Three Finns reflect on the importance of Lenita Airisto: “If she didn’t exist, she would have to be invented”

Among other things, Airisto, who is known as an influencer in the business world and as a television journalist, over the decades built a position for himself as an entrepreneur and social debater at a time when women’s opportunities in business life and the public were limited.

Her outspokenness, ambition and demands for women’s financial independence have remained alive. Three Finnish influencers tell why Airisto was ahead of his time and why his message still resonates.

Entrepreneureconomist and socialite Chord Borg considers Airisto to be an icon and a role model for many women. Borg never met Airisto, but her influence on him has been significant.

In Borg’s opinion, Airisto has been unnecessarily described as a contradictory person at times. Rather, he sees this as consistent and uncompromising.

“He was intelligent, educated, had seen the world and had a good reputation in business. He didn’t apologize or take crap from anyone.”

According to Borg, Airisto encouraged Finnish women to succeed, to trust in their own abilities and to take responsibility for their own finances. It was a remarkable message at a time when a woman was often expected to be modest and pleasant.

Airisto expressed his attitude quite frankly himself. She said she didn’t want to be a nice woman.

“He said, among other things, that ‘the boys shouldn’t bother’. Absolutely insane!” Borg laughs.

The city Airisto cleared the way for a new concept of women. Her influence can also be seen in the way women talk about themselves today.

Borg says that he has met several women who have said that in difficult situations they channel their own inner Lenita Airisto.

“I’m a millennial, but Airisto’s words also speak to Generation Z.”

Borg also emphasizes Airisto’s culture. This spoke not only for education and competence, but also for the culture of the heart and human dignity.

“Finland needs a lot more women like Lenita Airisto.”

Helsinki General representative of the Sanomain Foundation and former editor-in-chief of Helsingin Sanomat Laura Saarikoski did not meet Airisto in person. She still considers this one of the most significant role models for Finnish women.

“If he didn’t exist, he would have to be invented,” says Saarikoski.

According to Saarikoski, what was exceptional about Airisto was that he did not care too much about the opinions of others.

“Lenita was wonderful. She dared to be positive, enterprising, ambitious and American-spirited at a time when such qualities were looked down upon in Finland.”

Airisto also did not try to conform to the expectations of what a woman should be like.

“He dared to be what many men and women wanted to be but didn’t dare.”

According to Saarikoski, outspoken people like Airisto are still needed. Difference and strong self-expression are sometimes easily interpreted as arrogance in Finland.

“But such a person does others a favor, because we have to refine our own thoughts in relation to him.”

Particularly Saarikoski considers Airisto’s message about women’s financial independence to be topical.

“He dared to repeat that a woman is not free unless she has her own money.”

In Saarikoski’s opinion, the message is important at a time when the so-called tradwife phenomenon is on display and a woman’s financial dependence on a man is presented as an aspirational lifestyle.

“Unfortunately, the things he promoted are not outdated, they are still relevant.”

Business life head of delegation Eva Emilia Kulla in the meaning of Airisto, highlights especially this ability to build a well-known and long-lasting personal brand.

Airisto understood the value of his own public persona already at a time when personal branding was still not much talked about. He knew how to use it in his business and renew himself for decades.

“He made himself a brand, owned it and used it in a really smart way, in my opinion.”

Kullas got to know Airisto while working as a journalist Gloria-in leaf. Their closer professional connection dates back to around 2010.

He describes Airisto as an exceptionally brave, unyielding and humorous person. Kullas especially appreciated this open-mindedness.

“He was in many ways a pioneer of his own path.”

Airiston his exceptionality is also reflected in the fact that he managed to maintain his position and the public’s interest at an advanced age.

Kullas remembers, for example, the Suomi-Areena, where Airisto was one of the performers who drew the audience the best for a long time from the early years of the event.

“At the same time, he was able to have a really intelligent and topical conversation and bring multi-level humor to it.”

Kullas also remembered Airisto as a very charming and captivating person. He considers Airisto to be an example of how intellectual curiosity helps to keep up with the changes in society.

Above all, Airisto was a role model of an entrepreneur for Kullas. Her career showed that a woman could build an independent position for herself and turn her own skills into a successful business.

“She had such a self-made woman spirit. She had made herself what she became with her own brain.”