Green Energy Jan-Harm Steenkamp Mari Ylä-Uotila Sabrina Rehner Pauline Malguth Frank Teeuwssen Evgeniya Solodchenko

Target group Operating in the energy market of Finland target group in Finland: called LOHAS (“lifestyle of health and sustainability”) nature sustainability organic food higher income (more than average)

Current situation for Finland Fossil fuels Nuclear 2 Power station , 4 reactors , fifth to be implemented 2012 Loviisa plant, Olkiluoto plant Sweden (40%), Russia( 18 %) , Germany (2 %) and other (40 %) Peat There are 6 Peat energy stations Jyväskylän Energia,  Etelä-Pohjanmaan Voima Oy etc No imports Not accepted by international unions Coal 13 coal power plants in Finland. Pohjolan Voima, Fortum, Helsingin Energia and Rautaruukki.  Russia(7.3 %),  USA(6.6 %),  Canada (5.9 %) Petroleum Neste Oil is the sole oil refiner Russia(64%), Norway(11%), Denmark(11%) Natural gas Gasum is the Finnish importer and seller  Russia(100%)

Alternative Energy Production Solar energy Hydro energy Wind energy Biomass Waste fuels Biomass: wood… Gasification: burning waste material Renewable 33 % Carbon dioxide free 64 %

Pros and Cons Reduces CO2 emissions and air pollution Less usage of fossil fuels Not limited No dependency on other countries Tax incentives from the government Integration into the landscape Expensive installation Expensive maintenance Can destroy the aesthetic landscape Not as efficient as non-renewable energy sources No strong lobbying Pollution: Sulfur

Green alternatives producers Companies Pöyry Energy Ltd. Helsinki Energy Motiva Oy Vapo Oy WinWinD Oy Lahti Energia

Energy Consumption

Changes in Energy Supply

Import/Export

Role of green lables Adapt procedures and characteristics to ensure that the additional value is maintained Purchased electricity is not only based on renewables but is also measured against additional and credible sustainability criteria Identify and assess the electrical energy available on the market and thereby facilitate their buying decision

Green labels EKOenergy Finnish ecolabel for energy Managed by the Finnish Association for Nature Conservation (FANC) Objectives: To increase the sustainability of energy consumption To improve public awareness of the environmental impact of energy production Companies can apply for permission to use the label FANC sets also sustainability criteria for renewable energy sources

What do consumers want? Sustainable advertisement is still too rational with facts Finnish energy sustainable energy produced in Finland Increasing Finnish employment rate Save the Finnish nature Save money Least effort Emphasizing on emotions: Support the image with effective images and messages

Slogan “Cut your home´s carbon footprint – one way to count your energy use” “It´s easy to switch to green energy” “Investment for the future” “Together we build a greener Finland” “Together we can protect the environment of Finland” “Good for nature + good for economics = good for YOU”

SWOT Expensive installation Expensive maintenance Strengths Weaknesses Diversifies the energy suppliers Reduces CO2 emissions Free to use Renewable energy is unlimited Stimulates economy Self-sustaining Non polluting Supported by government of Finland investment support, tax break, tax incentives Integration into the landscape Expensive installation Expensive maintenance Can destroy the aesthetic landscape Not as efficient as non-renewable energy sources No strong lobbying (word of mouth)

SWOT Creates more jobs in Finland Opportunities Threats Creates more jobs in Finland Fossil fuel is ending and getting more expensive  chance! Green washing Green marketing is deceptively used to promote Possibility to find more fossil fuel Resistance to change

Possibilities “Make your own energy” For example buy your sunpanels Cheaper for customer – sunpanel-mortage Customer Service: Give people ideas/tips how they can be more sustainable Carpooling Statistics/facts about their current lifestyle comparing the green lifestyle Extra service: “Green Man” Costumers can hire an expert

Example Lahti Energy Lahti Energy takes a step in the right direction Since 1998 Lahti Energy has gasified over 1.2 million tons of waste New gasification power plant (160MW)

Gasification from Waste

Example Lahti Energy Gasification power plant Investment with high global interest High efficiency power generation + 40% electricity production Innovations in the whole waste management chain Technology developed in Finland Fuel power 2x80MW Annual usage of 250 000 tons of waste 50MW of electricity 90MW of district heat Overall efficiency as high as 89%

Example Lahti Energy Benefits Most energy efficient way to utilize waste Investment cost lower Substitutes fossil fuels Reduces CO2 emissions Integrated material and energy recovery up to 100% higher than present practices

Proof of sustainability

Questions