Demos and Peloton

tommi.laitio@demos.fiwww.demos.fi

Demos HelsinkiResearcher Tommi Laitio

tommi.laitio@demos.fiwww.demos.fi

Demos Helsinki

Finland´s only independent think tank. Focus: sustainable happiness. Non-profit, five years old Funded on a project basis by private and public

partners. 10 researchers, no hierarchy, equal salaries. All results public, all research questions serve the

common good.

tommi.laitio@demos.fiwww.demos.fi

What we´ve done lately.

Politics of Happiness Manifesto

Country Brand report for Finland Lifestyle magazine on social entrepeneurship

tommi.laitio@demos.fiwww.demos.fi

tommi.laitio@demos.fiwww.demos.fi

[Peloton]‣Peloton is the main group in a cycling tournament. In Peloton the competitors

cycle close to each other to save energy and to gather strength for a break-out.‣Peloton is a joint effort of Demos Helsinki and Sitra to boost new, greener

economy.

‹#›

Mistä suomalaisen hiilijalanjälki koostuu?

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

Asuminen

Liikkuminen

Ruoka

Kuluttaminen

Vapaa-aika

Matkustaminen

WhatdoesthecarbonfootprintofaFinnconsistof?

Housing

Transport

Food

Consump9on

Leisure

Travel

tommi.laitio@demos.fiwww.demos.fi

HousingTransport Work

Leisure Food

Consumption

Decision Tree for Energy Consumption

Use of apartment

Choosing anapartment

No car

Size LocationElectricity

Heating

ConsumptionForm

Use of space

Not building

BuildingNot building

Use Purchase

On/Off Use Reuse

Car

Children

Hobbies

CommutingLocation Daily

Venues

Electricity Waste

Personalexample

Innovations

Holidays

Summer house Trips

Electricity BuildingTransport

Cooking IngredientsPurchase

Availability

Prefererence/Diet

Restaurant

Self

Storage

Work communities

Lunch cafeterias Lunch cafeteriasCustomer service people

Lifestyle media

Builders

Day-2-day Architects

tommi.laitio@demos.fiwww.demos.fi

Inspiration: North Karelia Project

• Lowest socio-economic status in Finland

• Situation in 1972:Risk blood pressure 26%Smoking 52 %Energy intake from saturated fats 23 %

• CVD mortality per 100 000 ppl (1969): 700

tommi.laitio@demos.fiwww.demos.fi

“A mass epidemic calls for mass action and the changing of lifestyles can only succeed through community action.”

- Pekka Puska, Principal Investigator

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Action

• Services and products:Hypertension detectionLow-fat sausages and pastries in shops

• Community work:Personnel trainingLay Leaders (800 ppl)Cholesterol Lowering Competition between villages

• PR and media:Fathers´ Day CardsReality TV on worksitesQuit smoking and Win

tommi.laitio@demos.fiwww.demos.fi

Results (1969-2007)

0

15

30

45

60

1972 2007

Smoking (men)Risk blood pressure (men)Energy intake from saturated fats (men)

0

175

350

525

700

1969 2005

Cardiovascular disease mortality/100K people

tommi.laitio@demos.fiwww.demos.fi

Ingredients to Success

• Building trust.

• Making the campaign an issue of local pride.

• Making it easier to act healthier (tools and services).

• Complemented with mass media.

• Resources for assistance and counselling.

tommi.laitio@demos.fiwww.demos.fi

Some Other Inspiration

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Providing Tools

tommi.laitio@demos.fiwww.demos.fi

tommi.laitio@demos.fiwww.demos.fi

New Gatekeepers

• Parents of small children

• Hardware stores

• Lifestyle media

• Food journalists

• Home economics teachers

• Domestic travel

• Personnel restaurants and lunch cafeterias

• Grocery stores

• House managers

tommi.laitio@demos.fiwww.demos.fi

FRESHBURGER

Teemme kaiken käyttämättä lihaa tai maitoa. Vihreämmät purilaiset löydät ravintoloistamme

kautta maan. Haukkaa kiinni!

Nyt vain yhdellä erolla!

IDEAKILPAILU ! OSALLI STU JA VOITA!

Vaikka liha- ja maitotuotteiden korkeaa hiili-

jalanjälkeä välttävää pikaruokalaa ei vielä ole,

niin pian voisi olla. Nyt kaivataan ideoita vastaavista tuotteista ja palveluista, jotka vähentävät energian-

kulutusta arjessa. Osallistu omalla ideallasi kilpailuun osoitteessa www.peloton.me!TOTTA JO KOHTA!

Direct Engagement

tommi.laitio@demos.fiwww.demos.fi

Deli specialised in root vegetables

tommi.laitio@demos.fiwww.demos.fi

Life span classification

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Experience-driven domestic travel

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Results

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Some results• Fastest growing women´s magazine has quotas

for air travel and meat (understood that their readers want to make responsible choices)

• Biggest hardware store chain has started extensive training around sustainable business. (understood the need of a good sales pitch)

• One of the biggest caterers introduced a climate lunch.

• Food Journalists´ Association created a rulebook for sustainable food journalism.

• Started a massive design project with the biggest student housing foundation in Finland (17 000 residents).

tommi.laitio@demos.fiwww.demos.fi

We´re not alone in this

tommi.laitio@demos.fiwww.demos.fi

tommi.laitio@demos.fiwww.demos.fi

tommi.laitio@demos.fiwww.demos.fi