Official Report 2020

EUROPE’S LARGESTBRAND STUDYONSUSTAINABILITY OFFICIAL REPORT 2020

NORWAY ABOUT THE REPORT

This report was written by SB Insight AB. SB Insight is an insight agency based in Stockholm, Sweden and the founder of Sustainable Brand Index™.

SUSTAINABLE BRAND INDEX™ Sustainable Brand Index™ is Europe’s largest independent brand study on sustainability. Sustainable Brand Index™ measures the perception of brands on sustainability across industries and countries. It is an independent study consisting of more than 1 400 brands and over 58 000 stakeholder-interviews across Europe. The study is conducted yearly since 2011 from a consumer perspective (B2C) and 2017 from a decision-maker perspective (B2B). Next to a yearly ranking and official report, Sustainable Brand Index™ provides tailored sustainability insights and strategic recommendations.

SB INSIGHT

ABOUT THE STUDY 05

OUR PURPOSE 05

OUR MARKETS 06

DATA COLLECTION 07

FACTS & FIGURES 2020 08

INDUSTRIES 2020 09

OUR JOURNEY 2011-2020 10 TABLE OF CONTENTS TABLE 02 KEY INSIGHTS

A DECADE OF DATA 12

INSIGHTS 13

A SLOW AND STEADY INCREASE IN AMBITIONS 16

OUR WORK 17

ACCORDING TO A CLIENT: IKEA 19

03 THE SUSTAINABLE CONSUMER

OUR FOUR BEHAVIOUR GROUPS 21

DEVELOPMENT OF EGO 22

DEVELOPMENT OF MODERATE 23

DEVELOPMENT OF SMART 24

DEVELOPMENT OF DEDICATED 25

THE DEVELOPMENT OF OUR BEHAVIOUR GROUPS 26 2013-2020

04 RANKING

THE NORWEGIAN RANKING 28

NORWAY’S MOST SUSTAINABLE BRAND (2013 - 2020) 29

TOP 10 - 2020 30

INDUSTRY OVERVIEW 2020 31

THE OFFICIAL RANKING NORWAY 2020 32

RANKING DEVELOPMENT 2013 - 2020 33

05 INDUSTRY RANKINGS 38 01 ABOUT

THE MORE BRANDS COMMUNICATE ABOUT THEIR SUSTAINABILITY WORK, THE MORE CONSUMERS WILL KNOW, CARE AND DEMAND. ABOUT

EUROPE’S LARGEST BRAND STUDY ON SUSTAINABILITY

WHO WE ARE OUR PURPOSE Sustainable Brand IndexTM is Europe’s largest The purpose of Sustainable Brand IndexTM is to drive independent brand study focused on sustainability. the agenda, visualise the value of sustainable branding The study analyses how sustainability affects branding, and increase the knowledge on sustainability within communication and business development. With the branding and communication. Based on data-driven help of more than 58 000 consumers across 8 countries, insights, Sustainable Brand IndexTM is able to identify the study measures over 1 400 brands across 35+ important gaps between how brands think they are industries on sustainability. perceived on sustainability and the reality. By analysing important trends, mapping stakeholders’ attitudes Sustainable Brand IndexTM has been conducted yearly and behaviours and evaluating several materiality since 2011 from a consumer (B2C) perspective and areas, the study provides brand-specific data and since 2017 from a decision-makers (B2B) perspective. strategic tools. In doing so, Sustainable Brand IndexTM Sustainable Brand IndexTM shows how brands are encourages brands to improve their work and dares perceived on sustainability by their stakeholders, why them to communicate about sustainability. The more they are perceived this way, and what to do about brands talk about sustainability, the more consumers it. Next to yearly brand rankings and official reports, will know, care and demand. It creates a positive cycle Sustainable Brand Index™ provides brands with unique for transparency and sustainability. Together we are on sustainability data and insights. The study includes; a mission to create sustainable brands. comprehensive trend analysis, consumer behaviour analysis and strategic recommendations.

WHAT WE DO

RANKINGS Our yearly rankings show how brands are perceived on sustainability by their important stakeholders. Brands are selected independently based on market share, turnover and general brand awareness. INSIGHTS We provide brands with brand- specific data, a tailored analysis REPORTS and strategic tools. Our unique Our official reports contains the complete consumer data and sustainability ranking of each country over time, insights help you understand; how accompanied with key sustainability insights sustainable your brand is perceived and stakeholder data. to be, why it is perceived this way and what to do about it.

NORWAY since 2013

FINLAND THE NETHERLANDS since 2013 since 2017 ESTONIA* LATVIA* LITHUANIA* DENMARK since 2020 since 2013

SWEDEN since 2011

OUR MARKETS *The results of Sustainable Brand Index™ 2020 in Estonia, Latvia and Lithuania will be launched in seperate reports during the spring of 2020.

For more info www.sb-index.com

DATA COLLECTION

Sustainable Brand IndexTM B2C is an independent DEFINITION OF SUSTAINABILITY three-part study, based on desk research and two The definition of sustainability in Sustainable quantitative web-surveys among the target audience. Brand IndexTM is based on the UN Global Goals for Sustainable Development (SDG). The ranking of TARGET AUDIENCE & RESPONDENTS Sustainable Brand Index™ is however only the tip The target audience in Sustainable Brand IndexTM B2C of the iceberg in the study. We measure consumer is the general consumer or public, 16-75 years, in each perception in relation to sustainability in different country. ways, by diving deeper into specific attitudes, knowledge levels, behaviours and materiality areas • In accordance with our policy, we do not use relevant to each industry. panels that are self-recruited. The respondents come from so-called consumer panels THE RANKING SCORE belonging to a subcontractor. The panels thus The ranking of Sustainable Brand IndexTM shows how consist of regular citizens in each country that brands are perceived on sustainability according have been recruited to answer questions at to consumers in the respective country. Ranking even and uneven intervals. scores are based on two main parts; environmental • In the surveys, we set quotas for gender, age responsibility and social responsibility. The final and geography score of each brand is based on the percentage of consumers who assess a company’s sustainability • The data is weighted for further fine-tuning efforts as good (4) or very good (5) on a scale of 1-5 • The average length of the surveys is + “don’t know”. The maximum score a brand can approximately 10 minutes. get is 200%. A brand that has 200%, performs very well within both environmental (100%) and social • The study has been conducted during responsibility (100%) according to consumers. In November 2019 to February 2020 other words, this means that 100% of consumers have answered 4 or 5. A brand with a 200% score BRAND SELECTION usually does not exist in reality. Per country, brands are selected yearly across a variety of industries, based on a set of independent parameters. Parameters include: market share on the respective market, turnover and general brand FOUNDED BY SB INSIGHT awareness. The purpose of these criteria is to create a Sustainable Brand IndexTM was founded in selection that mirrors the brands that consumers meet 2011 by the Swedish insight agency SB Insight. in their everyday life. Every brand is evaluated by at Sustainable Brand IndexTM is an independent least 1 000 people. study, owned and run entirely by SB Insight. Brands cannot choose to be included or excluded from The company is based in Sweden and is the study and the annual results of Sustainable Brand privately owned by its employees. SB Insight TM IndexTM are open to the public. finances Sustainable Brand Index 100%.

