Liisa Kolehmainen, sustainability expert, has returned to Kaskas from parental leave. Here, she shares her thoughts on what successful sustainability communication requires from a company.
1. Before returning to Kaskas, you worked in both research communication and sustainability communications for major Nordic brands. What expertise are you bringing back to Kaskas?
“I started my career in research communication at Demos Helsinki. In the research world, I learned to be critical and detail-oriented. I also learned how to make complex things clear and simple — these exact same skills are crucial in corporate sustainability communication.
After that, I worked at Oatly and Marimekko in various sustainability roles. From those positions, I gained a broad understanding of sustainability reporting.
Reporting is often seen as a necessary evil, something to get done and over with. But to me, the interesting part begins when the report is finished — when we ask what the data means, how to communicate it, to whom, and what kinds of changes it should encourage. At Marimekko, for example, we spent a lot of time figuring out how to translate sustainability data into understandable formats for different stakeholders.”
2. How is effective sustainability communication created?
“At its best, sustainability communication goes beyond boasting about your own good deeds. It can help a company drive broader societal change — and thus increase its own impact.
It always delights me when a company’s sustainability strategy already includes consideration of the kind of change it wants to create in society. From there, it’s important to identify the key stakeholders — and how to inspire them to be part of that change.
Once the intended change and key stakeholders are clear, the actual communication part is relatively easy!”
3. What should companies keep in mind when communicating sustainability to consumers?
“Consumers are a lot smarter than many people think. The average consumer is intelligent and critical. Especially in sustainability communication, facts must be accurate, and companies must be aware of current regulations and guidelines.
Successful sustainability communication often sparks public conversation — and companies must be prepared for that. External feedback shouldn’t automatically be interpreted as a crisis. Instead, it can be a valuable opportunity to engage and learn.
By the way, I have a secret passion for well-structured organizations. I believe companies need to know which of their employees should understand the basics of sustainability. That way, they’re better equipped to participate in those broader conversations I just mentioned.”
4. You’re returning to Kaskas from a very different kind of role — parental leave. What was that experience like, and how does it feel to return to work?
“It’s hard to talk about parenthood without falling into clichés, but yes — it was a wonderful and educational experience. And now, I’m genuinely excited to be back. It feels great to use that muscle called ‘brain’ again!
Having become a parent, it feels even more important to work toward a more responsible society. After all, the next generation is sitting across from me at the breakfast table.”
5. Rumor has it you have quite a range of hobbies outside of work. What do you enjoy doing?
“I’m pretty curious by nature and like to try new things. For example, I’ve played violin in a party band. One of my latest explorations has been a lyric-writing course.
I also love being on the water. I do wilderness kayaking, and last summer I added wakeboarding to the mix. In winter, I snowboard, snowshoe, and go ice skating. Every spring I decide that this will be the summer I learn to skateboard — still working on that Ollie.
On top of all that, I do a lot of yoga and meditate when I remember. But my current favorite hobby might just be Yle’s word game Sanapyramidi!”
Photo of Liisa by Kaskas’ Vilja Pursiainen
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Liisa and our other sustainability experts are happy to help your organization with sustainability communication planning or creating a comprehensive sustainability program. Don’t hesitate to contact us!