A website that digs deep into sustainability

By 14 Jun 2021

By creating the ‘Sustainability Unfolded’ platform, Metsä Board, part of Metsä Group, aims to provide a consumer-oriented and fresh way to open up and address sustainability topics, especially in the context of packaging sustainability. The targets are clear: increase understanding, challenge myths, and help make the right everyday choices.

The website, sustainabilityunfolded.com, provides a fresh way to dig deeper into hot topics and common beliefs about paperboard and packaging with different featured articles.

Metsä Board is a leading European producer of premium fresh fibre paperboards and a forerunner in sustainability, aiming for completely fossil-free mills and raw materials by 2030.

When talking about sustainability, themes like deforestation, climate change, recycling and greenwashing are crucial topics that deserve attention. In the era of information overload, corporations have to find ways to democratise sustainability information and make it more accessible and understandable. Metsä Board decided to tackle this in a new way.

“The way ‘Sustainability Unfolded’ talks about these complex issues is somewhat unconventional for the industrial b2b sector. The goal is to stimulate and engage the reader, and encourage everyone to look at the topics from a wider viewpoint. We built an editorial platform to make the subject matter more engaging to consume, with intriguing headlines and content that people will want to explore further,” said Marjo Halonen, VP, communications at Metsä Board.

Fact-based and data-driven information is at the core of ‘Sustainability Unfolded’, presented in a way that is easy to digest. The relation to paperboard and packaging is introduced in a wider context.

“Instead of only sharing our own company view, we wanted to tackle the topics from a consumer-oriented and wider viewpoint. Sustainability is a multifaceted topic with many aspects and misconceptions to tackle. We hope that this initiative will help increase a better understanding of these topics and provide people with the necessary information to make the right, conscious and sustainable choices,” Anne Uusitalo, Sustainability Director at Metsä Board says. 

The ‘Sustainability Unfolded’ platform features a collection of editorial articles, accompanied with interviews by various professionals and influencers - a diverse group who are sharing their viewpoints and insights, and bringing new perspectives to these important topics.

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