The Social Sciences

and the Humanities

use it dont lose it

POSITION PAPER FROM DEA

DEA 1
Content

PREFACE 3

1. KEY PROPOSALS 5

2. INTRODUCTION 7

3. THE POLICY CONTEXT 8

4. SSH UP UNTIL NOW IN THE FRAMEWORK PROGRAMME 7 11

5. STRENGTHEN SSH IN AN INTERDISCIPLINARY CONTEXT 15

6. SSH AS INNOVATION DRIVER 18

7. SUMMARY 22

APPENDIX 23

The Social Sciences and the Humanities DEA would like to thank the steering committee for their valuable
use it dont lose it feedback and input, in particular Anne Marie Pahuus (Aarhus
University), Henrik Stampe Lund (Technical University of
Denmark), Lise Vinkel Clausen (Copenhagen Business School),
Mette Reebirk (Roskilde University), and Pia Koch (owner at
The main authors of this paper are:
Relevant).
Charlotte Gisselmann Jessen, Consultant, DEA
Nanna Rosenfeldt, EU Consultant, DEA
This project has received financial support from The Danish
Kenneth Salomonsen, Project Assistant, DEA
Council for Strategic Research.
Mikkel Blow Skovborg, Development Manager, DEA

Design: Anne-Sofie Thomsen

Print: Scanprint
Photos: Sren Osgood, iStock and Polfoto

2 DEA
Preface

With this paper DEA would like to contribute to the debate about how the Social Sciences and the Humanities
(SSH) can contribute to solving future challenges for Europe and realising the Innovation Union. This position
paper will propose an improved integration of the SSH in the European Commissions future framework for
research and innovation (Horizon 2020).

The complexity of the Grand Societal Challenges demand alternative solutions and new ways to exploit our
academic competences in the best and broadest way possible. We believe that these challenges must be solved
with contributions from many sciences in an interdisciplinary way. This is not done by losing the Social Sciences
and Humanities, but by using it.

Our work in improving the integration of SSH in a future framework for research is of Danish interest and our work
is financially supported by The Danish Council for Strategic Research.

In 2012 Denmark will hold the Presidency of the Council of the European Union, where some of the major
strategic decisions about Horizon 2020 will be discussed and determined. The intent of this position paper is to
serve as input to the debate concerning the way the European Commission should support research in SSH.

Stina Vrang Elias, Managing Director at DEA

DEA 3
This paper will propose an improved integration of
the Social Sciences and the Humanities (SSH) in
the European Commissions (EC) future framework for
research.

The recent debate about the SSH in the EC research

programmes has focused on the possibility for the SSH
to find its place in the Grand Societal Challenges and
the Innovation Agenda. This paper will show how and why
the SSH can play an important role in realising the
Innovation Union and contributing to solve the Grand
Societal Challenges.

4 DEA
1. Key proposals

We argue that there is a clear potential for strengthen- developer to innovation driver, stressing the
ing the use of SSH research in the future European importance of business and innovation oriented
research programmes and that the knowledge SSH research. This does not mean that the SSH
produced in SSH indeed can contribute to both the should no longer be used in policy development,
Innovation Union and the Grand Societal Challenges. but the SSH should also be used as innovation
driver. The design of a new framework pro-
We strongly recommend that a distinct pro- gramme, in future research programmes and calls
gramme for SSH research to address the societal should make room for this role for SSH.
challenges that Europe and the world are facing
will be set up and allocated increased funding
compared to Framework Programme 7 (FP7)1.
We propose that the funding to the budget of a
distinct SSH programme is increased significantly,
so that the success rate in the area of SSH, which
is around 9 percent as a minimum will be able to
approach 22 percent that is the average success
rate in FP7 in general.

We support the idea that a future framework

programme should be structured around the
Grand Societal Challenges. We recommend a full
integration of SSH research in the Grand Societal
Challenges, meaning that SSH researchers will
take part in the whole process, from problem
formulation to project evaluation and project
implementation.

There is a large potential for the SSH to contribute

to the realisation of the Innovation Union. We
recommend establishing a focus shift in relation to
the use of SSH research and knowledge in the 1. As also argued by the report: SSH experiences with FP7
European Research Area (ERA) from policy a Commentary, NET4SOCIETY

DEA 5
 RESEARCH WITHIN SSH HAS AN IMPORTANT ROLE TO PLAY IN PREVENTING

FURTHER GLOBAL WARMING AND PREPARING THE EU IN CASE OF RADICAL

CLIMATE CHANGES AND CATASTROPHES.

6 DEA
2. Introduction

The recent debate about the SSH in the European Public health
Commissions coming framework for research and Pandemics
innovation, Horizon 2020, focuses on the role of SSH Inclusive, innovative and secure societies
in the Grand Societal Challenges and the Innovation
Agenda. The Innovation Union and the Grand Societal This paper will argue that research in SSH is important
Challenges will be the two major themes to form the for the EC in order to fully develop the Innovation
future European Research Area (ERA). Union. This paper will not promote specific areas
under the SSH research. The research areas chosen
We will discuss how and why the SSH can play an serve merely as examples.
important role in realising the Innovation Union and
contributing to solve the Grand Societal Challenges. This paper will not argue against the visions of the
The aim is to debate in depth the optimal integration Innovation Union to reinforce industry-driven priorities
of the SSH now and in the future in the European and applied science in the European framework for
framework for research and innovation. This ambition research. But this paper will show and argue that the
is identical to the 2009 European Commission (EC) industry will profit from demands for research and
report on SSH.2 The appendix presents selected knowledge from SSH.
examples of ways that the SSH can contribute in
solving the Grand Societal Challenges. This paper will not argue against developing a future
framework programme based on Grand Societal
Intent Challenges. This paper will show that research and
We do believe that there are two important ways in knowledge from SSH is necessary in solving the Grand
which the EC should support research in SSH: Societal Challenges.

