How do we communicate about important sustainability issues with Gen Z and Millennials?
I firmly believe that impactful sustainability communication stems from a genuine commitment to effecting real change. Together with Arla, I've crafted a strategy anchored in transparency, action, and authenticity to enhance the company's sustainability efforts across digital channels
Young consumers demand change.
The project is grounded in the profound responsibility of the agricultural industry in combating climate change, coupled with the urgent calls for tangible action from today's youth. By spotlighting Arla's investments in critical areas such as environmental stewardship, climate mitigation, biodiversity preservation, and animal welfare — and substantiating these efforts with concrete evidence — we aim to foster meaningful dialogue between Arla and consumers, particularly those from the Gen Z and Millennial cohorts.
Tailored & authentic storytelling.
I also developed tailored content for different segments within our target groups, based on their engagement with various sustainability issues. The focus was on delivering honest and clear sustainability messages, complemented by engaging videos that offer genuine storytelling driven by data on young people’s behaviors on social media. The project encompassed both editorial content and advertising campaigns across social channels and the web.
