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. Quality and service are important priorities. She sees the possibility • Determined with high standards to combine things that are good for herself with what is good for the world. She makes everyday choices that • Likes to discuss sustainability and learn more balance these things. She wants to make a difference in everyday life through her decisions. Smart searches • Thinks that sustainability is very interesting for brands that she can identify with. She has a strong opinion but likes to discuss sustainability with others. She is interested in what happens in society. Smart actively seeks information about what is going on in PRIORITY! the world. In some cases, she behaves sustainable "What's in it for me?” without knowing it. For example, when her choices are Quality, Service & Health driven by a focus on health or safety.

04 DEDICATED Dedicated is an active man or woman, young or old, that prioritises sustainability in all parts of life. It is a ZEALOUS & WELL-INFORMED person who lives consciously and weighs every ON SUSTAINABILITY consumption decision carefully. Dedicated is left- oriented and interested in international relations, politics and culture. In relation to companies Dedicated is • Knowledgeable and well-informed on sustainability questioning and zealous. Dedicated prefers to listen to • Actively seeks information on sustainability other Dedicated consumers. Usually she or he also reads a lot and avoids accepting information directly • Zealous and critical towards corporations from companies. Dedicated assumes companies are

• Focused on sustainability, whatever the situation bad until the contrary has been proved. The knowledge of sustainability is high. Dedicated is often well informed about what companies do in the area of sustainability. However, Dedicated´s understanding of companies and PRIORITY! their ambitions is very limited. Dedicated often contacts Sustainability companies to put them against the wall. Finally, Dedicated is also active in social media channels.

12 02

A POLARISATION OF SOCIETY

Norway has the largest Ego group of the Nordic At the same time, we see that the Smart group remains countries. This is partly due to Norwegians having on the same level as last year in Norway, Denmark and had the privilege of the oil and therefore the ability Finland. Overall, the Smart group only decreased (or inability?) to disregard certain sustainability slightly (2 percentage points) in Sweden. However, issues. The Ego group is the same in Finland and compare to the other Nordic countries the group is still Denmark, and slightly smaller in Sweden. the biggest in Sweden with 26%.

What we see this year, as well as last year, is a So, we see a polarisation taking place. Where on the polarisation of the market. The Ego group suddenly one hand Smart consumers drive sustainability issues grew last year, after years of shrinking. It was then and on the other, Ego consumers think that other issues and is still today a consequence of concerns about are more important. Ego even feel that sustainability societal issues. For example issues such as might be getting to much space in the public debate. immigration and integration make people feel insecure. When people feel insecure, they tend to narrow their sphere of interest from society to their family and themselves.

BEHAVIOUR GROUPS 2018

EGO MODERATE SMART DEDICATED

SWEDEN 24% 42% 26% 8%

NORWAY 35% 39% 20% 6%

DENMARK 27% 42% 25% 7%

FINLAND 27% 42% 25% 6%

13 02

BEHAVIOUR GROUPS - DEVELOPMENT 2013-2018

The development of the groups is fairly neutral this year. This indicates that consumers are not developing in the same manner or at the same speed as politicians and companies. There is a need for all other stakeholders to address and engage consumers more.

EGO MODERATE

40 % 60 %

55 % 35 %

50 % 30 % 45 %

25 % 40 %

20 % 35 % 2013 2014 2015 2016 2017 2018 2013 2014 2015 2016 2017 2018

Sweden Norway Denmark Finland Sweden Norway Denmark Finland

SMART DEDICATED

30 % 10 %

25 % 8 %

20 % 6 %

15 % 4 %

10 % 2 %

5 % 0 % 2013 2014 2015 2016 2017 2018 2013 2014 2015 2016 2017 2018

Sweden Norway Denmark Finland Sweden Norway Denmark Finland

14 PART 03

RANKING 03

TOP 3

01 Coop takes over Urtekram as the winner with the highest score in Denmark. After being number one in 2016 and then dropping to COOP 90% number four in 2017, Coop climbs up again as the leader.

