What does sustainability look like for me, as an entrepeneur?
The answer is not found solely in carbon calculations or in a polished certificate hanging on the wall. It is found in small everyday actions carried out with a big heart. If something cannot be done responsibly, should it be done at all?
For me, sustainability looks like second-hand finds given a new purpose, safety training days, a national costume older than the entrepreneur wearing it, and especially a small business that, despite its size, strives to be part of the solution in a rapidly changing tourism industry. Saying yes to hope.
It is an ongoing commitment to creating experiences that not only honour cultural heritage but also cherich the land at the same time. All this, while continuously learning how to do better. Here are some postcards from the path.
Postcard 1# – The experiences our hearts remember
At VIP Travel North this May, I had the opportunity to perform for nearly a hundred Nordic tourism professionals and international buyers.
Every time I step onto a stage like that, I advocate for the idea that culture, storytelling, and art have a strong place within tourism. Intangible experiences that leave an emotional imprint deserve a solid foothold in the industry, and I hope to play my part in demonstrating how this can be done.
One lightbulb moment at a time – OMG this is exactly what our guests have been looking for!?
Postcard #2 – Dress older than the entrepreneur herself
One of the most treasured pieces I own is the national costume inherited from my grandfather – and I do not mean its monetary value.
Every time I put it on, it feels like flipping the middle finger to overconsumption and ultra-fast fashion. Can you imagine; this costume is over 75 years old! Wild!
For me, sustainability is deeply cultural. It is about preserving stories and traditions, keeping them alive and cherished for future generations.
What if durability became fashionable again?
Postcard #3 – Safety is an
act of care
Behind every meaningful experience is a responsibility to care for the people taking part in it.
Therefore, I participated in Lapland Tourism Safety Day to strengthen my safety skills and preparedness. For me, sustainability also means building resilience: being ready to act responsibly when it matters most.
Because caring for people is an essential part of sustainable tourism.
Postcard #4 – You Shall Not Walk Alone
This spring, I volunteered at the Arctic Pride parade as an traffick guide, helping ensure the parade could happen and go safe and sound.
Allyship is not about having all the answers or remembering all the letters in a right order. It is about showing up. Walking alongside and willing to help clear the path when needed.
Sustainability is also social. It is found in the ways we strengthen equality together. Feeling of “You are safe with me, go ahead and bloom.”
Postcard 5# – Wrapped in stories
The blankets I use in my drum relaxation sessions I found second-hand after months of patient searching. Natural materials matter to me, and with this kind of acts i’m resisting “I want it all, and I want it now” mindset.
For larger groups, I rent yoga mats through a local partner. Sharing resources brings me more joy than buying new ever could.
Thinking in a sustainable way often means slowing down. Thoughtfully chosen acquisitions tend to bring a deeper kind of satisfaction than the rush of instant gratification.
Postcard #6
Building bridges
This August, I had the opportunity to participate in Elonvirtaa, a wellbeing event created for local communities and villages, bringing culture and vitality close to people.
The same experiences I offer to international guests also belong to the people who call this place home like me. I want to build bridges rather than divide audiences into “locals” and “visitors.”
One gathering at a time, I hope to contribute to communities where both people and culture can thrive.
Culture has the power to bring people together, strengthen a sense of belonging, and remind us that meaningful experiences are not defined by where we come from.
Recognising scale
These postcards do not tell the whole story. But perhaps i can offer a glimpse into what sustainability looks like in a one woman cultural business in Lapland: imperfect, mainly small but above all: everyday choices. Sustainability in a business like mine rarely looks dramatic. It looks like a laptop on a kitchen table, digital paperwork, QR codes instead of printed forms, and one person driving to meet the people she serves.
The reality of a small business footprint
Sustainability in a business like mine also requires honesty and recognising scale. As a home-based business offering primarily intangible experiences, my environmental footprint looks very different from that of many other tourism operators. I have no dedicated premises for receiving guests, no warehouse, and very little material consumption.
Does documenting the fact that our household extended the emptying interval of our mixed waste bin through more efficient recycling change the world? Hell no and yes at the same time. We should always strive to act more sustainably where we can – while also acknowledging where our most significant impacts truly lie.
The largest share of my emissions comes from travelling to client locations. During the past financial year, this amounted to approximately 3,050 kilometres of business travel. By comparison, the average Finnish passenger car travels around 12,000–15,000 kilometres annually.
And perhaps there is another perspective worth considering: rather than dozens of guests travelling to me, one entrepreneur travels to where people already gather. In a region as vast as Lapland, bringing added value to existing spaces often feels like the more sensible choice. After all, we are surrounded by extraordinary settings already waiting to be experienced. So it’s like i love to say; Let Finland come to you.
Perhaps sustainability is not always about doing less. Sometimes, it is about making thoughtful choices within the reality we operate in.