1 SSH as innovation driver to realise the

Innovation Union

2 SSH as a fully integrated part in interdisciplinary

projects on the Grand Societal Challenges so far
defined to be:
Global warming
Energy, water and food supply 2. See Emerging Trends in Socio-economic Sciences and
Ageing society Humanities in Europe, METRIS report, 2009, p. 134.

DEA 7
3. The policy context

The European Commission has launched its communi- towards the technical and natural sciences. The SSH
cation on Europe 2020 flagship initiative Innovation have not yet been included to exploit their full potential.
Union. The European Commission has strategically The SSH disciplines are in the process of creating a
decided to appoint research and innovation as space for themselves in the European framework
cornerstones in restoring the European Union after the programmes. So far they have mainly served as
financial crisis. This goes hand in hand with recom- policy-making disciplines (the SSH thematic area in
mendations from the OECD stating that the knowledge Cooperation) and as minor research parts under the
society must base its future growth on innovation.3 other areas. So far the SSH research under the
framework programmes have made decisive contribu-
The goal of the European Union is to increase spend- tions to the solutions of urgent issues of government,
ing on R&D from 1.8 percent to 3 percent of EU GDP sustainability, and culture for the 21st century.4
and to attract 1 million researchers to the union,
according to the Europe 2020 communication on In order to fully exploit the potential of SSH research in
Innovation Union. the future development of the ERA, this paper will give
some recommendations to further changes.
At the moment Europe is behind in performance
compared to US and Japan on important innovation
indicators like both public and on private research
investment and a large number of EU member states
report brain drain to the US and Japan.

In November 2009, the European Commission, DG

Research published the report The Role of Commu-
nity Research Policy in the Knowledge-Based Econo-
my. The report identified ways to maximise the
efficiency of Community research policy in the post-
2010 period and launched the focus on Grand
Societal Challenges as a concentration of research
effort to solve major societal problems.

However, the Innovation Union and the Grand Societal 3. OECD, 2010
Challenges have been launched with a strong bias 4. The Metris report, 2009

8 DEA
SOLVING THE ISSUES IN PROVIDING ENOUGH CLEAN WATER, FOOD AND ENERGY

FOR THE WORLD CALLS ON A WIDE SPECTRUM OF ACADEMIC RESEARCH AND

EXPERTISE.

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 THE GRAND CHALLENGE OF THE AGEING SOCIETY INVOLVES SEVERAL RESEARCH

AREAS OF SSH. SSH RESEARCH CAN ACCELERATE INNOVATION AND INSPIRE

TO THE CREATION OF NEW PRODUCTS AND SERVICES TARGETED AT THE AGING

SOCIETY.

10 DEA
4. SSH up until now in the Framework
Programme 7
SSH research was first introduced in FP4 in the A survey conducted by Net4Society at the midterm
context of Targeted Socio-economic Research stage of FP7 in 2010 describes that, more than 1,700
(19941998), with a small budget of 130 million. The proposals have been submitted to Theme 8 SSH and
budget for SSH research was increased in the follow- 134 projects have been funded, associating over 1,500
ing Framework Programmes. Under FP5 (1998 2002) institutions. A total of 14,702 partners have participated
the SSH area was funded under the key action in proposal submission and 1,169 partners have been
Improving the socio-economic knowledge base funded. The success rates in Theme 8 SSH is
(budget 165 million). around 9 percent and thus considerably lower than the
average success rate of around 22 percent in FP7 in
SSH obtained programme status in FP6 (20022006), general.6
being the seventh of seven thematic priorities (Citizens
and Governance in a knowledge-based society) with Low success rates and thus a substantial waste of
a budget of 245 million. SSH maintained its pro- research resources in applications that pass the
gramme status in FP7, while for the first time explicitly evaluation threshold but cannot be funded due to
addressing the humanities and encouraging their budgetary restraints are considered areas of concern
participation. The steep budget increase from the 6th in the Interim Evaluation. These aspects are also main
to the 7th FP (623 million) is not as spectacular as it concerns in the specific field of SSH, as the results of
may appear: FP6 lasted for a duration of four years, this survey show. 7
while FP7 covers seven years. Theme 8 SSH of FP7
is the worlds largest research funding programme for The low success rates and the overwhelming interest
the socio-economic sciences and the humanities and participation from the SSH researchers in Theme
while at the same time being the smallest of the 10 8 SSH seems to be an evidence based reason to
theme-oriented programmes within the specific allocate increased funding to the budget of SSH
programme Cooperation. SSH is still a youngster in research in Horizon 2020.
comparison to the majority of Coope ration Themes
such as Health, Food or ICT.5 The budget of FP7 The SSH as research for policy development
is shown on the next page. The Council Decision legitimising the key action
dedicated to supporting socio-economic research of
SSH research is also integrated in the cross-cutting FP5 points out the importance of specifically European
issues of other themes of the specific programme socio-economic research to tackle challenges faced
Cooperation. Moreover, SSH research is also funded in by the European society. The following quote from the
the specific programmes Ideas, People and Capacities Council Decision illustrates the viewpoint of EU
(e.g. Science in Society). decision makers:

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TABLE 1: BUDGET FP7 8

Programme Theme Funding

mio.

