Author: fabrik

Dear business leader and decision-maker, congratulations on the past year, you survived despite everything. Now is the time to take a break and reflect on your future choices, which could have a big impact for years to come. Because my Christmas present to you is this advice: 2024 is a good year to clean up your business for the long term.

Our own strategy has been three-pronged so far
1. Wake up – realising what is essential to your business
2. Grow up – increase your positive impact
3. Show up – inspire and gain a competitive advantage

Accountability work is about continuous learning and development, which is why this widely used strategy introduces a new phase between growing and showing up: the clean up.

In fact, cleaning is a term that pretty well represents the essence of responsibility. We need to look at what we do from a sustainability perspective: what is essential? What can we cut out? What can we recycle?

Clean Up can mean, for example, the following things in ESG topics

Environmental responsibility We aim to reduce our carbon footprint, improve resource efficiency and move towards more sustainable practices. For example, we can look at energy efficiency, waste management and recycling opportunities in our operations.

Social responsibility Providing health and wellbeing programmes such as stress management courses, healthy lifestyle support and mental wellbeing resources. For example, training and workshops on valuing diversity and inclusive working environments are good ways to show what is and isn’t part of company culture.

Good governance Assessing the ethics of the supply chain and ensuring that providers of goods or services comply with ethical standards and responsible practices. Developing ethical procurement criteria and working with suppliers who share the same ethical values.

Green claims There is also a cleaning theme: communicating responsibility. It’s a good time to check that your own green spaces are in order. The EU’s new Green Claims initiative aims to stamp out the use of unfounded environmental claims in marketing. And it’s in everyone’s interest that sustainability communication is truthful and guides consumers in the right direction.

Find out more about corporate responsibility.

Read this article in Finnish >

Corporate responsibility is no longer just talk – it’s a business imperative

The transformation of global conditions and consumption is happening now. And the results speak for the fastest movers: among the challenges, they are identifying new opportunities. Sustainability is then a competitive advantage, and the business benefits are quickly reflected in the results.

So what is sustainability as a competitive advantage in practice?

Sustainability is a shared choice. Consumers, investors and business leaders are all aware of what they want.  The level of demand and, fortunately, the supply of products is changing, for big and small. Even market leadership will not go far if you do not keep pace with developments.

Responsibility is about reacting quickly. The market cannot wait for politicians to fine-tune future policy. Competitive advantage is achieved when a company sets its own milestones. If you simply follow existing recommendations, you will fall behind in performance and development.

Responsibility is the key to determining the value of companies. If a company is not in touch with the transparency and shared obligations of its own business, its value will inevitably fall. It is difficult to imagine that in five years’ time there will still be significant acquisitions without a thorough assessment of the impact of the activity.

Responsibility is the safest strategy. Since the only certainty is change, preparing for it will bring the fewest operational surprises. When you understand the impacts of your business, focus on developing the most relevant ones and communicate this to your customers, you have chosen a very safe strategy.

Because only change is certain, being prepared for it will bring the fewest operational surprises. When you understand the impacts of your business, focus on developing the most relevant ones and communicate them to your customers, you have chosen a very safe strategy.

Read more about our Impact branding program – welcome to the forefront!

Author of the article: Perttu Kouvalainen, Fabrik’s CEO & Business Strategist

Read this article in Finnish >

Employer branding has made its way onto the corporate agenda in recent years. In an age of dire talent shortage, the ability to attract and keep key employees productive and happy is the lifeblood of many businesses.

To meet this challenge, employer branding creates an image of the company as an employer and makes it attractive to potential employees. Too many people leave attraction and employer image building to recruitment advertising, which is often rushed and unplanned.

Start with the target group

An impactful employer brand requires that target groups and differentiators are identified as precisely as possible. Your organization does not need to attract everyone, but only the talent that is important to your future. Start by asking: what are we recognized for now and how do we want to be seen by potential employees in the future?

Make choices

The list drawn from the previous question should be split into three parts. The default factors are things that competitors can offer too, such as occupational health care, well-being days and training. Essential things to have, but not what sets your company apart from the rest.

Competitive factors are already on the next level. What do you do particularly well compared to your competitors? What are you investing in now or in the future and what are you developing intensively? What are the authentic things that your current and future employees value?

Differentiation factors are the cherry on top of the cake in employee branding. This often requires a bit more reflection and looking at the big picture for your business and its future. What truly makes your company different and why do your employees want to engage with it? What is most meaningful?

People often talk about the mission of the company, its purpose, responsibility or the change they want to accomplish together.

What’s next

Now, it’s time for an action and communication plan. Give most visibility and resources to communicating and developing your differentiator factors. They should also often be at the top of the recruitment advertising agenda.

The three-part model is a fairly simple tool, but it will ensure that you get to build your own distinctive employer brand, and don’t end up offering a ‘ring-side seat’ in your recruitment ads next time.

Read more about developing your employer brand & do a quick test to see what level your employer brand is at here.

