Corporate responsibility program 2019

Nordic Morning Group’s corporate responsibility (CR) work is based on the triple bottom line: people, profit and planet. These three correspond to the areas of social, financial and environmental responsibility, and form the basis of our CR approach. 

The CR program is firmly integrated within Nordic Morning Group’s business.

We developed our CR program originally in 2010, and an important part of that process was our dialogue with stakeholders in order to map their expectations. We have further measured employee expectations through our staff survey and taken in the views of Group management through interviews.

In 2019, we developed our strategy to better meet the needs our clients have today. We continued to develop and strengthen our culture of growth and collaboration to attract and retain talent. Inspiring and nurturing leadership is also very important for employee wellbeing and engagement.

To our customers we want to be a responsible partner in change.

The grounds for the most important CR themes for our business are recorded below together with the most important achievements in 2019 and the planned actions for 2020.

Key performance indicators

We follow the progress of the three areas of Corporate Responsibility with the following KPI:s.

1. Financial responsibility: Added value created per FTE. This we have reported already since 2010 (see a table in Financial responsibility). Based on the Group's budget, the estimated added value created per FTE in 2020 will be approximately EUR 86.000 per FTE.

2. Social responsibility: Employee Enthusiasm. The KPI for social responsibility has been changed from Employee Net Promoter Score (ENPS) to Employee Enthusiasm. Enthusiasm measures the employees’ emotional relationship to their work. Enthusiasm is a key indicator of the organization’s performance. In 2019 the figure was 3,74 on a scale of 1-5.

3. Environmental responsibility: Reducing carbon footprint. The figure includes scope 1 and scope 2 greenhouse gas emissions from Nordic Morning Group’s production sites. The target for 2020 is that scope 1 and scope 2 emissions will be less than 7,0 kg CO2 per 1000 EUR revenue.

Our biggest suppliers

In 2019, we categorized our suppliers based on the annual spend. Our biggest supplier groups in 2019 were: technology and social media companies which services we need as part of our own services for customers; paper suppliers; employment pension companies; mail distribution companies and the real estate landlords.

The Group’s boundaries

The Group’s boundaries include the parent company, Nordic Morning Group Plc and its subsidiaries. The material aspects indentified according to the GRI's G4 Guidelines and related boundaries are listed below in the table "Material aspects and boundaries".

Code of Business Ethics

The Code of Business Ethics guides the activities of every Nordic Morning Group employee in relation to stakeholders such as customers, colleagues, and business partners. We also expect our business partners to comply with our ethical guidelines.

Code of Business Ethics »

GRI Index »

Our key Corporate Responsibility themes

Responsible partner in change

The fast-paced digitalization is challenging companies and organizations to change. We help our customers by advising and creating data- and analytics-driven solutions, combining content, service design, visibility and customer dialogue. We manage our customers’ data responsibly, and when there are third parties involved in the services we provide, we expect them to comply with our values and Code of Business Ethics.

Being a responsible partner to our customers in change is in the core of our strategy, of which the CEO and the Board of Directors are in charge.

Achievements in 2019

Business transformation, building growth and developing a growth mindset were the dominant themes in 2019. At Nordic Morning Group, we believe in making the world a better experience – in every little detail, in everything we say and everything we do, at every level of our organization.

Emphasis in 2020

The transformational journey for Nordic Morning Group continues, and with that the constant improvements to our offerings and processes, investments in building our culture and ways of working alongside identifying further efficiency innovations.

Further information: Strategy »

Culture of growth and collaboration

We are committed to building a growth culture providing employees with learning opportunities, nurturing their talent, offering inspirational leadership and fair rewards for achievement. We believe that individuals with diverse backgrounds and experience, working together in an environment built on trust and transparency, are essential to our success.

We encourage employees to collaborate with each other across the Group to strengthen our culture and ability to meet customer needs.

Achievements in 2019

Building competencies that reflect our Guiding Principles has been the core of our culture work in 2019, with feedback behaviour as the main theme throughout the year. We succeeded in increasing the amount of feedback in the organization, such as by encouraging systematic After Action Reviews in internal meetings and client work.

With a response rate of 69 percent, the Employee Engagement survey gave us valuable insights and highlighted the key drivers for what to focus on in the cultural transformation. The aim is to continuously improve employee enthusiasm in Nordic Morning Group.

Emphasis in 2020

Coaching and feedback skills continues to be in focus throughout 2020. In addition, we will continue improving our performance development framework and drive behaviours that promote a growth mindset and culture.