TO LEARN MORE ABOUT SB INSIGHT

Click here

FACTS & FIGURES 2020

58 000 CONSUMERS

1 400 BRANDS

+35 INDUSTRIES

8 COUNTRIES

BREAKDOWN PER COUNTRY

COUNTRIES CONSUMERS BRANDS INDUSTRIES

Sweden 21 640 381 35

Norway 10 400 247 23

Denmark 5 910 224 23

Finland 9 480 195 22

The Netherlands 7 727 176 14

Estonia 1 200 51 7

Latvia 1 200 50 7

Lithuania 1 200 49 7

TOTAL 58 757 1373 +35

INDUSTIRES 2020

SWEDEN NORWAY DENMARK FINLAND THE NETHERLANDS ESTONIA LATVIA LITHUANIA

Airlines Airlines Airlines Airlines Airlines Banks

Automotive Automotive Automotive Automotive Automotive Electricity & Heating

Banks Banks Banks Banks Banks Food & Beverage

Beauty Beauty Beauty Beauty Beverages Fuel

Beverages Beverages Beverages Beverages Energy Grocery Stores

Clothes & Fashion - Brands Clothes & Fashion - Brands Clothes & Fashion - Brands Clothes & Fashion - Brands Food Telecom

Clothes & Fashion - Stores Clothes & Fashion - Stores Clothes & Fashion - Stores Clothes & Fashion - Stores Hotels Transport/Travel

Consumer Goods Consumer Goods Consumer Goods Consumer Goods Insurance Corporations Corporations Corporations Corporations Restaurants & Cafes Digital DIY & Crafts DIY & Crafts Electricity & Heating Retail DIY & Crafts Electricity & Heating Electricity & Heating Food Supermarkets E-commerce Food Food Fuel Telecommunications Electricity & Heating Fuel Fuel Furniture & Decoration - Brands Transport Food Furniture & Decoration Furniture & Decoration - Brands Furniture & Decoration - Travel & Leisure Forest Owners Grocery Stores Stores Furniture & Decoration Fuel Hotels - Stores Grocery Stores

Furniture & Decoration - Insurance & Pension Grocery Stores Hotels Brands Leisure & Home Electronics Hotels Insurance & Pension Furniture & Decoration - Stores Parcels & Logistics Insurance & Pension Leisure

Gambling Pharmacies Leisure & Home Electronics Pharmacies

Governmental Institutions Restaurants & Cafes Pharmacies Restaurants & Cafes

Grocery Stores Telecommunications Restaurants & Cafes Telecommunications

Healthcare Providers Transport Telecommunications Transport

Hotels Travel Transport Travel

Insurance Travel

Leisure & Home Electronics

Opticians

Parcels & Logistics

Pension

Pharmacies

Real Estate

Restaurants & Cafes

Technology

Telecommunications

Transport

Travel

Vehicle Inspection

NUMBER OF INDUSTRIES NUMBER OF INDUSTRIES NUMBER OF INDUSTRIES NUMBER OF INDUSTRIES NUMBER OF INDUSTRIES NUMBER OF INDUSTRIES

35 23 23 22 14 7

OUR JOURNEY 2011-2020 Sustainable Brand Index™ was founded in Sweden in 2011, with the purpose to provide knowledge and understanding 3000 CONSUMERS 150 BRANDS of how sustainability affects branding, communication and business development. Follow some of our key years and our expansion journey across the past 10 years below. 2011 1 COUNTRY 8 000 CONSUMERS 18 000 CONSUMERS 450 BRANDS 2012 FOUNDED IN SWEDEN

200 BRANDS

2013 4 COUNTRIES

25 000 CONSUMERS EXPANDED IN THE NORDICS by including Norway, 2014 Denmark and Finland.

27 000 CONSUMERS 600 BRANDS

+36 000 STAKEHOLDERS 1 000 BRANDS 700 BRANDS 2015 30 000 CONSUMERS

2016 5 COUNTRIES

+20 INDUSTRIES 750 BRANDS 2017 LAUNCHED IN THE NETHERLANDS

44 400 CONSUMERS

2018

50 000 CONSUMERS 1 050 BRANDS LAUNCHED B2B 2019 A study that focuses on the largest business-to-business 1 150 BRANDS brands in Sweden across a variety of sectors

2020

58 000 STAKEHOLDERS LAUNCHED IN THE BALTICS including Estonia, Latvia and Lithuania.

1 400 BRANDS +35 INDUSTRIES 8 COUNTRIES

DURING THE LAST 10 YEARS, WE HAVE INTERVIEWED MORE THAN THAN 300 000 CONSUMERS AND CONDUCTED OVER 7 MILLION BRAND EVALUATIONS ACROSS 35+ INDUSTRIES IN 8 COUNTRIES IN EUROPE. THE YEAR 2020, NOW MARKS A DECADE WORTH OF DATA.

DISCOVER SOME OF OUR KEY SUSTAINABILITY INSIGHTS FROM 2011-2020.

A DECADE OF INCREASING DISCUSSIONS ABOUT SUSTAINABILITY

THE NORDIC NATIONS PROGRESS SIDE BY SIDE 2013-2020 SUSTAINABILITY IS ON EVERYBODY´S LIPS This indicator shows the share of regular consumers From 2013 and forward, the trends go up. Consumers talking and discussing sustainability-related issues talk more and more as sustainability becomes more (to different extents). Looking at the long-term normalised and present in society. The peak in 2016 was development, we clearly see that the trend for the a consequence of the Paris Climate Meeting at the end four Nordic countries is more or less identical year of 2015. Suddenly, sustainability was on most peoples´ to year. The only difference is the absolute level of lips. The subsequent decrease during 2017-2018 was a consumers discussing sustainability in each country. correction of the market, indicating more normal levels The Dutch market, with data from 2017 forward, of sustainability discussions, but also a consequence of shows a slightly different pattern but, in essence, societal debates being more focused on political issues the long-term movement is the same. Over time, e.g. Donald Trump, North Korea and the global security the trend is clearly positive for all countries. situation. It stole the spotlight from sustainability issues. In 2019, we saw a substantial increase in discussions on

2011-2012 SHOWED UNREASONABLY HIGH LEVELS all markets, entirely driven by a strong focus on climate change and the climate emergency. Drivers were Greta Looking at the trend pattern, we see different Thunberg & Fridays for Future, The IPCC Report on reasons for the change from year to year. In 2011 Climate Change and general media coverage, to name and 2012, consumers in Sweden assumed that they a few. knew what sustainability was all about, therefore the levels were unreasonably high. In 2013, the all-time low was a clear indication that consumers CLOSING THE GAP had realised that they were not that savvy after all. Even though Sweden and Finland have higher levels In short, consumers were made aware of their lack than their neighbours, we see, over time, that the gap of knowledge. Therefore, not claiming to discuss is closing between all the Nordic markets. Norway and sustainability issues to the same extent. Denmark are closing in.

THE % OF CONSUMERS DISCUSSING SUSTAINABILITY WITH OTHERS (SOMETIMES + OFTEN)

Sweden Norway Denmark Finland The Netherlands

75% 73% 74% 72% 70% 72% 70% 66% 67% 66% 65% 65% 64% 65% 66% 63% 64% 65% 60% 64% 59% 60% 61% 61% 56% 57% 54% 58% 55% 55%

51% 51% 51%

48% 52% 50% 50% 47% 45% 47%

42%

37% 35% 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

THE % OF CONSUMERS WHO SAY THEIR PURCHASING DECISIONS ARE INFLUENCED BY SUSTAINABILITY

85%

81% 79% 77% 79%

76% 75% 72% 73% 72% 74% 72% 70% 72% 71% 68% 68% 71% 70% 70% 70% 67% 65% 67% 65% 65% 63% 66% 63% 61% 62% 61% 61% 60% 58% 55%

45% 2014 2015 2016 2017 2018 2019 2020

Sweden Nor way Denmark Finland The Netherlands

A SLOW BUT STEADY INCREASE IN AMBITIONS

AN INDICATOR OVER TIME DISCUSSIONS DO NOT TRANSFORM INTO ACTIONS This indicator shows the ambition among regular consumers in considering sustainability when purchasing products or services. It is important to note that the changes It includes all levels of perceived effect, from sustainability year to year are fairly small. Essentially being the decisive driver of decisions to it being one of several meaning that the trend is neutral essential elements. It is a good indicator over time to see and that consumers in all countries whether or not we are moving in the right direction. experience issues in transforming sustainability discussions and interest into actions. SLOWLY BUT STEADILY The long-term trend is slow but steadily positive in the Nordic countries. However, Denmark deviates a bit with a trend from 2017 and forward that is slightly negative. All Nordic countries also display a negative development between 2019-2020. The Dutch market has a different development, but with little movements year to year and a positive development 2019- 2020. The Netherlands remains the country where sustainability impacts actual buying decisions the most. Even though in all markets, we see that the majority of consumers state to be affected by sustainability when making a purchase.

