February 21, 2020No Comments

What characterizes successful companies in 2025

Top 5 risks for the global economy are all related to the environment

The World Economic Forum annual meeting was held in Davos In January 2020. In their report of the most likely risks that will affect the global economy, all of the top 5 risks are related to the climate and environment:

  1. increased occurrences of extreme weather
  2. the after effects that will follow if we fail to act on the climate changes
  3. natural disasters
  4. loosing biodiversity and ecosystems
  5. environmental disasters caused by human

We wanted to know better how companies should act in this wave of sustainability change needed. And what characterizes a successful company in the year 2025 (5 years from now and 5 years left to reach the goals of agenda 2030)

4 trends that affect companies with regards to sustainability

In Sweden we have identified 4 trends that affects companies with regards to sustainability and pushes an increased focus on it regardless what company or industry.

International & institutional capital flows towards sustainable investments

The biggest owners on the Swedish stock market are putting their weight behind sustainable investments.

One example is BlackRock that emailed all the CEO's that climate risks are investment risks

Another example is Swedbank Robur who issued a new policy in november for sustainable investments

Regulatory expansion within multiple areas

EU taxonomi is to be implemented in 2021. And of course we have Agenda 2030.

In Sweden we recently received an updated version of the Swedish Code of Corporate Governance that includes stricter regulations around sustainability reporting.

Customer behavior changes with increased awareness

The Greta-effect. And it is not just B2C. For B2B consumption there are now more demands on suppliers.

Even though the end consumer is aware, they are not consistent in the purchasing behavior. This indicates that we are in the early phases of this trend.

Transparency is required for all stakeholders

Both B2C and B2B consumers want to know that the product and services they buy are sustainable.

Employees and partners want to know how the companies act.

Broad study of 40 of the largest and most well known Swedish companies

These trends definitely have a big impact on companies. With this in mind we wanted to understand better how far companies have gotten and what they think of the future.

We interviewed 40 of Sweden’s largest and most well known companies across multiple industries. The interviews were conducted with Owners, Board members, CEOs & Sustainability directors.

  • finance
  • insurance
  • construction
  • energy
  • real estate
  • infrastructure
  • forest industry
  • car industry
  • manufacturing industry

The interviewed individuals and companies are kept anonymous to get as honest picture as possible.

The result of the study lead to 6 main observations that both brings up the current situation and what they think is critical in the future to still be a successful company in the year 2025.

Want to have a successful company in 2025? Then these are the 6 areas to work with

You best-before-date

It's about profit

Smooth choice

Keep it real

Bye bye silo

Measure and score


We are in the midst of a huge shift. You need to be prepared for when the wave hits in your industry so you are able to ride on the wave of change happening.

Your company need to go from business as usual to a constant "business as unusual"

Do you know when you get hit by a tipping point?

How long will you be relevant for customers, employees and investors?

For how long will you be able to continue with your current business model?

We have a ton more interesting material that we would like to share and help your company transition and become a successful company in 2025! Contact me if you want to meet and discuss more.


May 8, 2019No Comments

Radical Collaboration – Trend #2 of 6 from SXSW 2019

In 2018...

We were talking about the importance of diversity in terms of

designing technology in a functional way

In 2019...

The discussion has moved towards the back end, asking the question how we can build

new technology and society in a sustainable way.

Creating sustainable impact

The importance of diversity (whether it is about diversity of mind/thought, skin color, gender and many more) in society, organizations and all human settings is nothing new. But similar to how many industries are crossing over each other, we are now seeing the need for a similar shift in the structure of teams and organizations.

The difference from diversity as we know it, is what Priscilla Chan Zuckerberg phrased as Radical Collaboration. When we bring together people with completely disparate ideas and ask them to solve a single issue, we create a tension that can be a great tool to solve the new kinds of challenges that society is facing.

In order for us to make our relationship with technology prosperous in the long term, we need groups with conflicting perspectives to join hands behind a solution. To create a sustainable impact, being one where future challenges and resources as well as opportunities are taken into consideration when solving for innovations and strategies, is something companies and society at large should put on their agenda.

With great scale, comes great responsibility

As we bring fundamental changes to society, we need to consider things not in isolation, but as a whole. The unprecedented speed with which technology can scale opinions, ideas, products and solutions puts increasing power in the hands of the decision makers. In order for these technologies to work in a socially beneficial way, we need there to be a broad set of perspectives included throughout the entire development process.

In areas from education, to transportation systems, to AI, this is being brought up as the most prominent way to create sustainable societies. We need to figure out how to make smarter, less biased, more inclusive and long-term decisions.

We’re all speaking different languages and we don’t have enough interpreters
Priscilla Chan, on the need to create more cross-disciplinary teams and people through “Radical collaborations”

Priscilla Chan at SXSW 2019.
Image: chanzuckerberg.com

The future of decision making

The idea that - if we have a richness of perspectives, someone might call out things that are too selective - is guiding more and more institutions in their way of working. At Google, they are trying to develop “Decision Intelligence” where they are finding ways to educate and train people in decision making. Note that this is not single-disciplinary decision makers but people who are required to understand a wide array of topics.*

* Google and its peers are generally not seen as best-in-class when talking about diversity. The controversy around Google’s AI Ethics Council might support such opinions. Nonetheless this example was brought up during the conference as one thing Google does to address this topic, and no interpretation is put behind it here.  

There are Computer science departments where philosophy, sociology and arts subjects are brought into the curriculum. Stanford has created an institute for human-centered artificial intelligence with just this goal: “... to become an interdisciplinary, global hub for AI thinkers, learners, researchers, developers, builders and users from academia, government and industry, as well as leaders and policymakers who want to understand and leverage AI’s impact and potential.”

