[ INTERVIEW ] into a cycle of constant consumption .”
However , the challenge is not just about recycling or making products last longer . It is also about creating demand for sustainable products , a demand that is currently overshadowed by the continued consumption of traditional , less sustainable goods . While policy efforts are being made to address this , such as increasing sustainability requirements , there is a growing need for a shift away from guilt-driven consumerism .
Mr . Erkkilä argued that the approach needs to move beyond a “ moral economy ,” where consumers feel pressured to choose sustainable options out of guilt . Instead , we need to embrace a “ pragmatic economy ,” where sustainability is built into the fabric of everyday life . Achieving this shift — shift number four — will require strong public policy and government investment to drive the change .
Making the transformation tangible
Shift five moves away from an engineering focus and addresses the aesthetics and visibility of the ongoing transformation in the steel industry . “ The discussion around decarbonizing the steel industry can feel abstract ,” Mr . Erkkilä acknowledged . “ There is a lot of hype , but at the end of the day , steel is still steel , whether it has a high carbon footprint or a low one . The challenge is making this transformation visible and tangible for people — helping them understand what is happening and what it means in practice .”
At Outokumpu , they are working to achieve this visibility by partnering with companies that adopt their Circle Green steels , a line of low-carbonfootprint steels . “ Through these partnerships , we can make a concrete and visible effort to show the real-world impact of low-carbon steel ,” he explained .
Collaboration is essential , he stressed . No steel company can achieve this transformation alone — it requires crossindustry partnerships and a holistic consideration of the entire value chain . As shift one highlights , carbon reduction is critical , but there are many other pressing issues that need to be addressed .
“ If climate change accelerates beyond the 1.5-degree target we are aiming for , we could face severe consequences ,” Mr . Erkkilä warned . “ For example , if permafrost melts and releases the vast amounts of methane trapped beneath , we could see an even faster pace of climate change .” He emphasized that increasing awareness of how interconnected these phenomena are — climate change , biodiversity loss , water scarcity — is crucial .
The timing of Outokumpu ’ s report was particularly significant , aligning with Climate Week NYC , held from September 22-29 . “ The agenda there is to raise awareness about what is needed and what is already happening within the industry ,” Mr . Erkkilä explained . Outokumpu is a signatory of the UN Sustainable Development Goals ( SDGs ) and focuses on promoting six key SDGs : affordable and clean energy , decent work and economic growth , industry innovation and infrastructure , responsible consumption , climate action , and partnerships for the goals .
“ Climate Week also aims to bring the finance and business sectors closer together ,” he continued . “ If you look at investors today , many already have sustainability criteria and targets tied to their portfolios . Raising awareness among these stakeholders is critical . The conversation has evolved — where it used to be about simply setting carbon reduction targets , now it is about demonstrating that you can achieve those targets and still make a profit ,” he concluded .
Green Steel World | Issue 15 | November 2024 25