Sustainability Doesn’t Turn into Sales by Itself

I'm Maj-Lis Viitanen, a designer of more sustainable consumer behavior and the creator of the Human-Intelligent Communication method.

I help responsibly operating companies and sustainable development projects design communication and customer journeys that support the adoption of sustainable choices.

How can sustainability communication be combined with commercial goals?

Many companies invest in sustainable development and sustainability communication.

However, it is not always clear

  • what the communication actually does

or

  • how it supports the customer journey.

As a result, sustainability communication may remain at an informational level without guiding the customer all the way to the purchase decision.

Behavior change is the sum of many factors.

Selling sustainable products does not follow the same logic as traditional sales, which typically focus solely on the benefit received by the customer.

The narrative of sustainability is significantly more complex and easily runs into challenges when value creation shifts inconsistently between the individual and societal levels.

For communication and operations to become truly action-guiding, it is necessary to understand:

  • how the human decision-making process works
  • which factors promote a decision and which may prevent it
  • what is the role of sustainability in the overall context

  • how people can be guided purposefully toward more sustainable choices

How Can I Help You?

I offer behavioral design consulting for sustainability-driven companies and sustainable development projects.

My work is based on the Human-Intelligent Communication method I have developed, which combines elements of behavioral psychology, sustainability communication, and service design.

With this method, it is possible to, for example:

  • gain a deeper understanding of which conscious and unconscious factors support behavior change and which act as barriers
  • create a coherent whole from communication and the service journey that purposefully guides the customer along the service path
  • define key messages and create consistent communication narratives
  • build value for a product or service from a customer-centric perspective
  • create a comprehensive behavioral design strategy that takes into account both communicative and operational elements in shaping the service journey
ServicesHuman-Intelligent Communication

3 Reasons Greenwashing Regulation Is Good for Your Communication

While regulation is reshaping the rules of sustainability communication, meaningful business impact still depends on understanding your customers.

Don’t make changes just to meet legal requirements, make them to build a stronger, more successful business.

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"When I was launching a new beginning in autumn 2025 and taking the first steps with Anmai, there was a lot on my desk. Even as a designer-led founder and a natural communicator, it’s easy to forget that things which feel deeply real and self-evident to you, such as your values and the choices you make based on them, are not always that evident to others. It was incredibly valuable to have the opportunity to discuss and clarify the themes of Anmai’s sustainability communication with Maj-Lis Viitanen, an expert in sustainability communication."

-Anne-Mari Pahkala