How Identity can lead the transformation.

The rise of the sustainability agenda has given Danmarsks organisations and companies a new focus topic.

At IDna Group, we encourage organisations to think beyond compliance and start working strategically with sustainability by understanding who they are, what their purpose is, and where they can make the most significant impact. Thus, we clarify how sustainability can become an engine for innovation and a new possibility for increasing relevance, members, and supporters.

Join us when we exchange experiences and know-how on how Danish organisations and companies can turn sustainability into an opportunity and gain crucial insights on how to execute your transformation. 

Time & place:

Date: April 18th, 2024, from 8:30 AM to 10:00 AM.
Location: IDna Group, Store Kirkestræde 1, 1st floor, 1073 Copenhagen K.


8:00 – 8:30 Coffee and networking
8:30 – 8:40 Welcome, Beate Kornfeld, IDna Group
8:40- 9:05 Identity leads sustainabilityAnne-Mette Højland, Founder and CEO at IDna Group
Identity answers the fundamental questions for every organization and company: Who are you, why do you exist, and how are you different? Knowing the answers enables leaders to transform their organization for a sustainable future.
9:10- 09:40 Transforming FDM by starting with WHY, Stina Glavind, CEO at FDM
As newly appointed CEO, Stina Glavind started the transformation of Denmark’s biggest interest organisation in 2022 as an inside-out process. Now in 2024, FDM announced its highest number of members in its 114-year-long history. In her talk, Stina shares why “Green Mobility” is not FDM’s Purpose even though the organisation is one of the leading experts on the transition from fossil fuels to electric mobility. Stina reveals what FDM identified instead as their WHY and driving force for FDM’s transformation.
09:40 – Discussion and open networking

Access to the event is by invitation only. If you would like to participate, please reach out to Beate Kornfeld at

About the speakers:

Stina Glavind – CEO at FDM
After 10 years with Coop (Group Executive Vice President) and 11 years with Carlsberg, Stina Glavind was 2022 appointed as CEO at FDM. From the beginning, she identified the need to reconnect FDM with its purpose to strengthen FDM’s relevance in a changing environment. 

Anne-Mette Højland, CEO & Business Strategist at IDna Group
Anne-Mette Højland is the founder and CEO of IDna Group, an identity-driven business consultancy & advisory. In the morning seminar, she shares insights on how identity innovates business.

Do you have any questions?

Related news & insights

  • The impact of culture on the post-merger integration (PMI)

    The impact of culture on the post-merger integration (PMI)

    “We should have thought more carefully about the acquisition due to cultural differences.” Identity and culture are the forgotten factors in M&A, despite several studies clearly stating the importance of culture and identity for successful PMIs (Post-Merger Integrations). Bain’s M&A Report 2023 shows that 75% of acquirers struggle with cultural issues that require serious interventions.…

    Read more

  • The new face of Tradin Organic

    The new face of Tradin Organic

    Congratulations to Tradin Organic on presenting their new visual Identity at this year’s Biofach – The world’s leading trade fair for organic food. It’s a visual translation of our joint identity work and a strong Tradin Organic, ready to pioneer and lead the organic market. We have supported in discovering the Identity, with internal implementation…

    Read more

  • Morning seminar – Identity for growth & transformation

    Morning seminar – Identity for growth & transformation

    Realizing your company’s organic or inorganic growth ambition  – navigating the path with an Identity Compass Business Managers are operating in a world with high insecurity and fierce competition. At the same time, more than steady growth is needed to satisfy shareholders or ambitious owners. How do you navigate external challenges while realizing organic and…

    Read more

  • Revitalizing Aalborg Teater: Discovering its true identity

    Revitalizing Aalborg Teater: Discovering its true identity

    Aalborg Teater, renowned as one of Denmark’s premier theatrical institutions, embarked on a transformative journey to rediscover its core narrative and redefine its role in contemporary society, forging a stronger connection with its audience. Situated in Northern Jutland, Denmark, Aalborg Teater, a publicly-owned entity, has been a pillar of the cultural scene, offering acclaimed theatre…

    Read more