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Environmental Impact categories

The PEF (Product Environmental Footprint) LCA (Life Cycle Assessment) method introduces 16 environmental impact categories where climate change is one of them. These are all approaches in which manufacturing and production of goods and services harm the environment. When we measure a product’s influence on the impact categories, we consider the whole product life cycle. On this page, we explain all 16 categories briefly.

Furthermore, we introduce you to the terms normalization and weighting, and explain the PEF single score.

climate change, PEF impact category

Climate change

How the product adds to global warming and the planet getting hotter.

Unit: (CO2eq). The global warming potential of all greenhouse gas emissions is measured in kg CO2eq, meaning that they are compared to the amount of the global warming potential of 1 kg CO2.

particulate matter PEF impact category

EF-particulate matter

How many tiny harmful particles is released into the air in connection to the product.

Unit: Disease incidences per kg of PM2.5 emitted (2.5 refers to the size of the particle in micrometers). The potential impact is measured as the change in human deaths caused by particulate matter (PM).

Water use

Assesses the deprivation of freshwater resources associated with a product.

Unit: (m3). The potential impact is expressed in cubic meters of water being deprived in an area. The number relates to the local scarcity of water and not only the consumed amount of water. In other words, how much water is missing after water has been used in relation to a product.

Resource use, fossils, PEF impact category

Resource use, fossils

Depletion of non-renewable resources like fossil fuels deprives future generations of them.

Unit: (MJ) The number of materials contributing to resource use, fossils, are converted into megajoule, which is an inherent energy in fossil fuels (oil, gas, etc.).

Land use

Soil quality loss measures the amount of land and soil used, blocked, ruined, affected, or changed in negative ways in relation to a product.

Unit: (Pts). This is a composite indicator measuring impacts on four soil properties (biotic production, erosion resistance, groundwater regeneration, and mechanical filtration), expressed in points.

Resource use, minerals & metals

Extracting a high amount of resources today will force future generations to extract lower concentrations or lower value resources. Use resources wisely.

Unit: (kg Sbeq). The number of materials contributing to resource depletion is converted into equivalents of kilograms of antimony. It is the ratio between the annual production of the resource and the known global reserve that is considered in this measurement.

Ozone depletion potential

Whether the product harms the protective ozone layer around Earth.

Unit: (kg CFC-11eq). The potential impacts of all relevant substances for ozone depletion are converted to their equivalent of kilos of trichlorofluoromethane, also called Freon-11 and R-11.


Indicator of the potential acidification (turning sour) of soils and water.

Unit: (mol H+eq) The potential impact of substances contributing to acidification is converted to the equivalent of moles of hydron concentration.

ionizing radiation, PEF impact category

Ionizing radiation

Assesses whether the product causes humans to be exposed to any radioactive substances.

Unit: (kgU235eq). The potential impact on human health of different ionizing radiations is converted to the equivalent of kilograms of Uranium-235.

photochemical ozone formation, PEF impact category

Photochemical ozone formation

Measures the amount of toxic ozone that a product causes to be released in the lower atmosphere.

Unit: (kg NMVOCeq). The potential impact of substances contributing to photochemical ozone formation is converted into the equivalent of kilograms of Non-Methane Volatile Organic Compounds.

terrestrial eutrophication, PEF impact category

Eutrophication terrestrial

Overfertilization of the soil resulting in an excessive amount of nutrients pushing the ecosystem out of balance.

Unit: (mol N eq). The potential impact of the concentration of substances contributing to terrestrial eutrophication is converted to the equivalent of moles of nitrogen.

marine eutrophication, PEF impact category

Eutrophication marine

Overfertilization of the marine resulting in an excessive amount of nutrients pushing the ecosystem out of balance.

Unit: (kg N eq). The potential impact of substances contributing to marine eutrophication is converted to the equivalent of kilograms of nitrogen.

freshwater eutrophication, PEF impact category

Eutrophication freshwater

Overfertilization of freshwaters resulting in an excessive amount of nutrients pushing the ecosystem out of balance.

Unit: (Kg P eq). The potential impact of substances contributing to freshwater eutrophication is converted to the equivalent of kilograms of phosphorus.

human toxicity cancer PEF impact category

Human toxicity, cancer

Impact on human health caused by absorbing substances through the air, water, and soil.

