With regard to general environmental attitudes, the most recent research data confirms the observations on the increase of positive attitude towards the environment in the previous survey. Although the differences in emphasis are only relatively small, their main direction is quite systematic and thus noteworthy. The view that financial and industrial activities are restricted too much in the name of nature conservation receives a little more rejection (44%) than acceptance (31%). Even though the share of those against the statement has not increased from the level in the previous survey, there are slightly less of those in favour of the thesis (3 percentage points). However, as a whole, the general status has not experienced a radical change. Even the most recent result is close to the average of the recent years (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 considerably high. Six out of ten (61%) express this kind of preparedness, while about one in five (20%) refuse. Although the result does not substantially deviate from the previous one, it indicates that the trend towards increase that has been registered in the past few years is now breaking. The long-term trend of these opinions visualises an interesting time series reflecting changes in economic cycles. During the economic recession years of the early 1990s, the preparedness to compromise gradually increased and then abated to the earlier level. Based on this background, the new increase of the past few years can be interpreted in several ways. The question of whether the changes in the social atmosphere are cyclic can only be answered by means of further studies [Figure 18.].

Also in the light of other indicators, the undercurrent of public opinion is still distinctively soft - in other words, environmental and social rather than technical, financial and material values are stressed. There is also a contradiction between the environment and growth. It is quite another issue whether these well-being objectives rule each other out or not. The public opinion pertaining to future energy needs have indicated a belief in growth already for a long time. Now, the boom of public opinion - as well as the boom in the national economy - has ended. Less than two out of three (64%) estimate that the need for electricity will be much greater in the future than at present. Approximately every seventh respondent (14%) disagrees. Even though the distribution is clearly oblique, it is significantly more spiritless than the year before (77% believed in growth) [Figure 19.].

This question has also previously proven to be an excellent indicator of Finland's economic situation and changes in the general attitudes of the society. An exceptionally clear projection of the development of economic and social conditions over the past decade can be observed in the time series concerning the future need for electricity. The economic recession at that time - which was predicted by ordinary people much before the 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 turned out to be rather dramatic. In 1994 a turn indicating a quick return of the belief in growth was measured in opinions, and this has been maintained and even gradually increased until the last survey. A similarly growth-oriented result corresponding to the last surveys was last obtained at the end of the 1980s, before the recession. The situation that was developing during the previous report - the bubble gradually filling and being in danger of bursting - was anticipated as follows: 'One can only hope that the results do not predict an economic change. The discussion in the media has also predicted a new economic recession, however..' It remains to be seen whether the changes in attitudes are now going to be repeated in the previous way or similarly. The current economic crisis that began unexpectedly is so new that all of its consequences have not been able to be realised in society or in the public opinions related to it.

Although public opinion pertaining to environmental issues is critical, views on energy companies as environmental players have usually been positive. Now, more than one out of three (36%) are of the opinion that Finnish energy companies are currently acting in an environmentally responsible manner. Approximately one in four disagree (24%). Even though the distribution clearly emphasises a positive attitude, it still reflects clearly increased reservations, especially when taking into account the results of the three preceding years. Thus, the time series that has long reflected confidence shows a flaw at this point. While an exhaustive explanation of the reasons behind the phenomenon may be difficult, one can assume that the criticism publicly raised against energy companies is one of the underlying reasons. 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 20.]. On the other hand, the increase in criticality does not seem to be targeted solely at the energy industry. A similar change in attitudes has been shown in other recent studies¹ concerning other industries more generally.

______________________________