Author of the article: Jonna Ekroos, Fabrik’s communication strategist

Both research and concrete success stories make the case for investing in sustainable business. But what is the positive impact of sustainability based on?

1. The rules of the game have changed – What worked yesterday won’t work in the future.

From a business perspective, digitalization can provide a benchmark for change. Even now, some say they are not affected by the phenomenon – and end up with the worst-case scenario of failed change management like Kodak’s cameras or Nokia’s mobile phones. Others believe in what they see clearly ahead and turn the opportunities that this trend brings into a driver for growth.

2. Responsibility attracts capital

Companies that focus on sustainable business practices attract investors both in terms of risk management and expected returns. The EU’s green development program is the biggest driver of the trend towards responsible investment, fueled by Russia’s invasion of Ukraine. Even faster than the legal requirements, new demands are coming faster and faster against companies in international supply chains – including SMEs.

3. The most sought-after talents demand relevance from their work

The transformation of work is raining on the shoulders of responsible companies. For the new generation, a salary alone will not bring fulfillment. They are thinking more carefully than their parents about where they want to work and what values they want to promote. The importance of relevance becomes particularly crucial in sectors where competition for the best talent is fierce.

4. Ethical and environmental values drive purchasing behavior

The most important asset of a responsible company is a committed customer base. People want to be part of the solution to global challenges, and they are looking to companies. Brands are expected to deliver on promises, not concrete actions, which require more than just fine words.

So, what to do?

For sustainability to be a true driver of growth, it must be seamlessly integrated into all aspects of business and speak the same language as both marketing and corporate culture. It all starts with knowing yourself and understanding your impact on the world around you. With a clear focus and a plan in place, it’s easier to start the journey to a better business – and that’s where we can help you.

Companies strive for a positive impact is a global trend – Dutch Rainbow Collection and Finnish Fabrik launched strategic partnership to meet the demand.

Fabrik, located in Helsinki and Joensuu, has started cooperating with the Amsterdam-based impact agency Rainbow Collection.

“Our collaboration started a few year ago. We found that we has a same purpose and principles. We believe that companies can be the force for good and at the same time they can make a make more successful bussinesses, ”says Perttu Kouvalainen, CEO of Fabrik.

Founded in 1996, Fabrik has come a long way from a traditional advertising agency to a creative and strategic player that helps companies make responsibility a differentiator.

The Rainbow Collection started in 2010 with a responsibility project and has grown into a well-known Central European player in the design and implementation of corporate responsibility strategies. In recent years, the company has excelled especially as a coach for the B Corp responsibility certificate.

According to research, Dutch companies have ranked ahead of Finns in global responsibility ratings.

“From better products to better companies”

“I believe that this is due to the strong rise in cooperation and networking. For example, the B Corp community has really gone big in the Central Europe, and it has already nearly 5,000 companies registered globally. The program and tools help companies to manage the day-to-day impacts of running a business in a sustainable manner and at the same time to create a specific, positive benefit for its stakeholders,” says Dieuwertje Dame, the CEO of Rainbow Collection.

The first projects of the cooperation will start this spring. The Rainbow Collection brings with it extensive experience in designing corporate responsibility strategies, while Fabrik brings its expertise in brand management and communications.

“The goal is to create more impactful companies and brands – and at the same time raise the responsibility expertise in Nordic countries,” says Damen.

Read more:

Fabrik: Impact branding

Rainbow Collection >

B Corp movement >

“We are a growth company that encourages companies to turn sustainability into a competitive advantage”

The ownership of Fabrik Ltd, based in Helsinki and Joensuu, has changed. Together with CEO Perttu Kouvalainen, the company’s shares are now held by employees Ville Timonen, Samuli Kuittinen and Jonna Ekroos, who is returning to Fabrik from other duties.

Founded in 1996, Fabrik has come a long way from traditional advertising agency to creative and strategic player that helps companies differentiate themselves through sustainability.

“Sustainability is no longer a silent signal. It’s a supporting pillar that keeps a company competitive and relevant to its employees and customers. In Finland, many companies already have a solid sustainability record, but the big picture needs clarification, as well as internal and external communication and marketing. This is how it becomes genuinely impactful.”

In developing its sustainability services, Fabrik has been partnered for a few years with two leading European players, the impact company Rainbow Collection and “Mr. Goodvertising” Thomas Kolster.

“Fabrik’s mission is important and it is in everyone’s interest to succeed. Both for businesses seeking a boost in sustainability, and for the people and environment whose well-being companies can positively impact.”

The global political crisis is worrying for the new entrepreneurs, but also a catalyst for action.

“Businesses and communities are building a world around their own values. Being responsible and doing good is a choice most of us are happy to make, luckily.”

Fabrik, employing 21 people, works with partners such as Abloy internationally, VR nationally and Viherkaste and the North Karelia Cooperative regionally.

“Fabrik is a growth company as of today, but it will neither contribute to creating instant profits nor a disposable culture. A lasting positive impact requires a clear goal, concrete actions and long-term work to achieve it.”