We organize the annual “Finland’s Most Sustainable Product” competition. The aim of the competition is to encourage companies towards sustainability, make sustainability information more concrete, and spread understanding of comprehensive sustainability. The competition is now open again, so let’s revisit a few lessons from last year’s contest.
The Mysterious Sustainability Data
Sustainability data doesn’t (yet) reside in the same place as product data. Companies spend a lot of time searching for relevant information.
Sustainability Communication is an Art Form
In the competition, we strive to communicate concisely and factually about sustainability. We often spotted vague or inaccurate marketing claims on applicants’ websites. However, we believe no one is greenwashing on purpose. Sustainability communication is a new and quite challenging field.
Comprehensive Sustainability – Not Just Risk Management
There is no consensus on the definition of sustainability. Perceptions vary regarding what sustainability is and what it encompasses. Often, companies that have branded themselves with one aspect of sustainability know surprisingly little about other aspects. Understanding and standards for comprehensive sustainability still need to be developed, and this is also what we aim for with the Finland’s Most Sustainable Product competition.
Sustainability is Tied to Time and Society
A few otherwise excellent products were left out of the final round because energy use wasn’t taken into account. The situation is complex and evolving. In 2023, fossil fuels are no longer part of a responsible product’s supply chain.
Reason and Emotion – Sustainability is About Big Feelings
Sustainability issues evoke emotions. Despite neutral intentions, even strongly science-based factors can stir up significant reactions. A particular battleground is the forestry industry, where academia, environmental authorities, and commercial operators frequently clash.
Identify Development Areas in Your Supply Chain
In addition to obviously long, global supply chains for products like bananas and coffee, even domestically sourced items that sound ethical are sometimes transported abroad for packaging or storage, only to be brought back to the domestic market. Transportation is the second-largest source of CO2 emissions globally.
Lost in the Jungle of Green Claims
Carbon neutrality in marketing is tricky. The Sustainability Panel only evaluates the sustainability of the product itself, without considering compensation. For a product to be carbon-neutral by itself, it must sequester as much carbon as is used in its production. This is not (yet) realistic.
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