Data paves the way to sustainable business - here’s what companies need to do next

Everyone says data is the key to sustainable business - but what does it actually take to make it work?

Nortal Finland’s Lead Architect Pasi Anttila explores this question in a recent Talouselämä opinion piece,arguing that data is the glue binding profitability and sustainability, and that business leaders must act now to unlock its full potential.

The climate crisis is no longer a distant threat. The summer of 2024 was Europe’s hottest on record, with extreme heat affecting 60% of the world’s population. The urgency is clear: the business community must be part of the solution. Regulations - or the lack thereof - are no longer a valid excuse for inaction. Nor does uncertainty about where to begin absolve companies of responsibility.

Anttila states that digitalization holds the key and data is the enabler. Used correctly, data allows organizations to align sustainability goals with business outcomes, unlocking innovations that serve both people and the planet. In many companies, sustainability metrics often overlap with those used to improve operational efficiency. Few businesses that rely on streamlined supply chains would object to measuring fuel consumption or emissions - especially if doing so reveals cost savings by optimizing routes or sourcing suppliers closer to production sites.

– Pasi Anttila, Lead Architect at Nortal Finland

I would argue that data is the common denominator, the language, and the tool that allows us to align sustainable development with profitable business - and to spark innovation.

 

Anttila continues by highlighting that to realize these benefits, data must first be made usable. Most organizations still suffer from fragmented data scattered across teams, units, and systems. The first step is recognizing and organizing that data - making it accessible across the organization for real-time analytics and strategic planning alike. It’s also crucial to identify the areas of business where the impact of data can be realized most quickly - both from a profitability and sustainability perspective. 

Anttila highlights three core principles to guide the process: traceability, transparency, and control.

• Traceability ensures systems and processes are connected, enabling organizations to quickly identify opportunities for improvement.
• Transparency builds trust and accelerates problem-solving by making data visible and actionable.
• Control means having the right tools in place to make informed, real-time decisions — from improving efficiency to reducing emissions.

Once these foundations are in place, businesses can focus on where data delivers the most impact. In industrial settings, for example, it can help eliminate material waste, improve safety, and optimize energy use. When combined with modern IT infrastructure and AI, the possibilities scale rapidly. AI-powered analytics can detect faults or inefficiencies before they cause damage - saving time, money, and resources.

– Pasi Anttila, Lead Architect at Nortal Finland

The conversation is no longer about choosing between sustainability and profitability - it’s about enabling both, through smart use of data and technology.

Anttila concludes by stating that with the summer of 2025 on the horizon - and the likelihood of new climate records - time is running out. The companies that act now with purpose and vision, will not only drive meaningful change but also secure a competitive advantage in a rapidly shifting landscape.

Read the full opinion piece in Finnish in Talouselämä to explore Anttila's insights on how data connects sustainability and profitability in modern business.