In 2023, Johanna Flood had just handed in her resignation letter. No plan. She needed to hear my own mind. The same evening, she had a beer at the kitchen table and wrote a story about a girl and polar bears during a few hours of hyper focus.
100s of versions later, the story is turning into a book about Ina who starts a club to protect the polar bears.
The book is a collaboration with the artist Nancy Grönholm, the graphical designer Malin Ringsby, and the text ninja Jenny Asp.
Like so many others, Ina felt overwhelmed by melting ice and all the dying polar bears and changed that by 1️⃣ Having a vision, 2️⃣ Teaming up with people, and 3️⃣ Changing what she could influence.
Konsumindre means to consume less in Swedish. It is a pun, and as always, puns don't translate well. Neither does the book currently, but Sustainabler offer workshops on overconsumption. Below in Swedish.
En bok om varför vi överkonsumerar och hur vi kan sluta
Johanna Flood är journalisten som blev global miljöchef i ett storbolag och sedan hoppade av för att ta reda på vad hon ville. Svaret är bland annat boken Konsumindre.
Johanna har 10 års arbete med hållbarhet bakom sig och har tagit fram strategier, mål och planer för bolag som vill minska sin negativa påverkan på planeten och människor. För människor som vill göra detsamma, saknade hon verktyg. Boken är ett slags ledningssystem eller hållbarhetsplan för människor som vill sluta göra en av de aktiviteter som driver miljöpåverkan allra mest i medelklassen – att överkonsumera. Boken tar nytta av antik stoicism, de inre hållbarhetsmålen (IDG:erna) och modern beroendeterapi.
”Jag älskar den lite jagade friska åtråfyllda känslan av att man bara måste ha något. Som en såpbubbla av lust och hopp om ett bättre liv. Att lägga upp kortet för något lite för dyrt. Blipp. Så pang. Efter några timmar är känslan borta och vi har glömt varför vi cashade upp samtidigt som världen kokar och människor utnyttjas. Vår shopping är som ett beroende som inte gör oss lyckligare”, säger Johanna Flood.
Boken ger dig: En ögonöppnare, matrixpillret som gör att du ser det du helst hade blundat för. Men också uråldrig hjälp från stoicismen att hantera verkligheten, känslor och leva ett mer meningsfullt liv med hjälp av stoiker, inre hållbarhetsmål, ISO-standarder och arbetssätt som företag använder för att sätta och nå sina mål.
Konsumindre kommer publiceras under black friday 2025.
Abstract Net-zero transition for companies – hindering and supporting factors.
Johanna Flood
The emissions of greenhouse gases need to be cut by 45% between 2010 and 2030 and reach net-zero by around 2050 (IPCC, 2018) to limit global temperature-rise to 1,5 degrees C. More companies are committing to net-zero emissions, but the overall emissions of greenhouse gases in the world are still going up, and previous research shows that there is an implementation gap and lack of plans in companies. This thesis examines the hindering and supporting factors for companies’ net-zero transition. It is also exploring how SBTi, sustainability reporting, and sustainability ratings influence the net-zero transition in companies according to sustainability practitioners.
The key findings are that companies alone cannot do the net-zero transition; they are dependent on other stakeholders and factors such as investors, customers and suppliers. Investors and customers are strong drivers for some companies to make the transition to net-zero, but they are also the strongest hindering factors not wanting to pay extra or sacrifice dividends for the transition in companies’ value chains. Companies are also dependent on their suppliers and customers to measure and cut their value chain scope 3 emissions. To reach net-zero, new ways of collaboration are needed across the value chain. Internally, the implementation has not started properly in many companies. The key hindering factor internally is money, the investments needed will impact the profits, and often bonuses of managers, and GHG emission reductions need to be valued on the same level as money.
Investors and financial actors play a large role pushing companies to set net-zero targets through SBTi. SBTi is a key framework to make companies cut emissions in line with science, but its control mechanisms are weak. If the control mechanisms are strengthened through audits, accountability and litigation, SBTi has the potential to be a very strong supporting factor for companies’ net-zero transition. Sustainability reports and ratings are the way companies communicate their net-zero performance with their stakeholders, but the reports are a polished truth, and it is difficult to understand the net-zero performance in companies. Ratings such as CDP do not reward emission reductions enough, instead they reward processes and documents which can make the companies look greener than they are.