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.
There are already more than 100 certified B Corp companies and more than 5,000 users of the B Impact Assessment assessment and management system in the Nordic countries. With pioneering companies like Patagonia, what is the fast-growing B Corp movement all about? Now you have a great opportunity to find out at a free one-day event, with an expert from B Lab Nordics.
Friday 17.11. at 11-12.30 Siltasaari 10, 00530 Helsinki (Kenraalinhaka conference room)
The To B or Not to B event will be led by B Lab Nordics Business Development and Certification Manager Lovis Engel and sustainability strategist Timo Kupiainen from Impact Agency Fabrik. Timo is a trained B Leader and has practical experience in guiding Finnish companies in B Impact Assessment work.
Does your community want to make a significant positive change in our society, but would need a little extra effort to succeed?
We will donate €10 000 of our work to a community that promotes positive change in our society. The help we provide can be strategic services or marketing communication solutions.
What
We will donate €10 000 of our work to a community that promotes positive change in our society. The help we provide can be strategic services or marketing communication solutions.
Why
As part of the *B Corp community, we donate 2% of our annual turnover to pro bono projects.
For whom
Our main criterion is the applicant’s potential to make a real impact at national or international level. The first priority is given to national non-profit organisations.
How
Make sure you have a clear need – our cooperation must be targeted and measurable! Then fill in the form on our website.
When
Send your application by the end of October. We will be able to start working together during the rest of the year. PS. Don’t worry if you miss this call, the next one will be in spring 2024.
I wish you a relaxing but also energising summer holiday. You certainly deserve it. I would like to offer you an inspiring thought that I hope you will return to at some point during your holiday – because you too have a millennium opportunity in your hands right now.
You’ll probably guess that this is related to sustainability and you’ll want to skip the whole article. But think about it: $12 trillion. That’s the amount the World Business Council for Sustainable Development (WBCSD) estimates as the size of the market for the SDGs.
The opening of new markets brings with it a big opportunity for businesses of all sizes. The question is: will your company seize this opportunity? Here are a few inspiring ideas to brighten up your time in the dock:
1. Your business is probably already ahead of the game
What should Finnish business decision-makers think about this situation? That the market is bigger than ever and that our starting position has never been as good as it is now – we have taken a false start compared to others.
Finland is number one in the SGD (UN’s 17 Sustainable Development Goals) index
Corporate Knights’ list of the 100 most sustainable companies in the world includes Finnish organisations every year (Kone, Neste, Kesko, Nordea…)
The Nordic welfare model is used as an example in many areas around the world
Finns are known for their straightforwardness and law-abiding attitude – so many are unnecessarily shy in the face of sustainability work
2. SMEs are the most agile in responding to challenges
If you’re an SME and you’re worried about what resources you have to respond to the opportunity – I can tell you that you’re in the best position to take advantage of the opening market. The smaller your organisation, the quicker you are likely to catch up with the business opportunity:
You have the ability to make quick decisions
You can implement reforms more smoothly than a large organisation
All staff are more easily engaged in change
You have a close relationship with your customers from a co-development and experimentation perspective
3. Your business model must be future-proof
It is clear that business models are being rapidly updated to be future-proof. In the coming years, our business will be confronted with accountability requirements and regulations from the EU, financiers and customers. Now is the time to start thinking about your own business with an eye to the future.
As far as I am concerned, I can say that for my company this change has been necessary and meaningful. Over the last few years, we have gone through an extensive transformation process, where the traditional marketing agency has become a catalyst for companies to work towards sustainability. As a result, our core products are now corporate responsibility, employer image and responsible communication and marketing services.
Einstein said it: the world we live in was made for our thinking – if you want to change the world, change your thinking. This text is probably being read by someone ahead of you – so have a good summer, take a moment to calm down and after the holidays, let’s take this opportunity with our chests full of joy.
Fabrik is looking for one or more pro bono partners – the main criterion is the potential of the applicant to make a real impact. Is your community seeking to make a significant positive difference in our society, but would need a little extra effort to succeed?
The pro bono partner search of Fabrik, a brand agency specialising in sustainability, could be the solution. The creative agency has just launched a call for partners for 2023 and 2024, with a minimum of 300 hours of work per year for a good partner.
The most important criterion for partner selection is the applicant’s potential to make a real impact at national or international level.
