This blog is part of the “How to Change the World” podcast, where we look at practical ways to make the world more environmentally sustainable. The episodes are in Finnish, but you can read about each solution here in English.
Guest of the Episode
“It’s a simple concept that’s easy to understand and can be explained in a single sentence. No lengthy explanations are needed. Simply put: we use donated funds to purchase natural areas in Finland and turn them into permanent, legally protected sites. That’s all there is to it.”
Anneli Jussila
Director of Conservation and Founding Member
Finnish Natural Heritage Foundation
Forests are deeply valued in Finland, and logging concerns many people. The Finnish Natural Heritage Foundation offers a simple way for anyone to make a direct impact: by donating funds, which the Foundation uses to buy ecologically valuable forests and protect them permanently. How was forest conservation made so straightforward and appealing that ordinary people have already helped safeguard over 6,000 hectares of valuable forest?
→ Identify a shared concern. In the 1980s and 1990s, forest debates intensified, and numerous conflicts made headlines. Protection was weak, and government action fell short. Logging alarmed ordinary people as much as environmentalists. People wanted to help conserve forests – but there was no practical way to do so.
→ Offer a solution. Forest use was surrounded by protests and disputes, showing the need for practical solutions. The Foundation provided a peaceful approach that was positive for everyone involved.
→ Make the solution clear and easy to embrace. The Foundation’s approach is brilliantly simple: donated funds are used to buy forests in Finland, which are then permanently protected. Anyone can contribute at a level that suits them – large or small.
→ Understand what motivates people. People may be driven by respect for biodiversity, love of nature’s beauty, climate action, or the desire to preserve landscapes. The Foundation also offers a practical option for families: if conservation provides a comparable financial return, selling the forest for protection can resolve conflicts immediately.
→ Make the solution appealing enough to spread itself. The Foundation was founded before social media existed, yet its positive approach spread quickly by word of mouth. Founder Pentti Linkola helped attract media attention. Though he sometimes made bold headlines, the strategy remained focused: only the solution and the good news were promoted under the Foundation’s name.
How to Change the World – Podcast
This podcast highlights real success stories of solutions that have advanced environmental sustainability. How was change achieved? What did it require? And what can these pioneers teach the rest of us?
The podcast is hosted by Annukka Valkeapää, Doctor of Social Sciences and Executive Director of the Compensate Foundation. Each episode features an expert who knows the success story inside and out. The podcast is funded by the RELEX Foundation.
The episodes are available in Finnish, but you can read blog posts about each solution also in English.