Jannika Salminen is a sustainability communication expert and critical strategist working at the intersection of narrative, systems change and social impact. With over a decade of experience in corporate communications across Europe, she now focuses on how messaging, especially in sustainability, can either reinforce the status quo or challenge it. Currently pursuing a Doctorate in Economics, Jannika’s research investigates how optimistic, sugarcoated narratives in corporate and policy communication delay systemic change. Her work blends critical theory, socioeconomic theories, marketing insight and lived experience — having seen firsthand how branding language can mask inaction. Jannika speaks and trains on greenwashing, narrative power, critique in sustainability communication and how to tell stories that actually move systems, not just reputations.