.(Demos Helsinki 2009, Eva Heiskanen 2011, Finnish Environment Institute 2009, WWF Living Planet Index 2010, IEA 2011)

IS THIS THE ROLE FOR PEOPLE IN SOLVING THE CLIMATE & ENERGY QUESTION?

hypothesis 2: focus on lifestyles

1) Both the interventions and research on consumers' energy-related behavior have traditionally concentrated on direct energy use (heating, electricity, transport). Needed reduction in energy consumption requires adoption of completely new habits, new behaviour.

2) The outstanding research by Finnish Environment Institute (ENVIMAT) highlights the key consumer questions: housing, transport, food.

3) Energy & resource scarcity is less contested than debate on emissions. Energy use is indicative of emissions.(Demos Helsinki 2009: Gatekeepers changing consumers' behaviour in energy consumption)

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Mistä suomalaisen hiilijalanjälki koostuu?

Source: Envimat www.ympäristö.fi/syke/envimat

Asuminen

Liikkuminen

Ruoka

Kuluttaminen

Vapaa-aika

Matkustaminen

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Human perspective: Energy and resource consumption and emissions are decisions

Human perspective: Which decisions are important?

Human perspective: Which decisions are important?

hypothesis 3: gatekeepers are key to behavior change

1) Gatekeepers define the choice environments as they transform people’s needs and desires into choices and decisions. They enable, or deny, access to low-energy behavior. Peers and professionals close to the consumer do this in terms of energy-related practices.

2) Previous research has considered legislators and green businesses as gatekeepers for energy consumption. This view tends to underestimate the complexity of the decision/selling/purchasing process with its subtle factors leading to a decision. Therefore only a small part of energy gatekeepers have understood that they have this role.(Demos Helsinki 2009: Gatekeepers changing consumers' behaviour in energy consumption)

Who makes decisions with us?Who are gatekeepers of our decisions?

Who are gatekeepers of our decisions?

Peloton IN ACTION

[Peloton]‣ Peloton is the main group in cycling race. In Peloton, competitors cycle close to each

other to save energy and to gather strength for break out.‣ Peloton is a programme by Demos Helsinki to boost new, green economy. We have

partnered with Sitra, Ministry of Environment and tens of big companies and startups.‣ In Peloton, companies create new markets by turning clean tech to consumer products

and services.

Peloton offers 1) Peloton workshops and development processes for companies to kick-start their sustainable consumer service development 2) open Peloton innovation camps for teams and enthusiasts to develop budding ideas into concepts3) Peloton club to incubate startup teams and their ideas and to find peer support4) collaboration between big organisations and startups

Peloton workshops

We use participatory future studies and design thinking methods in two-day intensive workshops. The aim is to kickstart energy-smart innovation and commercialisation of green thinking.

Companies and organisations select people from every level of the organisation (altogether 20–25 participants). In the workshop awarness of one’s own role as a gatekeeper is raised. Awarness if immediately turned into action by creating concepts for new products and services enabling low-energy lifestyles – and creating new business for the company.In 2009–2013 we have done workshops for parents of small children, hardware stores, lifestyle media, HR, domestic travel and hospitality, catering service providers, food journalists, home economics teachers, social housing and house managers, municipalities and regions...

INTENSIVE PELOTON WORKSHOPS

”Peloton was like made to us. In Peloton we and our staff realised how big this climate question is and that we have a role to play in it. It really energized our staff. – Ulla Hakulinen, quality manager, Fazer Food Services

”We found a chance to be a forerunner which has been a way to differentiate.”– Jaana Korhola, CEO , Fazer Food Services

RESULTS: ENERGY RENOVATION SERVICE BY RAUTAKESKOInitial concept was sketched in Peloton workshop in 2009.

In autumn 2011, Finland’s biggest hardware store chain Rautakesko launched a new service concept offering a full-service energy efficiency home renovation

Jesse Mether, Rautakesko: ”Peloton made us understand the customer viewpoint we had lacked.”

LVILAITTEET

ERISTEET

ULKOVERHOUS

RAHOITUSMÄÄRÄYKSET

SÄÄSTÖT

PÄÄSTÖT

ASENNUSHUOLTO

EUROT

WATIT

IKKUNAT

LUVAT

LÄMMITYS

ESCO-RAHOITUS

HOMMA TOIMII -TAKUU

”McDONALDS” YHTEISTYÖ-

TAHOT

OMA PROJEKTI

-PÄÄLLIKKÖ ENERGIA-MYYJÄT

TARPEIDEN KARTOITUS

KUSTANNUS-, KÄYTTÖIKÄ- JA MAKSUARVIO

UUSIN TEKNIIKKA

HUOLTO-SOPIMUS

MORE RESULTSFAZER FOOD SERVICES (leading food service provider in Scandinavia with 200 000 customer contacts per day) conducted climate lunch experiment 2010, renewed all its vegetable-based lunch recipes, developed climate-friendliness into an asset in b-2-b negations and took environmental aspect to every job description in the company. FFS has become active in developing food carbon footprint calculation.

LAHDEN ATERIA (muncipality owned food service provider serving 4 million meals a year): renewal of recipes, development of supplier and customer cooperation and biowaste reduction programme. In first year, this work resulted in 13 % emission reduction and 100 000 € worth of savings.

OLIVIA MAGAZINE Fastest-growing women´s magazine Olivia now understands sustainability as helping readers make better choices. They increased writing on domestic travel and vegetarian cuisine,

HOAS (Helsinki Area Student Housing Foundation with 9000 residents and 18 000 tenants): new, user-focused concepts for shared living and customer communication. HOAS and Demos Helsinki were awarded Finnish Innovation price of Housing market 2o12 for the work.

CREATING SOMETHING NEW MOTIVATES, NOT REDUCING, SAVING Gatekeeper organisations are motivated by new business, new service development, meeting customer needs, being a forerunner, differentiating and developing meaningful work.

Peloton CLUB

PELOTON CLUB IS A COMMUNITY AND AN INCUBATOR FOR ENERGY- AND RESOURCE SMART STARTUPS.

PELOTON CLUB NIGHTSOpen for everybody, every second Thursday of the month in Putte’s bar & pizzeria in Helsinki

Inspiring themes and speakers, mentoring, networking, peer support – and Peloton pizza from season’s best ingredients.

Our guests have included Bruce Oreck, the US ambassador for Finland; Catherina Fake, the founder of Flickr; Air bnb and Ouishare among others.

PELOTON INNOVATION CAMPSOpen, two-day startup camps to develop budding ideas and teams of into energy-smart business concepts. Over 200 professionals from various sectors have worked voluntarily in tens of teams to develop better services and products.Some of the winning concepts:Wasted Space: next generation real estate firm utilising wasted and underused spacesWeegos: car-sharing serviceHyvikki: Rebranding food close to its last date of purchase Powerhouse: app helping energy companies reduce consumption peaks and consumers to follow their usage

A growth programme for the most promising startups. In the photo, Peloton Club startups test their ideas with potential users at Flow festival in August 2013.

PELOTON SUMMER CAMP

www.pelotonclub.me

SOME Peloton startups

Outi Kuittinen & Juha LeppänenDemos Helsinki

outi.kuittinen@demoshelsinki.fijuha.leppanen@demoshelsinki.fi

www.demoshelsinki.fiPresentations: slideshare.net/demoshelsinki

Facebook: facebook.com/groups/8838070791/

Photos: flickr.com/photos/demoshelsinki

Peloton: www.peloton.me www.pelotonclub.me

Koulu: 2012.kouluschool.orgHoas lab: www.hoaslab.fi

Thank you. Now, let’s collaborate.