02 Urtekram is moving down to second place this year, however still holding the highest score in environmental sustainability according to URTEKRAM 82% Danish consumers. The third place, stays with Friland, a company specialised in organic meat production and developing animal welfare standards.

03

FRILAND 81%

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.

16 03

PLACE 4 -10

Except for Thise that entered the study this year on number four, the top 10 is THISE dominated by the same brands as in 04 80% 2017. They all earned their ranking due to being close to the consumer and having prioritised sustainability in their strategic communication. REMA 1000 05 77% Only Lego and SuperBrugsen score relatively higher on social sustainability. All other brands in the top 10 are stronger within environmental responsibility than social responsibility. LEGO 06 77% The overall sustainability scores have slightly increased compared to last year’s ranking. SUPERBRUGSEN 07 76%

IRMA 08 75%

09 TESLA About the Ranking in Sustainable Brand Index™ 75% 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%, KVICKLY performs very well within both environmental and 10 74% social responsibility according to consumers.

17 03

INDUSTRY LEADERS

According to the consumer, the 1 COOP GROCERY STORES majority of industry leaders 2017 are 2 URTEKRAM FOOD & BEVERAGE Danish brands. 6 LEGO FURNITURE, DECORATION & LEISURE 9 TESLA CARS 13 NATUR-ENERGI ELECTRICITY There are some new industry leaders 16 SYGEFORSIKRINGEN DANMARK INSURANCE this year. McDonald´s now leads the 17 THE BODY SHOP CLOTHES & BEAUTY Fast Food industry, while Orkla leads 36 OK FUEL in the FMCG industry. 39 COMWELL HOTELS 45 MCDONALD´S FAST FOOD Spies dropped from place 93 to 127 48 ARBEJDERNES LANDSBANK BANKS this year, while Bravo Tours climbed 63 ORKLA FMCG up a few spots, making it the new 103 BRAVO TOURS TRAVEL industry leader in Travel. 147 YOUSEE TELECOMMUNICATIONS

INDUSTRY RANKING Grocery Stores is again the leading industry 1. GROCERY STORES within sustainability in 2018, followed by 2. ELECTRICITY Electricity and Food & Beverage. 3. FOOD & BEVERAGE 4. HOTELS 5. INSURANCE 6. FURNITURE, DECORATION & LEISURE 7. CLOTHES & BEAUTY 8. FAST FOOD 9. TRAVEL 10. BANKS 11. CARS 12. FMCG 13. FUEL 14. TELECOMMUNICATIONS

18 03

RANKING DEVELOPMENT 2013-2018

2018 2017 2016 2015 2014 2013

Coop 1 4 1 Urtekram 2 1 Friland 3 3 Thise 4 REMA 1000 5 6 9 7 8 Lego 6 8 3 Superbrugsen 7 7 2 2 1 Irma 8 5 4 1 4 Tesla 9 2 Kvickly 10 10 5 3 Arla 11 9 7 6 5 Dagli’ Brugsen 12 13 8 5 6 Natur-Energi 13 14 IKEA 14 12 6 4 2 1 Ørsted 15 18 11 18 Sygeforsikringen Danmark 16 15 21 9 3 The Body Shop 17 11 Matas 18 20 15 10 Rynkeby 19 19 13 8 Tryg 20 31 24 23 9 2 Dansk Supermarked 21 16 14 Fakta 22 17 17 13 15 Føtex 23 21 12 12 14 Innocent 24 Energi Fyn 25 22 31 41 Carlsberg 26 24 18 11 7 Netto 27 33 22 15 17 Tuborg 28 30 32 25 11 Nrgi 29 26 Lurpak 30 37 29 Eniig 31 Bilka 32 28 26 21 16 Hummel 33 23 19 Søstrene Greene 34 Vattenfall 35 32 23 28 OK 36 36 34 22 18 8 Schulstad 37 34 SEAS-NVE 38 29 Comwell 39 41 30 26 21 10 Danish Crown 40 49 44 37 Royal Unibrew 41 53 50 50 30 Lærerstandens Brandforsikring 42 43 Kohberg 43 35 Meny 44 27 McDonald´s 45 56 53 40 36 Lidl 46 48 36 52 45 Volvo 47 42 38 16 20 6 Arbejdernes Landsbank 48 39 51 38 25 15 Jysk 49 47 45 34 10 3 Bang & Olufsen (B&O) 50 46 43

