Expert in Sustainable Consumer Behaviour and Responsible Business

Hi,

I’m Maj-Lis, and my mission is to accelerate sustainable development by helping responsible businesses and sustainable development projects achieve their goals.

I believe that many of the biggest challenges in sustainable development are ultimately challenges of behavior.

While consumers may value responsible business practices, this does not always translate into their everyday choices.

At the heart of my work is understanding where this green gap comes from and helping organisations narrow it through communication, customer journeys, and shopping environments.

My Method: Human-Intelligence

The Human-Intelligent Influence Method

In the last few years, the gap between people’s values and their actions have been growing, while the demands placed on sustainability communication is increasing.

Yet the focus remains largely on providing information, standards, and regulation.

I feel that one important piece was missing: an understanding of consumers.

When the goal is to change consumer behavior, simply increasing sustainability communication is not enough if the business model, product or customer journey does not support the same goal.

I strongly believe that the most effective results come from looking at the whole picture through the lens of human insight and developing its different elements consistently towards the same goal.


This idea is the foundation for what I call the Human-Intelligent Method.

It combines:

  • the psychology of consumer behavior
  • commercial thinking and business expertise
  • sustainability communication
  • customer journey design

The goal is always to develop sustainable business in a way that supports both meaningful change and commercial viability.

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Business Expertise and Systems Thinking

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

This broad experience has given me strong business expertise, as well as the ability to understand different stakeholders’ perspectives and bring them together around shared goals.

This enables me to develop solutions where business objectives and sustainability goals support each other.

One of my strengths is seeing cause-and-effect relationships and making complex issues easier to understand. I can turn insights into clear strategies and translate them into concrete development actions.

Circular Concept Development

In 2020, I founded Upcycler Helsinki, Finland’s first multi-brand online store dedicated to upcycled fashion and a pioneer in bringing circularity to the fashion industry.

The initiative was also featured in Helsingin Sanomat.

Expert Partner of the RENET Reuse Network

I support the RENET Reuse Network as an Expert Partner by providing consulting support to the organisation and offering member businesses exclusive benefits on my services.



Arki 135 Co-creation Lab

I worked as a co-creator in a circular economy business development project in spring 2026.

In this role, I helped develop the communication narrative for a new design product.

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