The new research material does not reveal any great shifts with regard to general environmental attitudes. The view that financial and industrial activities are restricted too much in the name of nature conservation receives a little more rejection (39%) than acceptance (34%). The distribution is practically the same as in the previous year, and positions have not moved much in the new millennium (no figure).

The preparedness in principle to compromise over personal standards of living in order to reduce the environmental impacts and risks resulting from energy production is slightly higher than before. Now, slightly more than one in two (56%) express this kind of preparedness, while about one in five (20%) refuse. Even though the distribution is clearly oblique towards acceptance, it is rather spiritless in relative comparison. The long-term trend of these opinions visualises an interesting time series reflecting changes in economic cycles. In the recession years of the early 1990s the preparedness to compromise gradually increased and then abated to the earlier level. During the ten last measurements the distribution has not changed much [Figure 17.].

Also, in the light of other meters, the undercurrent of public opinion is still shown to be distinctively soft - in other words, prioritising environmental and social rather than technical, financial and material values. This is also connected with the conflict between the environment and growth - whether or not these targets of wellbeing rule each other out is another question. In any case, people's views on future energy needs refer to an evident belief in growth. More than three out of four (77%) estimate that the need for electricity will be much greater in the future than at present; only a small minority (9%, [Figure 18.]) disagree.

This question has proven to be an excellent indicator of the country's economic situation and changes in the general attitudes in society. An exceptionally clear projection of development in economic and social conditions over the past decade can be observed in the time series concerning the future need for electricity. The recession - the arrival of which was predicted by ordinary people ahead of decision-makers and economic experts - clouded the vision of growth year by year so that the total change from the peak consumption years in the late 1980s to the deepest recession in 1993 was almost dramatic. In 1994 a turn indicating a quick return of the belief in growth was measured in opinions, and this has been maintained in recent years. A result corresponding to the four last measurements - equally growth-oriented - was last received at the end of the 1980s, before the recession. One should hope that the results have no prediction value.

Although public opinion is critical over environmental issues, views on energy companies as environmental players have usually been positive. Now more than two out of five (44%) are of the opinion that Finnish energy companies are currently acting in an environmentally responsible way. Approximately one in five disagree (19%). Even though the distribution clearly emphasises a positive attitude, it still reflects a growth in reservations, especially when the change that took place a year earlier is considered. Thus the time series that has long reflected steady confidence shows some flaw at this point. Even though exhaustive explanation of the reasons for the phenomenon may be difficult, we may assume that at least a partial reason lies in the criticism publicly raised against energy companies. Even if the criticism did not directly concern the environmentally-related measures of energy companies, these, too, may be seen in a more negative light due to the 'logic of totalities' that governs corporate and sector images [Figure 19.].