Small country, big impact - Hege Barnes, Innovation Norway

From the Brundtland Report in the 1980s to the Super Bowl in 2021, Norway has led on sustainability. How does this small country have such a big impact? Hege Barnes takes us behind the scenes at Innovation Norway and one country’s sustainable focus. THE IMPACT. Hege Barnes: - Is Regional Director Americas for Innovation Norway, the Norwegian government's entity for trade and industry, where she assists Norwegian companies and entrepreneurs enter and grow successfully in the Americas, and promotes Norway as a travel destination. - Sits on the board of Nordic Innovation House-New York and the Norwegian American Chamber of Commerce. - Has a Masters in International Business and a love for all aspects of creative development, innovative thinking and working with people and companies. THE JOURNEY. In our conversation, we explore: - Growing up in Norway: wanting to leave yet wanting to take the pride and values - A holistic sustainability focus: in tourism, industry, and investment - Protecting nature: a good place to live is a good place to visit - The Super Bowl ad with Will Ferrell: a rivalry with Norway and reactions