official report

SWEDEN
OFFICIAL REPORT
2016
TABLE OF CONTENTS
ABOUT
PG.3
01 KEY INSIGHTS
02
03
04
THE CONSUMER’S BELIEFS ABOUT THE FUTURE ARE INCREASINGLY GLUM
PG. 5
STRONG RISE IN CONVERSATIONS ABOUT SUSTAINABILITY
PG. 6
BRAND SCORES ARE RISING ACROSS THE NORDICS
PG. 7
SUSTAINABILITY COMMUNICATION HAS EXPLODED
PG. 8
WHO IS THE SUSTAINABLE CONSUMER?
PG. 9
SUSTAINABLE BEHAVIORS – SMARTER PEOPLE
PG. 10
TOP PERFORMING INDUSTRIES DIFFER
PG. 11
THE NORDIC GROWTH MIRACLE
PG. 12
MEAT IS STARTING TO LOSE THE BATTLE
PG. 13
THIS YEAR’S BIGGEST LOSER
PG. 14
CLIMATE CHANGE IS OFFICIALLY INTERESTING
PG. 14
RANKING
TOP THREE
PG. 16
PLACE 4-10
PG. 17
INDUSTRY LEADERS
PG. 18
INDUSTRY RANKING
PG. 18
DEVELOPMENT 2011-2016
PG. 19
RANKING - SWEDEN
PG. 20
METHODOLOGY
WHAT IS THE BASIS OF SUSTAINABLE BRAND INDEX™ 2016?
PG. 43
WHEN AND WHERE WAS THE SURVEY CONDUCTED?
PG. 43
HOW ARE THE BRANDS SELECTED?
PG. 43
METHODOLOGY
PG. 43
ABOUT US
OUR PROCESS
PG. 45
CONTACT US
PG. 45
2
ABOUT
01 WHAT?
02
METHODOLOGY
SCANDINAVIA’S LARGEST BRAND
STUDY FOCUSING ON SUSTAINABILITY
THREE-PART STUDY BASED ON THE
OPINIONS OF 30 000 CONSUMERS
Sustainable Brand Index™ (SB Index) is Scandinavia’s
Sustainable Brand Index™ is a three-part study based on
two quantitative survey studies and one qualitative study in
the form of in-depth interviews.
largest brand study focusing on sustainability. Based on
30 000 consumer interviews, the study maps out and
analyzes the areas of sustainability and brands from the
The Methodology 2016
consumer perspective.
•
Sustainable Brand Index™ is a three-part study based
on two quantitative survey studies and one qualitative
study in the form of in-depth interviews.
•
The quantitative studies were conducted through
online interviews between December 2015 and
January 2016. The qualitative study was conducted in
February 2016.
•
Every brand is evaluated by at least 1000 people. In
total, 752 brands were evaluated by 30 000
people.
•
The target group is defined as follows: The public –
Swedish, Norwegian, Danish and Finnish consumers,
16 years and older.
•
The basis of the study is UN Global Compact’s 10
principals about environmental and social
responsibility. This is supplemented with an external
definition focusing on the consumers’ perception of
sustainability, meaning their expectations and
demands on companies.
•
The selection of brands is based on the following
factors: market presence in the concerned country,
turnover, market share and general brand awareness.
SB Index consists of the following parts:
• Evaluation and Ranking of Brands From the
Sustainability Perspective 752 brands are evaluated and ranked based on the
consumers´ perception of their work within the area of
sustainability.
• Mapping of the Sustainable Consumer
Segmentations of sustainable consumers and what
drives them to consume sustainably.
• Development and Trends in the World
Development and trends in the world that affect
companies as well as the area of sustainable branding.
The study was founded in 2011 and is now carried out
annually in Sweden, Norway, Denmark and Finland.
03 WHY?
THE TOOL FOR SUSTAINABLE BRANDING
The aim of Sustainable Brand Index™ is to highlight and
raise awareness about the value of sustainable branding. By
motivating and inspiring, we help companies improve their
work and encourage them to communicate.
Sustainable Brand Index™ concretizes the result and gives
companies tools to drive the sustainability work forward
through branding and communication.
3
PART
KEY INSIGHTS
01
01
KEY INSIGHTS 01
THE CONSUMER’S BELIEFS ABOUT THE
FUTURE ARE INCREASINGLY GLUM
Across all the Nordic countries, the number of people with a bright outlook of the future is steadily
decreasing. More specifically in Sweden, the number of consumers who believe the future will be
somewhat worse has increased. Simultaneously, the proportion of Swedes who believe in a better future
has decreased from 26% to 21%. Norway has a more dramatic development. The consumers who believe
that Norway will be a worse country to live in has increased with nine percentage points and the number
of Norwegians with a positive outlook has decreased to 16%. Denmark has also experienced a drop in
positive outlooks and there are only 15% who believes in a better future and the proportion of negative
consumers is now 40%. Lastly, the same development can be seen in Finland. The negative beliefs have
increased and the positive views have decreased from 25% to 21%.
