This article was published in Coastline 12.03.2025. Coastline magazine is published by the Ostrobothnia Chamber of Commerce.
Despite all the talk about sustainability in recent years, there is still much work to be done. Many companies continue to treat sustainability as a side issue rather than an integral part of their business.
“It is common for companies to have high ambitions regarding sustainability, but there is a lack of concrete measures that would turn these ambitions into actions”, explains Tomas Knuts, sustainability consultant at Losvik & Flen, a consultancy specialising in sustainability, communication and leadership.
One reason for the lack of actions is what Knuts refers to as “green fatigue”. All the talk about sustainability has made people somewhat tired of the topic.
In a typical case, the responsibility for sustainability is handed down to the marketing department, which means that the top management is not necessarily involved – a situation that is far from ideal.
“We usually talk about ‘implementation power’, when describing how well sustainability ambitions are turned into practical results. If the management is not involved, there usually are few practical results. Implementation power requires skills in change management”, Knuts explains.
In addition to engagement from management, it is vital that the company understands that business and sustainability can go hand in hand.
“The quality of your product needs to be as good as before, even if it has become more sustainable. Contrary to what some may think, sustainability is often good for the business”, Knuts states.
Knuts points out that climate change and sustainability are topics that no company can ignore anymore. Without a healthy planet, business cannot thrive, and at the same time, demands for actions come from financial institutions, customers, employees, and legislation.
Generally speaking, Ostrobothnian companies have great potential to excel in the field of sustainability. Elli Flén, CEO at Losvik & Flen, points out that quality and long-term ambitions are core values in this region.
“These values provide a solid foundation for sustainability work. I just wish we were a bit more confident to tell the world about what we do. It is perfectly fine to communicate about the journey towards sustainability, not just the final results.”
Three key factors for implementation power in a company’s sustainability work
- Leadership commitment and support
- Integration into business strategy
- Employee involvement and education
Do you need a sounding board for your sustainability efforts? Maybe a sustainbility workshop or advice on how to integrate your company’s sustainability efforts into the strategy of the company? Either way, we will help guide you through the jungle of concepts, identify your current position, and help you understand what the changes mean for your business and how to take the next step.
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