Meet Kristina Bär, who has recently joined as Senior Communications Advisor for environment and climate issues – a newly created position that will strengthen communication efforts within the Nordic cooperation’s ambitious environmental work. In this role, Kristina is tasked with enhancing outreach while also developing a coordinated strategy for the sector’s communication moving forward.

With nearly 15 years of experience in climate and environmental communication – with a particular focus on polar issues – Kristina brings relevant expertise to the role. Before joining Nordic Energy Research, she spent six years as Head of Communications at the Arctic Council Secretariat.

“Melting ice, thawing permafrost, reduced sea ice extent, and increasing wildland fires are making global headlines. Yet, what was important for my communications approach was to center the story around human beings. Yes, the Arctic is a barometer for global climate change, warming three times faster than the rest of the planet. But it is also a home to millions of people who are affected by the changes but who also hold many of the solutions”, Kristina shares.

Kristina Bär, Senior Communications Adviser at Nordic Energy Research.

Contributing to Vision 2030

As a solution-oriented communicator, who is keen to find the stories and facts that move people and can inform their actions, she is now eager to support the Nordic cooperation’s ambitious Vision 2030, which aims to make the Nordic Region “the most sustainable and integrated region in the world”. Effective communication is a cornerstone of achieving that vision, Kristina believes.

“For me, this new role is a very meaningful way to contribute to Vision 2030. I have long followed the work of the Nordic cooperation, and I’m excited to help communicate the important efforts of one of its largest sectors.”

Kristina feels that her new position is a perfect match for her expertise and areas of interest. “If someone had asked me to create a role for myself within the Nordic cooperation, I couldn’t have come up with a better fit. How often do you get the chance to shape the communications work of an entire sector within an established organization — especially in a field you care deeply about and where you bring relevant experience?”

Giving a Voice to an Important Field of Cooperation

While the climate and environment sector is among the largest within the Nordic cooperation, it does not have a dedicated institution with full-time communications staff. Many initiatives and projects lack communications expertise, meaning that strategic outreach and engagement have varied.

“My task is to better equip the sector with a more effective and strategic communications approach,” Kristina explains. “First, we’ll take stock of how results have been communicated in the past: who has been reached and what impact those efforts have had. Based on that, I’ll develop a strategy to ensure the work reaches the audiences who can benefit from it the most.”

With the sector’s new work program (2025-2030) launching, the timing could not be better to elevate communications efforts and strengthen outreach. “It’s an exciting time to be shaping the way this important sector communicates,” Kristina notes. Yet, she is also aware that stepping into this newly created role will come with challenges.

“It’s my second week on the job, and I’m anticipating challenges and rewards I can’t even foresee yet,” she admits. “One of my first priorities is understanding the structures and working modalities within the Nordic cooperation. After that, I’ll dive deeper into the sector’s programs and projects to identify its communication potential.”

Strengthening Nordic Action on Climate and Environmental Issues

The Nordic region is uniquely positioned to tackle transboundary climate and environmental issues. As Kristina points out, these problems do not stop at national borders nor do the solutions – whether it’s climate change impacts, pollution, or innovative decarbonization solutions, they require multilateral cooperation.

Beyond that, Kristina believes the Nordic region has both the responsibility and the potential to lead in climate action: “With high consumption levels comes an obligation to act but also an enormous opportunity. The Nordic region’s expertise and technology put the region in a strong position to drive meaningful change.”

She also highlights another Nordic advantage: societal trust in political leadership.  “That trust is a vital foundation for bringing civil society on board,” she says and adds: “People in the Nordic countries also have a deep appreciation for nature and the outdoors, which makes it easier to highlight the value of living with and protecting the environment and making conscious decisions.” All good starting points for reaching ambitious communications goals.

  • Name: Kristina Bär
  • Nationality: Swedish and German
  • Education: MA in International Communication, MSc in Interdisciplinary Environmental Studies (to be completed in 2025), BA in Rhetoric and Scandinavian Studies
  • Leisure: Trail running, hiking, cooking, and collaborating with Tromsø municipality on sustainable snow handling (as part of her MSc)