Why is this? The answer is related to the rise in immigration and the ensuing debate across the Nordics.
Nordic consumers are divided in this issue. Some worry about the increased immigration and how society
will cope with the challenge. Others are worried about the rise in xenophobia. We saw the same trend
in 2015. However, there is one big difference from last year. The people who are worried about
immigration, has grown significantly during the last twelve months.
We still believe much can be done by Nordic companies. This issue is something that worries a grand
majority of the population. By taking a stand and talking about these issues in a smart
compassionate way, companies can strengthen their brands.
CHANGE IN NEGATIVE OUTLOOKS
MOST POLARISED
0 %
Sweden has the highest
amount of both negative and
positive beliefs.
-12 %
-24 %
MOST NEUTRAL:
In Denmark 41% believe
in an unchanged future.
-36 %
-48 %
SWEDEN
NORWAY
DENMARK
FINLAND
BIGGEST CHANGE
In Norway negative beliefs
2015
2016
increased with almost 9%
Fig1.
5
01
KEY INSIGHTS 02
STRONG RISE IN CONVERSATIONS
ABOUT SUSTAINABILITY
Sustainability continues to be a growing subject of
conversation across all Nordic countries. In Norway, the
number of people discussing sustainability exhibits a sharp
rise of 11 percentage points. An equally sharp rise can be
seen in Denmark, where the proportion of people discussing
sustainability has grown by 6 percentage points. Sweden
has the highest amount of consumers talking about
sustainability issues. We see an increase from 66% in 2015
to 72% in 2016. Finland is following suit with an increase
landing at 67%.
Simultaneously, we note a drop in the number of people
claiming to never discuss sustainability. In other words,
sustainability is no longer an issue for the few, but for the
many. More than 90% in all countries talk about this to some
extent. This means that sustainability is becoming even
more normalized. A continuation of the trend we noticed
People discussing
last year. To summarise, the consumers are becoming more
sustainability is increasing
educated and engaged about these issues.
across all countries
% DISCUSSING SUSTAINABILITY
80 %
+
+
+
+
60 %
40 %
20 %
0%
2013
SWEDEN
2014
NORWAY
2015
DENMARK
2016
FINLAND
Fig 2.
6
01
KEY INSIGHTS 03
BRAND SCORES ARE RISING ACROSS
THE NORDICS
Notable across all Nordic countries is that the average score
is rising. When looking at Norway’s score in Sustainable
Brand Index, there is a palpable difference between 2015 and
2016. Firstly, the average score for the brands in Norway rises
from 33% in 2015 in 42% in 2016. This rise can be seen
across all countries. Finland’s average score increases from
47% to 57% and Denmark’s score increases from 21% in 2015
to 35%. Finally, Sweden exhibits the lowest increase from 32%
to 36%.
This increase is mainly due to more frequent sustainability
communication in all of society. Media is writing more,
opinion leaders and politicians are talking more. Finally, the
companies are talking much more sustainability than previous
years. This has led to a more educated consumer with a
rather benevolent attitude towards brands. Thanks to the largely
positive information, their sustainability efforts are spreading.
RDICS
THE N O
IN
S
E
R
E SCO
AVERAG
2015
2016
(Avg. score)
(Avg. score)
SWEDEN
32%
36%
NORWAY
33%
42%
DENMARK
21%
35%
FINLAND
47%
57%
Fig 3.
7
01
KEY INSIGHTS 04
SUSTAINABILITY COMMUNICATION
HAS EXPLODED
Sustainability Communication is formally mainstream
and is no longer something that agencies only claim in
order to sell services, like it used to be a couple of years
ago. It is spreading across industries. We see brands
competing for attention, both within B2C and B2B
areas. The next good thing is that it has worked. We can
see this by looking at the top brands in Sustainable Brand
Index 2016. At the same time, we notice that the more
passive brands are slipping in the rankings. Consumers
understand more about sustainability. Therefore, they
also expect more communication.
GAGIN
AT ARE EN
H
T
S
N
IG
OF CAMPA
EXAMPLES
G
Fig 4.
8
01
KEY INSIGHTS WHO IS THE SUSTAINABLE CONSUMER?
We have extracted a number of patterns by studying how consumers say how they act in different situations and
cross analyse this with the underlying structures of their attitudes. From these patterns, we have identified four
behaviors that consumers show relative sustainability and companies.