THE DEVELOPMENT OF SUSTAINABILITY PERCEPTIONS DIFFER

AN IRREGULAR DEVELOPMENT OF THE MARKET made consumers more aware in general and, This indicator shows the average score of all brands in especially, more prone to opinions on brands. Sustainable Brand IndexTM, year to year (cleaned from the effects of brands added or removed from the study). THE RANKING SCORE It gives us a picture of how well brands are perceived to The ranking of Sustainable Brand IndexTM shows perform on sustainability and how consumer awareness how brands are perceived on sustainability is developing – which in turn affects the perception of according to consumers in the respective brands. country. Ranking scores consist of two main First of all, all long-term trends are positive, except components; environmental responsibility and for Sweden. Finland´s trend is positive but is flattening social responsibility. The final score of each out since four years back. Denmark has moved from brand is based on the percentage of consumers a rather low level to the same level as Sweden in who assess a company’s sustainability efforts as 2020. The most deviating market is Norway with a good (4) or very good (5) on a scale of 1-5 + steep positive development since the start in 2013. “don’t know”. The maximum score a brand can There are, of course, different explanations for these get is 200%. A brand that has 200%, performs irregular evolution of the markets. The newcomer, The very well within both environmental (100%) Netherlands, had a slight downfall between 2017-2018, and social responsibility (100%) according to but has, since then, shown positive progress. consumers. In other words, this means that 100% of consumers have answered 4 or 5. Such a score The increases in average score in 2016 were driven does currently not exist in reality and the road is by the Paris Climate Meeting at the end of 2015. It still long.

THE DEVELOPMENT OF SUSTAINABILITY PERCEPTIONS DIFFER

The Netherlands Norway Finland Sweden Denmark

60% 58% 57% 54% 52% 52% 52% 51% 50% 47% 48% 47% 48% 45% 44% 43% 43%

40% 38% 36% 37% 40% 35% 34% 35% 33% 33% 35% 34% 34% 33% 33% 32% 30% 32% 31% 25% 28% 26% 23% 20% 22%

16%

10% 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

SWEDEN – THE SURRENDERING FRONT DENMARK – THE TIRED & LIGHT- A SLOW RUNNER HEARTED Firstly, the steep decline between 2011- Danes have always been the least BUT 2013 was due to Swedish consumers positive consumers in the Nordics, not moving from assuming they knew a lot necessarily negative, but somewhat STEADY about sustainability, to understanding unwilling to take a stand and, in many INCREASE that they knew quite little. This affected cases, just not interested enough. The brand scores significantly. fact that the ranking score falls is mainly IN due to increased fatigue of sustainability Secondly, Swedish consumers are communication. generally speaking sustainability AMBITIONS frontrunners within the Nordics. The FINLAND – THE NEW-BORN SCEPTIC decrease in the average ranking score in 2020, and the flat development over Finnish consumers have long been the time, can be explained by the fact overly positive ones, appreciating every that people are now experiencing an little sustainability effort from brands. overload of sustainability information As sustainability has now become and communication. It makes it difficult mainstream in society, the Finns’ to know what to trust, as there are scepticism has started to show. They different bids about what is the most are now less inclined to trust brands sustainable alternative. The effect we on their sustainability messages, and see now is that Swedish consumers therefore we see the average score surrender to the confusion and flatlining. experience difficulties in having a clear opinion about the sustainability work of THE NETHERLANDS – THE TRUSTING & FAITHFUL brands. In The Netherlands we see the highest average ranking score compared to the NORWAY – THE SURPRISED & OVERWHELMED other markets in the study. This shows When looking at sustainable consumer that the average Dutch consumer behaviour, Norway is the Nordic is quite aware of sustainability region’s least developed country. But issues and the role of brands in the Norwegians are now in a phase where equation. In general, there is a strong consumers are pleasantly surprised by focus on the business sector in The the fact that brands seem to prioritise Netherlands when it comes to social these issues. This is partly because they and environmental responsibility. have seen little or nothing before, and Dutch consumers put a lot of faith in partly because they, traditionally, do not companies to push sustainability and 65% - 74% expect this level of responsibility from innovation forward and they want to of consumers discuss companies, but rather from the state. be part of the journey themselves. sustainability The effect of this is a steep positive However, sometimes the Dutch can development in average ranking scores. have a tendency to overestimate one’s own knowledge and understanding of 63% - 79% the challenges at hand. of consumers’ purchasing decisions are influenced by sustainability

ARE YOU LOOKING FOR IN-DEPTH INSIGHTS ON HOW SUSTAINABILITY AFFECTS YOU?

Read on..

ustainable Brand Index™ 2020 measures the sustainability perception S of over 1 400 brands across 35+ industries, with the help of more than 58 000 stakeholders across 8 countries. The insights and ranking in this official report, only shows a fraction of the data we have available for you.

Depending on your needs, we can provide you with tailored insights and our expertise on how sustainability affect branding, communication and business development.

WE SPECIALISE IN:

• Sustainability Perception & Positions Of Brands

• Industry Insights & Materiality Analysis

• Consumer Attitudes & Behaviours

• Behavioural Groups, Consumer Segmentation & Target Group Analysis

• Trend Mapping & Frameworks

• Best Cases In Sustainable Branding

• Brand & Communication Models

• Strategic Recommendations

© SB INSIGHT AB, 2020, ALL RIGHTS RESERVED. 17 02. INDUSTRY & CONSUMER REPORTS Learn more about how an industry performs on sustainability and what consumers 01. demand and expect from it. We have data into 35+ industries and are able to zoom TAILORED BRAND REPORTS in on different consumer demands and For each of the 1 400 brands in Sustainable attributes for making sustainable choices. Brand Index™, there is a tailored brand Gain increased knowledge on what prevents OUR WORK report available on request, with a complete and enables sustainable purchasing decisions analysis from the sustainability perspective. and if communication with buzzwords such as You will learn more about your position in the “climate positive” and “circular” are effective. ranking and why you are perceived in a certain You can learn more about the sustainable way. You will also gain increased market consumer with the help of our Behavioural knowledge of competitors, stakeholders, Groups (p.20). and about how you can reach risks and unveiling opportunities and how them with your communication. Furthermore, they affect your work. Learn about your we can provide you with successful cases in customers needs and demands, and find sustainable branding and communication over out how to talk about sustainability, in what the past 10 years. way and with whom it will have an effect.

We tailor everything to the reality of your business and industry. Insights from our tailored brand reports are most commonly 03. used for the materiality analysis, strategic LECTURES & EDUCATION SOLUTIONS planning and communication, as well as in Are you looking for a topic or speaker for your following up on KPIs. next event? Or are you interested in hosting a workshop or training with us? We offer tailored lectures, workshops and education solutions, on all different levels for all occasions. You choose the level, scope and area that fits your CONTACT US AND LET US needs and future challenges. We work with TELL YOU MORE ABOUT real-life examples and cases in order to create HOW WE CAN HELP YOU. understanding and spark creative thinking.

Johanna Ekman

Country Manager Norway [email protected]

+46 (0) 73 064 66 90

© SB INSIGHT AB, 2020, ALL RIGHTS RESERVED. 18 sustainability team, our yearly brand reports have ACCORDING TO A CLIENT also been important in increasing the interest and knowledge around sustainability within other JONAS CARLEHED departments of the company - primarily within IKEA SUSTAINABILITY MANAGER marketing, communication and sales. IKEA SWEDEN You have worked internally with the material from Sustainable Brand IndexTM for 10 years. How have you used it and what benefits do you feel it gives you?

