Sustainability Communication and Strategic Sales Support for Businesses

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, why sustainability messages don’t turn into purchases — and how to fix it.


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.

Kuinka tehdä viestinnästä vaikuttavampaa?

Viestinnän vaikuttavuus ei synny vain vain siitä, mitä sanotaan, vaan siitä miten se tukee asiakkaan todellista päätöksentekoa.

Kun ymmärretään, mitkä tietoiset ja tiedostamattomat tekijät vaikuttavat kuluttajan ostoprosessiin, voidaan tehdä tavoiteellista ja asiakkaalle merkityksellistä viestintää. 

Tavoitteena ei ole lisätä viestinnän määrää, vaan parantaa sen vaikuttavuutta.

Anti-greenwashing regulation is tightening

The 2026 update to consumer protection legislation will leave even less room for vague “green” impressions and will increase the requirements for precision and verifiability in communication. At the same time, many commonly used terms, expressions, and visual elements will become prohibited.

What To Do?

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.

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Download the Free Guide

Why don’t consumers’ values and actions align?

What companies committed to sustainable business need to understand about consumer decision-making in order to bridge the gap between values and action. Available in Finnish.

Download here

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

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.

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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