AVIOR
FOUR BEH
01
EGO
S
AL GROUP
02
MODERATE
DO NOT CARE ABOUT SUSTAINABILITY
BELIEVE THAT SUSTAINABILITY CAN BE
A BIT INTERESTING
This behavior group focuses mainly on price, regardless of what they
The group makes up around 50 % of the population and is “just
buy. After price is functionality, perceived quality and durability the most
enough”. They have general requirement on functionality, quality and
important.
durability, price is prioritized but they also think that sustainability (if it
goes in line with the other criteria) can be a bit interesting.
The group is short-sighted, searches for simple solutions, chooses the first
& best product/service that fulfills their need and they care primarily of
As persons, they are primarily passive receivers who have noticed the
what is best for themselves. The most prioritized factors are convenience
and avoidance of exertion. Their knowledge of sustainability is low, just
discussions regarding sustainability. Sometimes they find themselves in
middle of those discussions and they are happy to listen. On a personal
like their engagement, and they are not interested to increase either of
level, this group is evenly spread over all variables such as gender, age
those. Occasionally, they find themselves to be part of discussions
regarding sustainability and they avoid to express themselves too much.
and income.
Priority: Price
Priority: Reliability, quality and service in combination with price.
03
SMART
04
DEDICATED
CURIOUS ABOUT AS WELL AS
INTERESTED IN SUSTAINABILITY
ZEALOUS AND WELL PREPARED
REGARDING SUSTAINABILITY
This group consists of dedicated and reasonable people, mainly women.
This group represents the smallest portion of the population but also the
Reliability, treatment/service and freedom of choice are important
factors. They appreciate to choose things on their own and decide what
most dedicated and zealous in terms of sustainability. People of this
group are guided by their values and sustainability is the most important
is good or bad for body and soul. Price is not their interest since they
factor, irrespective of purchases and situation. The only thing that can
have both the will and means to pay to get the things their way.
stop them sometimes is their wallet since this is a group with somewhat
lower income than others. Therefore, the engagement must be adjusted
They are curious about as well as interested in sustainability. They like to
to the price sometimes.
discuss the topic with others and believe it is a way to practice their own
good thoughts and ambitions of how life should be lived. However, it is
The group searches and gathers information about sustain-ability from all
always combines with “what’s in it for me”-attitude. Labels and
types of sources. They keep the discussions regarding sustainability
certifications are seen as serious sign since the company’s credibility also
going among their friends and family, and also position themselves
among like-minded who they listen to. In addition, they like to give and
is valued.
receive information about sustainability and enjoy contacting companies
to learn more and ask questions.
Priorities: Reliability, quality and service in combination with sustainability.
Priority: Sustainability
9
01
KEY INSIGHTS SUSTAINABLE BEHAVIORS – SMARTER PEOPLE
When looking at our four behavioral groups, we observe an interesting shift across all Nordic
countries. The most striking change is that the Ego group is decreasing everywhere, and the
consumers are becoming Moderates. Moreover, many of the Moderates have moved to the Smart
group – a group that likes to discuss the topic with others and see it is a way to practice their own
good thoughts and ambitions of how life should be lived. Their lifestyle is also combined with a
“what’s in it for me?” attitude, making the Smart consumer driven by both egoism and altruism.
Sustainability is continuously present in the media and the communication from companies have
increased. This has led to increased conversations among consumers.
This increased information flow has two consequences. Firstly, the consumers have found out
what they can gain from sustainability. From both a selfish perspective and the society as a
whole. As a consequence of the sustainability popularization, sustainable products are increasingly
becoming status symbols. It is way to show that you are a good person, but also that you can
afford to buy expensive products, such as organic food, organic cotton, or why not a Tesla?
-2016
PS 2015
U
O
R
G
R
BEHAVIO
2016
29%
28%
25%
2015
26%
35%
32%
28%
2016
DEDICATED
21%
48%
46%
47%
50%
2015
SMART
FINLAND
49%
48%
49%
53%
2016
MODERATE
DENMARK
25%
19%
18%
21%
2015
EGO
NORWAY
17%
12%
15%
15%
2016
SWEDEN
7%
6%
6%
4%
2015
05
7%
5%
5%
5%
Fig 5.
10
01
KEY INSIGHTS 06
TOP PERFORMING INDUSTRIES DIFFER
The industries ”Food & Beverage" and "Grocery Stores"
have performered well in all Nordic countries. This is due to
three factors. Firstly, they are high-engagement industries. We
care about what we put in our body. Secondly, we come in
contact with these brands several times per week. Thirdly, the
brands in these industries have been very successful in
communicating sustainability and driving demand.
Overall, the industries that are closest to the consumers are the
ones that perform best. However, looking at the best industry in
each country, we see some variations. In Norway, the hotel
industry is the clear winner. In large this is due to Nordic Choice
Hotels and its influential leader Petter Stordalen, but also because
of Olav Thon, the man behind Thon Hotels. In Finland, the Food
& Beverage industry is the winner. Grocery Stores is the best
performing industry within sustainability according to the Danish
consumers. Finally, Pharmacies are the clear winners in Sweden.
