Study: Sustainability Strengthens HSL’s Brand

Overall customer sustainability experience at HSL (Helsinki Region Transport) is positive and engaging. These results are revealed in a study conducted by HSL and empathy analytics company NayaDaya Inc.

Photo: HSL


The empathy study examined Helsinki Region Transport's customer experiences, especially in the context of HSL's brand and sustainability. Sustainability experiences were analyzed from the environmental, social, and governance (ESG) viewpoints.


Experience on sustainability was shown to have a strengthening impact on HSL’s brand. The most often chosen emotions in connection with sustainability are contentment and interest. Positive emotions were experienced almost three times more often than negative. Empathy Analytics™, based on emotions, science, and data, reveals which components of sustainability are the most significant to HSL’s customers – and how they impact behavior and engagement.


"The results show that taking care of HSL’s social mission is the core of our sustainability – and we have clearly been successful in that area. Environmental sustainability attracts people the most. The impacts of public transportation system are experienced as ecologically beneficial and engaging," says director Mari Flink from Helsinki Regional Transport Authority.


Some polarized responses were linked to staff, customer-orientation, and the Covid-19 pandemic. Respondents who regard the ticket prices as significant, experience more often negative than positive feelings.


Many respondents indicate interest toward, and desire for more information on sustainability.


"Those interested in sustainability have often a real thirst for knowledge. Empathy and analytics guide us to prioritize actions and communications. By increasing understanding, we engage citizens, promote public transport as well as strengthen both the sustainable development and our own brand," underlines Flink.


The empathy study, conducted as online-survey in February 2022, attracted 2,674 respondents in total.


More information


Helsinki Region Transport HSL is responsible for planning and organizing public transport in the region and for the preparation of the Helsinki Transport System Plan. In 2021 there were 238 million journeys made on services provided by HSL, which amounts to more than 60 % of all public transport journeys made in Finland. More information: hsl.fi


NayaDaya Inc. is an empathy analytics company that empowers its customers to build an edge and a handprint from the missing piece of sustainability: human experience and engagement. Empathy Analytics™, based on emotions, science, and data, makes it possible to explore sustainability experiences among employees and customers. The method prioritizes work and communications in the context of environmental, social, and governance (ESG) aspects of sustainability. Further information at www.nayadaya.com