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

2. 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)

3. 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%)

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

5. 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

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

7. Energy Consumption

8. Changes in Energy Supply

9. Import/Export

10. 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

11. 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

12. 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

13. 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”

14. 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)

15. 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

16. 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

17. 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)

18. Gasification from Waste

19. 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 tons of waste
50MW of electricity
90MW of district heat
Overall efficiency as high as 89%

20. 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

21. Proof of sustainability

22. Questions