Client: Varma
Project timeline: 2024
Varma wanted to make its sustainability communications more impactful, efficient, and engaging. In a project carried out with Kaskas, the company’s sustainability communication principles were clarified, and concrete tools were developed to support practical implementation. At the same time, collaboration between the sustainability and communications departments was strengthened. Next, Varma will focus on applying the outcomes of the joint workshops.
Varma is a Finnish pension insurance company responsible for managing the earnings-related pensions of around one in five Finns. Sustainability has long been at the heart of Varma’s strategy, and the company has invested heavily in developing and implementing concrete sustainability measures.
Why did Varma want to develop its sustainability communications?
Varma aimed to increase the impact of its sustainability communications and strengthen its role as a leader in sustainability. The project sought to identify effective, repeatable, and concrete ways to communicate about Varma’s sustainability efforts. Kaskas stood out in the competitive bidding process with its strong expertise in both communications and sustainability.
“We thought it would be valuable to get an outside perspective beyond our internal bubble, and not just rely on our own assumptions”, says Hanna Leskelä, Communications Manager at Varma.
How the development of Varma’s sustainability communication progressed
The project began by jointly defining its goals. Kaskas started by mapping out blind spots and areas for development in Varma’s sustainability communication. In a Kaskas-facilitated workshop, we explored the diverse needs of different stakeholders with the Varma team.
We also discussed collaboration between the communications and sustainability departments and defined key principles for sustainability communication—what kind of communication Varma’s teams themselves would like to see, and how to reach different target groups. We also brainstormed ways to package content in ways that engage the intended audiences.
The project followed a clear plan, including planning meetings, workshops, and feedback loops.
Outcomes: shared alignment and practical tools
One of the most valued aspects of the project was the joint workshops between the sustainability and communications departments, which provided a rare opportunity to pause and reflect on the overall direction of sustainability communication. While these departments work closely together, they rarely have time to step back and evaluate the big picture. The conversations deepened mutual understanding and helped shape shared ways of working.
“The joint workshops led by Kaskas significantly improved our mutual understanding and clarified how we set shared goals. We were encouraged to look at our work from a new angle and explore ways to improve. The new concepts created by Kaskas give us a strong starting point”, says Hanna Kaskela, Varma’s Director of Sustainability and Communications.
The project’s impact is already visible in Varma’s daily work—from social media content to broader communication processes. The concepts developed by Kaskas brought fresh energy to everyday sustainability communication and provided concrete tools for further development.
“The new concepts have streamlined daily communication and inspired continued development”, says Marjut Tervola, Communications Manager at Varma.
Continuous improvement as the goal
Varma’s development of sustainability communication doesn’t end here. In spring 2025, the company will continue using the concepts developed during the project and update its sustainability program during the year. The next step is to ensure that communication focuses on the most meaningful sustainability actions aligned with Varma’s new strategy.
Varma’s experience highlights that developing sustainability communication is an ongoing process—where strategy and execution go hand in hand. The project has brought clear improvements, and going forward, the aim is to build communication even more strongly around measurable impact.
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