Sustainability Doesn’t Turn into Sales by Itself

I'm Maj-Lis Viitanen, a sustainable business development specialist.

I help responsible businesses and sustainable development projects create customer value and achieve their commercial goals.

You don’t need several separate experts, when you have a partner who brings together commercial thinking, human understanding, and sustainability expertise, and turns them into one coherent, effective whole.

How can we support more sustainable behavior?

If information alone were enough to change consumer behavior, we wouldn’t have a problem.

We can offer a more responsible alternative.

We can provide information.

But human behavior is influenced by many factors, often outside our conscious awareness.

That is why encouraging more sustainable choices also requires an understanding of the human mind.

Human-Intelligent Method

Human-Intelligent Method is an approach I have developed that draws on an understanding of how people make decisions and why even good intentions do not always translate into action.

The approach I combines the psychology of consumer behavior, service design, sustainability communication, and business development.

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Services

I provide consulting and practical support for sustainable development projects and sustainability-driven businesses.

In practice, this means tailored solutions based on your specific needs and objectives, which may include:

  • developing a concept for a new business model or updating an existing one
  • increasing customer value by making your company’s expertise and sustainability factors visible and meaningful to customers
  • identifying and reducing barriers to purchase
  • integrating sustainability communication into the customer journey, so it does not remain isolated information
  • designing a customer journey that actively guides customers towards a purchase decision

    The goal is always to enhance business performance and profitability.

  • The Human-Intelligent Sprint

    Flexible support for smaller development projects.

    I'm interested 

  • The Human-Intelligent Project

    A tailored development project for your business or initiative, resulting in a strategy aligned with your goals and a concrete action plan.

    I need help 

  • The Human-Intelligent Interim

    A fixed-term expert role in which I take responsibility for an agreed area of development.

    I need an expert in my team 

  • Impactful Sustainability Claims

    Flexible support for SMEs as the anti-greenwashing rules change. Make the change not just to comply with the law, but to strengthen your business.

    Let´s get this sorted out 
Explore the Services
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Why Isn't My Customer Buying? A Playbook for Responsible Businesses: Overcoming Barriers to Purchase

€189,00 EUR
€189,00 EUR
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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