Designer of Sustainable Consumer Behavior And Sustainable Business Expert

Hello,

I'm Maj-Lis and I help organizations to design communication ans service journeys that make sustainable actions both attractive and easy.

I combine

  • non-standard sustainability communication
  • commercial perspective and exprience
  • insights from behavioral psychology

The goal is to support sustainable business by making both communication and operations more coherent and impactful.

Human-Intelligence as a Method

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.


My research led to the insight that sustainable action only becomes reality when the customer journey takes into account people’s real, and also subconscious motivations in decision-making. By combining the knowledge with my commercial work experience, I developed an approach I call Human-Intelligent Communication.

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Core Competence

My career combines sales, management, sustainable business development, and communication. This combination has given me a solid foundation in realities of business and sustainability.

Sustainable Consumer Behavior Design

I believe that the greatest challenges in sustainability are ultimately challenges of behavior. Although consumers value responsible practices, this is not always reflected in their actual choices.

At the core of my work is understanding where this gap comes from and how it can be narrowed through communication, services, and shopping environments.

Impact Assessment and Systems Thinking

My strength lies in identifying cause-and-effect relationships and making complexity understandable. I'm able to recognize clear interdependencies and translate insights into concrete development actions.

I combine business analysis, psychological understanding, and operational expertise to build a coherent whole in which different elements support a shared objective.

Strategic Business Expertise

I have 25 years of experience in sales, sales management, and business development across various sales channels.

My diverse background has given me not only strong business expertise but also the ability to understand different stakeholders’ perspectives as part of shared goal setting.

As a result, I am able to design solutions in which business objectives and the requirements of green transition support each other in practice.

Maj-Lis Viitanen Helsingin Sanomien haastattelussa

Circular economy business development

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.

Education

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

How Can I Help Your Organization?

I help identify development areas and growth opportunities in sustainable business and turn them into clear strategies and concrete actions. When needed, I also support the practical implementation of communication.


Learn more about my servicesContact

Read More about Human-Intelligence in My Blog

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  • Samaistuttavuus tuottaa toimintaa

    We Act on What We Can Relate to

    We might understand the problem. We might agree that it matters.But we don´t really relate to it. (So we don´t act on it.)

    We Act on What We Can Relate to

    We might understand the problem. We might agree that it matters.But we don´t really relate to it. (So we don´t act on it.)

  • Arvot vai todellisuus

    When Values Meet Reality

    When consumers are asked, sustainability is clearly valued. Many prefer local brands, responsible production and longevity. There is also a strong expectation that companies should act ethically and environmentally and...

    When Values Meet Reality

    When consumers are asked, sustainability is clearly valued. Many prefer local brands, responsible production and longevity. There is also a strong expectation that companies should act ethically and environmentally and...

  • Vastuullisuus on sosiaalista toimintaa

    Sustainability Is a Social Act

    Sustainable consumption is not driven by individual values alone. It is also a social behavior. What we see happening around us, and what is considered acceptable and desirable, influences our...

    Sustainability Is a Social Act

    Sustainable consumption is not driven by individual values alone. It is also a social behavior. What we see happening around us, and what is considered acceptable and desirable, influences our...

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