behaviour changes CReating Innovative Sustainable Pathways across Europe I-Tech scenario Thursday 13th of February 2014, Brussels, Belgium

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1 behaviour changes CReating Innovative Sustainable Pathways across Europe I-Tech scenario Thursday 13th of February 2014, Brussels, Belgium

2 I-TECH Video

3 Characteristics of the vision Technology - the dominant driver for sustainable change and efficient measure to solve societal, economic, and ecological problems; Smart education and research for intellectual and advanced society; Functional food; Smart energy efficiency. A strong focus on solutions rather than on processes.

4 Backcasting workshops Food KTU (Lithuania) - Expert Energy SIFO (Norway) Expert TEI (Greece) - Expert Mobility Surrey, (UK) - Public (x2/parallel sessions)

5 Break down and build up elements

6 Food Break down elements Negative perception to non-traditional food and related production technologies; Low-tech business models in the large corporations; Consumers habits related to low-tech products. Build up elements Consumers trust for new products and technologies; Altitude towards non-natural food product changes; Research and innovative technology offers.

7 Energy Break down elements The lack of knowledge and interest about sustainable and alternative energy; Growing consumerism; Non systematic and lagging policies. Build up elements Innovative knowledge and information management; New policies related to sustainable energy production and consumption; Implementation of energy efficiency measures in every day practice (producers and consumers); Research developments.

8 Mobility Break down elements Behaviors related to private transport; Policies of large car and fuel industry producers. Build up elements Hi-tech solutions ensuring behavioral and technological changes in mobility and transport; Societal acceptance of sustainable ideas and innovations.

9 I-Tech pathway Pre-development phase (initiated 2013) building political support, collaboration and financial support for innovation driven industry, technological development and sustainable living; education for a deep understanding of the creation and use of technology (specialists) and its social acceptability (for the public); strengthen private partnerships that support social responsibility, new technologies and technological breakthroughs supported by organised groups and networks.

10 I-Tech pathway Take-off and acceleration phase ( ) promotion and use of sustainable technology for sustainable living; increased awareness of the benefits of technological improvements in order to overcome aversion to technology; increased living standards in a sustainable manner; adjustment of society to the new pace of technological developments; maintenance and continuous encouragement to collaborate

11 I-Tech pathway Stabilisation phase ( ) Motivated and trustful assessment of technological solutions diffusion and impact; Enabled sustainable every day living via integration of modern food, transport and energy technologies

12 I-Tech pathway integration will contribute to more efficient and smarter solutions; the risk of development and usage of the new technologies will be reduced; new forms of education will change society s attitude towards new technologies; society will experience that major problems in the food, energy and transportation sectors will be solved in sustainable way; new forms of education will help in bridging the gap between early adopters and the late majority and laggards. all levels of society and all generations accept, trust and use new technologies; Ensure critical evaluation of potential hazards will push continuously improve technologies, products and services; Low tech and less sustainable products will be eliminated from market

13 Behaviour changes

14 We should ensure posibilities for the older generation and create oportunities to the new world leaders

15 Thank you!

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