This document discusses various companies and business models that incorporate principles of the circular economy. It describes companies in sectors like mobility, housing, food, and energy that utilize resource efficiency models of sharing, optimization, and dematerialization. Examples highlighted include Verybite, a Chinese social cooking and food delivery platform; Oatkitchen, a Finnish company substituting animal proteins with vegetable sources; Tuup, a Finnish mobility platform that provides all services in one application; and Bettervest, a German crowdfunding co-creation platform for housing. The document advocates user-focused approaches and digital technologies to drive more sustainable lifestyles through circular business models.

1. #consumercleantech
#smartups
#behaviourchange
Roope Mokka
Founder
Demos Helsinki
Incorporating to changing lifestyles
and uses to circular economy.
A framework
Changing Lifestyles

2. From
efficiency
to value.
INCORPORATING USER INTO
CIRCULAR ECONOMY
Strategic Niche Management

3. Demos Helsinki
is the Nordic
think tank

4. 2008 2009 2010 2011 2012 2013 2013 2014
Innovation
Workshops with
gatekeeper
corporations
Nordic
Smart City
accelerators
Smart resource
utilisation consulting
for companies
Innovation Camps
with Startups
OUR WORK
Research
Innovation

5. Digitalisation
making urban
lifestyles more
sustainable
Mobility-as-
service,
E-bikes as a
case.
Consumer markets
for cleantech
Internet of things,
sensor revolution
and big data as
ways to decouple
wellbeing from
resource
consumption.
2015

6. Meet the user. A Human.

7. Humans are the source of
ALL economic value.

8. WHAT WILL DRIVE THE CHANGE
IN OUR LIFESTYLES IN THE
UPCOMING DECADE?

9. USER-FOCUS
RESOURCE
SCARCITY
DIGITALISATION

10. Google to Buy Nest Labs for $3.2 Billion
Internet Company Extends Reach Into Home with Buy of Thermostat, Smoke Detector Maker
Opower Shares Soar in IPO
BlaBlaCar Raises A Massive $100 Million Round To Create A Global Long
Distance Ride-Sharing Network
Facebook Buys Oculus Rift For $2 Billion

12. CIRCULAR ECONOMY
“A circular economy is one that is restorative and regenerative by
design, and which aims to keep products, components and
materials at their highest utility and value at all times,
distinguishing between technical and biological cycles.”
Ellen McArthur Foundation

13. CIRCULAR ECONOMY FOR
CONSUMERS
“A circular economy for users is one that is restorative and
regenerative by design, and which aims to maximise the utility
and value of products and services at all times, creating new
service platforms for collaboration, use and experience.

14. ServiceProduct
Production Consumption
Technology Experience
Where’s Circular Economy going?
Corporations Startups
Sustainability Disruption

15. BOTTOM LINE:
What
changes
the most?

17. ENERGY CONSUMPTION
PER HOUSEHOLD
30%
30%
housing
= 70%
food+25%
15% mobility+

18. MONTHLY HOUSEHOLD
EXPENDITURE
329
251
Telecommunication is used as a reference point.
49
200€
400€
600€
800€
30%
678
25%
15%
= 1260€
678 €
329 €+
251 €+

19. MOST NATURAL RESOURCES
MOST CAPITAL
MOST CONSUMER SPEND
+
BAD USER EXPERIENCE
UNDERDEVELOPED SERVICES
HOMES,
TRANSPORTATION
AND FOOD

20. SHARI
NG
OPTIM
ISATION
IMMATERI
ALISATION
CIRCULAR
ECONOMY
THE FRAMEWORK FOR CONSUMER DRIVEN CIRCULAR ECONOMY
Increasing the utilization rate
of physical resources by
sharing.
Optimizing the use of
physical inputs through the
use of smart home, metering
and gamification applications.
Upcycling and
refurbishment in the core:
Increasing the value of
physical assets by
implementing energy
efficiency solutions for homes
as well as various other
circular economy applications.
Smart substitution to replace
resource-intensive practices,
via virtual reality and
behaviour change.