* Some brands have been removed from the study over time, due to a variety of reasons, e.g. 19 bankruptcy, mergers etc. This means some numbers might be missing from the ranking of previous years. 03

2018 2017 2016 2015 2014 2013

Modstrøm 51 59 Alka 52 83 56 68 48 PFA Pension 53 58 Flying Tiger Copenhagen 54 89 89 Toms 55 51 41 31 23 Middelfart Sparekasse 56 55 Scandic 57 76 40 42 37 7 First Hotels 58 82 52 45 44 16 H&M 59 25 28 24 12 5 AP Pension 60 106 Spar 61 67 60 80 69 Toyota 62 44 46 48 28 13 Orkla 63 147 Sunset Boulevard 64 68 49 44 31 PenSam 65 71 Coca-Cola 66 92 72 58 32 Audi 67 61 69 47 24 11 Haribo 68 108 116 74 60 Bauhaus 69 81 Tulip 70 60 58 Arp Hansen 71 103 79 76 58 12 Radisson Blu 72 74 42 43 27 14 Noa Noa 73 66 48 36 43 21 Amo 74 112 Imerco 75 Georg Jensen 76 54 55 Finax 77 117 Volkswagen 78 69 95 19 13 4 Sportmaster 79 77 Salling 80 85 77 46 22 Danica Pension 81 107 67 64 Anthon Berg 82 64 57 33 26 Starbucks 83 GF Forsikring 84 94 80 94 49 Topdanmark 85 99 64 65 61 35 Stryhn’s 86 90 75 60 42 Mondelez International 87 75 172 158 119 XL Byg 88 72 Inspiration 89 Faxe 90 Aldi 91 65 93 105 101 Steff Houlberg 92 86 Mercedes-Benz 93 87 68 61 47 23 Elgiganten 94 88 101 Sport24 95 84 Nestlé 96 144 97 121 KiMs 97 121 90 90 82 Go´on 98 78 131 156 Danske Bank 99 80 66 69 70 19 Jyske Bank 100 113 86 72 75 30 Skoda 101 130 78 70 34 29 INTERSPORT 102 63 Bravo Tours 103 97 106 57 62 27 Masai 104 Nordea 105 101 61 62 35 18 STARK 106 79 IDEmøbler 107 159 120 102 96 Best Western 108 70 59 67 53 31 Joe & the Juice 109 Boconcept 110 95 137 86 110 20 03

