Debate: challenges, successes, and lessons in sustainability

At the beginning of December, the real-time economy conference “The Power of Data in Business” brought together industry experts and entrepreneurs in Tallinn to discuss how data and data exchange can contribute to business development, national progress, and improved well-being for people. One of the key topics was sustainability and its reporting. The panel was moderated by journalist Urmas Vaino, and the discussion featured Kristiina Maasik (Head of Legal and Sustainability at Telia Estonia), Evelin Heiberg (Sustainability Manager at Orkla Estonia), and Kalev Pihl (CEO of SK ID Solutions).

Is reporting necessary?

The discussion addressed the importance of ESG reporting and its actual value. Kalev Pihl expressed skepticism about sustainability reports, arguing that there is a risk of generating excessive “noise,” which could lead to misguided decisions. He emphasized that reporting should not become an end in itself. Kristiina Maasik, however, viewed reporting as an essential tool for understanding a company’s footprint and allocating resources more effectively. “Reporting helps increase awareness and highlights impacts beyond financial results,” Maasik stated.

Telia and Orkla’s sustainability initiatives

Telia has focused on energy efficiency and innovative solutions as part of its sustainability journey. Kristiina Maasik highlighted that for example, Telia has shut down the older 3G network, replacing it with modern technologies that significantly reduce the carbon footprint. According to last year’s data, while mobile network traffic increased by 20%, the footprint grew by only 6%. Additionally, Telia has built 67 solar parks near mobile towers to reduce energy consumption. Another important initiative is promoting the reuse of devices. “We value second-hand devices to reduce the footprint of manufacturing new technology,” Maasik explained.

Evelin Heiberg from Orkla Estonia emphasized that sustainability extends beyond environmental issues to include societal impacts. Orkla has been consciously promoting diversity and an inclusive work environment. According to Heiberg, the company focuses on gender balance, as well as age, educational, social, and cultural diversity. “Achieving significant change requires collective action,” she stressed. Furthermore, Orkla has reduced sugar content in its products, particularly under the Põltsamaa and Kalev brands. While this has been challenging in confectionery, the food and beverage categories have seen more success.

Global goals and lessons learned

The discussion also touched on the United Nations Sustainable Development Goals (SDGs). Maasik noted that these goals have contributed to reducing hunger and poverty worldwide, although climate emissions continue to rise annually. “While reports do not directly oblige anyone to act, they help raise awareness and inspire action,” she said. Pihl highlighted the significant challenge of changing consumer behavior and effectively measuring its impact.

The debate at the conference clearly demonstrated that achieving sustainability requires continuous effort, innovation, and collaboration. While each company approaches these challenges in its own way, they share a common goal: to make the world less harmful to both the environment and society.

Watch the entire panel here:

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