Käkikuu Blog

Hissin painikepaneeli, jossa kuudennen kerroksen painike on valaistu. Kuva symboloi vastuullisuustyön kehittämistä, tavoitteiden asettamista ja etenemistä vaiheittain kohti haluttua tasoa.

What Is a Sufficient Level of Sustainability Work for an SME?

Sustainability work in SMEs currently raises the same question in many companies: what is a sufficient level? Customers, financiers and other stakeholders are placing increasing expectations on sustainability, but for many businesses it remains unclear how much sustainability work is enough and where efforts should be focused. Should the company prepare a sustainability report, calculate its carbon footprint, build a set of sustainability metrics, or do everything at once? Read more

By Jukka K. Niemi, ago
Pk-yrityksen verkkosivujen ja markkinointimateriaalien vastuullisuusväitteitä tarkastellaan

What Should an SME Review in Its Communications?

It is advisable for SMEs to review the sustainability claims on their websites early, before the same messaging spreads to the company’s other communication channels. The same applies to brochures, proposal templates, product and service descriptions, social media posts, sales materials, and possible packaging. If an overly broad or imprecise claim is used in one place, the same message can quickly be repeated elsewhere. Read more

By Jukka K. Niemi, ago
Yrityksen vastuullisuusviestintää arvioidaan tietokoneen ja muistiinpanojen avulla

Can an SME Say it is Responsible?

Can an SME say it is responsible? It can, but the claim is at the same time very broad and therefore also risky. The problem is usually not the word itself, but that the recipient may understand it much more broadly than the company intends. If a company states that it is responsible, the listener or reader may easily interpret that the entire business, all products, the whole supply chain, and all practices are responsible. Read more

By Jukka K. Niemi, ago
Vastuullisuusväitteiden todennettavuutta tarkastellaan suurennuslasin avulla tietokoneella

When Must a Sustainability Claim Be Substantiated?

The need to substantiate a sustainability claim arises as soon as a company makes a claim that may influence a customer’s or consumer’s perception of a product, service or company. In practice, this means that there should be something more behind the claim than a good intention, a general view or a vague impression. From an SME’s perspective, what matters is not only whether the claim feels right, but also whether the company can explain what the claim means, what it concerns and what it is based on. Read more

By Jukka K. Niemi, ago
Vastuullisuusväitteitä arvioidaan työpöydän ääressä tietokoneen ja muistiinpanojen avulla

Which Sustainability Claims Are Risky For an SME?

Risky sustainability claims are usually claims where the communication goes further than the company’s evidence. The most common problem for an SME is usually not intentional misleading, but a message that is too general, too broad, or poorly defined. Government proposal HE 47/2026, which concerns the implementation of the EU Directive on empowering consumers for the green transition, clearly shows what kinds of claims the regulation focuses on. General environmental claims, sustainability labels, overly broad claims concerning the entire company, and climate claims based on offsetting are particularly sensitive. Read more

By Jukka K. Niemi, ago
Vastuullisuusväitteitä sisältävää yritysviestintää tarkastellaan tietokoneen näytöltä

What Is a Sustainability Claim In an SME?

In an SME, a sustainability claim does not mean only a sentence in which the company says it is responsible. A sustainability claim can also be a claim about environmental friendliness, carbon neutrality, or a smaller environmental impact. It can also appear as a symbol, a label, in the name of a product or service, or in the way the company names its selection or an individual product group. Read more

By Jukka K. Niemi, ago
Pk-yrityksen vastuullisuusväitteitä arvioidaan työpöydän ääressä tietokoneiden ja muistiinpanojen avulla

What Can an SME Say About Its Sustainability?

SME sustainability claims are now a more important topic than before. It is allowed and necessary to communicate about sustainability, but the problem is not communication itself, but claims that are too general, too broad, or weakly justified. Misleading environmental claims could already be addressed under the current Consumer Protection Act, but the EU directive on empowering consumers for the green transition clarifies the rules of the game, and in Finland HE 47/2026 shows what changes are coming. According to the Government proposal, the provisions related Read more

By Jukka K. Niemi, ago
Kaksoisolennaisuusanalyysi pk-yrityksessä auttaa tunnistamaan tärkeimmät vastuullisuusteemat

The Most Common Mistakes in Double Materiality Analysis

Double Materiality Analysis in an SME helps the company identify which sustainability themes are most significant for its operations. In practice, however, the analysis can fail if it is approached in an overly complex way or from the wrong starting points. In SMEs, mistakes are often related to trying to make the analysis too heavy a process. In reality, the purpose of double materiality analysis is above all to help the company make better decisions. The following mistakes are typical. Read more

By Jukka K. Niemi, ago
Kaksoisolennaisuusanalyysi pk-yrityksessä on käytännön työkalu vastuullisuusteemojen arviointiin

Double Materiality Analysis in an SME – an Example From Practice

A Double Materiality Analysis in SMEs helps a company identify which sustainability topics are most significant for its operations. In practice, it is not a complex reporting exercise but a way to structure the company’s activities and their impacts. In many SMEs, sustainability work begins with the question: where should we start? Double materiality analysis offers a simple answer. It enables the company to examine both its own impacts and the sustainability issues that may affect its business. Read more

By Jukka K. Niemi, ago
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