Purpose Driven
Public Relations
Saga PR is on a mission to change the profit-focused narrative toward one that respects ecological limits and social foundations
Saga PR is an impact communications agency helping its clients convey their commitments to sustainability clearly, transparently, and honestly.
Strategic media communication is at the core of our work: providing the media with timely and engaging topics about our clients’ sustainability work. We collaborate with organisations that recognise the importance of shared value, rather than solely shareholder value.
We work in cooperation with dozens of communication professionals and PR agencies in Finland and around the world, so when needed, we can also assist in building international visibility.
The future is in recognizing that a flourishing economy requires wellbeing of the planet and people.
Source & image credit: The Economics of Biodiversity: The Dasgupta Review
The economy is embedded in the biosphere. Respecting the planetary boundaries means that environmental sustainability sets the foundation for social well-being and economic activity.
Good sustainability communication is:
A management priority - investing in open dialogue and allocating resources, as it will be one of the cornerstones of the company's credibility and a clear competitive advantage
Transparent - tell how things are now, what is going well, where improvements are needed, and how you plan to progress. Communicating also about shortcomings builds trust among stakeholders
Honest and open - communicate about sustainability work comprehensively and honestly. What you say and do should be in line.
Concrete and verifiable - develop metrics for reporting on sustainability work.
Engaging - consider your needs and views of stakeholders and involve them in dialogue
Good sustainability communication is not:
Greenwashing or any other color washing - highlighting a certain aspect of your business's sustainability but failing to mention other possible faults or what will be done about them
Occasional - share your commitment to sustainability consistently. Don’t just communicate now and then, or when there’s something positive to talk about
Dishonest - providing false or misleading information about your sustainability work
Voluntary - with the reporting obligations (CSRD), an increasingly large portion of companies are obligated to report on their sustainability. Even if your company is not obligated, reporting on sustainability work is a competitive advantage, and most often expected by your stakeholders
Why earned publicity?
You can buy advertising, but you can't buy your way into the news. Media visibility must be earned. That's why earned media is the most powerful and respected visibility you can achieve.
Merja Turpeinen
I have worked in PR & communications for over 20 years. Since 2013 as an entrepreneur and before that in in-house corporate communications roles.
In 2024, I switched my work focus to sustainability and activism, driven by a growing awareness of the ecological crisis, rising inequality, and the limitations of mainstream economic narratives and neoliberal economics theories.
I help build publicity for pioneering and purpose driven organizations that recognize and understand the necessity of sustainability.
Communications play a big role in the sustainability transformation. Via earned media, I help build visibility for purpose-driven organizations on the right side of history. Through my media work I aim to impact the current profit & wealth focused success narrative.
Advisors
Minna Halme
Minna Halme is professor of Sustainability Management at Aalto University School of Business, where she heads Sustainability in Business Research. Her research focuses on co-creation of sustainability innovations, sustainable business models, and organizing for poverty alleviation in low-income emerging market contexts. She leads strategic multi-disciplinary research projects on sustainability transitions and has co-led several European research projects. She is co-founder of Aalto University’s cross-disciplinary Creative Sustainability Master programme and Aalto Global Impact.
Minna is member of Finland’s Sustainable Development Expert Panel advising the Finnish Government and of Advisory Boards of Finland’s largest retailer SOK, the Central Chamber of Commerce, and board member of Centre for Sustainable Markets (MISUM) at Stockholm School of Economics.
Veikko Sajaniemi
Veikko Sajaniemi works as a lead consultant for Third Rock’s nature and climate services. Veikko’s specialty is translating sustainability data into action. His passion is to contribute to a healthy biosphere now and in the future. Currently, he is pursuing this goal by helping companies build a sustainable future.
Veikko holds an MSc in Fiber and Polymer Engineering from Aalto University and he complemented his education in the Hanken School of Economics’ study module on corporate responsibility. Veikko is a sustainability professional with a strong expertise in climate and nature topics. Along with consultancy assignments, Veikko has coached professionals in climate communication through ProCom, Suomen Tekstiili ja Muoti, and educational institutions.
The advisors provide advice in e.g. grey area cases and recognising greenwashing.
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