Cooperation 32.413
Health 6.100

Food, Agriculture and Fisheries, and Biotechnology 1.935

ICT 9.050
Nanotechnologies, Materials & new Production Technologies 3.475
Energy 2.350
Environment 1.890
Transport 4.160
SSH 623
Space 1.430
Security 1.400
Ideas European Research Council 7.510
People Marie Curie Actions 4.750
Capacities 4.097
Research Infrastuctures 1.715

Research for the benefit of SMEs 1.336

Regions of Knowledge 126
Research Potential 340
Science in Society 330
Coherent development of research policies
Activities of International Co-operation 180
Non-nuclear actions JRC 1.751

Total 50.521

12 DEA
In a period of increasing challenges, such as unac- papers and documents, e.g. the Lisbon Strategy.
ceptable levels of unemployment, an ageing popula-
tion, the globalisation of economies, an increase in The policy context of the FP7 described in the work
inequalities, and a declining relative contribution to the programme for Theme 8 SSH, points out the
world economy, European society will have to undergo importance of research for achieving the agenda of the
changes towards achieving sustainable socio-economic Lisbon and Gothenburg Summits.
development, the improvement of the quality of life of
all its citizens, and to maintain and enhance Europes The challenges to be tackled are economic
competitive position in the world. Social sciences must development and progress while at the same time
therefore be in a position to respond to these chal- achieving sustainability and improving cohesion; the
lenges, overcome national boundaries, through need to bring about change while at the same time
reinforcing cooperation between them and enhancing reinforcing core values and respecting diversity in its
their analytical capacity and thereby supporting various manifestations; the need to reinforce the EU
policy-making. Furthermore, the process of European competitiveness while at the same time developing
integration itself has given rise to a new object of study new types of international relations with our partners. 10
European society which is different from the sum of
its components, although clearly dependent on The socio-economic sciences and humanities theme is
them. 9 dedicated to supporting research and related activi-
ties, which can provide the basis for policy decisions.
The Council Decision is very clear and promotes social Research activities to be supported also have to
sciences as an important tool that will contribute with improve insights and the understanding of develop-
insights into and knowledge on topics that can help ments and trends, as well as their driving factors. This
European policy makers reach the goals and solve the Priority should therefore help improve our knowledge
stated problems. This role of socio-economic research in these fields, but also our policies.11
becomes even clearer in the task descriptions of the
FP5 key action, e.g.: In section 6 we will argue that SSH research also
should be perceived as an innovation driver and not
Research work will provide a sound knowledge base just as a policy developer.
and contribute to the formulation and development of
the relevant European policies. 5. SSH experiences with FP7 a Commentary, Net4Society, March
2011, p. 16
This view on social sciences did not change in the 6. SSH experiences with FP7 a Commentary, Net4Society, March
2011, p. 13
following Framework Programmes, neither with regard
7. ibid., p. 23
to the European dimension, nor to SSH problem- 8. Source: http://cordis.europa.eu/fp7/budget_en.html
solving potential and supportive characteristics. Due 9. http://cordis.europa.eu/improving/socio-economic/5fpdec.htm,
to the top-down approach, the definition of the key May, 2008
10. Work programme 2007-2008, FP7-Cooperation, Theme 8
challenges and the main problems of society to be
Socio-economic Sciences and Humanities, European Commission
addressed by the research activities is closely con- C(2007)5765 of 29 November 2007, p. 4 .
nected to the policy aims laid down in the strategic 11. ibid.

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CONCERNING THE CHALLENGE ON PUBLIC HEALTH IN THE EU IT IS IMPORTANT TO

UNDERSTAND THAT RESEARCH WITHIN THE CLINICAL AND BIOLOGICAL SCIENCES

ALONE CANNOT IMPROVE THE PUBLIC HEALTH MAXIMALLY.

