Higher levels of consumption and wealth do not necessarily increase personal well-being, and an increasing amount of consumers are interested in making more sustainable choices. What role does business play in offering consumers better alternatives via innovation, choice editing and choice influencing? Nokia is transitioning into a solutions provider, and mobile technology innovations hold a potential for changing the way we live, from improving livelihoods to embracing more sustainable lifestyles. Listen to Kirsi Sormunen discuss these topics, packaging, energy consumption, and more.

1. Influencing Consumer
Choice Toward
Sustainable
Consumption
Kirsi Sormunen
VP Sustainability, Nokia
Company Confidential

2. Influencing Consumer
Behavior Towards
Sustainable Consumption
Sustainable Brands 10
June 2010
Kirsi Sormunen, V ice President, Sustainability,
Nokia

3. 9 billion people living well,
within the limits of the
planet??

4. Sustainability – a mega-size global
challenge
Population Energy demand Temperature
Water Food Ecosystems

5. The golden age of consumerism…

6. Global economic – and purchasing –
power is shifting
Top 10 economies by GDP in 2050
Source: Goldman Sachs, WBCSD

7. WBCSD Vision 2050
“9 B people live well within the limits of the
planet”
• Meeting the development needs of billions of people
• Satisfying aspirations of the middle class , ~ 3.6 B people in 2030
• Incorporating the costs of externalities
• Doubling agricultural output
• Four-to-tenfold improvement in the use of materials and resources
• Universal access to low-carbon mobility
• Managing ecosystems and biodiversity better
• Halving CO2 emissions from 2005 levels
Company Confidential 7
7 © 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials

8. Sustainable
consumption
Business as a part of the solution

9. Green issues increasingly important for
consumers
Source: Eurobarometer 2009

10. EU consumers pay more for
green products
• European consumers pay a price premium of
46% on average for Green retail products and
25% for food and drink items in 2010
• Green premium will continue to decrease
• European Green retail sales will double in 5
years
• Share of total retail sales to double from 2.5 -
5%
• European households spend ~EUR369 /year
on Green products
Source: Keikoo Co/UK, March 2010

11. Business role in driving sustainable consumption
• Innovation
• Choice editing
• Choice
influencing
Is this less or just
smarter
consumption?
Source: WBCSD
Sustainable
Comsumption Facts
and Trends

12. Advocating sustainable
consumer choices
Case Nokia

13. Over 4 billion people in
the world use a mobile
phone
13

14. Multiple devices
in one –
less materials
and CO2
Company Confidential

15. Dematerialization
Innovation
Nokia Talkman
Choice editing
Nokia Cityman
Nokia
2110
Nokia
6110 Nokia
8210
4,8kg 770g 236g 137g 79g
1984 1987 1994 1997 1999

16. Convergence
Innovation
Choice editing
+ MP3, Alarm Clock,
Calendar, Compass…

17. What makes a mobile device “green”?
Innovation
Choice editing
• Use of recyclable materials
• Low energy consumption: optimized
screen brightness and screen savers
• Energy efficient charger
• Packaging: compact size, reusable
materials, eliminate or minimize use of
plastics
• Avoiding substances of concern

18. Smart packaging – saving money and
reducing CO2
Choice editing
Compact size Chargerless sale

19. Advocating environmentally
conscious choices

20. Choice influencing

21. Making sustainable choices easy for consumers
Choice influencing
Energy labels Choice editing
Energy Green Explorer:
saving tips Choices & Content Navigation

22. Choice influencing
Eco-tips for consumers
Save energy - Turn off Bluetooth,
WLAN etc. when not using them
Eliminate stand-by energy - Unplug
your charger when the battery is full
 Use teleconferences instead of
travelling to a meeting
 Let GPS help you find the shortest
driving – or walking - route
 Read emails and browse internet
with your mobile device –Uses only 3
% of the energy used by a laptop
 Take your mobile phone back for
recycling to save valuable natural
resources!
Company Confidential

23. What about e-waste?

24. Raising consumer awareness on recycling
Choice influencing
• Research shows that in order to recycle
used mobile devices people need:
• Information – only 50 % know about it
• Making it easy – >80% would return
their phone
• Nokia makes an effort to collect used
devices
• 5,000 recycling points globally
• Ongoing web campaign and instructions
• Up to 40 local recycling campaigns per
year
• Incentives for consumers in exchange
*) Nokia research 2008 www.nokia.com/werecycle

25. Incentives to consumers for responsible
choices Choice influencing

26. Making sustainability a part of all we do
Choice influencing

28. Thank you!