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

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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

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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