5. Strengthen SSH in
an interdisciplinary context
The authors of this paper support the idea that the methods used by the SSH areas can expose other
European Commissions future framework for research sides of the Grand Societal Challenges that is blind to
should be structured around the Grand Societal the natural and technological sciences. Different
Challenges. As mentioned earlier in the paper the approaches have different blind spots and are only
Grand Societal Challenges for the EU have been open to register some specific phenomena when
suggested to be: interpreting a certain field. An anthropologist would for
example not be able to register electric brain activity as
Global warming a neuroscience researcher would be able to, and vice
Energy, water and food supply versa the neuroscience researcher wouldnt be able to
Ageing society register how certain cultural phenomena regarding the
Public health examined person is affecting him or her.
Pandemics
Inclusive, innovative and secure societies The appendix should be understood as pointing out
that also within the Grand Societal Challenges, the
Because these challenges immediately seem to have a SSH area can register some invaluable important
large focus on research within the natural, technical phenomena that would never be exposed by other
and health science, there is a concern that SSH will be scientific approaches.
limited to playing a minor and add on role in these
challenges. SSH and interdisciplinarity in the FP7
In a survey conducted by Net4Society a majority
We believe that these problems can only be solved number of SSH researchers welcome interdisciplinary
with contributions from many sciences and in a radical projects.12 A large scale conference in October 2009
interdisciplinary set-up. The solutions must be found in also concluded that Europe by thinking across
collaborations between the different disciplines and disciplines can better confront some of the complex
sciences because they provide different perspectives realities of todays society.13 The EU 2020 Strategy
and solutions to the same challenge. demands for more interdisciplinarity and new solutions
to tackle Grand Societal Challenges.
The appendix presents selected examples on how the
SSH can contribute to solving the Grand Societal Interdisciplinary projects have already been launched
Challenges. It is not possible to give an exhaustive by the FP7 and as mentioned earlier in this paper SSH
overview of how and where SSH can contribute. What knowledge and research are requested in several other
the appendix should make clear is that the different thematic areas throughout the Cooperation part of the

DEA 15
FP7. This either in a direct or indirect way: If the EC and the ERA want to take interdisciplinarity
seriously as SSH research in technology or natural
Directly addressing SSH: Covering areas in which science related projects the EC needs to ensure that
SSH aspects are the main or an important aspect, real interdisciplinary projects are being developed, that
or are addressed additionally to the main task and researchers from the SSH environment is represented
with a certain emphasis. in the formulation of the research questions, meaning
Indirectly addressing SSH: Covering areas in that they are represented in advisory and expert
which SSH aspects are addressed very indirectly groups, and that the evaluators understand the
or are simply included as an assumed precondi- contribution of SSH to an interdisciplinary project. This
tion. will ensure joint research questions, methodology, and
proceedings.
Today SSH research is not well integrated in FP7. SSH
is mentioned in several of the FP7 thematic areas, but
as a clear add on. It is of utmost importance that
SSH researchers are included in the formulation of all
Grand Societal Challenges. The Net4Society survey
states that 2 out of 3 respondents are unsatisfied with
the integration of SSH aspects in other Cooperation
themes.

A primary problem is that several of the work pro-

grammes under the FP7 thematic areas mention SSH
in the beginning of the work programme and recom-
mend SSH researcher participation. But in the formula-
tion of the strategic research agenda, the SSH are not
represented.

A consequence of SSH not being involved in the

formulation of the research agendas and calls (only in
the specific SSH programmes) is that in some EU-
funded projects there seem to be a discrepancy
between the knowledge demanded and the expert
12. SSH experiences with FP7 a Commentary, Net4Society,
dealing with the problem in the project. In an analysis March 2011
made by the EU-funded project PLATON+ there is a 13. Thinking across disciplines Shaping our future welfare
surprising finding. In the majority of projects, around together, Conference held in Brussels October 2009, organisers:
DEA, DI, EPC, PlatonPlus, 200 participants
70 percent of the SSH researchers contributed
14. Mapping of the Socio-economic Sciences and Humanities
information about behaviour. However, economists and research sub-areas within the 6th and 7th Framework Programmes,
lawyers are the dominant project participants.14 by the EU-funded project PlatonPlus, 2008

16 DEA
THE PROGRESS OF EPIDEMICS TRANSFORMING INTO ITS GLOBALISED VERSION,

PANDEMICS, HAS A LOT TO DO WITH A NEW MODE OF SOCIALITY IN THE

GLOBALIZED SOCIETY. WE NEED MORE KNOWLEDGE ABOUT THIS NEW SOCIAL

FORMATION IN RELATION.

DEA 17
6. SSH as innovation driver

With the EU 2020 Innovation Union and the demand It seems that very few private sector organisations are
in the strategy for an inclusive and business-oriented involved in funding SSH research in the majority of
research and innovation as well as strengthened countries throughout Europe. The fact that there is
knowledge transfer between business and academia very little information available on private sector and its
we should secure that the development of SSH in a link with SSH research also suggests that funding from
future framework for research follows a similar devel- this sector is limited. Based on input from policy
opment from policy oriented to innovation driver. This makers during interviews and the survey and bearing in
does not mean that the SSH should no longer be used mind the evidently low levels of engagement between
in policy development, but the SSH should also be the private sector and SSH research, these findings
used as innovation driver. suggest that the Commission agenda has had little
impact on influencing private sector strategy in the
In this section we will analyse how the SSH can area of SSH. 15
contribute to the goal of the EU to become world
leader in innovation. The Europe 2020 flagship initiative Looking at the topics funded under the SSH pro-
Innovation Union states that a broad concept of grammes in FP7 this does not come as a surprise. Not
innovation including innovation in services, improve- many private organisations can find relevant research
ments of processes and organisational change, calls under the SSH programmes. This does not mean
business models, marketing, branding and design is that SSH knowledge and research have no value for
necessary in order to achieve an Innovation Union. The private organisations; it means that the calls only
SSH research areas can to a high degree contribute to reflect a corner of the SSH, namely the research for
this definition of innovation and thereby be used as an policy development.
innovation driver in the union.
The potential of the SSH is still not used to
Policy context its full extend
A 2010 report from the Commission states that ... the SSH has a large potential as a contributor to the
development of social science capacity in the European realisation of the Innovation Union. The European Union
Research Area (ERA) reflects the growing recognition of must support this contribution in the design of a new
the contribution that social science can play to the framework programme, in future framework for
challenges facing the European Union both on its own research and calls.
and in an inter-disciplinary, inter-sectoral context.
The potential of SSH is not used to its full extend by
However, the report continues: the European research programmes. Innovation needs

