Letter to business leaders: the opportunity of the millennium is now

Read this article in Finnish

Dear business leader,

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.

Best regards,

Perttu Kouvalainen

Fabrik’s CEO & Business Strategist