Viivi is a data strategy, policy, and ethics professional, researcher and advocate. She works towards human-centric and ethically sustainable personal data to benefit people and societies in and with companies, nonprofits, academic institutions, and the public sector. She serves as the chair of the board for MyData Global, an international nonprofit for the promotion of fair, sustainable, and prosperous digital societies through the human-centric use of personal data. MyData Global serves the thousands-strong MyData community as their recognised expertise connector in realising the MyData mission, “Make it happen and make it right!” She works as the senior data strategist for 1001 Lakes, a Finnish data economy company focusing on supporting companies and the public sector with strategic business, legal, and technological consulting services to collaborate and create value from data in socially and environmentally sustainable ways. She is a doctoral researcher at the University of Helsinki and visiting researcher at Aalto University, where her academic work is focused on philosophical ethics and specifically the (ab)uses of personal data. In this capacity, she is the lead expert for the European Commission’s ongoing work on personal data spaces.