Episode highlights:

You’ve stated that investing in domestic media is an act in support of democracy and national preparedness. Why is the media environment so important? 

If funding is lacking, domestic media houses face financial difficulties, threatening press freedom. I hope that Finnish media can continue to offer domestic entertainment, reliable news, and a safe media environment in the future.

Media environments matter. An advertiser’s brand may end up alongside unfavorable content if the media environment is not trustworthy. International platforms like Meta, TikTok, and X can be problematic if they don’t conduct fact-checking or comply with the same laws as domestic operators.

Media investments in Finland exceed €1.3 billion annually. How can marketing professionals concretely influence that this money supports domestic media?

The first step is to include responsibility criteria in media selection. Advertising should be placed where the target audience spends time—but also on channels that represent values aligned with the brand. It’s important to assess whether the media promotes responsibility in its operations, offers reliable information, and supports cultural heritage. It’s also worth evaluating whether the channel promotes user well-being.

What responsibility do media agencies have in guiding clients toward ethical and sustainable media choices that reach the desired target groups?

Media and advertising agencies play a crucial role. They can provide insights and recommendations about responsible channels and help clients understand how choices affect their brand and image. All parties should incorporate responsibility into planning.

You’ve proposed building a framework for responsible media investing in Finland. What would it include?

The outline includes four areas: economic, environmental, social, and societal responsibility. For example, it looks at whether a media outlet reports transparently on the impact of advertising and supports social well-being. This work takes time, but it has to start somewhere.

What tips would you give to marketers who want to act more responsibly but are under constant pressure to deliver quick results?

Responsible marketing requires long-term planning and strategy. The focus shouldn’t be solely on short-term outcomes but also on long-term impact. Training and awareness within organizations help in making better decisions. Collaboration with other responsible actors is key to spreading and adopting best practices. We are currently working on the MediaGuru project, which aims to build a responsibility framework for media planning.

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