Public consultation: Austrian forest certification system

Certification can help scale up business transformation and ensure that corporate actions not only address the environmental issues, but also the social and economic dimensions of sustainability, said Thorsten Arndt, Head of Advocacy at PEFC International, at the United Nations Environment Assembly today in Nairobi Kenya. He highlighted that with close to one million forest owners and tens of thousands of businesses certified, PEFC offers an ideal opportunity to scale up actions and deliver impacts beyond the scope of individual companies. Thorsten made his remarks during the Launch of the Business and Industry Major Group Beacon Projects Report 2024 side event at the sixth session of the United Nations Environment Assembly (UNEA 6). The report showcases 35 leading Beacon Projects from across private-sector associations and institutions, highlighting the impact potential of these associations and their member companies. The report also illustrates the value-creation possible in developing or emerging economies and the transformative impacts that are achievable in local communities.

Metsä Group recently launched a national media campaign “Growth, with a future”. It comes at a time when the requirements for sustainability communication are becoming increasingly strict due to stricter regulation and critical attitudes. As things stand, many marketing professionals may consider a campaign communication strategy known as greenhushing. It means that companies opt to remain silent about sustainability themes to avoid critical attention. This approach may be adopted accidentally, or it may stem from not knowing how to communicate about sustainability, with our world and its regulations in a continuous flux. Greenhushing may also be a conscious choice. Things that just a few years ago were considered typical marketing measures can easily be labelled as greenwashing today. What may seem like minor miscalculations can quickly blow up into a media storm and lead to reputational damage. It’s positive that people today are more conscious, and that greenwashing is recognised more easily. This encourages businesses to pursue genuine sustainability efforts and prevents communication becoming empty words.

An environmental violation was discovered at a Stora Enso harvesting site on Thursday 15 August, in Kainuu, Finland. The violation is being investigated as a serious nature conservation crime. Hans Sohlström, President and CEO of Stora Enso, says the Company took immediate action as soon as it became aware of the violation: "It is important that the negligence at Hukkajoki river in Kainuu came to light. Even the best rule and the most important principle is worthless if it is not applied in practice. We have already initiated a number of changes to ensure that nothing like this can happen again," says Hans Sohlström. Stora Enso has suspended harvesting in all areas throughout Finland where there are restrictions under the Water Act, the Forest Act or the Nature Conservation Act. Harvesting has been suspended until the operational guidelines, harvesting plans and risks related to these sites have been reassessed. Any non-compliance that may be detected will be assessed in cooperation with the authorities.