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Kaisa Korkala
Director of Marketing and Communications, Caverion Suomi Oy
Businesses need to take increasingly concrete responsible actions and support them with sincere, transparent and forward-looking communication. However, many B2B companies focus on communicating with narrow target groups in their industry without considering future factors and customer segments in the conversation. Have you ever wondered to what extent your company’s most important messages can reach young people?
Communication can change the world. Sustainable communication is not about enhancing one’s reputation, but a strategic working tool that can use the company’s expertise to benefit social development and future generations. Most importantly, real communication is interaction.
Young people who have grown up under the shadow of the climate crisis and the pressure of social media are demanding more and more action, transparency, and the ability to accept constructive criticism from companies.
But how do you reach young people amid all the information noise? How do you engage them in conversations that will impact their futures? As we at Caverion set out to develop a national solution, we thought about these questions. Finland’s most energy-efficient school – Race.
See further than a block
There are many beliefs in the real estate technology and industry space about what works and what doesn’t work in marketing communications. It’s easy to get caught up in one-time contribution-revenue thinking and not look beyond the next quarter.
When you are short-sighted and focus on reacting rather than predicting, you miss out on important growth opportunities. And future growth is in the hands of young people.
Consumer marketing is huge for young people – but what about B2B? How do we tell young people what they’re going to be doing? How can we get them interested in our industry if we don’t reach them?
This gave us an idea: What if companies started producing content for educational institutions? What content could even be incorporated into courses?
Bringing children and young people to climate talks
We brought together an interdisciplinary team to think about how to increase the appeal of our field in the future while learning important lessons About Energy-saving Buildings Awareness among children and adolescents.
Real estate technology solutions play a very important role in the green transformation. The construction industry and real estate produce 40% of global CO2 emissions and consume roughly the same proportion of all energy.
We want to teach children and young people in an inspiring and inclusive way how each of us can influence real estate emissions through small actions.
But what are children and young people excited about? Well, it’s about playing, of course. Video games are a staple of kids’ free time anyway, so we wondered if learning could also be gamified. And what better fit for this purpose than the most popular video game of all time, Minecraft?
Adding interactivity to research
In the fall of 2023, we received what we arranged My World Competition Over 100 creative entries, in which children and young people built energy-efficient school buildings that were more creative than each other, were presented. The competition was held in partnership with Microsoft Finland and the City of Oulu’s STEAM in Oulu network.
The children were very enthusiastic throughout the game. When you do things happily, you will also remember them better. One pupil even said that from now on, he would turn off the lights every time he left the room.
“I wasn’t really worried and didn’t know what the situation was like. But now I know, so I’m starting to save (energy),” he reflects. Another young participant.
The competition also received unanimous praise from teachers.
“Energy BroadCast Unitedligence is learned through action. The solutions that students come up with in the Minecraft world will also help them come up with solutions in the real world,” commented One of the teachers.
During the competition, the teams cooperated well. I think that by increasing the interactivity of learning, students’ learning motivation and learning motivation can be enhanced. After all, work life is also full of interaction and teamwork.
Get involved with companies that support the future of young people
The Finnish Energy Smart Schools campaign is supported by international best employers campaigns such as In the SABRE Awards EMEA competitionI think this shows that Finland is a pioneer in sustainable development.
Competition materials will still be available to all schools on the Microsoft platform, so schools can organize internal competitions if they wish.
We have received a lot of feedback that high school students would also like to participate in the competition. Maybe we will organize a new competition that also welcomes high school students!
The decline in PISA results will also affect companies – after all, it’s our future employees that are at stake. I would like to challenge all companies, regardless of the industry, to think about how they can work with educational institutions to help children and young people meet environmental and social challenges and prepare them for their future working lives.
Let us look to the future and think about what kind of world we want to leave for our children and grandchildren. Communication is everyone’s common responsibility.
If you would like to learn more about the Minecraft Employer Profile campaign, please contact us!
Kaisa Korkala
Director of Marketing and Communications, Caverion Suomi Oy
+358 40 5636 834
kaisa.korkala@caverion.com
Join us on 19 September 2024 for our popular online event Shift Change – promising inspiring discussions for a more sustainable future.
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