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Tommi Laitio´s presentation on Peloton and Demos Helsinki for the meetings in the US.
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Demos HelsinkiResearcher Tommi Laitio
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.
What we´ve done lately.
Politics of Happiness Manifesto
Country Brand report for Finland Lifestyle magazine on social entrepeneurship
[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
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
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
“A mass epidemic calls for mass action and the changing of lifestyles can only succeed through community action.”
- Pekka Puska, Principal Investigator
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
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
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.
Some Other Inspiration
Providing Tools
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
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
Experience-driven domestic travel
Results
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).
We´re not alone in this
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