Lessons from Sweden: Collaboration Over Competition

Growing up in Sweden, Malin was immersed in a culture that values collective progress over individual achievement. She explained, “In Swedish schools, children are taught in mixed-ability groups. The idea is to collaborate with those who think differently from you. If you’re ahead, you help others catch up, and in doing so, you learn empathy and problem-solving.”

This approach, Malin argued, has broader implications for corporate structures.

“In Scandinavia, companies are less hierarchical. Decisions take longer because everyone’s input is valued, but once a decision is made, implementation happens quickly because everyone is already on board.”

Malin sees parallels between these cultural values and the ethos of B Corporations, of which Hattrick is a certified member. “When I discovered B Corp, it felt like coming home. It’s about recognising that great ideas can come from anywhere and working interdependently rather than hierarchically.”

Breaking Down Barriers to Honest Conversations

One of the recurring themes in Malin’s career is the need for honesty in corporate sustainability efforts. She recounted how many organisations struggle to balance ambition with authenticity.

“Businesses often set ambitious net zero targets but don’t know how to achieve them. This creates fear—fear of being called out for greenwashing or not making enough progress.”

Malin highlighted the importance of creating environments where employees feel empowered to ask questions and challenge claims without fear of repercussions. “If we want organisations to succeed in sustainability, we need to remove the fear of getting it wrong. Everyone makes mistakes. What’s important is that we learn from them and move forward.”

The Role of Carbon Literacy

At Hattrick, Malin has pioneered carbon literacy training as a tool for building awareness and engagement within organisations. The training equips teams with the knowledge to understand their role in the transition to sustainability.

“When we train leadership teams first, they see both the risks and opportunities. Then, when the training is rolled out across the organisation, it empowers employees to take ownership of the company’s sustainability goals.”

Malin shared an example of a company where sustainability training had a transformative effect. “After the training, employees began pushing the leadership to accelerate progress. It was no longer just the responsibility of the sustainability team—it became a shared mission.”

The Danger of Greenhushing

Malin also touched on the growing trend of greenhushing, where companies avoid publicising their sustainability efforts for fear of criticism. “Greenhushing creates an atmosphere of mistrust. If employees sense a lack of transparency, it erodes confidence in leadership. The opposite—openly acknowledging challenges and areas for improvement—builds trust and engagement.”

She believes that embracing imperfection can be liberating for organisations.

“No company is fully sustainable, and admitting that is powerful. It allows you to speak confidently about your progress while being honest about where you need to improve.”

A Magic Wand for Corporate Culture

When asked what she would change about the corporate world, Malin’s answer was clear: honesty.

“We need to stop pretending we’re further along than we are. If we start having honest conversations, we’ll move so much faster.”

She likened this shift to her experiences in Swedish schools, where collaboration and mutual support were the norm. “If we bring that mindset into the corporate world, where everyone is willing to help each other succeed, the progress we can make is incredible.”

Building a Culture of Shared Responsibility

Malin’s insights offer a roadmap for companies looking to embed sustainability into their operations. By fostering collaboration, embracing transparency, and investing in education, businesses can create cultures where sustainability is not an obligation but an opportunity. As Malin put it, “It’s not about perfection. It’s about progress—and that starts with people.”