Unit: Comparative Toxic Unit for humans (CTUh). The measurement considers the estimated increase in mortality in the total human population per unit mass of different chemicals emitted.

ecotoxicity freshwater, PEF impact category

Ecotoxicity freshwater

The direct impact of toxic substances on freshwater ecosystems, including lakes, rivers, groundwater reserves, etc.

Unit: Comparative Toxic Unit for ecosystems (CTUe). It is the estimate of the potentially affected fraction of species (PAF) integrated over time and volume, per unit mass of a chemical emitted.

human toxicity non-cancer, PEF impact category

Human toxicity, non-cancer

Impact on human health caused by absorbing substances through the air, water, and soil.

Unit: Comparative Toxic Unit for humans (CTUh). The measurement considers the estimated increase in mortality in the total human population per unit mass of different chemicals emitted.


Normalization in the context of PEF impact categories means that we convert different kinds of environmental impacts (such as carbon emissions, water use, toxicities, etc.) into a common language, so we can compare them more easily.

Thought experiment

Imagine you are baking a cake. The recipe contains ingredients, that are measured in different units, such as kilograms, liters, tablespoons, and pieces.
You are on a budget and want to know which ingredients constitute the largest share of the price for the whole cake.
To figure this out, you normalize the units (kilograms, liters, tablespoons, etc.) by converting them into the same reference unit, namely price. If you used two eggs for the cake and you paid 5 euros for 10 eggs, then the eggs in the cake cost (5/10*2) 1 euro. Maybe you also paid 5 euros for a bag of vanilla sugar with 100 grams but only used 5 grams for the cake – that’s only 0,25 euros. You continue this method with all the ingredients. Let’s say you find out that the cake has a total price of 10 euros. Then the eggs make up 10% of the total costs, while the vanilla sugar constitutes 2,5%. This enables you to compare the different ingredients and see which is the most expensive ingredient in your cake.

Common reference system

In the context of life cycle assessment (LCA) and environmental impact assessment, normalization is a step we use to provide context and perspective to the results of the environmental impact categories.

Normalization involves comparing the environmental impacts of a product or process to a reference or baseline. This reference can be a specific benchmark, an industry average, or some other meaningful standard. Normalization aims to help us and you understand the relative significance of the environmental impacts of the various impact categories.

The reference system of PEF

The common reference in the PEF LCA framework is a global average person’s emissions in 1 year. So, the result of each environmental impact category must be converted into what it corresponds to in relation to an average global person’s yearly emissions.

For example, in an LCA using the PEF methodology, we express the environmental impact of a product in 16 different categories. These are all measured in different units. For example, the climate impact is measured in carbon dioxide equivalents (CO₂eq) emissions, and ozone depletion potential is measured in trichlorofluoromethane equivalents (kg CFC-11eq). To be able to know which impact is greatest, we must convert the two numbers into the same unit. We do this by comparing the results to the yearly emissions of an average global person, which is the common reference unit.

Normalization is an important step and valuable tool in LCA because it provide us with a way to compare the impact of different categories measured in different units. It makes it possible to see which categories impact the environment the most.


Think of the weighting of PEF impact categories like assigning importance to different aspects of a product’s impact on the environment and evaluating how much you can trust the figures.

Thought experiment

Imagine you’re judging a cooking competition with three categories: taste, presentation, and creativity. You decide that taste is the most important, so you give it a higher weight, let’s say 50%, while presentation and creativity are less critical, so you give them lower weights, e.g., 25% each.

Different levels of significance

In the context of PEF impact categories, weighting is a process we use to assign different levels of importance to the various environmental impacts. Scientists, researchers and the EU have assigned a specific weight to each of the categories. They have based their weighting on the overall importance, urgency, impact scale, and calculation accuracy (robustness) of each category. The weight is called the weighting factor.

Weighting is a valuable step when we work with so many different types of environmental impacts. It allows us to prioritize and focus our efforts on the most significant environmental impact categories, helping decision-makers identify which environmental categories are most important to reduce first. Usually, climate change in terms of global warming has the highest score in a normalized and weighted set of environmental parameters calculated according to PEF rules, but for some materials or production processes other environmental effects might be more harmful.

Weighting of PEF impact categories

In PEF, different aspects of a product’s impact on the environment (like climate emissions, water use, and resource depletion) are like the cooking competition categories. Weighting means deciding how much each of these environmental aspects counts toward the overall environmental performance.