“In previous years, we have donated tens of tonnes of our work to organisations such as the Finnish League for Nature Conservation. As part of our new sustainability strategy and the B Corp sustainability community, we have decided to donate 2% of our turnover each year to maximise the positive impact of our chosen partners. Through our partnership programme, we provide free strategic services and marketing communication solutions for responsible and sustainable business,” says Perttu Kouvalainen, CEO of Fabrik.
Priority will be given to national non-profit organisations working to promote climate action, access to food and clean water, equality, multiculturalism, affordable housing, justice and peace, among other issues. Start-ups are also seen as interesting partners for new and sustainable solutions.
“At Fabrik, we work with the understanding that we are all interdependent and therefore responsible for each other and future generations. All business activities must be conducted in a way that does not cause unnecessary harm and that allows the results or effectiveness of the activities to be used in a variety of ways for the common good.”
Each organization aims towards a more sustainable business from its own point of view, based on its own principles, competitive strengths and opportunities to influence. However, not everyone has to figure out for themselves what corporate responsibility means and how to take steps to improve.
Kekäle, Mediateko and Artlab chose the B Impact Assessment evaluation tool as a map and a driver for the development path and set their sights on the B Corp certificate. Why so and what has the journey taught me so far?
Kekäle: In favor of keeping
Kekäle has been moving against the current of the clothing store for a long time. The domestic family company has resolutely grown its chain while many traditional competitors have closed their doors under the pressure of fast fashion culture and multinational players. Belief in high-quality, long-lasting clothes, in taking care of them and, above all, in keeping them has only strengthened along the way.
The desire to do things better has been concretely reflected in the development direction of Kekäle’s selection, services and marketing, as well as in taking care of the staff, which is traditionally close to a family business. However, CEO Joonas Kekäle feels that his company has much more potential. There is enough to improve both in our own operations and in the entire clothing industry, and now the renewal has started at the level of the entire company.
“We’ve had the will to invest in responsibility for years. However, progress was put on the handbrake for a long time, because in front of a huge entity it seems impossible to know where it’s wisest to start. The theme is so big and meaningful that it’s scary to touch it unfinished.” Joonas tells, and continues:
“The B Impact Assessment was a good tool for us to switch to a bigger gear. Going through a comprehensive battery of questions gave us an idea of our current state and clarified the main themes we should focus on in the development of our operations. With the help of skilled sparring partners, our individual experiments have been refined into a clear responsibility program, measurable development projects and a concrete road map. As the cautious steps change for determined strides, the hunger also started to grow. We decided to raise the bar and aim for the B Corp certificate.”
Mediateko: Reinforcing the good
Boldly challenging multinational outdoor advertising giants both in urban marketplaces and in popular leisure destinations, the collaboration between Mediateo and Fabrik started with a single advertising concept a couple of years ago. Since then, the close partnership has evolved to the point where both Mediateko and its subsidiary Supervisual have been up to their armpits in clay on the fundamental issues.
Doing the right thing, taking responsibility and standing up for what is right have been an integral part of the media culture since its inception. However, as with so many other companies, the will to do more was there in the face of a sustainability crisis that was coming at us from every corner. What was missing was a red thread and a clear, crystallised goal on the horizon. They wanted to take positive impact from a one-off event to a guiding norm at the heart of Mediateko’s business and aim for B Corp certification.
“B Corp and its impact assessment tool has, from the very beginning, made the process clearer and more manageable. Literally the size of the planet, and our role in it, is structured in a tangible way, making it much easier to set goals and plan to achieve them.” Teemu Kontkanen, CEO of Mediateko, sums up.
“Of course it’s work. Just in terms of the English language version of the tool, to understand the nuances and how things relate to your business. Particularly when responding to the ever-increasing demands on development, you have to be able to look beyond the future. But that’s what fascinates us about the whole business. Going forward.”
Artlab: For the love of sound and the world
Artlab’s clientele includes a wide range of companies, associations, private individuals and public sector actors – from presidents to punk bands, the autographs on the studio’s wall are familiar. The team of creators behind countless podcasts, films, audiobooks, commercials, recordings and even events approach the voice with passion, curiosity and uncompromising professional pride. It is precisely because they believe that sound can change the world.
“For years, we wondered what the point was of producing funny beeps and hoots from speakers when the world around us is in a state of flux. The idea that we were feeding the very system that had created this mess in the first place, felt wrong.” Anttoni Palm, who runs Artlab with the title of Tirepreneur, reflects.
Coming across the concept of net positivity got the Artlab people thinking about what makes audio good in itself. The world of thought fell into its current groove.
