Sustainability and Strategic Sales Support for Apperel Business

I´m Maj-Lis Viitanen, helping businesses create sustainability communication for consumers.

How to Bridge the Green Gap?

When global fashion giants compete on speed, volume, and price, it is impossible to respond to that competition using the same means. At the same time, the green transition relies heavily on regulation and reporting. Yet the most important question often remains unanswered: how can we influence consumer behaviour?

Responsibly operating fashion companies have inherent strengths that can be leveraged to support business growth through communication strategies grounded in customer insight. In my work, I combine consumer behaviour psychology with long-term experience in the fashion industry to support the business development of companies committed to responsible practices.

Human-intelligent communication is a method I have developed to help companies strengthen their communications by leveraging their unique strengths. The approach emphasises non-standard communication and builds a deep understanding of the opportunities and impact of sustainability communication.

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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 sustainability goals.positive development.

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The Human Intel is my newsletter published on LinkedIn. It offers insight into the value–action gap, understanding consumer behavior, and its implications for a brand´s communication.

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