EU has decided on the following weighting of all the impact categories:

PEF single score

A single score in this context refers to a product’s overall environmental assessment. The single score is a sum of all the normalized and weighted numbers that a product has scored in each of the impact categories.

So, building on top of all the individual calculations from each impact category, we are able to obtain one figure that expresses the overall environmental impact of a product. This means that we can compare the total environmental impact of different products. Ultimately, it allows us as consumers to make more responsible purchasing decisions. Due to the PEF single score, for the first time, we have a scientific method that allows for comparing and evaluating easily the total environmental performance of two products. The potential effects of this are huge and can be a massive driver for a more environmentally sustainable lifestyle.

The Målbar tool only calculates on CO2eq and climate impact of products.

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Meet Lærke

         +45 22 32 65 02


During the collaboration between 17 brand owners on measuring the climate impact of an entire furniture collection, Lærke worked as project manager for one of these furniture companies, managing the calculating of climate emissions on their furniture. For an intense summer, she worked in Målbar’s screening tool, learning about data sheets, materials, the composition of furniture and much more, that she had never concerned herself with before.

After the big presentation of the climate screened furniture collection in summer 2021, Jakob and Anders decided to hire their first permanent employee. So now Lærke is our word magician.


"Being part of Målbar is being part of a greater movement and it feels like we are in the front of it, the green transition. It is also being part of a company in rapid development, so having to master new skills and learning new, exciting stuff is naturally and fortunately a vital part of the job.”


Lærke is a hardcore content creator. She has a master’s degree in Corporate Communication from Aarhus University and a special interest in and passion for communicating sustainability related messages in a way that makes complicated stuff easy to understand.


Lærkes favorite place is her home. She lives in a small commune in Jutland with her husband, their two kids, and two other families. They have their own house while sharing a large, wild, and vigorous garden with playgrounds, kitchen gardens, greenhouse, hens and a magnificent view over green fields and the small village of Vinderslev.


"This place makes me happy, because there’s so much life here; our kids playing, flowers blooming, and crops growing. This is our little paradise”.


Yoga is Lærke’s go-to activity when she needs to bring up her energy levels, clear her head or create extra focus. And since Lærke works from home most days, she can easily fit in 15 minutes of yoga in her lunch break.

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Meet Jakob


"My story with Målbar started when Anders and I were colleagues at FDB Møbler - I was head of International Sales and Anders were Head of CSR and Product Development. During that time, it became very clear to me, that if we want to drive a positive change and incorporate a more thoughtfull and futureproof mindset into our company strategies, it requires a very close partnership between the commercial side of the business and the CSR team”


With the establishment of MÅLBAR, we are striving to build this bridge between these two often very different worlds, and ultimately to create a more common language for everybody. If we do this right, we have the possibility to utilize the free market forces to help drive a positive change.


"It's with great pride and humbleness that I get up every morning and work together with our amazing and dedicated team of professionals, experts and devoted minds all working for the same mission - to drive a positive change for something better! Our team is by far our biggest achievement so far, and Målbar would be nothing without them!”


In his spare time, Jakob enjoys as much time as possible with his wife and son, who they feel grows up way to fast! To clear his mind, Jakob basically engages in two very different activities. It is either a fast-paced and high-pulse padel tennis match, or the more long-term mental challenge of a round of golf. Here, he often enjoys the nature, the calm, and the mental challenge way more than the troublesome golf-strikes themselves.


As the CEO of Målbar, Jakob feels fortunate to be involved in a lot of our projects, and together with our team, he paves the road for our company.

It's always been crucial for us to have a close dialogue with our customers. To secure that, we are always on the same page with their world of operation, and the feedback we get from them is absolute crucial for our further development of MÅLBAR and our services. The combination of that, and our high standards for compliance of European legislation are often a path of challenge, but also extremely rewarding when we see the actual impact in the industry following new legislation.


"My best advice for our users would be to focus intensely on establishing a strong and easy-workable system to collect and maintain product-level details. It is crucial in the future for any company to secure a very high level of detail on all products, services, and operations - not only for the sake of product environmental screenings, but for own control and compliance with current and future legislation.”

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Meet Anders

         +45 28 18 52 46


Anders is our very detail-oriented data nerd and oracle. Collecting and working with data as well as saving the planet with data are his passions.

Anders grew up in a Copenhagen suburb area called Vestegnen. Back then, it was close to nature, which Anders enjoyed a lot. Today, Anders still lives in Copenhagen with his husband in a beautiful 150-year-old apartment by the lakes. They have renovated it by themselves with great respect for the old materials and details.


