Recipes for Systemic Change - Helsinki Design Lab

82Ageing StudioOutcomesSummaryThe profile of the coming generation of the aged in Finlandwill differ significantly from its predecessors. As a consequenceof both accumulated wealth and an increased lifeexpectancy, the retiring Baby Boomers will represent a sizeableconcentration of individuals with high levels of time,health, money and wisdom. As a group, they look forward tothe freedom and independence of their post-retirement lives.Against this backdrop, the Studio set out to articulate a newunderstanding of the ageing population based on three coretenets.1. New Wealth and New HealthMeasured by net wealth, 55–64 year-olds are the wealthiestage group in Finland. In 2004, their net wealth wasapproximately 1.5 times higher than the national average.The Studio team saw this as a great opportunity for society:the Baby Boomers will have the time and resources not onlyto demand new categories of products and services, but alsoto invest in and advise new businesses launched by youngergenerations, extending the active stages of their life and economicparticipation.2. New Social ContractPresent-day professional culture pushes individuals tomaximize productivity, often at the cost of their personallives. This inhibits employees’ ability to form social networksoutside of work. This general underdevelopment of personaleconomies in society has far-reaching implications in termsof low levels of entrepreneurship and activism in Finland,whether as hobbies or volunteer work. Through interviewswith retired citizens, the Studio team found a need to ignitedeeper desire to contribute to society beyond professionalroles. Thus, the need for a new social contract emphasizingindividuals’ participation in, and contribution to, societybecame evident.3. Systemic, Institutional InnovationFinland is an institutionally led culture with a strongpublic sector. Recognizing this, the Studio set out to sketchnew solutions that would respect the role of institutions andsupport innovation at their core, while opening them up forgreater engagement with society. Systemic, institutional innovationis needed beyond current ‘problem/solution’ serviceinnovation and optimization.