Cases 11.02.2026

What works in sustainability communication? Abloy investigated and received clear recommendations.

Marketing development Marketing research Research Responsible marketing

Abloy wanted to identify the core messages of responsibility that are genuine, relevant and impactful for both b-to-b and consumer target groups. Dagmar brought a deep understanding of the expectations of the target groups and helped Abloy build impactful, fact-based and action-based sustainability communication that resonates in the lockdown industry.

Towards more effective sustainability communication – what is it all about?

Sustainability has become a key selection criterion for both consumers and business decision-makers. Trust is only built through communication that is based on verifiable facts – not on rhetoric.

Because sustainability is assessed differently in different industries, it is important for companies to understand what sustainability means in their own operating environment and how it should be utilised in marketing and communications in order to create a real competitive advantage.

As regulation develops, stronger evidence is required for environmental claims. That’s why Abloy wanted to identify messages that are both impactful and verifiable.

This is how sustainability themes were identified

Dagmar’s experts designed and implemented a research entity that seamlessly combined qualitative and quantitative approaches. The project started with in-depth interviews with business decision-makers and consumers. They helped to understand the importance of sustainability both in business and in everyday life – especially in the context of Abloy.

The qualitative phase helped to identify the truly meaningful areas of responsibility that guide decision-making and perceptions in the lockdown industry. At the same time, valuable information was obtained on how responsibility is reflected in Abloy’s operations and communications, and which themes should be highlighted more strongly.

Based on these findings, a quantitative survey was built to validate and quantify the themes in a wider target group. As a result, a clear order of priorities was created for the spearheads of sustainability communication, which is based on research-based information, not assumptions.

“It was important for us to comprehensively understand how sustainability affects the decision-making of consumers and business decision-makers. The messaging app method aimed at consumers served as an inspiring and effortless way to participate in qualitative research. In the case of business decision-makers, pair interviews proved to be particularly effective: the interviewees were able to spar with each other on sustainability issues, which brought depth and new perspectives to the discussion. One interviewee summed up his experience aptly: ‘What a well-spent hour.’ ” Kati Myrén, Lead Strategist, Qualitative, Dagmar

Results and lessons learned – what was achieved?

Dagmar’s work enabled Abloy to develop its sustainability communications into a truly effective competitive advantage. The combination of qualitative and quantitative approaches was crucial: qualitative research brought depth and understanding, quantitative research brought scope and certainty. Abloy’s sustainability communication is now genuinely built on the real needs and expectations of the target groups – not assumptions.

“We wanted to rank the sustainability themes according to their interest. The MaxDiff method we used was perfect for this; We gained an understanding of how the themes are arranged in relation to each other. By using this information, we were able to create a tool for decision-making on which themes Abloy should communicate and which things should be kept in order, but highlighting them does not increase Abloy’s sustainability image.” Kirsi Laakso, Customer Insight Director, Dagmar

The findings of the study were refined into clear guidelines for Abloy’s communication: communication should be fact-based, easy to understand and directly related to the core of the business.

Abloy received recommendations for the development of sustainability communications: what should sustainability communications be based on, which themes should be emphasized, and how to strengthen Abloy’s position as a sustainability trendsetter throughout the industry.

“The survey gave us a clear view of which sustainability themes are really relevant to our customers. Thanks to the qualitative and quantitative entity implemented by Dagmar, we no longer rely on assumptions, but our communication is based on researched, clearly measured information.” Johanna Varis, Director, Head of Marketing and Segment Development, Abloy

Dagmar – Sustainability Expert

Dagmar has extensive experience in research and development of the sustainability theme in various industries. We have helped numerous companies build effective sustainability communications that support business goals and strengthen customer relationships.

Abloy’s case is an excellent example of how research-based knowledge and an expert research approach produce concrete results and help our customers succeed.

Interested? Contact us and our experts will help you develop sustainability communications and business based on research-based information.