2018 2017 2016 2015 2014 2013

Pilgrim 111 Apollorejser 112 104 109 82 46 33 Sportigan 113 126 TUI 114 100 74 49 29 9 K-Salat 115 135 105 107 74 Silvan 116 110 85 51 38 If 117 134 155 146 124 67 Castello 118 98 121 Carletti 119 160 140 148 115 KIA 120 143 143 97 111 42 BMW 121 62 63 53 54 17 Samsøe & Samsøe 122 jem & fix 123 119 Opel 124 111 84 66 57 24 Alm Brand 125 131 76 75 67 45 Pandora 126 132 Spies 127 93 92 59 39 20 Illums Bolighus 128 114 107 71 66 Sparekassen Kronjylland 129 91 134 100 109 64 Procter & Gamble 130 180 165 149 127 Spar Nord 131 73 91 87 77 56 Peugeot 132 118 115 95 72 28 Renault 133 148 103 123 95 32 Sydbank 134 115 82 55 92 47 Gjensidige 135 172 110 120 93 71 Tøjeksperten 136 Dr. Oetker 137 170 Biltema 138 171 Nykredit 139 128 96 73 63 34 Bygma 140 122 Codan 141 162 87 101 78 46 Vero Moda 142 105 113 77 94 41 Santa Maria 143 120 Circle K 144 109 Nespresso 145 Ford 146 102 81 89 64 25 YouSee 147 129 Bahne 148 Burger King 149 116 132 99 104 Telmore 150 145 125 115 Footlocker 151 Telia 152 175 Unilever 153 141 71 83 107 Mazda 154 137 124 124 73 44 Pågen 155 138 Hyundai 156 146 127 113 90 49 Pepsi 157 133 112 112 Nissan 158 161 122 111 79 43 punkt1 159 179 Philadelphia 160 158 157 Stofa 161 185 119 141 Sand 162 125 142 104 105 Saint Tropez 163 Handelsbanken 164 166 136 108 140 68 ILVA 165 155 123 93 83 61 Citroën 166 139 118 98 85 36 Bolia 167 173 108 145 114 54 Shell 168 152 141 128 102 26 Sparekassen Sjælland 169 151 126 117 118 57 Jack&Jones 170 150 21 03

2018 2017 2016 2015 2014 2013

Dominos 171 190 169 163 146 Suzuki 172 169 151 129 99 39 Telenor 173 156 129 131 123 Honda 174 136 139 150 81 51 F24 175 154 167 136 142 62 Købstædernes Forsikring 176 142 Q8 177 149 130 125 121 38 Only 178 L´Oréal 179 153 160 126 116 Power 180 Skandia 181 127 148 138 106 65 Johnson & Johnson 182 165 144 88 120 Zara 183 123 152 118 137 69 Mars 184 163 158 151 135 Vila 185 140 138 147 100 66 Danone 186 176 163 144 130 INGO 187 168 146 116 Bähncke 188 124 114 103 98 Mitsubishi 189 164 154 153 117 53 Expert 190 187 Saxo Bank 191 183 153 KFC 192 188 166 162 133 Uno X 193 178 147 135 132 55 Gina Tricot 194 182 168 130 131 63 Tre (3) 195 181 159 127 147 Fiat 196 174 149 119 88 40 Chevrolet 197 184 161 154 112 60 Subaru 198 186 171 157 125 50 Dressmann 199 157 164 155 143 72 Alfa Romeo 200 191 170 143 139 58 Seat 201 96 128 134 91 59 Biva 202 189 156 164

* Some brands have been removed from the study over time, due to a variety of reasons, e.g. 22 bankruptcy, mergers etc. This means some numbers might be missing from the ranking of previous years. 03 RANKING - DENMARK

