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SBI Ranking 2018 DE OFFICIAL REPORT 2018 DENMARK TABLE OF CONTENTS ABOUT 3 01 KEY INSIGHTS PEOPLE DISCUSS SUSTAINABILITY AS MUCH AS LAST YEAR 5 A NEUTRAL DEVELOPMENT IN ALL COUNTRIES 6 THE SUSTAINABLE DEVELOPMENT GOALS - PRIORITIES 7 THE SUSTAINABLE DEVELOPMENT GOALS - CHANGES FROM LAST YEAR 9 02 CONSUMERS OUR FOUR BEHAVIOUR GROUPS 11 A POLARISATION OF SOCIETY 13 BEHAVIOUR GROUPS - DEVELOPMENT 2013-2018 14 03 RANKING TOP THREE 16 PLACE 4-10 17 INDUSTRY LEADERS 18 INDUSTRY RANKING 18 RANKING DEVELOPMENT 2013-2018 19 RANKING 2018 - DENMARK 23 04 METHODOLOGY 39 05 ABOUT US 42 ABOUT 01 WHAT? 02 HOW? THE NORDICS ́LARGEST BRAND STUDY THREE-PART STUDY BASED ON MORE THAN FOCUSING ON SUSTAINABILITY 40 000 CONSUMER INTERVIEWS TM Sustainable Brand IndexTM is The Nordics ́largest Sustainable Brand Index is a three-part study based on two quantitative survey studies and one brand study focusing on sustainability. Based on qualitative study in the form of in-depth interviews. more than 40 000 consumer interviews, the study maps out and analyses brands on sustainability from The Data Collection 2018 the consumer perspective. The study includes a ‣ The quantitative studies were conducted through comprehensive trend analysis, consumer behaviour online interviews between November 2017 and analysis and strategic recommendations. January 2018. The qualitative study was conducted in February 2018. Sustainable Brand IndexTM consists of a ranking and is complemented by the following parts: ‣ Every brand is evaluated by at least 1000 people. In total, more than 900 brands were ‣ Trends & Future Analysis evaluated by 40 000 respondents in the Nordics Insights into what has happened in the global and almost 150 brands in the Netherlands by arena and on the national market over the last 5000 respondents. year; and, above all, which emerging trends can ‣ The target group is defined as consumers be seen in each industry. between 16-70 years old in the respective ‣ The Sustainable Consumer countries: Sweden, Norway, Denmark, Finland & Mapping of who the sustainable consumer is and The Netherlands. what drives and hinders sustainable behaviours ‣ The basis of the study is the UN Global and emerging consumption patterns. Compact’s 10 principals about environmental ‣ Brand Analysis Focusing on Sustainability and social responsibility. This is complemented Evaluation and analysis of; how each brand is with an external definition focusing on the perceived within environmental and social consumers’ perception of sustainability, meaning sustainability, the reasons for these perceptions their expectations of and demands for brands. and the strategic steps moving forward. ‣ The selection of brands is based on; market presence in each respective country, turnover & market share and general brand awareness. 03 WHY? THE TOOL FOR SUSTAINABLE BRANDING Sustainable Brand IndexTM highlights and raises awareness about the value of sustainable branding. By motivating and inspiring, we help companies improve their work and encourage them to communicate. Sustainable Brand IndexTM provides insights into brand perceptions and delivers data and strategic tools for decision-making. It enables SUSTAINABLE BRAND INDEXTM IS CARRIED companies to drive sustainability forward through OUT BY THE INSIGHT AGENCY SB INSIGHT branding and communication. 3 PART 01 KEY INSIGHTS 01 PEOPLE DISCUSS SUSTAINABILITY AS MUCH AS LAST YEAR The number of consumers discussing sustainability- Second of all, and a bit more worrying. We now see related issues with friends and family is the same in that consumers, compared to politicians and 2018 as 2017. The development is more or less companies, are lagging slightly behind. They do talk neutral in all four countries. about sustainability, but they do not develop their interest as quickly as other stakeholders. No need to Why is this? Well, there are two main reasons for this. worry too much yet. But it is important not to forget First of all, the phenomena of "discussing consumers. We want them as well, to create the sustainability" is no longer something strange or change needed. different. Sustainability is, instead, one of the essential topics of conversations today. Therefore, people are Finally, it is also of importance to mention that the less prone to think of it as something special that they peak in 2016 was mainly an effect of an intense year talk about. This also affects our numbers. More in 2015. There was a lot of talk in the media and the people might be talking about sustainability, without public discussion about sustainability. Especially at seeing it as sustainability. But rather a regular the end of the year, as a direct consequence of the conversation topic. climate meeting in Paris. THE % OF CONSUMERS WHO DISCUSS SUSTAINABILITY: 80 % 70 % 64% Sweden 60 % 57% Finland 50 % 51% Denmark 50% Norway 40 % 2014 2015 2016 2017 2018 5 01 A NEUTRAL DEVELOPMENT IN ALL COUNTRIES The development here is similar to the one on the correlate with the size