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In marketing terms, a business model uses communication instruments to attract customers or develop brand awareness and loyalty. There is always a degree of manipulation in such communication, as we try to influence human purchasing decisions through persuasion. Persuasion is therefore more than the simple act of providing information; it is a professional and measureable expertise in influencing decision-making.

When we started using the ILM real time, air quality measurement system in 2013, the ‘what next?” question arose amongst the AiREAS group. Our cooperative venture for creating a healthy city was not just meant to make visible the invisible but also to do something with what we see. The ILM gave us a first detailed glance into the quality of our own living environment.

In April 2015, AiREAS was contacted by TNO, a powerful Dutch technological research organization, who had become a member of the AiREAS value-driven community one year earlier. During that year, we had been looking at ways to get TNO involved in our projects. This time, it was TNO itself that came up with the proposition.

In our theory, we expected to be able to trigger entrepreneurship while helping people to resonate with healthy city development by offering raw and processed data to which they could relate.

In August 2015, one of our partners in the regional government pointed out to us that the Marathon of Eindhoven that year was subsidized based on an innovation clause.

Not many cities in the world can be seen in the present day as being a community of a singular cultural background. Most have seen migration patterns from within and outside their national boundaries. Eindhoven itself grew instantly to 40,000 inhabitants in 1920, when the small transit town of about 6000 souls annexed 5 villages so as to gain in size and extension. This was necessary to host the many people who were attracted by the industrial activities of Philips (lighting and electronics) and DAF (automotive). The city grew rapidly, now counting over 220,000 residents. The workforce needed exceeded the capacity of the Dutch community, so borders opened up for guest labor from other countries.

In autumn 2015, we were surprised by two different but highly significant signs of support for our method of working.

With this summarized research report, AiREAS substantiates the wish and need to establish to a broadly supported Health Deal between the population of any region in the world and its executive governance. Since 2011, AiREAS has become functional as a formal cooperative multidisciplinary workgroup initiated by proactive civilians that invited the participation of local government, innovative entrepreneurship, science and our fellow civilians to create together a healthy city together from a perspective of air quality, public health and regional dynamics. Subsequent research to determine individual exposure to air pollution under the influence of our lifestyle and the reigning cultural economic pressure has shown that both governance (local socio-economic context) and the civilian population (culture and lifestyle) need to take responsibility together for health and a healthy surroundings as a core value for their own sustainable existence. AiREAS substantiates both the imperative need for context and evolutionary changes in lifestyle through a commitment of combined participation, and a practical solution through innovative co-creation, scientific monitoring insights and proven evolutionary methods.