This year’s Swedish Sustainable Brand Index winner,
Apoteket, drives the positive result for the industry as a whole.
AVERAGE SCORE FOR THE TOP INDUSTRIES
SWEDEN
Pharmacies
Grocery
Stores
Electricity
71%
NORWAY
Hotels
52%
60%
Grocery
Stores
40%
55%
Electricity
40%
DENMARK
Fig 6.
FINLAND
Grocery
Stores
64%
Food &
Beverage
78%
Electricity
58%
Electricity
76%
Food &
Beverage
38%
Grocery
Stores
65%
11
01
KEY INSIGHTS 07
THE NORDIC GROWTH MIRACLE
One industry is electric this year, both figuratively and
literally. The fastest growing industry is Electricity. It is the
clear winner in increased scores across all countries. These
brands have been very successful in communicating their
sustainability efforts. It is also an industry where the
environmental footprint is well known among consumers.
This helps the brands as their communication efforts address
clear issues. It is also one of the few things that the industry
can talk about to create interest, apart from price.
We note that the increase is especially significant in
Denmark, although the increase is noticeable in all
countries. The fastest growing Danish electricity brands are
Nordjysk Elhandel, followed by DONG Energy and
EnergiNet. In Finland, we find Teolisuuden, Vantaan and
Energia. In Norway, it is Agder Energi, Fjordkraft and
Fortum.
ICIT Y
- ELECTR
S
E
R
O
C
ES
AVERAG
2015
(Avg. score)
2016
(Avg. score)
SWEDEN
46%
55%
NORWAY
41%
57%
DENMARK
30%
58%
FINLAND
49%
76%
Fig 7.
12
01
KEY INSIGHTS MEAT IS STARTING TO LOSE THE BATTLE
We see a new trend regarding meat consumption.
Negative attitudes are increasing. With the exception of
Denmark, where a significant part of consumers in all
countries want to decrease their consumption of meat. In
Sweden, 23% plan to eat less meat during the upcoming six
months. The numbers for Norway and Finland are 16% and
17% respectively. In Denmark, the consumers seem less
concerned, only 8% plan to decrease the consumption of
meat. Finally, only around 5% in all countries want to
increase meat consumption. We are just in the beginning
of this trend, but we are certain that it will continue to
grow. Taking dairy brands with it as well...
NS ON
OPINIO
R
E
M
U
CONS
PTION
ONSUM
MEAT C
Proportion of people who
plan to increase
their meat consumption.
6%
8%
0%
4%
5%
5%
7,5 %
-15 %
17%
16%
-7,5 %
23%
08
Proportion of people who
plan to decrease
their meat consumption.
-22,5 %
SWEDEN
NORWAY
DENMARK
FINLAND
Fig 8.
13
01
KEY INSIGHTS 09
THIS YEAR’S BIGGEST LOSER
This year, the Sustainable Brand Index shows one particular
brand being especially damaged. The brand of the
German car maker, Volkswagen, has been punished by
consumers in all Nordic countries. In Sweden, the drop is
from number 48 to 169 due to "Dieselgate". The numbers
are similar in the other countries; from 31 to 96 in Norway,
19 to 95 in Denmark and 38 to 107 in Finland. At the
same time, we notice that sales have not slowed down for
Volkswagen and neither have their investments in
advertising...
2016
2015
SWEDEN
25%
44%
NORWAY
36%
45%
DENMARK
27%
34%
FINLAND
35%
58%
48
169
Fig 9. Change in average score for Volkswagen 2015-2016
10
Fig 10. Volkswagens drops in Sweden from number 48 to 169.
CLIMATE CHANGE IS
OFFICIALLY INTERESTING
It is official. The climate issue has become relevant
for regular consumers. This has long been an issue
f or
f f or t s
e
s
e
t
o
is
y prom
ate. It
g
m
o
i
l
l
c
o
n
t he
Tech
d.
t and
n
e
ncerne
m
o
n
c
o
l
r
l
i
i
t
v
en
ms
but I a
d
o
o
g
too abstract and distant into the future to grasp. More
communication about the climate change from
companies, organizations and the media has made the
issue present in everyday life and casual conversations
among consumers. The climate meeting in Paris in
December 2015 also had a positive effect. The
consumers are now more educated about climate
change. They are also much more engaged in creating
a positive change.
14
PART
RANKING
02
02
TOP T
H RE E
01
APOTEKET
102%
This winner of 2016 has only become
better and better since they first entered this
study in 2014. They have gone from tenth
place to fourth place last year, and now
they take over the top position.
