Vinnova supports MASSIV+ - where Swedish industry and academia collaborate to enable actionable climate data

MASSIV+ is a Swedish industrial initiative that makes climate data shareable and actionable. With grant funding of SEK 19.6 million from Vinnova and co-financing from its partners, the project is now entering its next phase—aimed at addressing one of industry’s biggest climate challenges: measuring, sharing, and acting on real emissions data across the entire value chain. The Vinnova-funded project is led by the fully state-owned GU Ventures, affiliated with the University of Gothenburg (“GU”), together with Volvo Cars, EY, Microsoft, Sandvik, SKF, Stena Recycling, Polestar, Preem, Nordea, the School of Business, Economics and Law at the University of Gothenburg, Icons Of, FKG, Mobility Sweden, and several others.

MASSIV+ aims to establish a common standard and digital infrastructure that accelerates climate action and strengthens industrial competitiveness. When global leaders gathered at COP30 last autumn, Swedish industry demonstrated that the transition is already well underway. With MASSIV+, this transformation is now advancing further through a public–private partnership—where climate data is not only something to report across value chains, but a tool to use, act on, and drive real emissions reductions in a competitive, sustainable industry.

Up to 90 percent of industrial emissions occur in the supply chain (Scope 3). MASSIV+ addresses this by creating a standard for how both large and small companies can share and use real climate data. The focus is on Scope 1–2, where each actor can measure and influence its own emissions—thereby making Scope 3 calculable and comparable across the entire value chain.

The project is built on three core pillars: standardized data sharing, AI-based guidance for small and medium-sized enterprises (SMEs), and digital infrastructure aligned with European frameworks (IDS/Gaia-X) to ensure data sovereignty and interoperability.

The result will be shorter lead times, more efficient processes, and greater precision in climate reporting. Industry is expected to be able to reduce emissions by up to 50 percent in the initial phases—while administrative burdens may be reduced by up to 80 percent.

“When the industry gains better control over climate data across the entire value chain, we can drastically reduce CO₂e emissions. Knowledge leads to better decisions—that’s how technology becomes real and the transition tangible,” says Lisa Thorén, Head of Workplace at Volvo Cars, one of the initiative’s co-founders.

“The sustainability journey is a marathon—not a sprint—and collaboration is a key success factor. That’s why it is both natural and important for us at Microsoft, through MASSIV+, to explore how technologies in various forms can translate theories into measurable, fact-based results,” says Sophia Wikander, General Manager of Microsoft Sweden, who is also one of the initiative’s co-founders.

Vinnova supports continued development

The MASSIV+ consortium of companies, together with the School of Business, Economics and Law at the University of Gothenburg and GU Ventures, has applied for and been granted funding within Vinnova’s program “Advanced Digitalisation – Industrial Needs-Driven Innovation 2025.” The total project budget amounts to SEK 39.3 million, of which SEK 19.6 million is funded by Vinnova and the remaining SEK 19.7 million is co-financed by all project partners.

The project is coordinated by the project owner GU Ventures, a wholly state-owned holding company affiliated with the University of Gothenburg, with technical leadership from Icons Of and academic research support from the School of Business, Economics and Law at the University of Gothenburg.

“The project was officially launched this February, so the focus now is on moving from words to action—establishing a shared standard and digital infrastructure. By making climate data shareable, understandable, and actionable, both large companies and SMEs can act quickly and concretely, which is highly desirable. That is why we at GU Ventures aim to enable this through our public mandate to build new innovations and business models in a sustainable way”, says Klementina Österberg, Chair of the newly formed operational company MASSIV+ and CEO of GU Ventures.

“For a long time, climate efforts have been based on assumptions and estimates. MASSIV+ breaks that logic by working with real and traceable data. When this is combined with standards, AI, and other modern technologies, it works in practice—allowing us to achieve both business-critical and societal goals”, says Birger Löfgren of Icons Of, PhD in Environmental Systems Analysis and technical lead for MASSIV+.

An ecosystem for real change

Behind MASSIV+ is a broad partnership spanning industry, academia, financial institutions, and societal actors. The project is governed by the partnership’s steering group, which includes Volvo Cars, Microsoft, Sandvik, EY, and GU Ventures—working in close collaboration with all project partners, including the industry organizations FKG and Mobility Sweden. In addition, there are further collaborators involved outside the core project.

The collaboration is driven within the physical and creative environment at Näst Innovation Destination, owned and operated by the real estate company Vectura. Here, industry, academia, and technology converge to develop the next generation of solutions for sustainable production.

"The strength of MASSIV+ lies not only in the number of partners already involved in the initiative—this is just the beginning. Our shared focus is to improve and make climate data accessible and actionable. In this way, we can make informed decisions and steer more effectively towards sustainability, while strengthening the Nordics’ position in the global transition”, says Helena Nordström Ernbo and Henrik Hilberts, Partners in Sustainability at EY.

MASSIV+ was also presented at COP30 during the international climate forum We Don’t Have Time, where the focus is on how data sharing can accelerate the industrial transition toward climate neutrality.

“SMEs are the backbone of the Swedish automotive industry, but they often have limited resources to manage complex CO₂ data. Through this project, we enable more suppliers to actively participate in the transition towards a greener industry—on equal terms and with a focus on results rather than administration. By simplifying, we unlock capacity—capacity that can be used for innovation and sustainable growth. This is important for both Swedish and European competitiveness,” says Peter Bryntesson, CEO of FKG – the Scandinavian automotive supplier association.

MASSIV+ demonstrates how Swedish industry can collectively drive the green transition, with data as the foundation for action, innovation, and strengthened competitiveness.

Facts: The MASSIV+ project