In autumn we will conduct an Employee Engagement survey in order to measure the progress of the cultural transformation.

Further information: Social responsibility »

Good corporate citizen

We comply with transparency and the Code of Business Ethics in our operations. We have a proven track record of systematic work for reducing our environmental impact since the beginning of the 1990s. Every year, we report our tax footprint, management’s incentives, and business risks. We expect our partners and suppliers to comply with our Guiding Principles and Code of Business Ethics.

The Group CEO and Board of Directors carry the ultimate responsibility for Nordic Morning Group’s performance as a good corporate citizen.

Achievements in 2019

We achieved the lowest energy consumption in nearly two decades. Total waste volume decreased by 7% from the previous year. In 2019, over 90 percent of the total waste volume was recyclable. Nordic Morning Group's printing operations also generated the lowest amount of hazardous waste in reporting history. 

Emphasis in 2020

We will further continue to reduce our environmental impact by investing in responsible operations, products and services and promoting environmental awareness among employees. 

Further information: Environmental responsibility »

Material aspects and boundaries

GRI aspects (G4 - 19)Aspect boundary (G4 - 20-21)
Economic Performance Nordic Morning Group
Materials Nordic Morning Group
Energy Nordic Morning Group
Water Nordic Morning Group
Biodiversity Partners
Emissions Nordic Morning Group
Effluents and Waste Nordic Morning Group
Products and Services Nordic Morning Group, partners
Compliance Nordic Morning Group
Transport Partners
Labour practices and decent work
Employment Nordic Morning Group
Labor/Management Relations Nordic Morning Group
Occupational Health and Safety Nordic Morning Group
Training and Education Nordic Morning Group
Diversity and Equal Opportunity Nordic Morning Group
Anti-corruption Nordic Morning Group



Nordic Morning Group aims to be an attractive and responsible employer. We are committed to promote
a good dynamic workplace and to create interesting career and development opportunities for our people.

We appreciate employees that demonstrate self-leadership, accountability and collaboration and believe that good leadership and a strong organizational culture are the cornerstones for employee engagement and high performance. We respect an employee´s right to balance their private and professional lives and believe it helps us attract and retain competent people.


Ongoing dialogue with customers is part of the fundamental nature of our business. We have daily dialogue with customers about their needs and expectations.

We cater for our customers and anyone else interested in matters relevant to marketing, communication and business change by posting blogs, articles and videos on the website and social media.

Our own market surveys support the dialogue with customers. In Finland, we also utilize research information provided by the Federation of the Finnish Media Industry and Kantar TNS. In Sweden, we utilize information produced by the Institute for Advertising and Media Statistics (IRM, Institutet för Reklam- och Mediestatistik).


The owner of Nordic Morning Group, Valtion kehitysyhtiö Vake Oy owned by the Finnish state, is represented as member of Nordic Morning Group’s Board of Directors. Furthermore, the owner regularly receives information about our business in the form of financial reports.

Memberships and certificates

In Finland, Nordic Morning Group is a member of the Federation of the Finnish Media Industry, the Finnish Book Publishers Association and Finpro. In Sweden, Nordic Morning Group is a member of the Swedish Marketing Federation (Sveriges Marknadsförbund).

Edita Prima Oy is a member of the Finnish Packaging Recycling RINKI Ltd and Data & Marketing Association of Finland (DMA Finland/ASML).

Climate-neutral business

The Group’s climate-neutral companies in 2019 were Edita Prima Oy and Mods Graphic Studio AB. These companies have reduced the carbon-dioxide emissions generated by their operations and compensated for the remaining emissions by funding UN-supervised clean development mechanism projects in India.

Nordic Ecolabel

Edita Prima's production plant in Helsinki, Finland is entitled to use the Nordic Ecolabel. The environmental impact of printing production has been considered throughout the production chain. Both the materials used and the production processes comply with the Nordic Ecolabel criteria.

Standard for environmental management

Edita Prima’s production plant in Helsinki, Finland is certified in accordance with the ISO 14001 standard for environmental management.

Forest certification

Edita Prima has certified its system for monitoring the origin of the wood fiber used in its paper in accordance with international standards from the Programme for the Endorsement of Forest Certification Schemes (PEFC).

It is thus also entitled to use the labels indicating that the wood fiber used in their paper originates from a forest that is managed in a socially, ecologically and economically responsible way.