02
Coop stays in the same position as last
COOP
98%
year. Saltå Kvarn loses two positions in the
ranking, but are not far behind Apoteket
and Coop.
03
SALTÅ KVARN
96%
About the Ranking in Sustainable Brand Index™
The ranking is based on the percentage of consumers
who assess the company's sustainability efforts on a
scale of 1-5 + “Don´t know.” The maximum score is
200%. A company that has 200%, performs very well
within both environmental and social responsibility
according to consumers.
16
02
0
E 4-1
C
A
L
P
The top 10 are all close to the
consumer and have prioritized
sustainability in their strategic
04
IKEA
90%
05
SYSTEMBOLAGET
90%
06
VOLVO
85%
07
FJÄLLRÄVEN
84%
08
SJ
83%
09
GODEL
83%
10
LANTMÄNNEN
83%
communication.
Along with bigger, commercial
companies, we also have GodEl – a
company giving their profits to charity.
Systembolaget, a state-owned
company continued to increase its
position, moving from eleventh to
seventh place in 2015 and to fifth
place this year.
The majority of the brands on top 10
are stronger within environmental
compared to social responsibility.
Systembolaget is the only company
performing better in social aspects
according to the consumers.
About the Ranking in Sustainable
Brand Index™
The ranking is based on the percentage of
consumers who assess the company's
sustainability efforts on a scale of 1-5 +
“Don´t know.” The maximum score is
200%. A company that has 200%,
performs very well within both
environmental and social responsibility
according to consumers.
17
02
INDUSTRY LEADERS
1
APOTEKET
PHARMACIES
2
COOP
GROCERY STORE
3
SALTÅ KVARN
FOOD & BEVERAGES
4
IKEA
RETAIL - FURNITURE, DECORATION & LEISURE
6
VOLVO
CARS
7
FJÄLLRÄVEN
RETAIL - CLOTHES & BEAUTY
8
SJ
TRAIN, BUS & TAXI
9
GODEL
ELECTRICITY
20
SCANDIC
HOTELS
21
MAX
FAST FOOD
22
KPA PENSION
PENSION
32
GOOGLE
TECHNOLOGY
33
BILPROVNINGEN
SERVICES
45
LÄNSFÖRSÄKRINGAR INSURANCES
50
ICA BANKEN
BANKS
66
SAS
AIRLINES
70
SPOTIFY
DIGITALT
92
TELIA
TELECOM & BROADBAND
104
FRITIDSRESOR
TRAVEL
105
OKQ8
FUEL
129
CEDERROTH
FMCG
NKING
A
R
Y
R
T
INDUS
ACIES
PHARM
RE
RY STO
GROCE
ITY
ELECTRIC
1.
2.
3.
HOTELS
N
PENSIO
4.
5.
6.
7.
GES
BEVERA
FOOD &
NCES
INSURA
DIGITAL
S
SERVICE
9.
TAXI
, BUS &
IN
A
R
T
10.
8.
D
ST FOO
11. FA
TAIL
12. RE
AVEL
13. TR
GY
CHNOLO
14. TE
NKS
15. BA
ARS
16. C
EL
17. FU
DBAND
& BROA
M
O
C
LE
18. TE
LINES
19. AIR
CG
20. FM
18
02
DEVELOPMENT 2011-2016
This year Sustainable Brand Index™ celebrates 6 years! This is what the top 5 has looked like since the start in 2011.
1
2
3
4
5
2016
2015
2014
2013
2012
2011
19
02
RANKING - SWEDEN
1. Apoteket
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.
51.
52.
53.
54.
55.
56.
57.
58.
59.
60.
61.
62.
63.
64.
65.
66.
67.
68.
69.
70.
71.
Coop
Saltå Kvarn
IKEA
Systembolaget
Volvo
Fjällräven
SJ
GodEl
Lantmännen
ICA
Apoteksgruppen
The Body Shop
Apotek Hjärtat
Arla
Naturkompaniet
Skånemejerier
Norrmejerier
Kung Markatta
Scandic
Max
KPA Pension
Kronans Apotek
Skellefteå Kraft
Clarion Hotels
Telge Energi
Quality Hotels
Kungsörnen
Hemköp
SL
Wasabröd
Google
Bilprovningen
Polarn O. Pyret
Axa
Polarbröd
Clarion Collection Hotels
AMF
Toyota
Nordic Choice Hotels
E.ON
Willys
Arlanda Express
Vattenfall
Länsförsäkringar
Valio
City Gross
Göteborg Energi
Folksam
ICA Banken
Löfbergs
Oatly
Jämtkraft
Scan
Pågen
First Hotels
Comfort Hotels
Clas Ohlson
Arvid Nordquist
Swebus
Zoégas
Risenta
Microsoft
Elite Hotels
Västtrafik
SAS
Skånetrafiken
Öresundskraft
Fortum
Spotify
Gevalia
72.
