A few customers began asking Mediateko what the company was doing for sustainability. Leadership saw an opportunity: when you can communicate the sustainability and responsibility of your business clearly and credibly, you can build a competitive advantage on it. That created the need for a report that stands up to critical scrutiny.
MT Mediateko provides both digital and traditional outdoor advertising and operates advertising space in Finnish ski resorts, among other locations — according to the company, its screens reach over 90% of Finnish downhill skiers.
A few customers asked us about sustainability, and leadership saw a clear competitive advantage in it. We wanted to be proactive and able to say credibly that things are in order with us.
Mediateko earned B Corp certification in April 2024 and joined the Finland Chamber of Commerce climate programme. At the same time, a sustainability report was completed together with Impact Agency Fabrik. The report described well what the company does — but not so much the impacts of its operations.
Our report was perhaps more of an impact report than a sustainability report. Emissions, reducing them and other sustainability goals remained superficial in it. That's exactly where we needed more concreteness.
With Selko Insights' service, Mediateko made use of the EU's VSME standard, designed for unlisted small and medium-sized enterprises.
Mediateko received a brand-aligned sustainability report based on the standard, alongside an analytics service that benchmarks the company's key figures against industry and Finnish averages. Onboarding was fast: training was included in the setup fee, and reporting required no interpretation of regulatory texts, as the data is collected through questions about the business.
Digging up emission factors and assembling the report yourself is laborious. A ready-made reporting template and clear instructions made the work easier and faster.
For the first time, the company mapped its Scope 1–3 emissions in full, supporting the transition towards lower-carbon operations. Mediateko also committed to measuring and reporting emissions annually and to reducing its direct emissions where possible.
A report like this builds trust and transparency. We can give customers fact-based information instead of gut feeling.
The first report sets the baseline against which the coming years will be compared. According to CEO Sampsa Savolainen, sustainability will remain a fixed part of Mediateko's work throughout the company's new strategy period, which runs to 2030.
Read Mediateko's 2025 sustainability report
The collaboration runs both ways. When Selko Insights renewed its brand, it bought advertising space in Mediateko's ski resort network. The four-week campaign appeared in 13 resorts on 93 digital screens. During the busiest skiing weeks of March, the campaign gathered over 600,000 impressions per week and brought the company substantial brand visibility.
