Secrets of Success: Merili Ginter

Merili Ginter is redefining what it means to make sustainability engaging.

As the founder and CEO of Impact Day, the largest sustainability-focused festival in the Baltics, she has created a platform that brings together ESG-driven organisations from across the region. By fostering collaboration and knowledge exchange, the event helps businesses, institutions, and individuals accelerate their transition toward more responsible and inclusive practices.

With over 2,600 participants in 2024, Impact Day is no longer just an event, it is a growing movement. What began as a response to a gap in Estonia’s sustainability landscape has evolved into a dynamic force for change. Merili’s work demonstrates that sustainability, when thoughtfully framed, can be a catalyst for innovation and collective action.

Tell us about your business.

My name is Merili Ginter, and I am the founder of Impact Day. Our mission is to make sustainability appealing and accessible. We bring together ESG-minded companies from the Baltics and Nordics to foster partnerships and share knowledge. In 2024, the festival attracted 2,642 participants.

What inspired you to launch your business?

We identified a gap, sustainability was not gaining traction in Estonia. Inspired by the momentum we saw in the startup ecosystem, we decided to replicate that model by bringing sustainability-focused actors together in one place.

Why is inclusivity important to you, and how has it helped your business?

Inclusivity broadens the understanding of both challenges and solutions. For us, it’s not a strategy, it’s embedded in how we work. Every person brings unique strengths, and we view that diversity as essential to building resilient organisations and impactful movements. It also sets us apart in a space where true inclusion is still not the norm.

How did you get your business off the ground?

We began by sharing our vision with people we knew. That initial outreach resulted in 66 partners and 1,458 attendees at our first event - more than double what we expected. The concept resonated immediately.

What was the most challenging aspect of setting up your business?

Finding the right partners. To secure 66 partnerships, we spoke with more than 200 organisations. It remains a challenge, though we see growing awareness and openness each year.

What has been the most rewarding part of your journey so far?

Growing alongside my team. We’ve learned that while hard work brings results, so does making space for rest and reflection. Embracing that balance has been one of the most fulfilling aspects of the journey.

What has most surprised you along the way?

The sheer number of open-minded, motivated, and generous people we’ve met, individuals who are eager to collaborate and improve the world around them.

If you could summarise the ethos of your business in one message, what would it be?

Cooperation is key. For example, while banks typically compete, we’ve brought three major banks together as partners. They understand that by working collaboratively, the entire sector benefits and the sustainability mindset advances.

How do you define success?

Through honest reflection, asking whether I’ve done my best. Of course, we track many KPIs, but success begins with that personal check-in.

What does inclusivity mean to you?

Seeing people as individuals, not through the lens of labels, age, background, or race, but simply as human beings.

What are your future goals — in life and in business?

Personally, I’m preparing to welcome a baby in a few months - an exciting new chapter.
Professionally, I want to grow Impact Day internationally, expanding through a franchise model and helping sustainability gain traction beyond Estonia.

What advice would you give aspiring entrepreneurs?

Every journey begins with one step. Focus on the next one and keep going. Progress is built step by step.

Merili Ginter’s entrepreneurial journey is grounded in purpose, persistence, and partnership. By combining a clear vision with an inclusive mindset, she has built more than a festival, she has sparked a movement. As Impact Day continues to grow, her work stands as a powerful example of how entrepreneurship can drive both economic value and meaningful change.