18 DEA
new ways of thinking and SSH offers a sound and Firstly, more and more reports show that since the
valuable contribution. Also expert groups have advised 1980s there has been an increasing demand for SSH
the European Commission to broaden their views on knowledge in the private sector. The employment
the use of SSH: market for candidates from SSH has changed remark-
ably. Before most SSH candidates were employed in
The humanities should not be exclusively related to teaching and university research. But over the last
the arts, literature and culture; rather, the various decade more and more SSH candidates are employed
humanities disciplines can provide content, critical and in private companies.17
conceptual thinking, and self-reflection.16
An example is a 2007 Danish survey on graduates
An example of how to apply SSH research is an from the Humanities, that shows that 55 percent of the
analysis of how private and public organisations need employed graduates found jobs in the private sector
to change in order to cope with todays society as a (this includes private companies, NGOs and entrepre-
consequence of globalisation. In this case the SSH neurs). As a comparison the Danish private companies
research can be applied through activities such as: only employed 33 percent of the candidates in 2001.

Mapping organic growth opportunities The survey also shows that graduates from the
Finding the right cultural fit for acquisitions Humanities in the private sector primarily were en-
Developing new business concepts gaged with strategic communication, product develop-
Organising and implementing innovation ment and innovation, marketing and advertising, IT,
programmes internally and sales. Graduates from the Humanities employed in
Creating a fruitful process and environment for the public sector are primarily employed in teaching,
new ideas in the company etc. cultural communication and understanding.18

There is a clear consensus on the innovation potential Secondly, the same report concludes that the devel-
of an increased collaboration between SSH and public opment of a knowledge society in a globalised world
and private organisations. SSH research has increasing importance. There is a
need for new understandings of how companies relate
Innovation is all about SSH to the world, user- and employee driven innovation, hu-
There are two main indications on how SSH can play a man resource management, better cultural under-
role in relation to an innovation agenda and in relation standings in a globalised world, just to mention a few
to the European business: examples. Whether we call this knowledge society,
information society, experience economy or globalisa-
1 The private sector employs more and more SSH tion does not really matter. What matters is that there
candidates seems to be an increasing significance to the under-
standing of human and organisational behaviour,
2 Research from SSH are demanded for an management, networking, flexibility, and human
needed in the knowledge society cooperation.

DEA 19
The need for research under SSH is further verified by
the Danish Study When Social Science and Humani-
ties research generates profit. In this study company
managers in 100 companies were asked to define their
future research needs. This resulted in seven broad
research themes that all address SSH research areas:

Quality and innovation

Internet behaviour and communication
The aging society
Cultural and business understanding
Risk and uncertainty
Value, relevance and impact
Dynamics of change

The research themes were pointed out to be of utmost

importance for the companies to innovate and to work
on a globalised market.

Knowledge and research in these areas create better

framework conditions for enterprises to innovate and
optimise because they will be better to work smarter.
If this knowledge and research need is not taken
seriously by the European Union in its development of
the ERA, we could end up by losing the innovation
potential of European companies.

15. Evaluation of the impact of the Framework Programme on the opportunities for humanities graduates to develop a career in oil and
formation of the ERA in Social Science and the Humanities, 2010 gas industry, Nugroho, 2004
16. Report of the Expert Group on Humanities Positioning 18. Humanistundersgelse 2007 Humanisternes veje fra
Humanities Research in the 7th Framework Programme, European uddannelse til job, Capacent Epinion, 2007
Commission, 2007, p. 9 19. Understanding Individual Behaviours in Organizations, Nadler,
17. Humaniora erhvervslivets nye grundstof, Frlund, Hansen and David A., J. Richard Hackman & Edward E. Lawler III; When Social
Plauborg, 2009; Humanistiske kandidater og arbejdsmarkedet Science and Humanities research generates profit, DEA, 2007
Rapport fra uafhngig arbejdsgruppe om de humanistiske 20. When Social Science and Humanities research generates profit,
universitetsuddannelser og fremtidens arbejdsmarked, The Danish DEA, 2007
Ministry for Science, Technology and Innovation, 2005; Are there any

20 DEA
THE HUMAN PERCEPTION OF OUR SPATIAL SURROUNDINGS AND HOW IT AFFECTS

BEHAVIOUR IS INDEED AN AREA WHICH DEMANDS MORE RESEARCH. SSH IS HIGHLY

INTERTWINED WITH QUESTIONS ON INCLUSIVE, INNOVATIVE AND SECURE SOCIETIES.

