207: Beyond Profit: How Gen Z Leaders Are Creating a Circular & Sustainable

What does building a business with climate responsibility at its core look like, not as an add-on but as a starting point?

In this episode of Innovation Storytellers Show, we're heading to the Nordics to meet two young leaders who are challenging the status quo around what it means to be a sustainable business. This is part of our special "Nordic Visionaries" series, where we hear directly from the next generation of change-makers reshaping how we think about innovation, impact, and industry.

Synne Sauar, CEO and co-founder of Litech, and Anna Bjerre Johansen, climate activist for the Green Youth Movement in Denmark, are joining me in this discussion. Synne is building a cleantech company tackling one of the least glamorous but most critical environmental challenges: fires in waste facilities caused by improperly sorted batteries and hazardous metals. With AI-powered sensors and a fresh take on circularity, her startup finds opportunity in overlooked infrastructure.

Anna brings a very different angle. She's part of a youth-led climate movement demanding more from the business world, starting with a clearer definition of what is truly sustainable. Drawing on her book For Future Businesses, she outlines why half-measures won't cut it and why profit must be the tool, not the goal. For Anna, real sustainability isn't about polishing the edges. It's about redesigning the system from the inside out.

Together, we unpack what it means to grow like a tree—finding strength, expanding purpose, and building trust over time. We talk about donut economics, rethinking business models, and how transparency and trust are the backbone of Nordic innovation. Synne and Anna also share who inspires them, what they want American listeners to reflect on, and why the next five years are a tipping point for regenerative thinking.

If you've ever wondered what it takes to move beyond marketing slogans and put climate into the DNA of your business, this conversation is for you.