We have shared the study and analysis with our colleagues in other departments and together we discussed how we would take this further into our business plan for IKEA Sweden. The strength of our brand reports is that it “speaks the same BRAND REPORT 2011-2020 TAILORED IKEA, the Swedish multinational group and currently language” as the other consumer studies our the world’s largest furniture retailer, has been a client marketing department works with. The study and of Sustainable Brand IndexTM in Sweden since 2011. ranking furthermore play a major role in creating Over these last 10 years, IKEA has purchased a yearly engagement, knowledge and confidence of all brand report to help them understand sustainability of us asco-workers at IKEA. Of course, we saw form the consumer perspective. Their tailored report a real increase in commitment when we had the from Sustainable Brand IndexTM has fueled their honour of being ranked number 1 in 2019, as the internal and external sustainability communication most sustainable brand according to Swedish and long-term strategy. Jonas Carlehed, Sustainability consumers! Manager at IKEA in Sweden is sharing his experience How do you think the next 10 years will look like and perspective on working with Sustainable Brand in terms of sustainability, consumer demands and IndexTM. building a sustainable brand? What will be different What role do you think that Sustainable Brand IndexTM from the past 10 years? has played for sustainable development during its 10 Sustainability will be integrated in a much stronger years on the market? way in all other communication and branding in Sustainable Brand IndexTM has been an early the future. The driving force will be increased “unifying force” on the market and has played an consumer awareness on sustainability issues, like important role in demonstrating how sustainability climate change, loss of biodiversity and increased can strengthen a brand and be linked to the inequality that affects everyday life for all of us. I also believe that more ambitious laws and regulations from politicians will reinforce SUSTAINABLE BRAND INDEXTM HAS BEEN AN EARLY this development. "UNIFYING FORCE” ON THE MARKET AND HAS PLAYED How can you, as a brand, continue to be AN IMPORTANT ROLE IN DEMONSTRATING HOW relevant in the next 10 years? SUSTAINABILITY CAN STRENGTHEN A BRAND AND BE LINKED TO THE COMMERCIAL AGENDA. We want to be even better at connecting our products, services and solutions to how we can help people live a better life within commercial agenda. The tailored brand reports of the limits of our planet. Sustainability, digitization Sustainable Brand IndexTM, have provided us with and urbanization go hand in hand – and we need a much deeper perspective on consumers’ driving to understand which new consumer demands this forces for a more sustainable life, compared to will create, both for a better life at home and on other studies we have worked with. For us in the our planet.

OUR FOUR BEHAVIOUR GROUPS

Sustainable Brand IndexTM divides consumers into four different behaviour groups based on how they relate to sustainability. By looking at how consumers act in different situations and cross- tabulate this with underlying structures in their attitudes, we end up with a number of patterns. Based on these patterns, we have been able to identify four behaviours that consumers exhibit in relation to sustainability and companies.

EGO

MODERATE

DEDICATED

SMART

go is usually a man with strong views about how society functions, E or at least how it should function. He has traditional values and the local community is a very important sphere for him. His greatest interests are his own existence, things happening in his own country, and the local community. There are various driving forces that determines the Ego group. Some people classified as Ego are generally uninterested in most things outside of their personal sphere. Others are more driven by tradition or resentment, while yet another segment of Ego has defined CHARACTERISTICS their interest and opinions related to sustainability based on a lower education and income. Ego´s educational level is in fact slightly lower than • Middle-aged man on the the national average. countryside or in the city

• Relatively lower education For some years, we have seen that Ego has been completely uninterested level compared to the average in sustainability. That has now changed. Although the commitment to population be sustainable, or listening to companies that talk about sustainability from a traditional angle is often low, one can reach Ego by targeting the • Traditional values sustainability message carefully around the right topics. Thus, Ego can be • Not interested in sustainability interested in sustainability, you just have to find out how to address them best. However, Ego does not want to be showered with sustainability messages. It needs to be an added value to other priorities, like price and PRIORITIES well-being. • Simplicity & price Ego bases behaviour and purchasing decisions on function, simplicity and speed. It is primarily about satisfying a need, regardless of the consequence.

THE DEVELOPMENTSweden OF EGO N2013-2020 or way De nm ar k Finland The Netherlands

40% 38%

35% 35% 35% 34% 34%

32% 30% 31% NORWAY 30% 29% 29% 28% 27% 28% 27% 26% 27% DENMARK 28% 28% 27% 27% 26% 26% 26% 25% 24% FINLAND 24% 24% 21% 22% SWEDEN 20% 21% 20%

18% 18% 15% THE NETHERLANDS 16%

10% 2013 2014 2015 2016 2017 2018 2019 2020

BELIEVES THAT SUSTAINABILITY CAN BE RATHER INTERESTING

oderate is today the majority of the population. M It is a man or a woman, on the countryside or in the city. Moderate is the symbol of the “ordinary citizen”. Moderate does not make too much noise. Instead, Moderate is pretty pleased with things as they are. A Moderate consumer follows the developments CHARACTERISTICS in the local community through the news. Sometimes, Moderate worries about where the world is heading. • The average consumer – on But Moderate is generally satisfied with life. As a average equally spread on gender consumer, Moderate has general requirements in terms and age of longevity, quality and function. In addition, Moderate is interested in the price tag. • Satisfied with life – does not make any fuss

Moderate is a bit interested in sustainability but does • Thinks that sustainability becomes not drive the agenda forward. Instead, Moderate is a more and more interesting follower when it comes to sustainability. Moderate follows what other people do, mainly the Smart group. Moderate behaves sustainably when it is trendy or PRIORITIES becomes normative. Even more so if it gives them • Quality, Function & Longevity positive social attention.

Sweden No rway Denmark Finland The Netherlands THE DEVELOPMENT OF MODERATE 2013-2020

55% 53%

51% 50% 50% 50% 49% 50% 48% 48% 49% 47% 47% 46% 46% THE NETHERLANDS 48% 47% 47% 45% 46% SWEDEN 45% 46% 45% DENMARK 43% 42% 44% 44% FINLAND 42% 43% 43% 41% 43% 41% 42% 40% NORWAY 40% 41% 39%

35% 2013 2014 2015 2016 2017 2018 2019 2020

mart is often a determined person with high standards and with S high demands on the companies whose products and services it consumes. “What’s in it for me?” is always the first question for Smart. The Smart consumers see the possibility to combine things that are good for themselves with what is good for the world. They make everyday choices to balance these things. Quality and service are important priorities.

CHARACTERISTICS The Smart consumers want to make a difference in their everyday life through their decisions. They search for brands that they can identify • Determined with high standards with, and are interested in what happens in society. Smart actively • Likes to discuss sustainability and learn seeks information about what is going on in the world. more Smart is curious and interested in sustainability. Doing the right • Thinks that sustainability is very things and choosing sustainable brands is a matter of lifestyle. It is a interesting matter of identity for Smart. However, an important driver for Smart is their personal well-being. Smart does not prioritise sustainability over everything else. There needs to be a balance with their personal PRIORITIES preferences and lifestyle. • What’s in it for me?” The issue of health used to be the main priority for Smart, and • Quality, Service & Health although remaining important, Smart is starting to gain an increasing interest in the climate issue. More so than Ego and Moderate. Thus, • The climate the climate crisis is a major driving force for Smart to behave and act.