DEA 21
7. Summary

This position paper has discussed how and why the than today be used as innovation driver. Until now SSH
SSH can play an important role in realizing the knowledge has been used in the framework pro-
Innovation Union and contributing to solve the Grand grammes as research for policy development through
Societal Challenges. By following the key proposals in the development and analysis of specific socio-eco-
part 1 the European Union will be better prepared to nomic indicators, and work on trend analysis and the
solve the Grand Societal Challenges and to release the identification of emerging issues. We argue that the
Innovation Union. The complexity of the Grand Societal SSH should still be used in policy development but
Challenges demand alternative solutions and new business and innovation oriented SSH research should
ways to exploit our academic competences in the best also be utilized as innovation driver.
and broadest way possible. This is not done by losing
the Social Sciences and Humanities, but by using it. The Social Sciences and the Humanities use it dont
lose it.
We believe that the Grand Societal Challenges can
only be solved with contributions from many sciences
and in a radical interdisciplinary set-up. The solutions
must be found in collaborations between the different
disciplines and sciences because they provide
different perspectives and solutions to the same
challenge.

The appendix emphasizes this point exactly. Selected

examples of how the SSH can contribute to solving the
Grand Societal Challenges is presented in the appen-
dix and it points out, that the SSH can register some
invaluable important phenomena that would never be
exposed by other scientific approaches alone. We
believe that the Grand Societal Challenges must be
solved with contributions from many sciences in an
interdisciplinary way.

Besides contributing to solve the Grand Societal

Challenges the SSH can also to a much higher degree

22 DEA
Appendix

EXAMPLES OF THE IMPORTANCE OF SSH RESEARCH, IN SOLVING THE GRAND SOCIETAL

CHALLENGES DEFINED BY THE EUROPEAN UNION

To highlight the importance of SSH research in the Service innovation is on the top of the agenda in The
European Commissions coming framework for European Union. A recently released report from the
research we will now present selected examples. Expert Panel on Service Innovation in the EU points
The examples will reflect a broad range of SSH out that innovation no longer should be viewed as:
contributions to the Grand Societal Challenges. ... purely technological, but rather how firms exploit
Within each challenge we will present the SSH new technologies, not only to develop new products
contributions; both in clarifying the magnitude of the and services, but also new channels to market, new
future challenges, and by approaching the problems business processes, new organisational structures,
in different and broader perspectives. and new business models. 3

First we would like to draw the attention to the more Within these areas of innovation SSH definitely has
general concept of innovation. The demand for new an important role to play. In relation to this Professor
services and products permeates all the grand Ken Peattie from Cardiff University mentions that
challenges, and new knowledge about innovation is this new immaterial economy is strongly connected
therefore needed. to SSH: Sustainable competitive advantage is very
rarely generated from technological excellence
The very fact that so many people instinctively think alone. Today, in markets which many people might
technology is innovation is evidence that we need to assume to be dominated by technological issues,
crystallise a better understanding of what innovation including cars, home computers and mobile phones,
is (and the benefits it can bring) and communicate it is actually soft and subjective factors like design,
this to the widest possible audience. 1 branding or customer service that are ultimately
crucial in delivering and sustaining competitive
A report by DEA from 2007 surveyed the need for advantage. These factors are very strongly rooted in
new research-based knowledge among one hundred the arts, humanities and social sciences. 4
fast-growing companies. The survey showed that
especially within creativity and innovation there was According to a recently released report by McKinsey
a huge demand for new knowledge. The highest Global Institute, service innovation is one of the main
rated research topics were research within Formali- drivers of our economies: In developed economies,
zation of the creative processes. 2 almost 90 percent of value-added growth comes

DEA 23
from services and only 10 percent from goods-pro- transport and treat forests will determine whether
ducing industries. 5 Therefore it is essential for the or not the huge risks climate change poses to the
European economy to secure a competitive advan- natural world, the economy and our everyday lives
tage and that funding for research within SSH will become a reality. 7
not be downsized.
Regarding prevention of a potential global warming,
research within consumption in several aspects is
needed. There is a need to chart the patterns of con-
sumption and thereby create innovative solutions
that can help us take a leap towards a new and more
sustainable development of our consumption culture
GLOBAL WARMING and reduce the emission of CO2. An example could
Research within SSH has an important role to play be research in the huge amount of food thrown away
both in preventing further global warming and in the households; research shows that an average
preparing the EU in case of radical climate changes family in Denmark throws away food for around
and catastrophes. 1,500 a year, which corresponds to approximately
20 percent of the yearly expenditure.8 This problem
Researchers in climate change agree about the huge calls for knowledge within ethics, human behaviour,
need of knowledge from the SSH area in response to and other SSH-related disciplines.
solving the challenge. Mike Hulme, Professor of
Climate Change at the University of East Anglia and Global Warming is indeed related to subjects
also the author of Why we disagree about Climate regarding human behaviour, ethics, economy etc.
Change says: Science is still a benchmark for New technologies and inventions can be applied, but
environmental policy. But its not scientific break- without more knowledge about the population, their
throughs, but social science and humanities that will ethical and economic incentives in preventing
change peoples behaviour. 6 global warming, it will be very hard to make serious
changes in relation to our CO2 emission.
Also the author of one of the most comprehensive
books on the potential effects of climate change,
economist Lord Nicholas Stern share the same
stance by saying: ... the way we live in the next
thirty years how we invest, use energy, organize

24 DEA
 burn fossil fuels without the damaging emissions
indicate that even this technology might not be
easily accepted.

