Sustainability Communication and Strategic Sales Support for Apperel Business

I´m Maj-Lis Viitanen, helping businesses create sustainability communication for consumers.

My services combine consumer behavior psychology, sustainability communication, and my long-term commercial experience in the fashion industry.

How to Bridge the Green Gap?

One of the key challenges today is that even though sustainable values are widely supported in principle, they don’t always show up in purchase decisions. For retail businesses, it’s critical to understand how to narrow the gap between values and actions.

When global fashion giants compete on speed, volume, and price, it is impossible to respond to that competition using the same means.

My services support the competitiveness of responsible businesses by developing communication that guides consumer choices in a more sustainable direction.

Sustainability communication does not have to be limited to informing, but can be meaningful communication for the customer throughout the entire service journey, from initial discovery to purchase decisions and ongoing customer relationships.

Services

Human Intelligent Communication

Human-intelligent communication is a method I have developed to help companies strengthen their consumer communications by leveraging their unique strengths.

Human Intelligent communication is based on psychology of consumer behavior and sustainability communication, providing a unique approach to combining credible sustainability communication and commercial targets.

Read more

Why Did I Switch from Sales to Communication?

The leap from international management to becoming a micro-entrepreneur might have seemed like an unusual career move from the outside. Still, for me it opened an opportunity to explore how the fashion business could operate most sustainably.


Entrepreneurship also introduced me to sustainability communication, which over the years became an increasingly central part of my work and eventually a subject of research. I believe that the green transition of the industry relies heavily on communication, and through my work I am able to contribute to advancing positive development.

Read more

Thougths About Communication and Consumer Behavior

In the blog Human Intel I write about value–action gap, psychology of consumer behavior, and its implications for a brand´s communication.

To the Blog