THE DEVELOPMENT OF SMART 2013-2020 Sweden No rway Denmark Finland The Netherlands

30% 29% 28% 28% 28% 28% THE NETHERLANDS 26% 27% 25% 25% 25% 25% 26% FINLAND

23% 25% 25% 23% SWEDEN

21% 22% 20% 20% 20% 19% 18% 19% DENMARK

18% 17% 17% 18% NORWAY 18% 16% 17% 15%

15% 15% 15% 12% 13%

10% 2013 2014 2015 2016 2017 2018 2019 2020

ZEALOUS & WELL-INFORMED ON SUSTAINABILITY

edicated is a man or woman, that actively D prioritises sustainability in all parts of life. Younger generations are over-represented in the Dedicated group. Dedicated is a person who lives consciously and weighs every consumption decision carefully. Dedicated is left-oriented and interested in international relations, politics and culture. In relation CHARACTERISTICS to companies Dedicated is questioning and zealous. • Younger and on average more educated than Dedicated prefers to listen to other Dedicated other groups consumers. Usually she or he reads and researches a lot and avoids accepting information directly from • Knowledgeable and well-informed on companies. Dedicated assumes that companies sustainability are bad until the contrary has been proved. Their • Actively seeks information on sustainability knowledge of sustainability is high. Dedicated is often well-informed about what companies do in the area • Zealous and critical towards corporations of sustainability. However, Dedicated´s understanding • Focused on sustainability, whatever the of companies and their ambitions in general is often situation more limited. Dedicated often contacts companies to put them against the wall, and are active in social PRIORITIES media channels. • Sustainability

THE DEVELOPMENT OF DEDICATED 2013-2020 Sweden N or way De nm ar k Finland The Netherlands

12%

11% NORWAY

10% THE NETHERLANDS 10% 9% 9% 9% 9% SWEDEN

8% 8% 8% 8% DENMARK 7% 8% 7% 7% 7% 7% 7% 7% 7% 6% 6% 6% 7% FINLAND 6% 6% 5% 5% 5% 6% 5% 6%

5% 5% 5% 4% 4% 4%

2% 2013 2014 2015 2016 2017 2018 2019 2020

THE DEVELOPMENT OF OUR BEHAVIOUR GROUPS 2013 - 2020

he short-term and long-term developments of our 7-11% T behaviour groups vary slightly. We also see certain geographical differences, especially when comparing of consumers the Nordic market and the Dutch market. are zealous and well-informed on The most noticeable Nordic trend in the short term, sustainability. i.e. between 2019 and 2020, is that the Ego group increases while the Smart group decreases, on average. This Dedicated However, in the Netherlands, we see the opposite group is relatively development, i.e. the Smart group increases while the younger and more Ego group drops in numbers. The Moderate group educated than other makes a rather flat development in all markets. Looking groups. at the Dedicated group, we can notice a significant increase in the Norwegian and the Dutch market, while the development is flat or slightly negative in Sweden, Denmark and Finland. 36% growth rate in the Smart consumer NORWAY STANDS OUT FOR group compared to ITS POLARIZED DEVELOPMENT 2011 on average. WHERE BOTH EGO AND DEDICATED GROWS.

Two noteworthy geographical divergences in the data are thus that first; the Netherlands stands out for its positive development of the Smart group and the decrease in the Ego group. Second, Norway stands out for its polarized development where both Ego and Dedicated grows. In fact, Norway shows one of the most significant increases in the Ego group of all markets and one of the most significant increases in the Dedicated group of all markets.

Taking these short-term trends in consideration, it is essential to address the fact that Ego is still on its third lowest level altogether since 2013, that Moderate and Smart are on the same level as in 2016, and that Dedicated keeps growing. Thus, the long-term development over Do you want to learn more about the the past decade is positive when anaysing the maturity behavioural groups and the their attitudes of consumers. and behaviours around sustainability?

THE NORWEGIAN RANKING 2020

he ranking of Sustainable Brand Index™ shows T how brands are perceived on sustainability according to consumers in the respective country.

2020 greets us with a new winner! Grocery Store Kiwi, a part of Norgesgruppen, claims the win ahead of IKEA as well as last year´s winner Tine. Dairy Brands are, otherwise, the single most represented category in the Top 10. Apart from Tine, we also find Rørosmeieriet and Q-Meieriene as number 4 and 6 respectively. The owner of Q-Meieriene, Kavli, climbs on to top 10 this year, a significant increase from last years number 29.

The best climbers of 2020 are Zalando (+63), St1 (+54) and Storebrand (+52).

At the bottom of the 2020 ranking, Alfa Romeo takes over the last position from Accessorize. The brands dropping the most spots are Starbucks (-90), Cubus (-86) and Eidsiva (-85).

NORWAY’S MOST SUSTAINABLE BRAND 2013 - 2020

Sustainable Brand IndexTM was founded in 2011 and is carried out for the 10th year in a row in 2020.

On this page, you will find the winning brands of Sustainable Brand IndexTM Norway over the past ten years. 2020

2019 2018 2017

2014 2015 2016

2013

TOP 10 Sustainable Brand Index™ 2020

01 Kiwi

02 IKEA

03 Tine

04 Rørosmeieriet

05 Flytoget

06 Q-Meieriene

07 Coop

08 Stormberg

09 Kavli

10 Bama

INDUSTRY OVERVIEW 2020

INDUSTRY WINNER INDUSTRY RANKING

Ranking Brand Industry Ranking Industry position position

1. KIWI GROCERY STORES 01. GROCERY STORES

2. IKEA FURNITURE & DECORATION 02. HOTELS

3. TINE FOOD 03. PHARMACIES

5. FLYTOGET TRANSPORT 04. TRANSPORT

8. STORMBERG CLOTHES & FASHION - BRANDS 05. TELECOMMUNICATIONS

13. POSTEN PARCELS & LOGISTICS 06. FOOD

16. THE BODY SHOP BEAUTY 07. CLOTHES & FASHION - BRANDS

19. THON HOTELS HOTELS 08. INSURANCE & PENSION

23. GJENSIDIGE INSURANCE & PENSION 09. BEAUTY

29. TESLA CARS 10. PARCELS & LOGISTICS

33. APOTEK 1 PHARMACIES 11. ELECTRICITY & HEATING

34. TELENOR TELECOMMUNICATIONS 12. LEISURE & HOME ELECTRONICS

41. STATKRAFT ELECTRICITY & HEATING 13. BEVERAGES

44. SAS AIRLINES 14. FURNITURE & DECORATION

52. SPAREBANK1 BANKS 15. DIY & CRAFTS

55. CLAS OHLSON LEISURE & HOME ELECTRONICS 16. AIRLINES

57. OBS BYGG DIY & CRAFTS 17. BANKS

59. KAFFEBRENNERIET RESTAURANTS & CAFES 18. CONSUMER GOODS CORPORATIONS

69. NORGESGRUPPEN CONSUMER GOODS CORPORATIONS 19. TRAVEL

88. INTERSPORT CLOTHES & FASHION - STORES 20. CLOTHES & FASHION - STORES

92. FRIELE BEVERAGES 21. FUEL

106. CIRCLE K FUEL 22. RESTAURANTS & CAFES

117. VING TRAVEL 23. CARS

66. Elkjøp 132. Anton Sport 198. JaFs 1. Kiwi 67. Gudbrandsdal Energi 133. Sparebanken Sør 199. Park Inn 2. IKEA 68. LOS 134. XXL 200. DB Schenker 3. Tine 69. NorgesGruppen 135. Pizzabakeren 201. Zara 4. Rørosmeieriet 70. If 136. Pierre Robert 202. Bunker Oil 5. Flytoget 71. Jernia 137. Narvesen 203. Tilbords 6. Q-Meieriene 72. Fjordland 138. Adidas 204. Finnair 7. Coop 73. Bring 139. Orkla 205. Bolia 8. Stormberg 74. Widerøe 140. Eldorado 206. Joe & the Juice 9. Kavli 75. Agder energi 141. TUI 207. Best 10. Bama 76. Enklere Liv 142. Regal 208. Santa Maria 11. Bergans of Norway 77. Rituals 143. Nordea 209. Procter & Gamble 12. Ruter 78. Volvo 144. G-Max 210. Elon (Euronics) 13. Posten 79. Fjord Line 145. Jula 211. AirFrance 14. Hurtigruten 80. INTERSPORT 146. Reitangruppen 212. Danske Bank 15. Gilde 81. Color Line 147. Boots Apotek 213. Stena Line 16. The Body Shop 82. Toro 148. Nissan 214. Carlings

