Cleantech takes over consumer markets

demand based drivers
1. Increased consumer demand for sustainable
services
COMPANIES
Sustainable shopping incentive schemes: Bonsum,
Nu Spaarpas
Crowdfunding platforms for solar energy: WeShareSolar,
Bettervest
Leasing of clothes: Nurmi Clothing
p2p deliveries and neighbourhood help: Piggy Baggy
Demand for sustainable products and services is experiencing
a steady increase. 57 % of Finns report that they have changed
their habits in the last 6 months to be more sustainable. Moreover,
70 % of Finnish consumers worry about climate change and
80 % believe that new sustainable services offered to the market
will play an important or somewhat important role in tackling
our climate problems. (Ilmastobarometri, 2015.)
Although awareness of scarce resources and willingness to
select sustainable alternatives have increased, mere will does
not explain all the increased demand. Unlike before, many sustainable
products have now become the cheaper choice due to
efficient use of resources. Customer segments for sustainable
products have already emerged in the car industry (Toyota Prius,
Nissan Leaf), in household appliances, and now also in the
domain of energy. At the moment, consumer cleantech caters
to individuals whose habits are in a flux. As more products and
services with technological breakthroughs and customer-centric
design enter the markets, the next big wave of increased consumer
demand for sustainable solutions can be expected.
2. The millennial generation: access over ownership
COMPANIES
Ride sharing: Uber, Taxify
Digital re-use retail: Huuto.net, Tori.fi, Ebay
Apartment sharing: AirBnB
The demands, needs, and aspirations of the millennial generation,
born between 1980-2000, differ dramatically from those
of the previous generations. This cohort has grown up in the
digital world and has been empowered by rapid technological
development. This generation wants to live creatively and efficiently,
and mobile technology and peer-to-peer software provide
the perfect tools for this. (Diamandis, 2015.) Moreover, an
increasingly large part of them have been born to a thoroughly
multicultural and rapidly changing environment, making them
more exposed to different cultures and ideas.
This way of life also affects consumption desires. The Millennials
value ‘on demand’ services - having access to goods
immediately and conveniently. Combining this with dwindling
resources creates a trend of ‘access over ownership’. Rather than
a car of their own, millennials need to be provided with great
mobility (FastCompany, 2014). Rather than a house of their
own, millennials need to be offered ways to live flexibly and
conveniently.
Access to assets instead of ownership allows millennials to
pursue the desired lifestyle of flexibility, individualism, and
spontaneity which defines the generation. The consumer cleantech
mindset settles well around this driver by placing the user
in the centre and providing the smartest, most flexible, and easiest
solutions to a variety of needs.
Cleantech takes over consumer markets 14