21. RE
SOURCEEFFICIENCYMOD
ELS
COMPANIE
S
COMPAN
IES
COMPA
NIESSOM
PANIES
FEATURES IN
COMPANIES’
BUSINESS MODELS

22. SHARI
NG
OPTIM
I
SATION
IMM
ATERI
A
LISATIONCIRCULAR
ECO
NOMY
FromFinland:
Sharetribe,KuinOma,Weegos,GreenRiders,Ants,Hukkatila
Aiyanyu,AirBnB,BlaBlaCar,Nimber,Lyft,Xiaozhu,Verybite
AskForTask,Hoffice,Huolala,LanXiNiu,Yongche,BoxatWork
BiTeBi Wifi, Argos, Swap, esolidar, Bettervest, Jaano, eMio,Wundercar
Floatility, Parking PandaBig companies:
Hyatt Hotels / OneFineStay, Daimler / Car2Go
Citi Group / Nyc Bike sharing
Barclays / Santander Cycles
Cemex / Patrimonio Hoy, Peugeot / Mu Mobility
Askareet,Yhteismaa,Venuu,PiggyBaggy,KortteliAuto
Collaplan,CityCarClub,Kyyti,Kliffa,LocalCommunityCatalyser
Aroundtheworld:
PommePomme,Homeaway,Tujia,Uber,RelayRides,Campanda,Coffice
Ford2Go, Avis / Zipcar, W Hotels / DesksNearMe
Zaarly,Taskrabbit,Shangdongprovince/EVcompany,Airtasker upcycling of vehicles
remodeling
digitalservice
innovation
p2pmarketplaceplatforms
ridesharing-hitchhiking
carsharingsocial cookingco-creation platform
homeautomation
energy
management
smart vehicles
need based optimisation
allinoneapplication
turnkey solutions
crowdfunding
substitution of ingredients
product innovation
energysourcesubstitution
replacementofanimalproteinsources
smart routing
replacement of ownership needs
turnkeysolutions
digitalserviceplatform
smartmetering
upcycling of vehicles
tuning
From Finland
Purjebägit, GlobeHope, Pure Waste Textiles
Electric hill assistant unitIkeaSecondhandCampaign
Around the world:
KutsuPlus,MobiGoPilot,CleanWaterMapping,AsmoCharger
FromFinland:
Enevo,Loadbro,Anton&Anton,Fresgo,Blokfood
OptiWatti,Naturvention,Salusfin,EnergyUp,ThereCorporation
BikeCitizens, Ferroamp, Greenpocket, Mapdwell, Wattime, Open Utility
Around the world
Kuaidadi, Capacity Energy Storage, Ethera, Ice Gateway, CoolingInno
Swarco, Agrilution, Changhong, Growen
Kauppahalli24, Finsect, Ambronite, OatKitchen, Digital Foodie, Repack, Tuup
From Finland:OurNeighbourhood, Cubicasa, Masar, Solnet, Savo Solar, Virtuaaliassistentti
WalkIt,WeShareSolar, CrowdPowerPlant, GreenGoEnergy,WashIt
Around the world
eeMobility,Fortum,Eneron,Ensto,Gasum,IkeaSolar,Caverion,Fira
GreenEnergetic, SunRun, Qixxit, Xylophane, Bitty, Beyond Meat
NesteOils,BillGates/HamptonCreekBigcompanies
ST1,Gaia,Alibaba/Alipay
Big companies:
IoTsens, BaseN, RYM Oy,
Oras,RettigICC,SRV,TermopanelsOy,Valtavalo,VantaanEnergia
Bonsum,OculusRift,Solarkiosk,GoWorkaBit
Headsted, YOU, Meedoc, Emotion Tracker, Catalyze Impact, Microtask
Granlund,Greenluxt,Helen,Hydrocell,Motiva,OilonHaltonGroup
BrightProducts,MyForest,NuSpaarpas,Moves,Enerbee,500more
Fourdeg, Ouman, One1, Enefix, Suomen bioauto
Etsy,RainforestConnection,RVS
IkeaSecondhandCampaign
Pantaluren,Bundles,Fairphone,LyfShoes,Lassila&TikanojaHeliix, Yetu, Ferroamp, Thermondo
Solvatten, LifeStraw, Biobean, NaNomaji
Bigcompanies:
Patagonia&Ebay,GoogleProjectAra,Ecomation
nvorGroupOy,GreenSound,KuusankoskiRecycling
Xiaojukeji, Watty, Opower, Viva, 720, 2andgo