“Audio is already environmentally superior to video; it takes a fraction of the amount of electronics needed to produce a film and streaming audio uses only 1% of the data bandwidth used for video. Audio does not expose our brains to a tidal wave of flashing lights, but is a slower and more immersive medium. Audio also removes most of the pressure on appearance; the skin colour, body shape and facial symmetry of the speakers are no longer relevant, only the story matters.”
“Then there’s the handprint. We like to believe that where we have been inspired by Nirvana’s Nevermind, one of our dunes could be the electric shock that triggers change in future generations.”
As Artlab and Fabrik crossed paths on joint projects, the companies quickly found a soul mate. In discussions that dived deeper into the day’s work, it became clear that both shared a common interest in B Corp. Best of all, Fabrik was able to help Artlab in their long-planned pursuit of certification. The first steps on the path have now been taken and the benefits are already visible, according to Antton.
“Doing good has been ingrained in Artlab’s DNA since we started, but we had no idea where to start in the sustainability pie. The B Corp process has brought clarity to what we do: these things need to be addressed and those things are, on average, in place. When you don’t have to think about every parameter and threshold, you can focus on getting things done.”
Writer Timo Kupiainen, B Leader and Impact Strategist
Are you interested in joining Artlab, Mediateo and Kekäle in taking CSR forward? If so, find out more about our Corporate Responsibility and B Corp Certification products, or contact Fabrik’s Nelli or Tia:
Each organization aims towards a more sustainable business from its own point of view, based on its own principles, competitive strengths and opportunities to influence. However, not everyone has to figure out for themselves what corporate responsibility means and how to take steps to improve.
Kekäle, Mediateko and Artlab chose the B Impact Assessment evaluation tool as a map and a driver for the development path and set their sights on the B Corp certificate. Why so and what has the journey taught me so far?
Kekäle: In favor of keeping
Kekäle has been moving against the current of the clothing store for a long time. The domestic family company has resolutely grown its chain while many traditional competitors have closed their doors under the pressure of fast fashion culture and multinational players. Belief in high-quality, long-lasting clothes, in taking care of them and, above all, in keeping them has only strengthened along the way.
The desire to do things better has been concretely reflected in the development direction of Kekäle’s selection, services and marketing, as well as in taking care of the staff, which is traditionally close to a family business. However, CEO Joonas Kekäle feels that his company has much more potential. There is enough to improve both in our own operations and in the entire clothing industry, and now the renewal has started at the level of the entire company.
“We’ve had the will to invest in responsibility for years. However, progress was put on the handbrake for a long time, because in front of a huge entity it seems impossible to know where it’s wisest to start. The theme is so big and meaningful that it’s scary to touch it unfinished.” Joonas tells, and continues:
“The B Impact Assessment was a good tool for us to switch to a bigger gear. Going through a comprehensive battery of questions gave us an idea of our current state and clarified the main themes we should focus on in the development of our operations. With the help of skilled sparring partners, our individual experiments have been refined into a clear responsibility program, measurable development projects and a concrete road map. As the cautious steps change for determined strides, the hunger also started to grow. We decided to raise the bar and aim for the B Corp certificate.”
Mediateko: Reinforcing the good
Boldly challenging multinational outdoor advertising giants both in urban marketplaces and in popular leisure destinations, the collaboration between Mediateo and Fabrik started with a single advertising concept a couple of years ago. Since then, the close partnership has evolved to the point where both Mediateko and its subsidiary Supervisual have been up to their armpits in clay on the fundamental issues.
Doing the right thing, taking responsibility and standing up for what is right have been an integral part of the media culture since its inception. However, as with so many other companies, the will to do more was there in the face of a sustainability crisis that was coming at us from every corner. What was missing was a red thread and a clear, crystallised goal on the horizon. They wanted to take positive impact from a one-off event to a guiding norm at the heart of Mediateko’s business and aim for B Corp certification.
“B Corp and its impact assessment tool has, from the very beginning, made the process clearer and more manageable. Literally the size of the planet, and our role in it, is structured in a tangible way, making it much easier to set goals and plan to achieve them.” Teemu Kontkanen, CEO of Mediateko, sums up.
“Of course it’s work. Just in terms of the English language version of the tool, to understand the nuances and how things relate to your business. Particularly when responding to the ever-increasing demands on development, you have to be able to look beyond the future. But that’s what fascinates us about the whole business. Going forward.”
