Client: Finnish Environment Institute Syke
Implementation period: 2024
Why was the work done?
We are consuming beyond the planet’s limits, and our unsustainable lifestyle is accelerating biodiversity loss and the climate crisis. Syke’s vision for 2030 is short and clear: a sustainability transition. As a research and expert institute, Syke promotes this transition through research, knowledge, and services.
However, the transition is not progressing fast enough. During its 30th anniversary year in 2025, Syke wanted to spark conversation and raise awareness about the necessity of the sustainability transition—especially among young adults and more broadly among its stakeholders, such as the research community and collaboration partners.
The term “sustainability transition” can feel difficult or even threatening. Syke wanted to communicate about it in a way that creates a positive vision for the future and instills hope. Although the issue is complex, building a sustainable society is both possible and worthwhile.
What did we do?
We designed a narrative for Syke to tell the story of the work researchers are doing for the sustainability transition and to offer a hopeful perspective. The story captures Syke’s approach to the transition, the key messages to be shared, and the tone of voice used—particularly when speaking to young adults.
The core story can be adapted into multiple narratives highlighting Syke’s and its partners’ work from more specific perspectives. We created a content plan outlining the stories, formats, channels, and a communications calendar to guide messaging throughout the anniversary year.
We wanted to dismantle the perception that the sustainability transition is a threat to one’s lifestyle or choices. The story centers on the idea that the transition is not about giving things up, but about preserving what we love. While it requires effort, it allows us to continue living well and finding meaning. We motivated young adults by emphasizing continuity over change:
“Hold on to what’s good. Healthy loved ones. Casual football games with friends. Clean lake water for summer swims. Campfire sausages. Spring birdsong. Snow-laden pine forests. A livelihood from your own land, your own forest.”
— Excerpt from Syke’s sustainability transition story
How did it go?
It was essential for Syke that its people felt ownership of the story and that stakeholders could take part in telling it. In background interviews, we heard from various groups, including Syke’s advisory board and young professionals. We engaged Syke staff from the beginning through pre-work and workshops.
Through this participatory process, Syke employees engaged in meaningful internal conversations about the sustainability transition, shaped how Syke communicates the concept, and explored the role of experts. We helped transform these shared insights into a form that resonates with young adults.