ENERGY, WATER, AND FOOD SUPPLY Input from the social sciences and economics is
Solving the issues in providing enough clean water, therefore vital when planning our energy future.
food and energy for the world calls on a wide Innovations related to novel energy systems should
spectrum of academic research and expertise. diffuse into society, as they require understanding
On a MIT conference on the global water issue, it and acceptance. As energy infrastructures are
was concluded that a technocentric approach becoming more integrated within Europe and the
cannot solve the problems alone and that the world world, questions of international law are gaining
needs interdisciplinary collaborations among the importance. 10
humanities, social science, architecture and plan-
ning, science, management, and engineering
disciplines.9

Within the development of new energy technologies,

prominent researchers stress the importance of the
contribution from the SSH area and how an interdis-
ciplinary approach is necessary in solving the grand AGEING SOCIETY
challenges. Ferdi Schth, Professor and Director at The grand challenge of the ageing society involves
the Max-Planck-Institut fr Kohlenforschung (coal- several research areas of SSH. SSH can contribute
research) mentions the importance of collaboration within the modelling and financing of the future
with researchers from the SSH: welfare-state in relation to the changing demographic
landscape, the design of the future labour market
Future energy technologies, not least fusion, might and the elderly citizenship, i.e. what are the future
have to overcome similar resistance to that faced by obligations, rights and incentives of the seniors in
the nuclear industry. In a hydrogen economy, for the European societies. SSH research can accelerate
example, the fear of explosions might prevent innovation and inspire to the creation of new prod-
widespread introduction. Indeed, current discus- ucts and services targeted at the aging society.
sions about the risks of carbon dioxide capture and
sequestration technologies that could allow us to The Metris report of 201011 emphasized the impor-

DEA 25
tance of new research in response to this demo- Services and care will provide an important focus of
graphic phenomenon. The report lists new and research, as the development of senior centred
already ongoing research topics that will prepare us health care and health services is a growing eco-
meeting the challenges of the ageing society:12 nomic sector. Efforts may also be made to under-
stand the underlying logic of the current re-privatisa-
The relativisation of retirement beyond the notion tion of care (from the state to the family).
of active population. This includes social effects
of tendencies towards anticipated retirement as a It is also worth noting that EU15 spends 7.6 percent
measure to implement economic and market of the GDP on health and 9.1 percent on old-age
restructuring, and the tendency to extend the length pensions alone.13 Therefore it is of great importance
of the working life required to acquire pension rights. that research within the procedures and the organia-
Other aspects include the phenomenon of young tion of this sector is done, especially in the light of
retirees that exploded with the dot.com economy the demographic development, which will lead to
and the stock market boom on which it was based. even larger expenses on this area for the European
New research also addresses the disconnection economies.
between age and work.

Senior lifestyles: Emerging research under this

heading addresses the tendency toward long youth
rather than old age, the increased role and place of
seniors in social, political and cultural life, and the
economic impact of seniors. PUBLIC HEALTH
Concerning the challenge on public health in the EU
The need to rethink welfare will involve more it is important to understand that research within the
comparative work on pension policies, studies on clinical and biological sciences alone cannot
the individualisation of age-related risk, the rise of improve the public health maximally. An efficient and
pension funds, the role of the stock market in effective health care system also depends on
providing retirement income, attempts at disassoci- research in psychological, social and ethical sub-
ating pension income from waged labour and on the jects. Today, commonly it is: ... recognized that
role of socio-cultural factors in welfare. social and psychological factors make an important
contribution to health behaviour and treatment
outcome.14

26 DEA
As its defined by the EU, these factors have an ethical decisions about the allocation of health care.
important role to play in preventing e.g. psycho- As the population ages, questions relating to the
social and lifestyle related diseases: The most ethical principles for the allocation of resources will
important determinants of health are the underlying become even more pressing. Ethical review and
social and economic conditions and associated philosophical analysis is now seen as indispensable
living and working conditions. These are being part of health care. 18
addressed through the EUs economic and social
policies. Smoking, nutrition, physical activity, diet, Future research in Public Health should therefore
alcohol as well as the ways in which people behave also consist of projects concerned on these ethical
towards themselves and towards others are also key and philosophical issues in relation to the allocation
determinants of health.15 of resources within the European countries health
care systems.
Diseases like stress and depression are well re-
searched. New research within this area is important
if we want to create a healthy working environment
and to a higher extent improve occupational health.
In the EU27 (2005) stress was the next-most reported
work related health problem; as much as 22 percent
of the wage earners have been affected by stress.
In 2002 the cost of work-related stress in the 15 PANDEMICS
old EU-member states was estimated at around 20 Douglas L. Weed, MD, PhD in Epidemiology, outlines
billion Euros.16 Research into these fields should be the importance of humanities in research within
supported as reports show that returns on invest- epidemiology: Within the humanistic disciplines lie
ment in good occupational safety and health is as an understanding of epidemiologys past and
high as 12:1 ( 12 profit for every 1 invested).17 present and keys to its future. Potential benefits
include the development of flexibility of perspective,
Policy making within the health care sector and creativity, nondogmatism, values, and critical
management of hospitals has always been a delicate thinking. 19
matter and should include ethical issues as well as
economic and medical judgement. The British In this paragraph we will focus on the potential
Academy describes the issue this way: Health benefits of SSH in relation to epidemics and pan-
policy-makers and managers often have to make demics. But firstly, by taking a look at the WHOs

DEA 27
definition of a pandemic, we will see how SSH In future cases of potential threatening pandemics
indeed is intertwined with this grand challenge: as i.e. bird flu, we need more knowledge about the
relation between mass media and the public and in
A pandemic is a worldwide epidemic of a disease. relation to this the behavior of the masses in these
An influenza pandemic may occur when a new situations. As Dr. Siegel above mentioned, the fear
influenza virus appears against which the human of bird flu during the last decade was out of propor-
population has no immunity. With the increase in tion. In relation to the behavior of the masses, the
global transport, as well as urbanization and over- bird flu hasnt yet become a public health problem,
crowded conditions in some areas, epidemics due to but on the contrary a question of mass hysteria and
a new influenza virus are likely to take hold around severe economic consequences.
the world, and become a pandemic faster than
before.