73.
74.
75.
76.
77.
78.
79.
80.
81.
82.
83.
84.
85.
86.
87.
88.
89.
90.
91.
92.
93.
94.
95.
96.
97.
98.
99.
100.
101.
102.
103.
104.
105.
106.
107.
108.
109.
110.
111.
112.
113.
114.
115.
116.
117.
118.
119.
120.
121.
122.
123.
124.
125.
126.
127.
128.
129.
130.
131.
132.
133.
134.
135.
136.
137.
138.
139.
140.
141.
SPP
Trygg-Hansa
Skogaholm
Flygbussarna
Electrolux
McDonald´s
INDISKA
Åhléns
Hästens
H&M
Miele
Radisson Blu
Best Western
Blocket
Findus
If
Svenska Spel
Apple
Åbro Bryggeri
Bosch
Telia
Tradera
Felix
Facebook
BMW
Swedbank
Swedavia
Familjen Dafgård
Handelsbanken
Husqvarna
Audi
Stadium
Fritidsresor
OKQ8
Alecta
Kopparbergs Bryggeri
KappAhl
Lindex
Preem
LloydsApotek
Ving
INTERSPORT
Skandia
Spendrups
Cylinda
Marabou
Espresso House
Hemtex
SEB
Lidl
Moderna Försäkringar
Samsung
Byggmax
Siemens
Nokia
Abba Seafood
Nordea
Cederroth
Kjell & Company
Santa Maria
SBAB
Carlsberg
Ikano Bank
Sony
Jula
Mio
Mercedes-Benz
Skandiabanken
Mitsubishi
Cloetta
142.
143.
144.
145.
146.
147.
148.
149.
150.
151.
152.
153.
154.
155.
156.
157.
158.
159.
160.
161.
162.
163.
164.
165.
166.
167.
168.
169.
170.
171.
172.
173.
174.
175.
176.
177.
178.
179.
180.
181.
182.
183.
184.
185.
186.
187.
188.
189.
190.
191.
192.
193.
194.
195.
196.
197.
198.
199.
200.
201.
202.
203.
204.
205.
206.
207.
208.
209.
210.
211.
Pressbyrån
Skoda
Coca-Cola
Apollo
Barista
Sibylla
Renault
Bauhaus
Orkla Foods
Biltema
Burger King
Dressmann
Twitter
Coffeehouse by George
Nissan
Hyundai
Wayne´s Coffee
Lufthansa
Absolut Vodka
Mekonomen
Fazer
Peugeot
Heinz
Com Hem
NK
Team Sportia
HP
Volkswagen
Opel
Starbucks
St1
Subway
Telenor
Filippa K
Bredbandsbolaget
Rusta
INGO
Nike
Finnair
Barilla
Honda
Tele2
KLM
JYSK
Ford
Subaru
Park Inn
XXL
Hertz
Nespresso
Norwegian
Mazda
Solresor
Taxi Stockholm
Taxi 020
Nordnet Bank
Fontana
Kia
Reebok
Avanza Bank
Dell
Europcar
Adidas
HORNBACH
Johnson & Johnson
British Airways
7-Eleven
Acne
Vagabond
Citroën
212.
213.
214.
215.
216.
217.
218.
219.
220.
221.
222.
223.
224.
225.
226.
227.
228.
229.
230.
231.
232.
233.
234.
235.
236.
237.
238.
239.
240.
241.
242.
243.
244.
245.
246.
247.
248.
249.
250.
251.
252.
253.
254.
255.
256.
257.
258.
259.
260.
261.
262.
263.
264.
265.
GANT
TaxiKurir
MECA
KICKS
Lagerhaus
Procter & Gamble (P&G)
LG
MQ
HTC
Danone
Colgate-Palmolive
Heineken
Puma
Tre (3)
Sverigetaxi
JC
Unilever
Shell
Santander
Mabi
Danske Bank
Cubus
FOREX Bank
Gina Tricot
L’Oréal
Brothers
Acer
Toshiba
Fujitsu
Avis
DinSko
Mondelez International
Suzuki
Scorett
Lenovo
Air France
Nilson Shoes
Jerns
Netto
ASUS
Pepsi
Skopunkten
Decathlon
SEAT
JACK & JONES
Fiat
Sixt
Chevrolet
Budget
Zara
Mars
Deichmann
Alfa Romeo
Ryanair
= Industry leader
About the Ranking in Sustainable Brand Index™
The ranking is based on the percentage of
consumers who assess the company's sustainability
efforts as good (4) or very good (5) on a scale of
1-5 + “don´t know.” The maximum score is 200%.