"It is usually fun to do and brings me great joy when I’m satisfied with the result.”


Anders appreciates that both nature and culture are within biking distance in the city – he especially likes exhibitions about design, architecture, and art.

Anders has always cared about sustainability and worked on solutions to climate change. Already in the 90s, he started working with LCAs. And he never stops being curious and always wants to gain new knowledge in the area of sustainability.


"I am very curious about the concept of Absolute Sustainability within the 9 planetary boundaries. How it is measured and whether it could be a true way to measure also our unsustainable consumption patterns. I believe that if we in a meaningful way can measure sustainability then the green transition will happen much faster.”


Anders’ hopes for the future are that the respect for science and documentation becomes more important again. And his advice to our customers is to focus less on materials (animal materials exempted) and focus more on switching to renewable energy in production of both materials and products.

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Meet Natasha


During summer 2022, it became clear that we needed more and better graphic skills, and that’s when we hired Natasha.


"It was important for me to find a workplace with space to be myself and people who I can relate to. I worked parttime for about 8 months and then got offered a fulltime position as inhouse designer.”


Flexibility and amazing colleagues are important things to Natasha in her professional life. What Natasha likes about the Målbar team is that we have our fundamental values in common.


"I want to be a part of something good, helping people understand, learn and making the right decisions. I feel like I can do that here.”


Natasha has a professional bachelor’s degree in visual communication from the Danish School of Media and Journalism. For her final bachelor project, she created a whole universe around a made-up business renting slings to new parents.  This is a good example of how Natasha in her professional life not only cares about the visuals but also what she communicates. It must have a good purpose and be meaningful to her.


Natasha is a kind and always positive person. She grew up in a Danish home but with Italian culture and food. She likes everything health related and love to cook and eat, using fresh and local ingredients. She likes to read about the mind, the breath, and how the body works. Which naturally brings her to wanting to take care of our home, our planet and being a mindful consumer.


Natasha also loves to move in almost every way. She likes yoga, dancing, running, cycling and surfing. She has two beautiful girls and they all like to spend time together outside in parks, at the beach, or anywhere green really.


Natasha’s hopes for the future are that people start taking more responsibility of their own actions and realize the important tasks we have in front of us.


"For me, sustainability is the way we live together with nature, and how we protect our wildlife and the oceans.


Natashas advise to our customers is: A photo can say more than a thousand words, choose wisely.

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Meet Sasisa

          +45 25 65 02 02


We hired Sasisa in March 2022. She started out as maternity cover, but already during the summer of 2022, it became obvious that Målbar needed a clearer division of tasks and Sasisa was ready to take a larger responsibility. She was therefore promoted to Head of Communications and PR.
Sasisa - or Sas in daily speak – took on her new role with enthusiasm, professionalism, and great care.


"I was looking for a meaningful job, where I knew my colleagues would share my values on work life and family life. I worked with Jakob in the past so it wasn’t hard to convince me that Målbar was the perfect place for me”.


Sasisa lives in Valby with her husband and two kids. Both Sas and her husband are from the same town in Funen and their families live right next to each other.


In her free time, Sasisa likes to enjoy nature with her family and to explore new restaurants with her friends. She also likes running and knitting. In fact, sewing and knitting are Sasisa’s newest hobby, and she plans on getting really good at it.


Sasisas parents are from Sri Lanka. Among many other things, they have played an important part in her commitment to the green transition. 


"My parents have been good at living responsibly since their upbringing in Sri Lanka was characterized by survival due to the Civil War. They have always grown many crops in their garden, avoided wasting any food, and only bought clothes when they needed them. This lifestyle has become a natural part of my way of living.”


Her family’s background has also influenced her professional path. She is deeply interested in intercultural understanding and consumer behavior. She excels at conceptualizing ideas, understanding her audience, creating structure, and paying meticulous attention to detail.


"My team and I work hard to translate the complexity of LCAs, environmental data and EU climate legislation into understandable information for everybody. I love that. Our way of working together to create a good product like an illustration or a guideline for our customers is unique.”


Sasisa’s hope for the future is that the communication and marketing business increases its obligation towards helping consumers make responsible choices. Our business needs to take responsibility for educating consumers and not mislead. We have an important voice in society.

