Stakeholders

From the corporate responsibility point of view, Tikkurila's key stakeholders are customers and those influencing purchasing decisions, business partners, personnel as well as owners and investors.

Stakeholders are identified based on how they influence in our operations and products and in terms of the needs and expectations of the company and the stakeholders themselves.

We create added value for our stakeholders by operating sustainably and profitably, by developing our business, and by offering them solutions for protection and decoration of surfaces.

We want to promote openness and transparency, encourage networking and an open dialogue with our stakeholders. We work actively in cooperation with our stakeholders with the aim to raise the awareness about our products and surface treatment. We enhance the quality of painting, increase the use of environmentally sustainable products, and improve product and user safety.

Key stakeholders

Stakeholder group	Description of stakeholder group	Methods of collaboration and interaction	Mapping of stakeholder expectations
Customers and those influencing purchasing decisions	Our customers include consumers, construction and renovating professionals, and the industrial customers. Professional customers include building and painting contractors, designers, developers, house managers and other so-called influencers. According to our estimate, approx. 47% of our customers are consumers, 35% professionals and 18% industrial customers. The majority of Tikkurila’s products are sold through retail. Consumers need often advice when making a purchase decision, which means that retail plays a highly important role as consultant.	Customer meetings & events, customer support, advice services on surface treatment, painting and color selection, incl. training, consultation and design-related services. Training centers in 9 countries. Work instructions, tips and ideas on company websites and in social media. Collaborative projects with interior design and construction professionals. Cooperation with the distributors, training and consultation of retail personnel.	Customer feedback systems, customer satisfaction surveys (consumers, professionals, industry, retail).
Business partners	Our business partners include suppliers, subcontractors, providers of logistics services, and contract manufacturers. On the group-level, Tikkurila has approx. 500 local and international raw material and packaging material suppliers.	Cooperation, collaborative development projects and workshops.	Personal feedback, information received through business partners’ evaluation and auditing processes.
Personnel	Tikkurila’s success is based on enthusiastic, competent and motivated personnel, which is encouraged to develop themselves. We employ 2,717 people (Dec. 31, 2018) in 12 countries.	Open interaction, dialogue and communication, personnel events and training, internal job rotation, annual personal development discussions, occupational health care, active trade union involvement, Tikkurila European Forum (TEF), TEF Working Committee	An employee survey (approx. every two years), an idea management system.
Owners and investors	The goal of Tikkurila’s investor relations is to support the creation of the fair valuation of Tikkurila’s shares and other securities through timely communication of relevant, understandable, reliable and comparable information, enhancing investors’ and analysts’ interest in Tikkurila, building investor loyalty and attracting new investors and analyst coverage. Number of shareholders approx. 20,000 (Dec. 31, 2018).	Annual General Meeting, investor meetings and events, Capital Market Days. Group website, press and stock exchange releases, interim reports, annual report.	Feedback from owners and investors.

Other stakeholders

Stakeholder group	Description of stakeholder group	Methods of collaboration and interaction
Media and bloggers	Financial media, interior design journalists, trade media, bloggers	Media meetings, interviews, various events, the websites and social media channels of the group and its paint brands, press releases and stock exchange releases, interim reports, annual report. Marketing communications: advertising, cooperation with interior design, construction and home improvement publications.
Students, researchers and educational institutions	Institutions of higher education, research institutes and networks, vocational education institutions	Research and cooperation projects, public relations with education institutions, trainee opportunities, graduate thesis projects, company visits, training offered to students on paints and painting, and student involvement in community projects. The websites and social media channels of the group and its paint brands, press releases and stock exchange releases, interim reports, annual report.
Authorities	Public administration, legislators and guardians of law and order, safety and environmental authorities	Cooperation with regulatory authorities, participation in EU-level and country-specific associations and organizations. The group’s website, press releases and stock exchange releases, interim reports, annual report.
Interest groups, networks	Trade unions and employers’ associations, field-specific organizations, chambers of commerce, civic organizations	Cooperation with EU-level and country-specific associations and organizations. The group’s website, press releases and stock exchange releases, interim reports, annual report.
Community	Actors in the neighboring areas of production units, residents in the neighboring areas of production units, general public	Cooperation and engagement with the local communities, dialogue and open interaction, open door events, country-specific Sustainable Beauty projects. Reputation management and brand awareness surveys, the websites and social media channels of the group and its paint brands.

In addition to these stakeholders, Tikkurila’s business units in the operational areas define their own key local stakeholders.