Artlab: For the love of sound and the world
Artlab’s clientele includes a wide range of companies, associations, private individuals and public sector actors – from presidents to punk bands, the autographs on the studio’s wall are familiar. The team of creators behind countless podcasts, films, audiobooks, commercials, recordings and even events approach the voice with passion, curiosity and uncompromising professional pride. It is precisely because they believe that sound can change the world.
“For years, we wondered what the point was of producing funny beeps and hoots from speakers when the world around us is in a state of flux. The idea that we were feeding the very system that had created this mess in the first place, felt wrong.” Anttoni Palm, who runs Artlab with the title of headmaster, reflects.
Coming across the concept of net positivity got the Artlab people thinking about what makes audio good in itself. The world of thought fell into its current groove.
“Audio is already environmentally superior to video; it takes a fraction of the amount of electronics needed to produce a film and streaming audio uses only 1% of the data bandwidth used for video. Audio does not expose our brains to a tidal wave of flashing lights, but is a slower and more immersive medium. Audio also removes most of the pressure on appearance; the skin colour, body shape and facial symmetry of the speakers are no longer relevant, only the story matters.”
“Then there’s the handprint. We like to believe that where we have been inspired by Nirvana’s Nevermind, one of our dunes could be the electric shock that triggers change in future generations.”
As Artlab and Fabrik crossed paths on joint projects, the companies quickly found a soul mate. In discussions that dived deeper into the day’s work, it became clear that both shared a common interest in B Corp. Best of all, Fabrik was able to help Artlab in their long-planned pursuit of certification. The first steps on the path have now been taken and the benefits are already visible, according to Antton.
“Doing good has been ingrained in Artlab’s DNA since we started, but we had no idea where to start in the sustainability pie. The B Corp process has brought clarity to what we do: these things need to be addressed and those things are, on average, in place. When you don’t have to think about every parameter and threshold, you can focus on getting things done.”
Writer Timo Kupiainen, B Leader and Impact Strategist
Are you interested in joining Artlab, Mediateo and Kekäle in taking CSR forward? If so, find out more about our Corporate Responsibility and B Corp Certification products, or contact Fabrik’s Nelli or Tia:
After a year-long process, we are proud to announce that in March 2023, the former advertising agency, now Impact Agency Fabrik, has become the fourth Finnish company to receive the B Corporation certificate, which indicates that the company operates responsibly.
It is a valued and hard-earned international accolade, the key to earning it is comprehensive and verifiable accountability. Our own experience shows that, at its best, sustainability is a journey that reshapes an entire business.
Why B Corp?
Years ago, we realised the importance of aspirational and meaningful storytelling for companies. But credible communication needs to be backed up by real action. We believed that there was a desire for change in business, but that uncertainty about the most impactful changes was slowing it down.
As a result of our active search, we were introduced to the B Corp certification and impressed: finally a credible community and international standards for sustainability development. Amidst the promises of sustainability, B Corp focuses on real impact and is therefore a reliable basis for corporate sustainability work.
In practice, obtaining the certificate requires answering around 200 questions, in which the entire business of the company is examined against the five pillars of sustainability and a certain score is sought. All answers must be verifiable with documentation.
It is estimated that the use of the tool and the associated increase in knowledge and understanding will give participating companies a 5-10 year head start over their competitors, as the process will develop their own business in the direction that the legislation will guide them in the future.
What does holistic responsibility mean?
Our own transformation process started just over a year ago when our ownership changed – Fabrik is now owned by four employees and we have the freedom to develop our company in the direction we want. Along the way, the name also changed, as the word ‘advertising agency’ no longer describes our business.
Today, we also help others to make the same journey and the necessary changes – so that sustainability is truly at the heart of business. Our own strategy is based on, and our own success is now measured against, B Corp’s five pillars of sustainability: environment, community, customers, employees and governance.
As a concrete example, we have a new environmental programme, customer impact indicators, a skills development plan, a pro bono programme and a cultural handbook. Above all, it is about managing sustainability in a long-term, planned and measurable way – not by hunches.
We are already helping three partner companies to meet the requirements for B Corp certification. We are also working on sustainability reports, materiality analyses, designing and implementing external and internal sustainability communication and developing a responsible employer culture. Sustainability development work will ultimately translate into communication and communication efforts. These are Fabrik’s core competences, so there is no need to change partners along the way.
What matters most?
The scale of accountability work is often challenging, but also inspiring for us. So many companies, especially in the SME sector, wrestle with sustainability issues, wondering what is essential or where to start. B Corp helps you focus on the essentials and on a truly impactful and profitable business. However, the certification itself is not the most important goal, but the professional approaches, metrics and tools that the whole process brings to support continuous improvement.