17. Vinmonopolet 83. NTE Energi (Nord-Trøndelag Elektrisitetsverk) 149. Montér 215. BikBok 18. REMA 1000 84. Eika 150. MAXBO 216. Big Bite 19. Thon Hotels 85. NorgesEnergi 151. Unilever 217. Bunnpris 20. Comfort Hotels 86. G-Sport 152. Joker 218. Uno X 21. Nordic Choice Hotels 87. First Price 153. Espresso House 219. Johnson & Johnson 22. Obs 88. Toyota 154. Møbelringen 220. Mazda 23. Gjensidige 89. Findus 155. Volkswagen 221. Accessorize 24. VY 90. Lyse 156. Pepsi 222. Old El Paso 25. Quality Hotels 91. Dressmann 157. Nestlé 223. Deli de Luca 26. Clarion Collection Hotels 92. Friele 158. Princess 224. Codan 27. Lofoten 93. Ringnes 159. Handelsbanken 225. 7-Eleven 28. Clarion Hotels 94. Skyr 160. Bohus 226. Dr. Oetker 29. Tesla 95. Nortura 161. Danone 227. Solia 30. Meny 96. Coop byggmix 162. Frende Forsikring 228. Bank Norwegian 31. KLP (Kommunal Landspensjonskasse) 97. Fortum 163. KiMs 229. Uber 32. Coop Marked 98. Mercedes-Benz 164. Lindex 230. Opel 33. Apotek 1 99. NOR-WAY 165. Byggmax 231. Renault 34. Telenor 100. Sparebanken Vest 166. Skoda 232. Peugeot 35. Scandic 101. Skeidar 167. Ford 233. VIC 36. Coop Prix 102. Telia 168. Jysk 234. Dolly Dimple’s 37. Prior 103. Nike 169. Cubus 235. Suzuki 38. Extra 104. Kid Interiør 170. Shell 236. Santander Consumer Bank 39. Vitusapotek 105. Komplett 171. Matkroken 237. Subaru 40. Lerøy 106. Circle K 172. Høyer 238. Gina Tricot 41. Statkraft 107. Haugaland Kraft 173. KLM 239. Citroën 42. Synnøve 108. Nille 174. Burger King 240. Puma 43. Coop Mega 109. Biltema 175. Subway 241. Chevrolet 44. SAS 110. DNB 176. Eidsiva 242. L’Oréal Group 45. Norwegian 111. Europris 177. Mitsubishi 243. Fiat 46. Storebrand 112. Byggmakker 178. XL Bygg 244. Vero Moda 47. Norrøna 113. Coca-Cola 179. Bygger´n 245. Mix 48. Fjordkraft 114. Power 180. Byggtorget 246. Honda 49. Nettbuss 115. Sbanken 181. Indiska 247. Alfa Romeo 50. Ditt Apotek 116. Sparebanken Møre 182. Kicks 51. Helly Hansen 117. Ving 183. KIA = Industry winner 52. SpareBank1 118. McDonald´s 184. Rusta 53. Freia 119. Delikat 185. Sopps ABOUT THE RANKING IN 54. BKK 120. Sport 1 186. British Airways SUSTAINABLE BRAND INDEX™ 55. Clas Ohlson 121. Salma 187. Best Western The ranking is based on the 56. Wasa 122. Zalando 188. Hyundai percentage of consumers who assess 57. Obs BYGG 123. Mills 189. Apollo the company’s sustainability efforts 58. Hafslund 124. Grandiosa 190. Starbucks as good (4) or very good (5) on a scale of 1-5 + “don´t know.” The 59. Kaffebrenneriet 125. KappAhl 191. Match maximum score is 200%. A company 60. Radisson Blu 126. BMW 192. Mango that has 200%, performs very well 61. Spar 127. H&M 193. YX within both environmental and social 62. Fjällräven 128. St1 194. Waynes Coffee responsibility according to consumers, 63. Stabburet 129. Peppes Pizza 195. Jack&Jones ie. 100% have then answered 4 or 5 64. Tryg 130. Audi 196. Lufthansa (a company like that does not exist). 65. Møllerens 131. Sparebanken Øst 197. Esso

@sustbrands #sbindex2020 NORWAY RANKING 2020

RANKING DEVELOPMENT 2013-2020

2020 2019 2018 2017 2016 2015 2014 2013

Kiwi 1 3 6 7 3 10 4 IKEA 2 7 8 10 5 3 5 1 Tine 3 1 9 1 2 2 2 Rørosmeieriet 4 13 4 Flytoget 5 8 2 Q-Meieriene 6 5 5 3 19 11 19 Coop 7 15 12 6 4 5 9 Stormberg 8 2 3 2 1 1 1 2 Kavli 9 29 29 19 26 26 Bama 10 10 14 5 8 Bergans of Norway 11 17 13 11 Ruter 12 22 Posten 13 Hurtigruten 14 31 19 Gilde 15 18 28 12 28 17 14 The Body Shop 16 11 16 9 6 Vinmonopolet 17 21 33 15 9 9 6 4 REMA 1000 18 24 31 14 18 14 17 Thon Hotels 19 16 21 49 15 22 16 6 Comfort Hotels 20 19 18 30 20 12 12 8 Nordic Choice Hotels 21 6 10 8 12 4 3 3 Obs 22 26 43 54 Gjensidige 23 36 20 17 14 18 15 12 VY 24 4 1 Quality Hotels 25 20 22 16 11 7 7 9 Clarion Collection Hotels 26 12 17 35 13 8 8 10 Lofoten 27 47 26 Clarion Hotels 28 9 27 40 16 6 10 17 Tesla 29 32 7 4 Meny 30 23 23 29 21 19 18 KLP (Kommunal Landspensjonskasse) 31 44 24 48 48 32 28 Coop Marked 32 48 73 26 Apotek 1 33 37 30 36 Telenor 34 34 67 96 42 40 24 Scandic 35 14 15 46 29 20 32 22

Coop Prix 36 61 49 39 Prior 37 42 44 43 24 48 30 Extra 38 51 69 66 Vitusapotek 39 46 39 37 Lerøy 40 28 35 34 37 29 Statkraft 41 25 11 13 7 13 Synnøve 42 38 46 28 23 16 Coop Mega 43 33 34 20 SAS 44 78 61 Norwegian 45 54 56 Storebrand 46 98 60 64 36 42 31 20 Norrøna 47 45 42 25 Fjordkraft 48 57 32 50 10 27 Nettbuss 49 41

RANKING DEVELOPMENT 2013-2020

2020 2019 2018 2017 2016 2015 2014 2013

Ditt Apotek 50 30 48 31 Helly Hansen 51 SpareBank1 52 62 51 24 33 23 20 5 Freia 53 58 62 41 BKK 54 40 88 Clas Ohlson 55 65 47 73 46 41 36 29 Wasa 56 Obs BYGG 57 64 86 59 Hafslund 58 71 52 33 32 34 Kaffebrenneriet 59 Radisson Blu 60 27 57 47 31 25 27 7 Spar 61 50 81 76 64 70 45 Fjällräven 62 39 40 23 Stabburet 63 75 41 21 25 Tryg 64 53 55 42 40 33 39 26 Møllerens 65 63 72 38 41 36 Elkjøp 66 80 84 61 38 44 21 21 Gudbrandsdal Energi 67 35 25 27 34 28 LOS 68 NorgesGruppen 69 70 80 52 47 If 70 68 54 82 52 38 33 27 Jernia 71 118 94 83 60 59 50 38 Fjordland 72 87 99 Bring 73 Widerøe 74 97 95 Agder energi 75 49 50 32 35 55 Enklere Liv 76 59 36 22 17 Rituals 77 Volvo 78 60 77 51 39 21 25 16 Fjord Line 79 INTERSPORT 80 82 130 77 85 Color Line 81 Toro 82 94 90 72 49 57 40 Nord-Trøndelag Elektrisitetsverk (NTE Energi) 83 88 78 58 Eika 84 103 107 121 73 46 91

