Jussi's career story – Leading Sustainable Change at PwC Finland

Meet Jussi, the leader of PwC Finland's sustainability platform and advisory team. Jussi's passion for sustainability is not just a professional pursuit but a personal mission to unlock green growth for clients and contribute to the global sustainability agenda. We wanted to learn more about him and asked some question.

Jussi’s journey into sustainability began with Germany’s early energy transition and was shaped by his studies. Over time, he saw a clear gap: sustainability professionals needed to move beyond their own bubble and speak the language of value. That insight led him to pursue an MBA focused on energy financing, linking climate goals with commercial outcomes. 

At PwC Finland, Jussi leads the sustainability platform and advisory team. He sits within consulting but works closely with colleagues in Strategy& and Deals. From supporting green maritime innovation and helping cleantech companies get IPO-ready to modelling decarbonisation pathways in steel, Jussi is driven by the real momentum behind today’s sustainability agenda and the chance to help clients unlock value through green growth. 

Outside work, Jussi has taken a liking to golf. In fact, he started the PwC Sustainability Golf Event, where clients can learn about biodiversity impact of golf courses, while hitting some hole-in-ones themselves. At home, he shares a love of discovery with his two kids: one’s a budding environmental science fan, the other’s deep into Where’s Waldo? 
 

1. What excites you most about your role at PwC and the work you do in sustainability?

There was a time when we looked at the 2025 to 2030 horizon and said, “That’s when the action starts.” Well, we’re here now, and it’s happening. Working with trailblazers in green shipping, supporting a steel company’s decarbonisation journey, or preparing a cleantech firm for IPO—these are the kinds of projects that keep me energised. 

What really excites me is the shift we’re seeing. Sustainability is being reimagined. Deals are increasingly being driven by green value, and clients are talking seriously about value in motion. We're helping clients turn big ambitions into tangible actions, even in hard-to-abate sectors.
 

2. What are the biggest challenges clients face—and how does your team help them navigate them? 

We start by helping clients take an honest look at whether their sustainability teams are really set up to support growth. In one case, we found a big gap between ambition and capability. The company had a strategy geared for competitive advantage, but a team focused only on reporting and EHS. In another, we helped a client reframe scope 3 emissions as an opportunity to offer modernisation services rather than just a reporting burden. For a steel company, we’re guiding a move from commodity products to high-value, low-CO₂ solutions. These are transformation discussions, not just compliance ones.
 

3. What’s one piece of advice you’d give to someone starting their sustainability journey at PwC?

Don’t aim to be the best at sustainability. Get good at everything else first, and then use that to tackle the world’s most important problems. Be in the wrong place first to find the right one later.