Our Vision is a regenerative world

Ethica is a team of highly skilled experts that share their passion for building a regenerative future. Brought together by Paula Fontell and Anne Raudaskoski, each team member has a unique personal story that has driven them to change industries and the world with a strategic mindset for creating top-class circular solutions.

We inspire and guide entire industries to succeed in a circular future

Today, Ethica inspires and guides companies every day to design the right path towards a planet-positive future.

Together with their clients, they use circular business design thinking to build roadmaps with the concrete processes and steps needed to build new kinds of products and services that empower companies and entire industries to succeed in real regenerative growth.





Ethica’s experts work with joy with their colleagues, clients and partners. We feel that what we do is incredibly meaningful to us, our clients and the planet. This feeling of meaningfulness is reflected in our prudent client relationship management.

It goes without saying that uncompromising quality and transparent communications are the cornerstones of our work.

Every team member’s pursuit for high quality furthers the high quality and success of the entire company. Trusting each other’s work and appreciating different personalities; these form the springboard for openness, flexibility, efficiency and continuous personal development.

Our clients can be confident that our work is always carried out with the highest possible expertise and passion to fulfil their needs and expectations.


Paula Fontell

Paula is the CEO and a Co-founder. In addition to leading the team and company operations, she also leads numerous customer projects.
With strong business development expertise, Paula loves finding the best way for any company to start developing sustainable business strategy and circular solutions towards a regenerative path.

Before Ethica, Paula worked for 13 years at Nokia Corporation, working, for example, on global resource planning, corporate social responsibility, organisation design, and senior management’s strategic change management programs.

CEO & Co-Founder
+358 40 768 0160


Anne Raudaskoski

Anne Raudaskoski is a Head of Consulting and Co-Founder , and she has worked with a number of Finnish and international companies steering them towards regenerative growth through a carbon-neutral, circular way of operating.

In addition to strategy work she is passionate about circular design. She has been running Circular Design Sprint with companies ranging from furniture to packaging, construction, electronics, textiles and food in various countries since 2016.

Anne has over 15 years of experience in the field and before Ethica she used to work as a Sustainability Manager at the University of Westminster, London.

Head of Consulting & Co-Founder
+358 50 341 0881


Ville Grönlund

Ville works as a Business Development Consultant at Ethica. He focuses on customer-centric strategy and service development and enjoys creating novel, circular concepts.

Ville gets excited in bringing together exponential circular economy possibilities and concrete business benefits. This can be done by utilising Ethica’s Regenaritive Growth Strategy and Circular Design methods.

Ville’s background is in management consulting and digital service development in Elisa’s IoT-business.

Business Development Consultant
+358 50 506 2110


Tuuli Kassi

As an architect, Tuuli has successfully realised diverse construction projects from concept and sketch design to the construction phase for numerous clients over 10 years.

Her expertise combines circular economy knowledge and regenerative frameworks with regional development and building design in an exceptional way.

Tuuli’s enthusiasm and vision for promoting the circular economy stems from her strong environmental values.

Achieving a sustainable circular economy requires cooperation, which Tuuli promotes with her facilitation experience.

Circular Built Environment
M.Sc. Architect
+358 44 333 5474


Vilma Autio

Vilma is an architect with extensive background in urban planning. She focuses on circular built environments and supporting regenerative growth within the construction industry.

As a future-oriented professional, she has a special interest in the interface between built environment and societal change.

She aspires to support Ethica’s clients in navigating this constant and inevitable change through the combination of strategy, design and research to co-create novel, circular solutions.

Circular Built Environment
M.Sc. Architect
+358 40 749 9483


Ida Urmas

Ida is an experienced circular design and Cradle Cradle expert at Ethica. For a number of years, Ida has been specialising in Cradle to Cradle inspired product development and innovation, as well as healthy bio-based material alternatives.

Besides materials, she has been working very closely with circular product design and business models for the circular systems.

Ida’s passion and focus is on circular design based on the Cradle to Cradle principles, and management & coordination of Cradle to Cradle Certified™ product development projects.

Circular Design
MA (eng.)
+358 50 587 9765

Advisory Board