Expert in communication effectiveness

Why Don’t We Humans At the Way We Say We Do?

When I noticed through my own work that the gap between values and actions was widening at the same time as expectations for corporate responsibility were increasing, I felt it was important to understand what it is that creates this gap and how to bridge it.

Today, I help companies transform sustainability communications from mere information into truly impactful communication that also guides behaviour.

My work centers on the question: how does communication shift from simply conveying information to guiding action?

I explore this particularly in the context of sustainability, where companies are increasingly expected to communicate with clarity, credibility, and impact.

In my work, I combine:

  • strategic development of communication
  • a commercial perspective and understanding of business
  • insights from behavioural science and consumer behaviour

My goal is to make communication more coherent and impactful, from both the company’s and the consumer’s perspective.

Human-Intelligence as a Method

My developed Human-intelligent communication method is based on my Master’s thesis research on the gap between consumers’ values and actions.

My method helps companies to:

  • understand the logic behind consumers’ purchasing decisions
  • understand the role of sustainability communication as part of the customer journey
  • build purposeful and coherent communication

This perspective brings sustainability, communication, and the customer journey together and supports the same objective.

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My Background

My career combines sales, management, sustainability development, and communication. This combination has given me a solid foundation in both the objectives and realities of business and sustainability, as well as in how communication can influence outcomes.

I hold the following qualifications:

  • Master’s Degree in Culture and Arts, specializing in sustainability and circular economy in the fashion industry
  • Bachelor’s Degree in Culture and Arts, Textile and Fashion Design

In addition, I have:

  • Specialist Qualification in Management
  • Specialist Qualification in Product Development
Maj-Lis Viitanen Helsingin Sanomien haastattelussa

Upcycler Helsinki, which I founded in 2020, was Finland's first multi-brand online store for circular fashion and thus a pioneer in introducing the circular economy.


The topic was also featured in an article by Helsingin Sanomat.

How Can I Help Companies?

I work in situations where communication requires greater clarity, direction, and impact.

I help companies, among other things, to:

  • clarify the strategic direction of communication
  • identify development areas and opportunities in communication
  • develop sustainability communication content and narratives
  • deepen understanding of consumer thinking and behavior

Collaboration can take the form of project-based work or longer-term partnerships, depending on the need.

Learn more about my services

"Inspired by Maj-Lisi’s excellent social media posts, which lower the threshold for sustainability communication, I had wanted to get in touch for some time. I saw that my own clients would also benefit from her skills. I started our collaboration by working on my company’s sustainability section, which had been left unfinished for far too long. Fortunately, the work was completed quickly and the message was finally refined into a publishable form. The text was concise—an admirable ability to distill essential points from overflowing information into a clear and understandable format! I warmly recommend the service and hope that we will share many more meaningful projects in the future."

-Anri Veisterä, entrepreneur

I share insight on consumer behavior and sustainability communication also in my blog.

Read here