23. OPTIM
I
SATION
homeautomation
energy
management
smart vehicles
need based optimisation
smart routing
turnkeysolutions
KutsuPlus,MobiGoPilot,CleanWaterMapping,AsmoCharger
FromFinland:
Enevo,Loadbro,Anton&Anton,Fresgo,Blokfood
OptiWatti,Naturvention,Salusfin,EnergyUp,ThereCorporation
BikeCitizens, Ferroamp, Greenpocket, Mapdwell, Wattime, Open Utility
Around the world
Kuaidadi, Capacity Energy Storage, Ethera, Ice Gateway, CoolingInno
Swarco, Agrilution, Changhong, Growen
Big companies:
IoTsens, BaseN, RYM Oy,
Xiaojukeji, Watty, Opower, Viva, 720, 2andgo
NAME: Xiaojukeji
FIELD: mobility
KEY FEATURES IN BIZ MODEL: Smart routing
and need based optimization
FROM: China
WHAT do they do: P2P hitchhiking service and P2P
& B2B car rentals

24. NAME: There
FIELD: housing
KEY FEATURES IN BIZ MODEL: Turnkey
solutions, home automation, energy
management
FROM: Finland
WHAT do they do: Smart energy control
systems that are adapted to existing systems
to achieve better energy management and
price optimisation.
OPTIM
I
SATION
homeautomation
energy
m
anagem
ent
smart vehicles
need based optimisation
smart routing
turnkeysolutions
KutsuPlus,MobiGoPilot,CleanWaterMapping,AsmoCharger
FromFinland:
Enevo,Loadbro,Anton&Anton,Fresgo,Blokfood
OptiWatti,Naturvention,Salusfin,EnergyUp,ThereCorporation
BikeCitizens, Ferroamp, Greenpocket, Mapdwell, Wattime, Open Utility
Around the world
Kuaidadi, Capacity Energy Storage, Ethera, Ice Gateway, CoolingInno
Swarco, Agrilution, Changhong, Growen
Big companies:
IoTsens, BaseN, RYM Oy,
Xiaojukeji, Watty, Opower, Viva, 720, 2andgo

25. IMM
ATERI
A
LISATION
all in one application
turnkeysolutions
productinnovation
replacem
entofownership
needs
energy source substitution
replacement of animal
protein sources
substitutionofingredients
Kauppahalli24,Finsect,Ambronite,Oatkitchen,DigitalFoodie,Repack,Tuup
FromFinland:OurNeighbourhood,Cubicasa,Masar,Solnet,SavoSolar,Virtuaaliassistentti
WalkIt,WeShareSolar,CrowdPowerPlant,GreenGoEnergy,WashIt
Aroundtheworld
eeMobility, Fortum, Eneron, Ensto, Gasum, Ikea Solar, Caverion, Fira
GreenEnergetic,SunRun,Qixxit,Xylophane,Bitty,BeyondMeat
Neste Oils, Bill Gates / Hampton CreekBig companies
ST1, Gaia, Alibaba / Alipay
Oras, Rettig ICC, SRV, Termopanels Oy,Valtavalo,Vantaan Energia
Bonsum, Oculus Rift, Solarkiosk, GoWorkaBit
Headsted,YOU,Meedoc,EmotionTracker,CatalyzeImpact,Microtask
Granlund, Greenluxt, Helen, Hydrocell, Motiva, OilonHalton Group
Bright Products, MyForest, NuSpaarpas, Moves, Enerbee, 500more
NAME: Tuup
FIELD: mobility
KEY FEATURES IN BIZ MODEL:
replacement of ownership needs, all in one
application
FROM: Finland
WHAT do they do: Gathers all services for
mobility under one platform, all in one
solution for mobility

