In a sense, not so green: Scandinavia's maturing green market

Four northern European countries have long been the spearhead of the sustainable design movement. But it is also important to note the contributions Scandinavia has made to the ethical codes of commerce. A good focus for both of these fields is Sweden, known for its unique and functional design sensibility. Described below are just a few different companies that have really helped Sweden come to the forefront both in sustainable and ethical practices.

Scandinavian Airlines (SAS) is a company committed to a sustainable practice as well as a good reputation on the world stage. Most likely their biggest landmark program developed in that philosophy was their green-landings program. Through development of the computers at traffic control and on plane, increased communication and coordination has given SAS the ability to calculate flight paths that save more fuel. Thanks to this program, every flight that is “green-landed” saves 100 kg of fuel, and contributes 200 kg less carbon dioxide emissions. It’s estimated that once all SAS flights adopt this program, the airline will be producing 90,000 tons less of Carbon Dioxide every year. That’s the equivalent of 20,000 cars driving 9,320 miles a year on average.

Another sterling example of a commitment to sustainability is small company named EcoMarine. The company recently came out with a non-toxic biological paint for boats. Much like Minnesota on this side of the Atlantic, Sweden is a recreational boating culture, but up until this point in time all boat paints that repelled algae growth on the boat body were toxic. Sweden has passed legislation barring use of these paints, realizing the adverse effect they would have on sensitive lake ecosystems as some of the toxic material disseminated from the boat hull. EcoMarine developed a paint that was formulated off of natural bacteria, taking cues from fish themselves. The bacteria repels algae growth on the boat, and in addition develops a slime layer on the boat that helps it move through the water with greater ease.

A major company in Sweden that’s gotten a lot of press for its practices in recent years has been the home furnishing giant IKEA. IKEA operates on two very simple principles, “Good design for everyone” and “No waste in the economics of the business, environmentally or with energy”. Among its sustainable practices, is the status of being the leading distributor of low-energy light bulbs.

A great example of a Swedish company that has shown great ethical policy is the clothing retailer H&M. The company has a well-developed code of conduct including such items as: compliance with local labor laws, statutory pay and hours, the right to organize and bargain collectively, bans on child labor and discrimination, and compliance with local environmental legislation. This, in addition to the fact that all suppliers are monitored by independent auditors, really shows how much the company has designed its model around sustainable and ethically sound principles, and the company is doing well because of it.

Ultimately, Scandinavia has had a lot of exposure to Sustainable practices in business for a lot longer than most of the world. The next phase of this view on business phase is still largely speculated, but many companies have started ramping down telling the consumer about their sustainable practice, choosing instead to dwell on something related to other attributes consumers find important in their products. The difference from, say, the rest of the world is that while they may no longer be dwelling on the sustainable practices as before, they still retain them in the business model. Perhaps the next phase of the Scandinavian business practice is just that, businesses building themselves through sustainable practices as something almost second nature. Something needed for the business itself, and not its consumers.