The programme broadened perspectives and encouraged reflection on planetary health.
Pihlajalinna is one of seven companies to have taken part in the FIBS and Third Rock sustainable business development programme, and the only organisation in the social and healthcare sector within the group. The programme offered Pihlajalinna’s representatives a valuable opportunity to delve deeper into future sustainability and discuss different perspectives with other experts.
The future challenges facing companies in the social and healthcare sector differ from those faced by, for example, players in the energy sector. However, forces that are radically transforming the operating environment, such as the climate crisis and the loss of biodiversity, also affect the social and healthcare sector. This was one of the reasons why Pihlajalinna decided to join the future-proof business programme.
“Future sustainability is also a highly topical issue for the social and healthcare sector, and we cannot afford not to learn more about it. I want to increase our organisation’s understanding of this broader picture,” explains Maija Ikävalko, Head of Sustainability at Pihlajalinna.
“The year 2050, which is the ‘vision year’ in this programme, is not as far away as one might initially think. Now is the right time to examine what factors influence our operations and how we can apply these lessons in the future,” adds Laura Sipilä-Husveg, ESG Controller at Pihlajalinna.
According to Ikävalko, future sustainability requires a shift from a linear operating model to a more resource-wise approach. The benefits provided by nature should be integrated more closely into services. Future-proof business should be ecologically and socially sustainable as well as economically viable.
“Planetary health is an important and timely topic. Human health and well-being depend on nature, and we need to better understand what this means and what sort of business opportunities it opens up,” Ikävalko reflects.
There are very few practical examples of business that is future-proof and operates within planetary boundaries. A shift in mindset paves the way towards future sustainability.
“We need the will to change things from both businesses and society. Regulation is one of the drivers of change, but it is often slow and is not enough on its own to bring about change,” says Laura Sipilä-Husveg.
“Future-proofing is also a highly topical issue in the health and social care sector, and we cannot afford not to learn more about it. I want to increase our organisation’s understanding of this subject as a whole.”
Maija Ikävalko
The great value of open discussion
For Maija Ikävalko and Laura Sipilä-Husveg, the Future-Proof Business programme has offered many new perspectives.
“The programme has broadened my horizons, for which I’d like to thank the organisers. We’ve also been able to explore new future-proof business opportunities and hear the views of participants from other sectors,” says Ikävalko.
Laura Sipilä-Husveg also praises the peer support and the fact that the programme has allowed plenty of time for discussion.
“I liked the fact that we were encouraged to take the plunge and envisage the future. However, we didn’t get stuck simply admiring our vision; instead, we built a bridge between it, the scenarios and the present day.”
Both praise the framework provided by the programme, which can be used to structure future development work. Their understanding of what change requires has grown.
“The concepts and terms used during the programme have given me a language with which to build a shared understanding,” summarises Laura Sipilä-Husveg.
Sari Kuvaja