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Meet Leonor


Leonor started her journey in Målbar as student assistant in October 2022 when she was about to write her Master thesis. In October 2023, she finished her thesis and continued in a full-time position at Målbar.

For Leonor, it is a true pleasure to be part of the Målbar team.


"The environment is very relaxed, and it is clear to me that I’m working with people that are motivated and believe in the importance of their work.”


An important professional value to Leonor is to be able to identify the direct positive impact her contribution will have on our society.


Leonor grew up in sunny Lisbon, Portugal. She has always liked physical and outdoor activities and especially worships the water.

"The beach and the ocean are the setting for some of my favorite activities, from surfing or sailing to just relaxing under the sun.”


She is also creative and into activities such as crafts, repairs, sewing, painting, everything involving working with materials using her hands.


To Leonor, the most interesting aspect of sustainability is innovative materials that are developed to provide less climate emitting alternatives to the conventional materials. And she finds it important to educate product designers and brands in smarter material choices and more durable solutions.


"Communicating the results of our screenings to (the brand’s) designers is crucial to making sure that our work has an impact on the development of future products. It is important to be informed but also to use that information to motivate change.”

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Meet Miriam


After completing her PhD degree, Miriam sought opportunities to both apply and deepen her knowledge of Life Cycle Assessment (LCA). In Målbar, she found the perfect combination: engaging in and advancing LCAs while transitioning from agricultural to industrial applications.


At Målbar, Miriam assists customers in comprehending LCAs, identifies ways to streamline the process, and develops easily understandable reports of results. She is also enthusiastic about social media communication and enjoys contributing to LinkedIn content creation. As a lifelong learner, she is deeply interested in the perspectives and work of her colleagues. Her ambition is to contribute to a greener future outside of Målbar and a warm and welcoming culture within Målbar.


Miriam is a heartfelt environmentalist. She holds a master’s degree in Environmental Engineering and a PhD degree in Life Cycle Assessment of agricultural systems. She enjoys system thinking, breaking down the complex, and finding ways to enhance the status quo.


Sustainability, to her, is a holistic concept. She believes that as a collective, we will be better at managing Earth’s resources, once we have become better at managing our very own most precious resources: time and energy. In this regard, she conducts workshops on Time Management, primarily for PhD students and academics.


"To me, being part of Målbar means contributing to the green transition. I wish to contribute to that transition by informed decision-making, closing the gap between what we know should be done and what is actually being done.”


Biking in and around Copenhagen, exploring known and unknown areas is one of Miriam’s favorite weekend activities.


"When biking, I can let my thoughts fly, move my body, relax and get new ideas.”

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Meet Claudia


Claudia discovered Målbar on a DTU fair and reached out to us when she was about to begin her Master thesis. During her thesis writing, she has launched into a deep and thorough analysis of PEF and EPDs in order to explain the differences among the results coming from the two methodologies. Simultaneously, she worked as a student assistant, and soon after she graduated, she signed on a permanent position.


Claudia is happy to be part of Målbar. Like all her colleagues, she finds it important to work for a bigger cause while being in a calm and positive environment.


"Everyone makes you feel very welcome, and you can feel the energetic atmosphere of people working here!”


Claudia grew up in Northern Italy in a small town in the countryside. Even though she doesn’t find her hometown one of the prettiest parts of her country, she misses seeing the mountains when looking at the horizon.


In her spare time, she likes exploring new kinds of music, meditating, doing sports, and going to cultural events of any kind.


"I love keeping my energy high, so I am often into trying new random activities. I also love dancing and music in general. I am a former dancer and would like to start again, maybe taking some singing classes as well.”


Claudia recently graduated from a MSc in Environmental Engineering at DTU. Last summer, as part of her MSc, she had a short stay in Bangalore, at TIGS, for an exchange program about sustainable projects in India’s aspirational district, where her research focused on environmental stewardship in agriculture.


"I believe in general when it comes to sustainability the main important thing for me is that every claim is backed up by data. Apart from that, I get excited when I see all the aspects of sustainability – environmental, economic and social – equally cared for in a project.”

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Meet Neeraj


During the summer break of 2022, while working as a research assistant in Germany, Neeraj learned about a student job opportunity at Målbar through a friend. Intrigued by the role's direct alignment with both his ongoing studies and future career goals, he applied for the job.


"I had the pleasure of being interviewed by Anders and Morten. I was delighted to receive an offer, marking the beginning of my journey with Målbar in September 2022. This opportunity has been a pivotal step in my professional development, perfectly bridging my academic pursuits with practical experience in my field of interest.”


