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Last year ended on a high note for our B Corp journey, with Fabrik co-founding B Local Helsinki and our own application for certification moving forward. Before I tell you what this year has in store, a few words about B Corp.

Why B Corp?

B Corp is a non-profit organisation whose holistic corporate responsibility tool is used by over 500,000 companies around the world. It is not limited to a single product or a specific part of the supply chain, but cuts across the whole business (management, employees, community, environment and customers).

It is strongly business-driven: to harness the power of business for good, as B Corp’s core belief is, businesses need to grow and thrive. In the midst of sustainability promises, B Corp focuses on real impact and is therefore a credible base for corporate sustainability work.

Finland as a top priority

This year, Finland is the number one priority for the European B Corp movement. This means that companies that join will have a particularly fast turnaround time for their certification and will be able to capitalise on this, both in terms of their own reputation and the wider visibility of the movement in the Nordic countries.

Why is this? Because B Corp is widely used in Central Europe and the aim is to create the same wave in the Nordic countries. There are currently 77 B Corp certified companies in the Nordic countries and around 50 companies in the process of certification. By 2023, the number of companies is expected to grow to over 200. Globally, there are more than 6,000 certified companies and expectations for growth are high.

B Local Helsinki – get involved!

It has been a privilege to get to know the existing B Corp companies in Finland. We are in different industries, but the attitude is the same. As in other cities around the world, we decided to create our own local community in Helsinki.

This year will bring at least the following:

• Awareness and visibility for the B Corp movement
• A lot of new Finnish potential companies
• B Local Helsinki meetings (open to all)
• A lot of new contacts and new people who want to get involved in B Corp activities (March is B Corp Month – you’ll hear more soon)
• Hopefully one big seminar at the end of the year

We’d be very happy to tell you more for anyone interested. Fabrik already has one B Leader and soon another, as in a few days I will also start a B Corp training sprint of about 3 months in Stockholm. Have a great and impressive year – for all of us!

Written by Jonna Ekroos, Fabrik’s Communications Strategist and Partner

Lukusuositus: Nille Skalts on corporate responsibility and the future of business – ”This is not sustainability, this is core business.”

Read more about B Corp and our services. 

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Dear business leaders and decision-makers,

congratulations on the past year, you survived despite the turbulence of the world. Now it’s time to take a break – and reflect on your future choices. Wouldn’t it be great if, at the turn of the year, you made a promise and choices that will carry you through the years and ensure the success of your business? Decide that your business is here to do more good than harm?

We are talking, of course, about the responsibility of your company. No, don’t skip this message because you think you are already responsible or because it’s everywhere.

The reason is this: as a strategy, sustainability is the safest – and at the moment, the most inspiring.

What is happening in other companies?

But don’t worry if you’re not far along in your career. The good news is that now is the right time. But the right time for what?

According to our November 2022 survey, there are a wide range of relevant items on the sustainability to-do list of Finnish companies (pictured below). So, sustainability is increasingly being looked at holistically – and now is the right time:

1. Launch your sustainability work (if it’s still in your desk drawer)

2. Invest in impact (if you don’t yet know what’s most relevant

Corporate responsibility work right now:

• Staff: well-being at work, responsible management, inclusion, code of ethics
• Environment: carbon footprint calculation, carbon neutrality targets, product development, circular economy
• Society: social impact, green transition, human rights
• Customers: customer education, promotion of circular economy, transparency of operations 
• Other issues: supply chain sustainability, communication development, stakeholder consultation

How to manage your impact – 5 point checklist

At the end of the day, it’s about developing your business and making sure that your business will be around for the future. When you understand the impact of your business, focus on developing the most relevant ones, and communicate that to employees and customers, you’ve chosen a very safe – but also inspiring – strategy.

1 Think holistically

• It’s worth thinking about sustainability in a broader context. For example, the international B Corp community and its certification look at sustainability from the perspectives of management, employees, community, environment and customers. This also opens up wider opportunities for influence.

2 Make strategic choices

• Sustainability in your core business matters most. That’s why it pays to look for direction in your organisation’s impact. What will give you the greatest positive impact – and what will give you the greatest competitive advantage?