26. IMM
ATERI
A
LISATION
all in one application
turnkeysolutions
productinnovation
replacementofownershipneeds
energy source substitution
replacement of animal
protein sources
substitutionofingredients
Kauppahalli24,Finsect,Ambronite,OatKitchen,DigitalFoodie,Repack,Tuup
FromFinland:OurNeighbourhood,Cubicasa,Masar,Solnet,SavoSolar,Virtuaaliassistentti
WalkIt,WeShareSolar,CrowdPowerPlant,GreenGoEnergy,WashIt
Aroundtheworld
eeMobility, Fortum, Eneron, Ensto, Gasum, Ikea Solar, Caverion, Fira
GreenEnergetic,SunRun,Qixxit,Xylophane,Bitty,BeyondMeat
Neste Oils, Bill Gates / Hampton CreekBig companies
ST1, Gaia, Alibaba / Alipay
Oras, Rettig ICC, SRV, Termopanels Oy,Valtavalo,Vantaan Energia
Bonsum, Oculus Rift, Solarkiosk, GoWorkaBit
Headsted,YOU,Meedoc,EmotionTracker,CatalyzeImpact,Microtask
Granlund, Greenluxt, Helen, Hydrocell, Motiva, OilonHalton Group
Bright Products, MyForest, NuSpaarpas, Moves, Enerbee, 500more
NAME: Oatkitchen
FIELD: food
RESOURCE EFFICIENCY MODEL(S): smart
substitution and dematerialisation, optimisation
FROM: Finland
WHAT do they do: Substitution of animal
proteins for vegetable sources by creating new,
delicious foods and ingredients based on
vegetable proteins.
OATKITCHEN

27. SHARI
NG
FromFinland:
Sharetribe,KuinOma,Weegos,GreenRiders,Ants,Hukkatila
Aiyanyu,AirBnB,BlaBlaCar,Nimber,Lyft,Xiaozhu,Verybite
AskForTask,Hoffice,Huolala,LanXiNiu,Yongche,BoxatWork
BiTeBi Wifi, Argos, Swap, esolidar, Bettervest, Jaano, eMio,Wundercar
Floatility, Parking PandaBig companies:
Hyatt Hotels / OneFineStay, Daimler / Car2Go
Citi Group / Nyc Bike sharing
Barclays / Santander Cycles
Cemex / Patrimonio Hoy, Peugeot / Mu Mobility
Askareet,Yhteismaa,Venuu,PiggyBaggy,KortteliAuto
Collaplan,CityCarClub,Kyyti,Kliffa,LocalCommunityCatalyser
Aroundtheworld:
PommePomme,Homeaway,Tujia,Uber,RelayRides,Campanda,Coffice
Ford2Go, Avis / Zipcar, W Hotels / DesksNearMe
Zaarly,Taskrabbit,Shangdongprovince/EVcompany,Airtasker
digitalservice
innovation
p2pmarketplaceplatforms
ridesharing-hitchhiking
carsharingsocial cookingco-creation platform
crowdfunding
NAME: Verybite
FIELD: Food
KEY FEATURES IN BIZ MODEL: Social
cooking, P2P marketplace platform,
crowdfunding
FROM: China
WHAT do they do: P2P marketplace for
homemade food and delivery service
VERYBITE

28. SHARI
NG
FromFinland:
Sharetribe,KuinOma,Weegos,GreenRiders,Ants,Hukkatila
Aiyanyu,AirBnB,BlaBlaCar,Nimber,Lyft,Xiaozhu,Verybite
AskForTask,Hoffice,Huolala,LanXiNiu,Yongche,BoxatWork
BiTeBi Wifi, Argos, Swap, esolidar, Bettervest, Jaano, eMio,Wundercar
Floatility, Parking PandaBig companies:
Hyatt Hotels / OneFineStay, Daimler / Car2Go
Citi Group / Nyc Bike sharing
Barclays / Santander Cycles
Cemex / Patrimonio Hoy, Peugeot / Mu Mobility
Askareet,Yhteismaa,Venuu,PiggyBaggy,KortteliAuto
Collaplan,CityCarClub,Kyyti,Kliffa,LocalCommunityCatalyser
Aroundtheworld:
PommePomme,Homeaway,Tujia,Uber,RelayRides,Campanda,Coffice
Ford2Go, Avis / Zipcar, W Hotels / DesksNearMe
Zaarly,Taskrabbit,Shangdongprovince/EVcompany,Airtasker
digitalservice
innovation
p2pmarketplaceplatforms
ridesharing-hitchhiking
carsharingsocial cookingco-creation platformcrowdfunding
NAME: Bettervest
FIELD: Housing
KEY FEATURES IN BIZ MODEL:
Crowdfunding, co-creation platform
FROM: Germany
WHAT do they do: Crowdfunding platform
that makes it possible for anyone to invest
in energy efficiency projects and benefit
from the savings.