Neeraj finds fulfilment in his job at Målbar, where he among other things has played a significant role in the development of the screening tool. He finds that the office culture at Målbar is characterized by its flat hierarchy and openness, which create a welcoming and inclusive workplace. Neeraj believes that this dynamic fosters a sense of belonging and encourages open communication and collaboration among team members, enhancing our collective productivity and creativity.


Neeraj already has a varied career path behind him. He has embraced a diverse array of roles across both academic and industry sectors, enriching his experience in fields such as remote sensing, civil engineering, research, and sustainability. He continues to have a drive to seek out and conquer new challenges.


"Among the many roles I've undertaken, one of the most rewarding has been my position as a teaching assistant in a Life Cycle Assessment (LCA) course. I played a pivotal role in guiding students and assessing their assignments. This experience not only allowed me to deepen my own understanding of LCA but also to contribute to the educational journey of aspiring professionals.”


Neeraj grew up in India, under the circumstances of his father's job, which necessitated frequent relocations across various regions of the country. This lifestyle has endowed him with resilience and the ability to swiftly adapt to new environments, cultures, and communities—a skill that continues to serve him well as an expatriate in Denmark.


Looking towards the future, Neeraj is committed to contributing to the fields of sustainability and green transition. His ambition is to play a role in transforming our planet into a more  sustainable environment for future generations. To him, sustainability is fundamentally about conducting our lives and work in a manner that conscientiously considers the needs of the future generations.


"My keen interest lies in the circular economy, a model I find both fascinating and crucial. I am convinced that by embracing circularity—effectively closing the loop on our consumption and production cycles—we can significantly alter our environmental impact. It's the transformative power of circularity to foster a more sustainable, efficient, and regenerative system that I am most passionate about, believing it to be a key driver in our quest for a more sustainable future.”

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Meet Pablo


Pablo came to Denmark to complete his second year of his master's degree and thesis at the DTU, as he wanted to focus his specialization in construction and industrial installations (architectural engineering) in the field of sustainability and circular economy.


"After completing my master's degree, and with an interest to continue developing in this professional area, I contacted Målbar, as it covered many of the points I saw as important to start with my professional path, being a company with clear objectives and values aligned with my own.”


As part of our engineering team, Pablo oversees the verification of product screening from customers and provide support on how they can improve their outcome of our screening tool.


Pablo grew up in Bilbao, Spain. He studied his two Bachelor degrees there - one in General Engineering and other in Business Administration and Management – and then he moved to Valencia, taking his master's degree in Engineering.


"With the desire to live an experience outside Spain and cultivate my interest in the area of sustainability, I decided to complete the specialisation and thesis in DTU in Denmark, focusing on the area of sustainability and circular economy in the construction sector.”


Pablo is a very active and curious person and he likes to import these elements into his work environment with continuous learning and development of new projects where he can keep learning.


He has a passion for handball, which he still play in a team in Copenhagen. He is also into cycling, trying to take advantage of Denmark's brighter months to go out and ride. In addition, for many years he was a leisure time instructor and also collaborated in different projects, both socio-educational and social, this being an important personal interest that he still tries to stay connected with.


For Pablo, sustainability means finding a balance with the environment around us, social, environmental, and economic at all levels, so that the impact we may have today does not have negative repercussions in the future.


"From a professional perspective, I am most interested in environmental conservation, climate action, and responsible consumption and production.”

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Meet Morten

          + 45 20 86 06 39


"It is not entirely wrong to say that my journey into Målbar started when I dug up my first earthworm; growing up on a farm presented an opportunity to live closely connected with the natural world.”


This laid the seed for Morten for wanting to understand the way all things are intertwined. Growing up and transitioning into the field of engineering, he delved into methodologies such as Life Cycle Assessments, seeking to quantify the impact of human activity on earth. It was during this time that he stumbled upon Målbar who was looking to strengthen the engineering team, and it immediately resonated with both parties as a perfect fit. So, in November 2021, we hired Morten. He was fresh out of DTU and after only 6 months, he was promoted to Head of Operations.


"I am drawn to Målbar's innovative approach, seamlessly integrating my agricultural insights with engineering expertise to drive meaningful impact. What I appreciate most about Målbar is our collective commitment to help everyone understand and measure human impact, knowing that our efforts can help pave the way for more holistic solutions and an ecologically harmonious future.”