3 Break it down into objectives and measures

• Within the broad picture, it is worth separating short- and long-term objectives and the measures and indicators based on them. A well-designed action plan will ensure that work is not just talk, but is at the heart of day-to-day activities.  

4 Track success

• Shared responsibility does not work here either. The action plan should clearly define responsibilities and where and how they will be shared. Sustainability reporting is already on the work list of many smaller companies, as it meets consumer expectations and can be used to verify promises made.

5 Communicate and engage throughout the process

• Sustainability is not visible on the surface, which is why communication matters. Take care of the ‘hygiene’ first, for example internal communication and building a credible foundation. To get a competitive edge from the work you do, you also need emotive content and to get people involved.

An inspiring example – how did Patagonia do it?

When people talk about responsible companies, the US outdoor brand Patagonia often comes to mind. Founded in 1973, the company has been committed to sustainability and nature values throughout its existence.

Indeed, Patagonia has been a pioneer in the outdoor industry as a whole. Its focus on sustainability is on the products themselves and their continuous development. At the same time, it has also extended its sustainability work strongly into social responsibility as part of the B Corp community and certification since 2011. Good work has been reflected in Fortune’s Best Workplaces for Diversity and Best Companies to Work For lists.

In addition to Patagonia, inspiring grassroots efforts include Ben & Jerry’s, Danone and the Body Shop – all part of the B Corp community, which has the advantage of a business mindset. B Corp certification aims to develop a company holistically: and to harness the power of business for good, in line with the B Corp philosophy, companies need to grow and thrive. Therefore, in addition to social and environmental impact, the magnifying glass is equally focused on financial performance.

Patagonia is therefore a shining example of how it is possible to make your own business thrive in the quest to make the world a fairer, more equitable and more sustainable place. The results are not just below the line, but also in the following: your customers love you, the best people want to work for your company, and partners and investors committed to sustainability want to join your organisation.

Thank you for your time and for reading our annual newsletter, we wish you good luck and success in 2023!

Yours sincerely, Perttu and Fabrik

Read more about B Corp and services. 

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In late June, I promised in my B as Benefit article (https://fabrik.fi/vaikuttavuusarviointi/) to keep you updated on how our B Corp journey is progressing. As I mentioned in the same article, there is plenty of pent-up demand for social change leaders. As for the official B Corp certification, we are still patiently waiting for our assessment report.

But we have not stood idly by. The comprehensive battery of questions in the B Impact Assessment tool (BIA), the backbone of the certification, brought to our tables a number of areas for development that we have been actively pursuing over the summer and autumn. Personally, over the last couple of months, I have been immersed in the world of B Corp and above all in the BIA assessment tool I mentioned above in the B Leader Intensive Coaching. However, the motivation for attending the first possible course in Copenhagen was not the fancy-sounding title, but our desire to help others benefit from the opportunities offered by B Corp. In the future, there will be more than one B Leader in Fabrik.

So what is it about B Corp that interests companies?

In short: business orientation. B Corp certification is about developing a company as a whole, rather than a single product or a specific part of a supply chain, for example. To use the power of business for good, in line with the B Corp philosophy, companies need to grow and prosper. That is why, in addition to social and environmental performance, the magnifying glass is equally focused on economic performance, and the scoring system used for certification provides a particular incentive to develop a business model with a positive impact.

In my own experience, companies are well aware of the need for change and the will to change is high. The challenge ahead is not knowing how. In the big picture, as with individual sustainability issues, it is important to first understand what is at stake and what is relevant to you. For that, B Corp offers a great tool in the form of the B Impact Assessment.

A concrete tool for sustainability assessment and management

The assessment tool, which adapts to the sector, the size of the company and the responses given, is based on five pillars (governance, people, customers, environment, community) that really challenge you to develop your own activities to a more sustainable level and open your eyes to issues that might otherwise be overlooked. BIA also works well in the transition to impact management and continuous improvement. It includes the opportunity to set your own targets, compare your own performance with other companies and pick up best practices for your own company.