29. CIRCULAR
ECO
NOMY
recycling
rem
odeling
Bio
digital service platform
smart metering
upcyclingofvehicles
tuning
FromFinland
Purjebägit,GlobeHope,PureWasteTextiles
Electrichillassistantunit
Ikea Secondhand Campaign
Aroundtheworld:
Fourdeg,Ouman,One1,Enefix,Suomenbioauto
Etsy, Rainforest Connection, RVS
Ikea Secondhand Campaign
Pantaluren, Bundles, Fairphone, Lyf Shoes, Lassila & Tikanoja
Heliix,Yetu,Ferroamp,Thermondo
Solvatten,LifeStraw,Biobean,NaNomaji
Big companies:
Patagonia & Ebay, Google Project Ara, Ecomation
Envor Group Oy, GreenSound, Kuusankoski Recycling
NAME: Suomen Bioauto
FIELD: Mobility
KEY FEATURES IN BIZ MODEL:
Upcycling of vehicles, tuning.
FROM: Finland
WHAT do they do: consulting, assisting
consumers and spreading information
on how to change bikes to electric bikes
and cars to biocars.

30. CIRCULAR
ECO
NOMY
recycling
rem
odeling
Bio
digital service platform
smart metering
upcyclingofvehicles
tuning
FromFinland
Purjebägit,GlobeHope,PureWasteTextiles
Electrichillassistantunit
Ikea Secondhand Campaign
Aroundtheworld:
Fourdeg,Ouman,One1,Enefix,Suomenbioauto
Etsy, Rainforest Connection, RVS
Ikea Secondhand Campaign
Pantaluren, Bundles, Fairphone, Lyf Shoes, Lassila & Tikanoja
Heliix,Yetu,Ferroamp,Thermondo
Solvatten,LifeStraw,Biobean,NaNomaji
Big companies:
Patagonia & Ebay, Google Project Ara, Ecomation
Envor Group Oy, GreenSound, Kuusankoski Recycling
NAME: Bleeve
FIELD: House refurbishment and
renewable micro generation
KEY FEATURES IN BIZ MODEL:
Installations, audits, crowfunding.
FROM: Neatherlands
WHAT do they do: offer a platform for
installers and user communities

32. 89% is not a rebound.
Its a miracle.

33. FOOD
CARS HOMES
ENERGY INTERNET

35. §

36. Food

37. THE RECIPE FOR SUCCESS IN THE DIGITAL ERA
LIGHT
ASSETS USABILITY RESOURCE
SMARTNESS

38. Next phase of digitalisation
is Internet of (NO) Things

40. How can sensor-
revolution help in
decoupling social
progress from
natural resource
consumption.
Internet of NO things:
www.nakedapproach.demoshelsinki.fi

41. To recap…

42. 1. Look for smartups and disruptions
2. Focus on: smart buildings and smart mobility
3. Use cities as a platform for innovation
4. Experiment and scale.
5. Everything as a service (Xaas)
5 recommendations for
incorporating behaviour change to
circular economy

43. We are interested in joining research
consortiums on following topics:
#circular economy # smart cities
#energy and behaviour #ICT
We are specialised in #foresight #co-
creation #start-ups
#resourcesmartservices #mobility
Leave me your card to get the forthcoming reports
Roope Mokka, Demos Helsinki
roope.mokka@demoshelsinki.fi, +358 440400413, @mokka
www.demoshelsinki.fi