Since graduating as a civil engineer, Marte has spent many years in the energy sector, being responsible for the sustainability work of organisations like Statnett, as well as an energy expert journalist for Europower and advisor in Sopra Steria Footprint. “At the beginning of my career, people sometimes asked me if I was getting paid to work with "green issues" or if I was doing it pro bono. Today, that question seems laughable – sustainability is at top of the agenda.”

“It’s a strategy for green transition in the European Union. Many see it as a climate strategy, but it’s much broader than that. It must be understood as a sustainability strategy with much wider implications. What makes it stand out is that it approaches the topic from a social aspect – the transition needs to include everyone, not only those who are economically privileged.” 

What is the EU Green Deal?

“It is already impacting businesses. From the Green Deal springs various directives and new legislation regulating how companies can source, produce, and sell products and services. CSRD, for example, is just one of them. Reporting on sustainability will no longer be voluntary but mandatory, just like reporting on financial numbers. This will require a complete shift in how data is gathered and analysed, and sustainability efforts must become professionalized on the same level.”

How will the deal impact businesses?

“I believe those who see new directives as a problem will have a problem. But those who understand the hidden opportunities that lie in this will have the chance of a lifetime to gain a competitive advantage. Those who show early that they successfully track their value chain from start to finish will reap the benefits of taking a leading position. Working to meet sustainability directives is not an additional cost – it's an investment. 

Some directives directly will work to ensure that imported goods that don't follow the Green Deal directives won't gain a competitive advantage on price. The 

 ensures that companies outside the EU that don't produce products adhering to the Green Deal will have to pay a carbon tax to import their products to the EU. This will have significant implications on import."


CBAM directive

You have pointed out that new directives can be an opportunity for companies. How is that?

“Yes, that’s right. The Green Deal aims to make sustainable choices easy for consumers. As it is now, it's quite complicated for laypersons to interpret what products and companies that can be trusted due to greenwashing. But with the increased demands for correct and specific reporting to claim that a product is green or sustainable, it will make it much easier for the general public to know what they’re buying.” 

These directives will also help consumers avoid supporting greenwashing?

”Designers have a tremendous impact and responsibility when designing products and services. If companies are to succeed in meeting these new criteria, they depend on 

. Products need to be designed so that they can be dismantled for repair, reuse, and recycling. Moreover, the materials and components used must be traceable throughout the entire 

 to prove that no questionable sourcing or risk-associated materials are used. This goes beyond just environmental impact, but also work conditions and social aspects of people involved in the sourcing and production. For this to succeed, designers must be part of product and service development from the beginning. They can help ensure that we are developing not only sustainable products for the moment but also the right products. That is, products that will be sustainable also in the future. For, something that is desired today, but not tomorrow, can hardly be considered sustainable on any level." 

Circular design

Value Chain Mapping

Circular economy and circular design are strongly connected. Can you explain how? 

“The most common mistake is that companies don’t include it in their core business. To succeed, you need to make it part of your strategy. Forget about looking for the small, low-hanging stuff unrelated to what you do as a company. Focus on how your business impacts through what it sells. That's where the answer lies – both to making a positive impact and gaining a competitive advantage and a leader in this transition.”

What are the most common mistakes in with sustainability and innovation?

Educational background: Master of Technology.

Does in her spare time: Spends time with family and friends.

The role of design in succeeding with the EU Green Deal