Sustainability aspects and their importance for Nordic customers
Ritamäki, Anni Eveliina (2023)
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202303203852
https://urn.fi/URN:NBN:fi:amk-202303203852
Tiivistelmä
This Bachelor’s thesis was conducted with cooperation between Sales and Sustainability teams at UPM Communication Papers. The research was commissioned as a part of a bigger research on sustainability. The objective was to find out what aspects of sustainability are prevalent in the Nordic business area as of today and the future.
The theory part illustrates the background of the sustainability movement and how sustainability is then implemented in practise in the case company. The research was executed with two methods. Initially interviews with 13 participants were administered and then the findings were utilized in an internet survey. The survey further investigated current sustainability aspects from the customer’s angle.
The results highlight that the key to maintaining good customer relations is transparency of the sustainability actions. Good reputation must be upheld with high standards and emission reductions that are based on science. The key phrases remained in line with the expectations, hence UPM has targeted valid aspects in their sustainability objectives and strategy. In conclusion, sustainability metrics are monitored by all customers and therefore the consistency on improving sustainability must be a priority.
The theory part illustrates the background of the sustainability movement and how sustainability is then implemented in practise in the case company. The research was executed with two methods. Initially interviews with 13 participants were administered and then the findings were utilized in an internet survey. The survey further investigated current sustainability aspects from the customer’s angle.
The results highlight that the key to maintaining good customer relations is transparency of the sustainability actions. Good reputation must be upheld with high standards and emission reductions that are based on science. The key phrases remained in line with the expectations, hence UPM has targeted valid aspects in their sustainability objectives and strategy. In conclusion, sustainability metrics are monitored by all customers and therefore the consistency on improving sustainability must be a priority.