I think that we don’t realize how valuable social scientists are
Cassie Kozyrkov,
Chief Decision Scientist at Google

Further, there are numerous companies evaluating the use of a “Chief Ethics Officer” or “Chief Values Officer” to broaden their perspectives in decision making processes. Independent of the success of these projects lies the conclusion that many future decisions will require multidisciplinary knowledge and understanding, posing challenges to companies and society to foster such skills.

Potential addition to the board room

Image: forbes.com

Forbes, among others, are noting the emergency of a new kind of management disciple, a Chief Ethics Officer. Highlighting the attention that putting a broader set of perspectives into decision making processes.

Communicating what is under the hood

Finding new types of collaborations can be detrimental in solving society’s greatest challenges, but it can also lead to a new understanding of how to cater to your customers wishes. A globalized economy requires that you listen to a more disparate customer base, and if you want to flourish in this fast-paced market – you need to create a workforce that reflects this.

Once you set the internal structures, don’t be afraid to communicate it to the outside. In a panel discussion with designer Rebecca Minkoff and Kimberly Jenkins, professor at Parsons School of Design, the one piece of advice given to marketers was to “take a look internally and make sure what you communicate is what you stand for, if not – change”.

For example, 85% of consumer decisions today are influenced by women, of which a large share want to shop from female-lead business, yet most don’t know where to find these. Finding what internal structures speak to this group and captures their behavior can thus be detrimental.

Gwyneth Paltrow explained that the more controversy there is, the better her company GOOP does financially. When brands get called out by consumers, that should be considered an honor – it means people care enough about them. By being diverse and transparent, fostering radical collaboration and communicating this, companies and brands can speak to the modern and powerful consumer and stay relevant.


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SXSW is one of the biggest digital conferences in the world, and a global meeting place for the world’s most innovative technology companies and people interested in how disruption can transform their business and everyday lives. The event takes place during during 10 days each year and this year Cartina had the chance to be part of it.

This series consists of 6 global mega trends that business leaders, experts, innovators and disruptors talked about during the days in Austin.

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January 25, 2018No Comments

Sustainable through Digital Trend #8 of 8 from Web Summit

We are in the middle of a sustainable revolution empowered by a digital transformation

- Al Gore, Chairman at Generation Investment Management

This is how Al Gore began his closing speech of the Web Summit this year. With the help from technology, the fate of our planet can be turned around. Al Gore explains that the sustainable revolution we are facing is empowered by technological tools based on AI, IoT and machine learning.

Global environmental challenges in a resource-constrained world can be solved by an increased access to new technology and educational opportunities for people and organizations.

Technology will help us to eliminate unnecessary waste, use data to identify necessary actions, redesign and create new business models, which ultimately allows us to cut costs, reduce emissions, and increase resource-efficiency in businesses, industries, homes and many other parts of our society.

Al Gore at Web Summit, 2017

One area which Al Gore holds close to his heart is renewable energy, an area where technology will have a big impact on the transition from the use of fossil fuels and the shift to a 100 percent electric fleet of the transportation system. Technology is enabling a change of the energy sector with the magnitude of the industrial revolution, but with the speed of the digital revolution.


Sustainable technology in all sectors

The environmental and social challenges we are facing, from climate change to inequality, are many. Companies alone can’t provide all the answers to a fully sustainable economy and society.

Rather, it requires changes in attitudes and behaviors from all stakeholders as well as supportive policies at local, national and international levels. By bringing sustainable technologies to the market, companies are already helping us forward.


One example is the winner of the pitch contest at the Web Summit, a startup called Lifeina. Its smart use of technology aims to help millions of people to live a normal life. These people are patients of e.g. multiple sclerosis, arthritis, Crohn’s disease, and cancer, who on a daily basis depend on fragile medication that has to be kept in the fridge.

Lifeina is making the world’s smallest and portable fridge, connected to an app, allowing users to store, transport and manage their medication at any place, any time, knowing that it is at exactly the right temperature.



Lifeina – the winner of the startup pitch contest at Web Summit – has developed a mini fridge where you can store your medication, for example insulin. With this box people can relax, knowing that their medicine is kept at the right temperature and in a safe place. You can bring it to work, on travels or just keep it at home.


Digitalization has dramatically increased impact and rates on how we can drive change, and one single person can start a revolution - the #metoo campaign is just the latest example. The will to change is a renewable resource - let’s use it.



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Web Summit is the world’s largest tech event, and a global meeting place for the world’s most innovative technology companies and people interested in how disruption can transform their business and everyday lives.

The event takes place during a couple of days each year and Cartina had the chance to be part of it in late 2017. We really got to experience the latest innovations and meet the frontrunners within different areas of technology – resulting in these trends.

This series consists of 8 global mega trends that business leaders, experts, innovators and disruptors talked about during the days in Lisbon. If you want to read the full report, click the button above and we will email it to you.

Here you can read about the previous trends we wrote about:

AI - Doomsday Prophecy

AI - Real World Superhero

Mad Men to Math Men

Monopoly of Innovation

Augmented Revolution

Humanity 2.0


Visst borde fler läsa detta? glöm inte att dela!


Cartina has since 2013 helped both multinationals and startups translate digital opportunities into lasting and profitable business. We have since the start mainly worked with management services but are now expanding our offering with tech & design.

With a desire to develop oneself, clients and colleagues, our team of several senior digital experts take pride in delivering sustainable solutions that matters for our clients and society. 
Cartina is founded and owned by the investment firm Acacia Asset Management AB together with partners in the firm.


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Stockholm, Sweden
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