A company that has 200%, performs very well
within both environmental and social responsibility
according to consumers, i.e. 100% have then
answered 4 or 5 (a company like that does not
exist).
20
02
PHARMACIES
INDUSTRY LEADERS
1. Apoteket
2.
Apoteksgruppen
3.
Apotek Hjärtat
4.
Kronans Apotek
5.
LloydsApotek
21
02 02
GROCERY STORE
INDUSTRY LEADERS
1. Coop
2.
Systembolaget
3.
ICA
4.
Hemköp
5.
Willys
6.
City Gross
7.
Lidl
8.
Netto
22
02
ELECTRICITY
INDUSTRY LEADERS
1. GodEl
2.
Skellefteå Kraft
3.
Telge Energi
4.
E.ON
5.
Vattenfall
6.
Göteborg Energi
7.
Jämtkraft
8.
Öresundskraft
9.
Fortum
23
02
HOTELS
INDUSTRY LEADERS
1.
Scandic
2.
Clarion Hotels
3.
Quality Hotels
4.
Clarion Collection Hotels
5.
Nordic Choice Hotels
6.
First Hotels
7.
Comfort Hotels
8.
Elite Hotels
9.
Radisson Blu
10.
Best Western
11.
Park Inn
24
02
PENSION
INDUSTRY LEADERS
1. KPA Pension
2.
AMF
3.
SPP
4.
Alecta
25
02
FOOD & BEVERAGES
INDUSTRY LEADERS
1. Saltå Kvarn
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
Lantmännen
Arla
Skånemejerier
Norrmejerier
Kung Markatta
Kungsörnen
Wasabröd
Axa
Polarbröd
Valio
Löfbergs
Oatly
Scan
Pågen
Arvid Nordquist
Zoégas
Risenta
Gevalia
Skogaholm
Findus
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
Åbro Bryggeri
Felix
Familjen Dafgård
Kopparbergs Bryggeri
Spendrups
Marabou
Abba Seafood
Santa Maria
Carlsberg
Cloetta
Coca-Cola
Orkla Foods
Absolut Vodka
Fazer
Heinz
Barilla
Nespresso
Fontana
Danone
Heineken
Pepsi
26
02
INSURANCE
INDUSTRY LEADERS
1. Länsförsäkringar
2.
Folksam
3.
Trygg-Hansa
4.
If
5.
Skandia
6.
Moderna Försäkringar
27
02
DIGITAL
INDUSTRY LEADERS
1. Spotify
2.
Facebook
3.
Twitter
28
02
SERVICES
INDUSTRY LEADERS
1. Bilprovningen
2.
Mekonomen
3.
MECA
29
02
TRAIN, BUS & TAXI
INDUSTRY LEADERS
1. SJ
2.
SL
3.
Arlanda Express
4.
Swebus
5.
Västtrafik
6.
Skånetrafiken
7.
Flygbussarna
8.
Hertz
9.
Taxi Stockholm
11. Europcar
12. TaxiKurir
13. Sverigetaxi
14. Mabi
15. Avis
16. Sixt
17. Budget
10. Taxi 020
30
02
FAST FOOD
INDUSTRY LEADERS
1. MAX
2.
McDonald´s
3.
Espresso House
4.
Pressbyrån
5.
Barista
6.
Sibylla
7.
Burger King
8.
Coffeehouse by George
9.
Wayne´s Coffee
10. Starbucks
11. Subway
12. 7-Eleven
31
02
RETAIL
– FURNITURE, DECORATION & LEISURE
INDUSTRY LEADERS
1. IKEA
2.
Clas Ohlson
3.
Hästens
4.
Blocket
5.
Tradera
6.
Hemtex
7.
Byggmax
8.
Kjell & Company
9.
Jula
10. Mio
11. Bauhaus
12. Biltema
13. Rusta
14. JYSK
15. HORNBACH
16. Lagerhaus
32
02
RETAIL
– CLOTHES & BEAUTY
INDUSTRY LEADERS
1. Fjällräven
20. Acne
2.
The Body Shop
21. Vagabond
22. GANT
3.
4.
Naturkompaniet
Polarn O. Pyret
23. KICKS
24. MQ
5.
INDISKA
6.
Åhléns
H&M
25. Puma
26. JC
7.
8.
9.
Stadium
KappAhl
27. Cubus
28. Gina Tricot
29. Brothers
10. Lindex
11. INTERSPORT
30. DinSko
31. Scorett
12. Dressmann
32. Nilson Shoes
13. NK
14. Team Sportia
33. Jerns
34. Skopunkten
15. Filippa K
16. Nike
35. Decathlon
36. JACK & JONES
17. XXL
37. Zara
38. Deichmann
18. Reebok
19. Adidas
33
02
TRAVEL
INDUSTRY LEADERS
1. Fritidsresor
2.