NorgesEnergi 85 55 58 45 27 24 G-Sport 86 67 85 62 53 First Price 87 86 166 103 127 96 86 Toyota 88 52 53 44 22 15 13 11 Findus 89 72 87 68 56 60 44 Lyse 90 84 59 18 45 53 Dressmann 91 102 135 108 131 66 60 42 Friele 92 Ringnes 93 116 66 74 65 Skyr 94 66 68 69 Nortura 95 43 45 Coop byggmix 96 124 101 100 Fortum 97 56 38 70 78 106 Mercedes-Benz 98 111 144 125 67 61 42 30

RANKING DEVELOPMENT 2013-2020

2020 2019 2018 2017 2016 2015 2014 2013

NOR-WAY 99 76 Sparebanken Vest 100 113 93 56 72 51 68 25 Skeidar 101 141 126 135 Telia 102 92 89 91 Nike 103 Kid Interiør 104 79 121 117 119 Komplett 105 110 98 116 57 Circle K 106 106 134 93 Haugaland Kraft 107 81 63 57 Nille 108 85 124 127 102 112 82 50 Biltema 109 133 118 97 100 93 57 48 DNB 110 69 100 55 30 30 29 18 Europris 111 131 120 144 104 86 89 71 Byggmakker 112 148 116 89 51 63 35 28 Coca-Cola 113 112 79 92 92 64 Power 114 89 141 101 63 56 38 Sbanken 115 73 64 71 44 54 37 33 Sparebanken Møre 116 154 147 111 112 85 95 63 Ving 117 146 110 106 71 73 53 44 McDonald´s 118 120 104 120 156 90 Delikat 119 95 140 180 Sport 1 120 105 151 63 Salma 121 74 75 Zalando 122 185 Mills 123 90 74 67 74 43 Grandiosa 124 93 153 85 KappAhl 125 150 179 131 108 99 90 49 BMW 126 137 131 88 89 49 49 41 H&M 127 101 132 95 106 95 77 52 St1 128 182 156 189 171 147 137 Peppes Pizza 129 132 145 138 114 75 Audi 130 130 128 123 82 39 59 23 Sparebanken Øst 131 140 173 133 83 88 102 53 Anton Sport 132 134 142 Sparebanken Sør 133 128 154 149 90 84 63 32

XXL 134 77 37 53 62 Pizzabakeren 135 122 Pierre Robert 136 153 138 Narvesen 137 158 150 129 137 80 Adidas 138 Orkla 139 96 71 113 76 76 72 Eldorado 140 123 170 148 136 133 121 TUI 141 152 108 90 79 58 43 36 Regal 142 129 112 118 Nordea 143 165 103 81 59 52 56 24 G-Max 144 107 82 Jula 145 155 155 98 Reitangruppen 146 99 96 79 Boots Apotek 147 147 76 80

RANKING DEVELOPMENT 2013-2020

2020 2019 2018 2017 2016 2015 2014 2013

Nissan 148 108 113 155 66 71 47 51 Montér 149 167 187 134 MAXBO 150 156 125 84 61 78 46 59 Unilever 151 183 109 204 160 158 139 Joker 152 125 143 87 88 102 79 Espresso House 153 139 91 172 140 136 Møbelringen 154 151 106 Volkswagen 155 162 111 110 96 31 26 13 Pepsi 156 144 157 152 138 109 Nestlé 157 188 163 145 133 120 Princess 158 114 174 115 124 108 70 78 Handelsbanken 159 173 172 168 93 111 87 69 Bohus 160 117 127 102 77 83 75 47 Danone 161 Frende Forsikring 162 121 119 130 107 105 107 KiMs 163 169 180 124 Lindex 164 138 146 161 97 116 73 61 Byggmax 165 119 122 105 87 Škoda 166 172 105 141 105 72 83 54 Ford 167 184 191 167 121 74 55 35 Jysk 168 115 115 112 111 110 98 62 Cubus 169 83 171 78 110 115 66 43 Shell 170 174 169 162 98 82 92 Matkroken 171 136 148 128 80 Høyer 172 194 KLM 173 157 Burger King 174 145 214 194 163 157 Subway 175 149 149 132 135 134 Eidsiva 176 91 65 65 43 45 Mitsubishi 177 191 199 126 122 114 103 64 XL Bygg 178 104 123 86 Bygger´n 179 127 182 Byggtorget 180 178 129 Indiska 181 175 133 75 70 79 54 Kicks 182 166 212 146 144

KIA 183 170 102 171 134 107 110 73 Rusta 184 Sopps 185 190 195 143 103 British Airways 186 213 Best Western 187 126 114 104 69 50 58 45 Hyundai 188 160 213 173 116 125 97 55 Apollo 189 179 158 137 95 65 52 31 Starbucks 190 100 168 154 115 68 Match 191 186 196 156 169 132 109 77 Mango 192 200 197 190 174 151 134 YX 193 203 160 198 142 135 128 Waynes Coffee 194 204 185 178 120 Jack&Jones 195 218 203 185 166 141 112 Lufthansa 196 177 Esso 197 196 136 142 147 97 51

RANKING DEVELOPMENT 2013-2020

2020 2019 2018 2017 2016 2015 2014 2013

JaFs 198 181 218 208 167 Park Inn 199 135 137 188 155 113 118 65 DB Schenker 200 Zara 201 187 209 122 164 145 113 72 Bunker Oil 202 208 Tilbords 203 180 162 Finnair 204 215 Bolia 205 199 223 170 Joe & the Juice 206 143 70 158 81 Best 207 197 186 181 151 149 120 Santa Maria 208 159 164 160 145 Procter & Gamble 209 211 215 175 177 144 140 Elon (Euronics) 210 219 165 159 AirFrance 211 230 Danske Bank 212 224 152 157 99 98 104 80 Stena Line 213 Carlings 214 223 192 182 158 137 114 70 BikBok 215 222 216 186 162 162 131 79 Big Bite 216 195 184 200 153 161 Bunnpris 217 168 159 119 126 156 88 Uno X 218 228 210 196 139 140 117 Johnson & Johnson 219 161 190 164 146 139 106 Mazda 220 201 188 151 125 101 78 40 Accessorize 221 233 183 202 181 166 132 Old El Paso 222 226 167 203 128 Deli de Luca 223 216 202 163 149 Codan 224 205 211 184 130 165 115 68 7-Eleven 225 163 161 179 168 122 Dr. Oetker 226 176 198 176 Solia 227 198 92 136 132 130 111 75 Bank Norwegian 228 193 Uber 229 Opel 230 164 205 147 94 117 85 34 Renault 231 225 206 197 123 123 116 58 Peugeot 232 202 204 165 117 121 96 56

VIC 233 217 Dolly Dimple’s 234 221 177 183 157 Suzuki 235 214 219 174 148 142 105 66 Santander Consumer Bank 236 209 221 205 173 146 125 76 Subaru 237 171 176 169 141 131 93 57 Gina Tricot 238 207 201 192 143 152 136 81 Citroën 239 229 200 195 152 119 119 46 Puma 240 Chevrolet 241 232 225 211 180 164 127 85 L’Oréal Group 242 206 208 201 159 143 122 Fiat 243 227 217 193 176 160 135 86 Vero Moda 244 220 207 187 154 150 126 Mix 245 210 220 199 170 Honda 246 189 194 139 118 92 65 39 Alfa Romeo 247 231 224 212 175 154 133 87

OUT OF THE TOTAL 23 INDUSTRIES MEASURED, THE INDUSTRY GROCERY STORES RANKS

1st

GROCERY STORES

Ranking Brand position

1 Kiwi 7 Coop 17 Vinmonopolet 18 REMA 1000 22 Obs 30 Meny 32 Coop Marked 36 Coop Prix 38 Extra 43 Coop Mega 61 Spar 152 Joker 171 Matkroken 217 Bunnpris

SUSTAINABLE BRAND INDEX

2nd

HOTELS

Ranking Brand position

19 Thon Hotels 20 Comfort Hotels 21 Nordic Choice Hotels 25 Quality Hotels 26 Clarion Collection Hotels 28 Clarion Hotels 35 Scandic 60 Radisson Blu 187 Best Western 199 Park Inn