Best of all, the tool is freely available to everyone and is completely free to use to assess, develop and manage the impact of your business – even if certification is not something you are interested in right now. Of course, the language is English and the terms are challenging to say the least, but it’s worth a look: https://bcorporation.eu/become-a-b-corp/b-impact-assessment/

Author Timo Kupiainen, Fabrik’s Impact Strategist & B Leader

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We live in a time where people expect responsibility, transparency and solutions to problems affecting society as a whole from organizations and companies.

The corona crisis, the war in Russia and the crisis of the coming winter have shown on a large scale that two years ago, the next crisis communication plans with channel selections can help the freedmen – if companies or organizations had them.

At the crisis communication training day, THL’s communications manager Marko Lähteenmäki talked about his 2.5 years of experience in handling the corona crisis. Lähteenmäki is still responsible for THL’s campaigns, social media and brand, and below is his advice.

Guidelines for good crisis communication

1. Responsible persons
Based on the crisis, you should choose a working group for the organization’s responsibility, which includes crisis managers, spokespersons for media cooperation and people needed for communication.

2. Resources
Initially, more resources are always needed – where is it possible to detach additional people or an additional jet to implement communication?

3. External partners and stakeholders
It is important to know and engage not the parties who take your side in the public debate and are also ready to share constantly.

4. Common basic messages
Make sure everyone is telling the same story. Sometimes in the middle of a crisis, informing your own personnel can get stuck, but it ensures everything else, the useless trash radio starts spinning and brings extra rounds with it.

5. There is no information vacuum
If you don’t dare say anything yourself, someone else will. Again, there may be extra rounds ahead, unless you tell your own message the way it should be told.

6. Be on the channels where your audience is
The press release and website are not used. Audiences are dispersed, and multi-channel must be taken into account, especially in cry communication.

Management of crisis communication

A quick summary of the speech is that the biggest risk is to do nothing.

The smallest thing is to prepare for a crisis as well as you can (effective communication will help you avoid crises in the future). When you find yourself in the middle of a crisis, you should remember that in addition to management and the situational picture, communication is always important. If you are inspired to research the topic further, I recommend you to read the book Exceptional Communication (ProCom), which you can find in electronic version here.

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

Our blog guest
Petri Vuorio
Director of Entrepreneurship and Business Policy at EK

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In the midst of the global crises, the expectation for comprehensive corporate responsibility has not disappeared, but the pressure for concrete actions, changes and positive impacts has increased. Sustainability is increasingly a strategic choice for companies to ensure success. In addition, a number of legislative projects are in the pipeline at EU level to drive forward sustainability requirements.

Research shows that Finnish companies are pioneers in sustainability – but actual success stories, with sustainability at the heart of their growth and success, are still relatively rare.

If you’re still wondering whether it’s worth investing in sustainability now, Petri Vuorio, Director of the Confederation of Finnish Industries, sums up the answer in our guest blog.

1. Finance
“Sustainability regulation and reporting requirements in both the financial and corporate sectors will become more stringent. Sustainability criteria will therefore have an increasing impact on the price and availability of corporate finance in the future.”

2. Supply chains
“More than 70% of Finnish exports are intermediate goods. Through domestic and international supply chains, the sustainability requirements imposed on even large companies will be reflected on all actors, including SMEs. Self-regulation and differentiation from competitors are moving from self-regulation to mandatory regulation through a number of legislative projects in the pipeline.”

3. Skilled labour
“As the top employer brand, sustainability is a key success factor in companies’ competition to recruit the best people. A responsible approach increases an organisation’s ability to attract and retain the productive and happy employees it needs. Sustainability is therefore a way of providing solutions to one of the most important bottlenecks to SME growth: the shortage of skilled labour.”

4. Brand equity
“As purchasing behaviour changes, people expect brands to be responsible and want their choices to contribute to a sustainable future.”

5. Market value
“The sum of the above factors, together with the potential for companies to succeed in the future, have a significant impact on the market value of a company, both in terms of sales and purchases. The above points underline the point: sustainability is an essential part of a company’s success story.”

Interested in more on this topic? How to make sustainability a sustainable competitive advantage for your brand – check out our impact branding product.

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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.

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

Kirjoittaja: Perttu Kouvalainen, Fabrikin Toimitusjohtaja & liiketoiminnan strategi

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