Ving
3.
Apollo
4.
Solresor
34
02
TECHNOLOGY
INDUSTRY LEADERS
1. Google
2.
Microsoft
3.
Electrolux
4.
Miele
5.
Apple
6.
Bosch
7.
Husqvarna
8.
Cylinda
9.
Samsung
10. Siemens
12. Sony
13. HP
14. Dell
15. LG
16. HTC
17. Acer
18. Toshiba
19. Fujitsu
20. Lenovo
21. ASUS
11. Nokia
35
02
BANKS
INDUSTRY LEADERS
1. ICA Banken
2.
Swedbank
3.
Handelsbanken
4.
SEB
5.
Nordea
6.
SBAB
7.
Ikano Bank
8.
Skandiabanken
9.
Nordnet Bank
10. Avanza Bank
11. Santander
12. Danske Bank
13. FOREX Bank
36
02
CARS
INDUSTRY LEADERS
1. Volvo
2.
Toyota
3.
BMW
4.
Audi
5.
Mercedes-Benz
6.
Mitsubishi
7.
Skoda
8.
Renault
9.
Nissan
10. Hyundai
11. Peugeot
14. Honda
15. Ford
16. Subaru
17. Mazda
18. Kia
19. Citroën
20. Suzuki
21. SEAT
22. Fiat
23. Chevrolet
24. Alfa Romeo
12. Volkswagen
13. Opel
37
02
FUEL
INDUSTRY LEADERS
1. OKQ8
2.
Preem
3.
St1
4.
INGO
5.
Shell
38
02
TELECOM &
BROADBAND
INDUSTRY LEADERS
1. Telia
2.
Com Hem
3.
Telenor
4.
Bredbandsbolaget
5.
Tele2
6.
Tre (3)
39
02
AIRLINES
INDUSTRY LEADERS
1. SAS
2.
Swedavia
3.
Lufthansa
4.
Finnair
5.
KLM
6.
Norwegian
7.
British Airways
8.
Air France
9.
Ryanair
40
02
FAST MOVING
CONSUMER GOODS
INDUSTRY LEADERS
1. Cederroth
2.
Johnson & Johnson
3.
Procter & Gamble (P&G)
4.
Colgate-Palmolive
5.
Unilever
6.
L’Oréal
7.
Mondelez International
8.
Mars
41
PART
z
METHODOLOGY
03
METHODOLOGY
01
03
WHAT IS THE BASIS OF SUSTAINABLE BRAND
INDEX™ 2016?
Sustainable Brand Index™ is based on the consumer perspective and
measures what consumers can be expected to have an opinion about at
the time of the survey. The basis of Sustainable Brand Index™ is the
United Nations Global Compact and its ten principles on human rights,
labor conditions, environment and anti-corruption.
02
WHEN AND WHERE WAS THE SURVEY
CONDUCTED?
The survey was conducted in Sweden, Norway, Denmark and Finland.
For a full description of the methodology in other countries, please
contact Sustainable Brand Insight. The survey was conducted during
December 2015 and January 2016. Data were compiled and
analyzed during February and March 2016.
03
HOW ARE THE BRANDS SELECTED?
The brand selection is based on the following parameters:
•
•
•
Market presence in the country concerned
Turnover and market share
General Brand Awareness
With these criteria, we aim to provide a selection that reflects the
brands that consumers meet in their everyday lives. The selection is
primarily focused on corporate brands but is complemented with
product brands when market share and general brand awareness are
considered relevant in order to create an accurate picture of the
industry.
04
METHODOLOGY
The survey was conducted via an online survey. Respondents were sent
a unique link via email. 1000 persons have assessed each brand. All
brands in the survey have been randomly selected in each question. This
means that the answers are, to the greatest extent possible, an accurate
representation of the reality, since each respondent has been exposed to
different combinations of brands. Our assessment is that the survey, as
far as possible, resembles a nationally representative sample of the
population.
43
PART
ABOUT US
04
04
We are an Insight Agency on a mission to create Sustainable Brands.
We provide our clients with knowledge, understanding and the
ability to take action. We offer a wide range of Insight services. All
based in our expertise within branding & communications,
sustainability, behavior science and market research.
OUR PROCESS
Z
INSIGHT
STRATEGY
COMMUNICATION
45
HERE’S HOW YOU CONTACT US:
You are more than welcome to get in touch by giving us a call or
sending us an email. You can also chat with us and get a swift
reply by visiting our website www.sb-insight.com.
ERIK HEDÉN
MARIA KAUSITS
Managing Director & Partner
Email: [email protected]
Phone: +46 (0) 70 865 13 97
Director of Insight & Partner
Email: [email protected]
Phone: +46 (0) 73 655 34 70
To learn more about who we are
and what we do visit us at:
46