SUSTAINABLE BRAND INDEX

OUT OF THE TOTAL 23 INDUSTRIES MEASURED, THE INDUSTRY PHARMACIES RANKS

3rd

PHARMACIES

Ranking Brand position

33 Apotek 1 39 Vitusapotek 50 Ditt Apotek 147 Boots Apotek

SUSTAINABLE BRAND INDEX

4th

TRANSPORT

Ranking Brand position

5 Flytoget 12 Ruter 14 Hurtigruten 24 VY 49 Nettbuss 74 Widerøe 79 Fjord Line 81 Color Line 99 NOR-WAY 213 Stena Line 229 Uber

SUSTAINABLE BRAND INDEX

5th

TELECOMMUNICATIONS

Ranking Brand position

34 Telenor 102 Telia

SUSTAINABLE BRAND INDEX

6th

FOOD

Ranking Brand Ranking Brand position position

3 Tine 87 First Price 4 Rørosmeieriet 89 Findus 6 Q-Meieriene 94 Skyr 9 Kavli 95 Nortura 10 Bama 119 Delikat 15 Gilde 121 Salma 27 Lofoten 123 Mills 37 Prior 124 Grandiosa 40 Lerøy 140 Eldorado 42 Synnøve 142 Regal 53 Freia 161 Danone 56 Wasa 163 KiMs 63 Stabburet 185 Sopps 65 Møllerens 208 Santa Maria 72 Fjordland 222 Old El Paso 82 Toro 226 Dr. Oetker

SUSTAINABLE BRAND INDEX

7th CLOTHES & FASHION - BRANDS

Ranking Brand position

8 Stormberg 11 Bergans of Norway 47 Norrøna 51 Helly Hansen 62 Fjällräven 103 Nike 136 Pierre Robert 138 Adidas 240 Puma

SUSTAINABLE BRAND INDEX

8th

INSURANCE & PENSION

Ranking Brand position

23 Gjensidige 31 KLP (Kommunal Landspensjonskasse) 46 Storebrand 64 Tryg 70 If 84 Eika 162 Frende Forsikring 224 Codan

SUSTAINABLE BRAND INDEX

9th

BEAUTY

Ranking Brand position

16 The Body Shop 77 Rituals 182 Kicks

SUSTAINABLE BRAND INDEX

10th

PARCELS & LOGISTICS

Ranking Brand position

13 Posten 73 Bring 200 DB Schenker

SUSTAINABLE BRAND INDEX

OUT OF THE TOTAL 23 INDUSTRIES MEASURED, THE INDUSTRY ELECTRICITY & HEATING RANKS

11th

ELECTRICITY & HEATING

Ranking Brand position

41 Statkraft 48 Fjordkraft 54 BKK 58 Hafslund 67 Gudbrandsdal Energi 68 LOS 75 Agder energi 83 Nord-Trøndelag Elektrisitetsverk (NTE Energi) 85 NorgesEnergi 90 Lyse 97 Fortum 107 Haugaland Kraft 176 Eidsiva

SUSTAINABLE BRAND INDEX

12th

LEISURE & HOME ELECTRONICS

Ranking Brand position

55 Clas Ohlson 66 Elkjøp 71 Jernia 76 Enklere Liv 105 Komplett 111 Europris 114 Power 210 Elon (Euronics)

SUSTAINABLE BRAND INDEX

13th

BEVERAGES

Ranking Brand position

92 Friele 93 Ringnes 113 Coca-Cola 156 Pepsi

SUSTAINABLE BRAND INDEX

14th

FURNITURE & DECORATION

Ranking Brand position

2 IKEA 101 Skeidar 104 Kid Interiør 108 Nille 154 Møbelringen 158 Princess 160 Bohus 168 Jysk 184 Rusta 203 Tilbords 205 Bolia

SUSTAINABLE BRAND INDEX

15th

DIY & CRAFTS

Ranking Brand position

57 Obs BYGG 96 Coop byggmix 109 Biltema 112 Byggmakker 145 Jula 149 Montér 150 MAXBO 165 Byggmax 178 XL Bygg 179 Bygger´n 180 Byggtorget

SUSTAINABLE BRAND INDEX

16th

AIRLINES

Ranking Brand position

44 SAS 45 Norwegian 173 KLM 186 British Airways 196 Lufthansa 204 Finnair 211 AirFrance

SUSTAINABLE BRAND INDEX

17th

BANKS

Ranking Brand position

52 SpareBank1 100 Sparebanken Vest 110 DNB 115 Sbanken 116 Sparebanken Møre 131 Sparebanken Øst 133 Sparebanken Sør 143 Nordea 159 Handelsbanken 212 Danske Bank 228 Bank Norwegian 236 Santander Consumer Bank

SUSTAINABLE BRAND INDEX

NORWAY 2020 INDUSTRY RANKING OUT OF THE TOTAL 23 INDUSTRIES MEASURED, THE INDUSTRY CONSUMER GOODS CORPORATIONS RANKS

18 th CONSUMER GOODS CORPORATIONS

Ranking Brand position

69 NorgesGruppen 139 Orkla 146 Reitangruppen 151 Unilever 157 Nestlé 209 Procter & Gamble 219 Johnson & Johnson 242 L’Oréal Group

SUSTAINABLE BRAND INDEX

19 th

TRAVEL

Ranking Brand position

117 Ving 141 TUI 189 Apollo 227 Solia

SUSTAINABLE BRAND INDEX

20th CLOTHES & FASHION - STORES

Ranking Brand Ranking Brand position position

80 INTERSPORT 192 Mango 86 G-Sport 195 Jack&Jones 91 Dressmann 201 Zara 120 Sport 1 214 Carlings 122 Zalando 215 BikBok 125 KappAhl 221 Accessorize 127 H&M 233 VIC 132 Anton Sport 238 Gina Tricot 134 XXL 244 Vero Moda 144 G-Max 164 Lindex 169 Cubus 172 Høyer 181 Indiska 191 Match

SUSTAINABLE BRAND INDEX

21th

FUEL

Ranking Brand position

106 Circle K 128 St1 170 Shell 193 YX 197 Esso 202 Bunker Oil 207 Best 218 Uno X

SUSTAINABLE BRAND INDEX

22nd

RESTAURANTS & CAFES

Ranking Brand Ranking Brand position position

59 Kaffebrenneriet 206 Joe & the Juice 118 McDonald´s 216 Big Bite 129 Peppes Pizza 223 Deli de Luca 135 Pizzabakeren 225 7-Eleven 137 Narvesen 234 Dolly Dimple’s 153 Espresso House 245 Mix 174 Burger King 175 Subway 190 Starbucks 194 Waynes Coffee 198 JaFs

SUSTAINABLE BRAND INDEX

23rd

CARS

Ranking Brand Ranking Brand position position

29 Volvo 231 Peugeot 78 Toyota 232 Suzuki 88 Mercedes-Benz 235 Subaru 98 BMW 237 Citroën 126 Audi 239 Chevrolet 130 Nissan 241 Fiat 148 Volkswagen 243 Honda 155 Skoda 246 Alfa Romeo 166 Ford 247 167 Mitsubishi 177 KIA 183 Hyundai 188 Mazda 220 Opel 230 Renault

SUSTAINABLE BRAND INDEX

Maria Kausits Founder & Insight Director [email protected]

Johanna Ekman Country Manager Norway [email protected] +46 (0) 73 064 66 90

Sofia Jönsson Sustainability Analyst & Client Relations [email protected]

Eva Seignette Marketing Manager & Sustainability Analyst [email protected]

SB INSIGHT

Sustainable Brand Index™ was founded by SB Insight AB in 2011 in Sweden. SB Insight is an insight agency on a mission to create sustainable brands. We provide knowledge and understanding of how sustainability affects branding, communications and business development. Our insights come in different forms and are used for strategic decision-making. www-sb-index.com www.sb-insight.com