Sustainability in Everyday Life – Studio Kleiner on Small Choices That Make a Big Difference

Studio Kleiner is a Stockholm-based creative studio, founded by Carl and Evelina Kleiner, where photography, art, and design meet in playful, concept-driven expressions. Through their work, they create visual worlds that move between international brands and their own artistic projects.

For Carl and Evelina, sustainability is not about policy documents or strategies, but something deeply personal and everyday: a striving to do good – or at least avoid causing harm. That principle serves as a guiding star in both life and work, and has become a natural part of Studio Kleiner’s identity.

Choosing not to fly

Travel is a clear example. When they talk to clients, they don’t explicitly frame it as a choice related to the climate. Instead, they put it simply: they prefer not to travel. And when doing so,  if possible, train or car are their first choices. In practice, this has meant that they travel very little themselves. Choosing not to fly has become a natural stance, and instead they prioritize solutions that work in the long run – both for the climate and for their family. With two children at home and a studio based in Sweden, they can devote more time and energy to their projects rather than to travel. This makes their everyday life more sustainable – both environmentally and personally.

To challenge norms

For Carl and Evelina, sustainability often means going against expectations. They describe it as more than practical choices – it’s also about a willingness to challenge norms. For them, this might mean sticking to traveling less even when it feels unnatural to others, or preferring honest communication over a seemingly perfect climate policy. In their eyes, these choices don’t just lead to lower climate impact, but also to more time at home, a steadier daily life, and a sense of integrity. This way, sustainability becomes as much about living in line with one’s values as about reducing emissions.

What drives the duo behind Studio Kleiner forward is stronger than the resistance that sometimes occurs. For them, it’s not about placing demands on clients or others, but about being able to live with themselves and their choices. Above all, their motivation is rooted in care for the future and for their family’s well-being here and now. As Evelina herself puts it:

“I cannot live with myself if I don’t try to live in line with what science tells us to do for future generations.”

Sustainability begins in the small, conscious choices

Carl and Evelina’s journey shows that sustainability doesn’t have to start with major systemic changes or strategies – but in the small, conscious choices we make every day. Saying no to unnecessary travel, creating space for what truly matters, and letting values permeate both work and daily life may feel small in the moment, but over time they build both trust and transformation. Living more in line with what we know is right is not only a gift to future generations – it is also the foundation of more sustainable and trustworthy business.