As the leader of B Corp, I believe we must be the change we seek in the world. At Fabrik, we work with the understanding that we are all interdependent and therefore responsible for each other and future generations. All business must be conducted in a way that does not cause unnecessary harm and that allows the results of our activities to be used for the common good in a variety of ways. B Corp is a good way to bring about this kind of change. It is also easier to communicate real change without fear of greenwashing.
More information: CEO Perttu Kouvalainen, perttu@fabrik.fi, phone: 040 057 0270
What links the pioneers of responsible business, such as Patagonia, Ben & Jerry’s and Tony’s Chocolonely?
The answer is B Corp – but what does “good business, good people & good ethics” actually mean in terms of business development? And what can the B Corp movement, which is rapidly expanding into the Nordic countries, offer your organisation?
Watch the recording of the webinar held on Monday 20.3.2023 below.
Guests at the webinar:
Henrika Peltola, Danone’s corporate responsibility expert, who will give a first-hand and concrete account of how B Corp is a great tool for companies’ overall responsibility management.
Dieuwertje Damen, Managing Director of the Rainbow Collection in Amsterdam, talks about the B Corp movement, the reasons behind its rapid popularity and the benefits of the network.
Programme
14 Why Fabrik has chosen B Corp as a strategic tool and why Finnish companies should also be interested in it / Perttu Kouvalainen, Impact Agency Fabrik
14.15 Tool – the free B Impact Assessment (BIA) takes a holistic look at a company’s business / Henrika Peltola, Danone
14.30 Community – what B Corp’s growth is based on, what it offers and how it is already having an impact on the Central European business scene / Dieuwertje Damen, Rainbow Collection
14.45 Q&A – can my company get a certificate? Where to start? Who can help?
At the end of 2022, we conducted a sustainability survey for businesses and public sector organisations. The aim was to get as good an idea as possible of the current situation of companies on issues such as:
– What sustainability issues are currently on the agenda of the organisations?
– What help or information do they need for decision-making in 2023?
– Where is sustainability information being obtained, how is the available information perceived and where is there a particular need for more information?
Background information
We sent the survey to a total of 50 companies. The following sectors responded to the questionnaire:
Specialist and consultancy services
Trade and commerce
Industry
Circular economy
Culture and arts
In the survey, we divided sustainability into four areas – people, environment, society and customers. This is a familiar pattern from the B Corp certificate, which Fabrik and many other companies around the world use in sustainability projects. Read more about B Corp and sustainability certification on our website.
Business vs Public Sector
It was a pleasure to see how many organisations have already started working on sustainability. As many as 83% of respondents said that sustainability is at the heart of their business.
There were a few differences of emphasis in the responses on the topics. 91% of companies responded that environmental issues were in the pipeline, with the same figure for human resources-related sustainability issues. On the other hand, the emphasis on social issues is lower at 75%.
We also asked what issues are particularly on the agenda at the moment in the different areas. Below are highlights of the responses:
What is the need for information and where is it sought?
When we asked what the need for sustainability information will be in 2023, the most popular responses were on sustainability reporting and the CSRD (Social Resbonsibilty Directive: Directive on the promotion of sustainability in management systems and its reporting). The need for ESG information also emerged clearly in the responses.
We also found it particularly interesting to ask where sustainability information is currently being sought. Here are the top 10 of the information search:
Webinars 83 %
Events and seminars 83 %
Blog articles 67 %
News sites 67 %
Training/workshops 67%
LinkedIn 50 %
Literature 50 %
Newsletters 33%
Podcasts 25 %
Websites 17 %
It was also clear from the survey that people already know how to find information from credible sources; 100% of respondents considered the information available to them to be reliable. However, there is still room for improvement in the clarity of information, with 73% of respondents finding the available information clear.
Survey take-aways
1) Take a holistic view of corporate responsibility – it is worth considering how this is currently implemented in your organisation.
2) There is understandably a lot of interest in sustainability reporting. Through EU legislation, regulation of larger companies will increase in the coming years, but consumer and stakeholder demand for holistic accountability and transparency is a theme that SMEs and organisations should already be responding to.
3) Aim for clarity in your own sustainability communication – it benefits everyone from consumers to employees
Thank you for your interest! If you are interested in hearing more about this topic in the future, please join our newsletter list. We will also keep you informed about upcoming sustainability events, such as our webinars.
