SUSTAINABLE MARKETING

The Scandi approach to sustainability: What 'Gen B' has taught us

March 2025

Almost two years into our B Corp journey, we’re reflecting on what it really means to be part of the community - and how a Scandinavian mindset is shaping the way we do better business.

From first getting our B Corp certification and celebrating our one year anniversary to now proudly holding the badge for almost two years, it’s safe to say we’ve learnt (and are still learning) a lot about what it really means to be part of the B Corp community. Or, as this year’s theme puts it, ‘Gen B’ - a movement of businesses coming together to use their influence for good.

But a lot of why we keep pushing forward is something that’s been with us from the very start - applying a touch of Scandi thinking to our sustainability approach.

This is thanks to our Swedish-born Founder, Malin, who recently spoke on The Responsibility Edge podcast about how mindset is one of the biggest drivers of real change. She shared how injecting true Scandi values - like empathy, collaboration, and honesty - into corporate culture could be our answer to tackling the climate crisis.

“When I discovered B Corp, it felt like coming home. It’s about recognising that great ideas can come from anywhere and working interdependently rather than hierarchically.”

What B Corp and Scandi thinking have in common

A collaborative mindset sits at the heart of both B Corp and Scandinavian culture. Thinking back to her childhood in Sweden, Malin recalls how schools there prioritise collective progress over individual achievement, encouraging students to work with those who think differently. The same applies to corporate culture, where companies operate with flatter hierarchies.

“Decisions take longer because everyone’s input is valued, but once a decision is made, implementation happens quickly because everyone is already on board.”

This way of working creates a culture where ideas are challenged, refined, and improved - aligning perfectly with the B Corp community’s focus on continuously learning from one another.

Celebrating progress over perfection

B Corp Month is a brilliant reminder of why sharing learnings and celebrating wins (be it big or small) is so important - especially in a world where greenwashing and greenhushing still runs rife. Our B2B research report with The Carbon Literacy Project highlights this reality, revealing that 63% of sales, marketing, and sustainability leaders worry about the claims their organisation is making.

One of Hattrick’s biggest mantras - especially since becoming B Corp certified - is putting progress over perfection. As Malin discusses in the episode, creating a space where employees can ask questions and challenge claims without fear of getting it wrong is vital. B Corp Month isn’t just about celebrating wins; it’s about learning from each other’s mistakes so we can all do better together, just as the Scandis would.

“We need to stop pretending we’re further along than we are. If we start having honest conversations, we’ll move so much faster.”

Our commitment to Carbon Literacy

Saying we’ve been B Corp certified for almost two years is great, but it comes with the responsibility to keep learning, growing, and helping other businesses do the same.

Our Net Zero Masterclasses help us put our biggest learnings about what it truly means to be ‘Carbon Literate’ out into the world, giving leaders and employees alike the confidence to take shared ownership of their company’s sustainability goals. Because when we work together, we can achieve so much more.

“After the training, employees began pushing the leadership to accelerate progress. It was no longer just the responsibility of the sustainability team - it became a shared mission.”

To hear more, listen to the full podcast episode here.