As Morten’s childhood unraveled in the countryside, the settings inspired in him a deep understanding for natural resources and their mindful use. The Danish landscape is still part of his everyday life, bringing up his son alongside flowers, trees and chickens.


"In my free time, I enjoy exploring the great outdoors, tending to a garden or smaller building projects. Hobbies such as gardening and building allow me to channel my creativity and connect with nature on a deeper and less intellectual level. I hope to pass this relationship on to future generations, as my hopes for the future are firmly rooted in harmonization, aspiring to create a world where humans and nature coexist.”


To Morten, sustainability encompasses a holistic approach to preserving our planet for future generations without limiting curiosity, advancement and exploration. He is particularly passionate about optimizing resource management and understanding consumer behavior, recognizing the central role these areas play in mitigating environmental degradation.


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Meet Iben

            +45 22 34 83 02


Iben was part of the first batch of Målbar customers and started working in the tool in 2021. After that, she was excited for the tool, the ambitions, and the passion at Målbar at had good talks with the team at fairs and events.


"From my first encounter with Målbar and the team, I felt that here was a group of people who truly shared my curiosity and ambition for working with sustainability and the green transition. I am so happy that the opportunity arose to become part of the team."


As our Head of Community Impact, Iben makes sure that our clients get the most out of their work with us. She advices them on best practices, guides them through the process of screening their products and understanding their emissions. She also helps them structure their work and assists them in implementing the work towards emission reductions in their company.

Iben is born and bred in Valby, Copenhagen. She has always been very curious and eager to learn new things and new skills.


"I am very much a people person – I love good conversations, gatherings, and events. I feel uplifted from social connections. Yet I also really value peace, quiet and time for reflection in my own company. I practice yoga and spend as much time in nature as I can.”


With three kids, there is very limited time for hobbies, but still Iben loves to get creative with drawing, making jewelry, designing, and sowing etc. She also loves cooking especially without a recipe just using good ingredients and creating beautiful and aesthetic meals for good people.

Inspired by travels and youthful freedom, education wise, Iben sat out to be able to work with people all over the planet. Therefore, she studied communication and English at CBS.


"I was also very interested in trends, aesthetics and fashion so after my bachelors, I studied fashion design at KEA and worked briefly in the fashion industry. As I realized I wanted to work more focused with sustainability, I went on to take my masters at CBS – Can. Soc. Management of Creative Business Processes.”


After she finished studying, Iben has worked in several different roles in various companies and industries – all with a focus on advancing the green transition.


To Iben, sustainability relates both to climate and environment but also to way of life, finding a balance, respecting past ways of living, and caring for your surroundings.


Iben’ s advice to our customers is to remember that sustainability efforts and ESG reporting are not a checklist or a one-off task. It cannot live in a vacuum, but most involve the whole company. Sustainable efforts can be a great means to advance internal processes and build a more successful and effective business – that people are proud to be part of.

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Meet Christian


At the point of time in Målbar’s history where we felt the need to allocate more power to developing our business model, the perfect candidate showed up out of the blue. Christian became part of Målbar in October 2022, after he in previous positions had started shifting his attention towards sustainable development.


"Our impact is about choices. I wanted to make sure that my choices had a positive climate impact as well as supporting others in creating impact. And that eventually pointed me at Målbar.”


Christian is responsible for our total solution incorporating all product screenings from customers in a program that creates a larger overview of all the emissions, processes, and materials that drives them. The data illustrates the emission of single products as well as the weighted emissions merged with sales figures. This solution, which Christian has customized to support our purpose, secures the ability to create strategies for reductions based on high quality data with a level of detail that ensures actual improvements.


"I have always had a love for numbers and analyses. The way numbers can help understand complex systems and together with knowledge give insights that before was latent.”


Christian holds a masters degree in economics (cand.oecon) from Aarhus university. He has solid and varied experience in optimizing operations and plans through understanding of data, increasing earnings and cutting waste and errors.

Christian grew up at the countryside of Djursland next to Mols Bjerge National Park. Today he lives with his wive and kids near Aarhus, on a calm suburban street with many other families whom they often socialize with. He likes to stay active through running and climbing.


"I practice a special form of climbing called bouldering. We climb on relatively short climbing walls where we only climb 4-5 meters up, but with no other safety gear than mattresses on the floor. I also practice meditation a lot to clear my mind and create focus and creativity.”

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