of our Ego Group (see previous page regarding discussions about Consumer chapter). Another reason is that consumers sustainability. When looking at the number of people are lagging behind a bit. As mentioned on the previous claiming that sustainability affects their purchasing page, politicians and companies have shifted gears, decision, we see a neutral development since last year but perhaps they forgot the regular consumers? in all countries. The trend has been firmly positive since 2015 but seems to slow down a bit now. One reason The same development is present within the willingness for this is that we now have reached a quite high to pay a price premium for a sustainable alternative. number of people affected by sustainability. The The levels are more or less the same as last year in all remaining 30-40 percent of each population also four countries. THE % OF CONSUMERS WHO SAY THAT SUSTAINABILITY IMPACTS THEIR BUYING DECISION: 73% Sweden 75 % 72% Denmark 70 % 70% Finland 65 % 62% Norway 60 % 55 % 2014 2015 2016 2017 2018 WILLING TO PAY A 10% PRICE PREMIUM FOR A MORE SUSTAINABLE ALTERNATIVE SWEDEN NORWAY DENMARK FINLAND 2018 42% 34% 34% 38% 2017 41% 33% 35% 39% 6 01 THE SUSTAINABLE DEVELOPMENT GOALS - PRIORITIES Goal number 12, Responsible Consumption & Production, is the winner in all four countries. This is the goal that consumers think is most important for companies to address today. Goal 13 about Climate Action has high priority in all countries but Norway (where it ranks as number 7!). Finally, Goal 8 about Decent Work & Economic Growth is a top 3 priority in all countries but Denmark. TOP 3 GOALS COMPANIES SHOULD PRIORITISE ACCORDING TO CONSUMERS SWEDEN GOAL GOAL GOAL #1 #2 #3 NORWAY GOAL GOAL GOAL #1 #2 #3 https://sustainabledevelopment.un.org/?menu=1300 7 01 THE SUSTAINABLE DEVELOPMENT GOALS - PRIORITIES DENMARK GOAL GOAL GOAL #1 #2 #3 FINLAND GOAL GOAL GOAL #1 #2 #3 https://sustainabledevelopment.un.org/?menu=1300 8 01 THE SUSTAINABLE DEVELOPMENT GOALS - CHANGES FROM LAST YEAR We can see some interesting changes in consumer opinions about the Global Goals since last year. Notably, goal number 8, Decent Work & Economic Growth, has decreased the most in importance in all countries but Sweden. As for the highest increases, it varies a lot between the countries. INCREASED MOST DECREASED MOST SWEDEN SWEDEN NORWAY DENMARK FINLAND 9 PART 02 CONSUMER WHO IS THE SUSTAINABLE CONSUMER? We have extracted a number of patterns by studying how consumers act in different situations and cross-analysed this with the underlying structures of their attitudes. From these patterns, we have identified four behaviours that consumers show in relation to sustainability and companies. 02 OUR FOUR BEHAVIOUR GROUPS 01 EGO Ego is usually a man with strong views about how society functions, or at least how it should function. DOES NOT CARE ABOUT He has traditional values. His greatest interests are SUSTAINABILITY his own existence, things happening in his own country, the local community, and of course the local • Middle-aged man on the countryside or sports team. Ego is either a middle-aged worker/ in the city blue-collar on the countryside or a middle-aged official/white-collar in the big city. Ego in the city • Traditional values has more money than people in general. He is • Interested in sports and local news therefore less worried and interested in other people and their feelings. Ego´s educational level is slightly • Not interested in sustainability lower than the national average. The main priorities of Ego upon consumption are availability, simplicity, speed and price. Simply put, he takes his diesel- PRIORITY! powered SUV down to the gas station to buy milk. Simplicity & Price 02 MODERATE Moderate is today the majority of the population. It is a man or a woman, on the countryside or in BELIEVES THAT SUSTAINABILITY CAN the city. Moderate is the symbol of the "ordinary BE A BIT INTERESTING citizen". Moderate does not make too much noise. Instead, Moderate is pretty pleased with things as they are. A Moderate consumer follows the • The average consumer developments in the local community through the news. Sometimes, Moderate worries about where • Satisfied with life – does not make any fuss the world is heading. But Moderate is generally • Thinks that sustainability is more and more satisfied with life. As a consumer, Moderate has interesting general requirements in terms of longevity, quality and function. In addition, Moderate is interested in the price tag. Sustainability is interesting when in PRIORITY! line with other expectations. But the interest is Quality, Function & constantly increasing. Longevity 11 02 OUR FOUR BEHAVIOUR GROUPS Smart is often a determined woman who focuses on 03 SMART her own wellbeing and health. She has high standards and thus also high demands on the companies whose CURIOUS & INTERESTED IN products and services she consumes. "What's in it for SUSTAINABILITY me?" is always the first question for Smart.
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