It is clear that the progress of epidemics transform-

ing into its globalised version, pandemics, has a lot
to do with a new mode of sociality in the globalised
society. Therefore we need more knowledge about INCLUSIVE, INNOVATIVE AND SECURE
this new social formation in relation to identify how SOCIETIES
diseases are spread over borders and overseas. Improving security worldwide and in the European
Epidemiologists must draw on studies of globalisa- Union also demands more research within SSH. An
tion and knowledge within the social sciences, to interdisciplinary study from University of Cambridge
understand the complexity of this new globalised is a good example on how SSH is highly intertwined
society to a greater extent. with questions on inclusive, innovative and secure
societies:
I have a bunch of patients coming in here who are
more worried about bird flu than they are about heart In May 2002 the Centre for International Studies at
disease, said Dr. Marc Siegel, an Internist and Asso- the University of Cambridge launched the Pro-
ciate Professor of Medicine at the New York Univer- gramme for Security in International Society, to
sity School of Medicine. The fear is out of propor- undertake a fundamental re-examination of the
tion to the current risk. 20 nature of instability and insecurity facing the global
community in the wake of September 11. The
Programme draws together scholars in fields such as

28 DEA
political science, history, international relations,
1. What do You call Innovation?, contribution to the blog
economics, theology, psychology, and law. The
European Innovation Policy, Garret Stokes, 2011
diversity of these fields reflects the complexity of a 2. When Social Science and Humanities generates profit, DEA,
global society in which social, cultural and religious 2007, p. 61
factors have become as important as political, 3. Meeting the challenges of Europe 2020: The transformative
power of service innovation, The Expert Panel on Service
commercial and military ones. The Programmes
Innovation in the EU, 2011, p. 4
initial activities will include studies of suicide 4. That full complement of riches: the contributions of the arts,
bombers; how informal, illegal transnational net- humanities and social sciences to the nations wealth, The British
works affect institutional systems; the religious and Academy, 2004, p. 14-15
5. How to compete and grow: A sector guide to policy, McKinsey
political tensions in Saudi Arabia, and the role of risk
Global Institute, March, 2010, p. 28
management in insecure economic and political 6. http://blogs.nature.com/news/thegreatbeyond/2010/09/
environments. 21 climate_change_needs_social_sc.html, September 15, 2010
7. Past, Present And Future: The Public Value Of Humanities and
Social Sciences, The British Academy, 2010, p. 43
Another important aspect of security on a more local
8. www.foodculture.dk/Aktuelt/2010/Uge_39/Madspild_koster_
level is how we plan and construct urban areas. Both danskerne_16_miilliarder.aspx, September 30, 2010
in relation to terrorism and crime in general, the 9. http://web.mit.edu/newsoffice/2010/global-water-issues.html,
design of shared collective facilities has a major June 3, 2010
10. www.mpg.de/36573/cpt06_EnergyFrontier.pdf, 2010
impact. The human perception of our spatial sur-
11. Emerging Trends in Socio-economic Sciences and Humanities
roundings and how it affects behaviour is indeed an in Europe, a report by an expert group set up by the European
area which demands more research. Commission
12. The Metris Report, The European Commission, 2009, p. 50
13. Prof. Dr. Bernd Marin on the Conference on Healthy and
The proper design and effective use of the built
Dignified Ageing in Sweden,15-16 September, 2009
environment can lead to a reduction in the fear and 14. The impact of psychological factors in recovery following
incidence of crime, and improvement of the quality surgery for hip fracture, Proctor et. al., 2008, p. 717
of life. CPTED (Crime Prevention Through Environ- 15. http://ec.europa.eu/health-eu/health_in_the_eu/prevention_
and_promotion/index_en.htm, 2011
mental Design), as defined by the National Crime
16. http://osha.europa.eu/en/topics/stress, 2011
Prevention Institute 22. 17. http://osha.europa.eu/en/publications/factsheets/77, 2007
18. That full complement of riches: the contributions of the arts,
humanities and social sciences to the nations wealth, The British
Academy, 2004, p. 36
19. Epidemiology, the Humanities, and Public Health, Weed D.L.,
1995, p. 914
20. www.msnbc.msn.com/id/12358223/ns/health-infectious_dis-

DEA 29
eases/, April 20, 2006
21. That full complement of riches: the contributions of the arts,
humanities and social sciences to the nations wealth, The British
Academy, 2004, p. 32
22. www.humanics-es.com/cpted.pdf, January 20, 2000

30 DEA
DEA 31
DEA
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