1. Coop 60. AP Pension 120. KIA 180. Power 61. Spar 121. BMW 181. Skandia 2. Urtekram 62. Toyota 122. Samsøe & Samsøe 182. Johnson & Johnson 3. Friland 63. Orkla 123. jem & fix 183. Zara 4. Thise 64. Sunset Boulevard 124. Opel 184. Mars 5. REMA 1000 65. PenSam 125. Alm Brand 185. Vila 6. Lego 66. Coca-Cola 126. Pandora 186. Danone 7. Superbrugsen 67. Audi 127. Spies 187. INGO 8. Irma 68. Haribo 128. Illums Bolighus 188. Bähncke 9. Tesla 69. Bauhaus 129. Sparekassen Kronjylland 189. Mitsubishi 10. Kvickly 70. Tulip 130. Procter & Gamble 190. Expert 11. Arla 71. Arp Hansen 131. Spar Nord 191. Saxo Bank 12. Dagli’ Brugsen 72. Radisson Blu 132. Peugeot 192. KFC 13. Natur-Energi 73. Noa Noa 133. Renault 193. Uno X 14. IKEA 74. Amo 134. Sydbank 194. Gina Tricot 15. Ørsted 75. Imerco 135. Gjensidige 195. Tre (3) 16. Sygeforsikringen Danmark 76. Georg Jensen 136. Tøjeksperten 196. Fiat 17. The Body Shop 77. Finax 137. Dr. Oetker 197. Chevrolet 18. Matas 78. Volkswagen 138. Biltema 198. Subaru 19. Rynkeby 79. Sportmaster 139. Nykredit 199. Dressmann 20. Tryg 80. Salling 140. Bygma 200. Alfa Romeo 21. Dansk Supermarked 81. Danica Pension 141. Codan 201. Seat 22. Fakta 82. Anthon Berg 142. Vero Moda 202. Biva 23. Føtex 83. Starbucks 143. Santa Maria 24. Innocent 84. GF Forsikring 144. Circle K 25. Energi Fyn 85. Topdanmark 145. Nespresso 26. Carlsberg 86. Stryhn’s 146. Ford 27. Netto 87. Mondelez International 147. YouSee 28. Tuborg 88. XL Byg 148. Bahne 29. Nrgi 89. Inspiration 149. Burger King 30. Lurpak 90. Faxe 150. Telmore 31. Eniig 91. Aldi 151. Footlocker 32. Bilka 92. Steff Houlberg 152. Telia 33. Hummel 93. Mercedes-Benz 153. Unilever 34. Søstrene Greene 94. Elgiganten 154. Mazda 35. Vattenfall 95. Sport24 155. Pågen 36. OK 96. Nestlé 156. Hyundai 37. Schulstad 97. KiMs 157. Pepsi 38. SEAS-NVE 98. Go´on 158. Nissan 39. Comwell 99. Danske Bank 159. punkt1 40. Danish Crown 100. Jyske Bank 160. Philadelphia 41. Royal Unibrew 101. Skoda 161. Stofa 42. Lærerstandens Brandforsikring 102. INTERSPORT 162. Sand 43. Kohberg 103. Bravo Tours 163. Saint Tropez 44. Meny 104. Masai 164. Handelsbanken 45. McDonald´s 105. Nordea 165. ILVA 46. Lidl 106. STARK 166. Citroën = INDUSTRY LEADER 47. Volvo 107. IDEmøbler 167. Bolia 48. Arbejdernes Landsbank 108. Best Western 168. Shell About the Ranking in 49. Jysk 109. Joe & the Juice 169. Sparekassen Sjælland Sustainable Brand Index™ 50. Bang & Olufsen (B&O) 110. Boconcept 170. Jack&Jones The ranking is based on the percentage of 51. Modstrøm 111. Pilgrim 171. Dominos consumers who assess the company's 52. Alka 112. Apollorejser 172. Suzuki sustainability efforts as good (4) or very good 53. PFA Pension 113. Sportigan 173. Telenor (5) on a scale of 1-5 + “don´t know.” The 54. Flying Tiger Copenhagen 114. TUI 174. Honda maximum score is 200%. A company that has 55. Toms 115. K-Salat 175. F24 200%, performs very well within both 56. Middelfart Sparekasse 116. Silvan 176. Købstædernes Forsikring environmental and social responsibility 57. Scandic 117. If 177. Q8 according to consumers, ie. 100% have then 58. First Hotels 118. Castello 178. Only answered 4 or 5 (a company like that does 59. H&M 119. Carletti 179. L´Oréal not exist).

23 03

GROCERY STORES

INDUSTRY LEADERS 1. Coop 2. REMA 1000 3. Superbrugsen 4. Irma 5. Kvickly 6. Dagli’ Brugsen 7. Dansk Supermarked 8. Fakta 9. Føtex 10. Netto 11. Meny 12. Lidl 13. Spar 14. Aldi

24 03

ELECTRICITY

INDUSTRY LEADERS 1. Natur-Energi 2. Ørsted 3. Energi Fyn 4. Nrgi 5. Eniig 6. Vattenfall 7. SEAS-NVE 8. Modstrøm

25 03

FOOD & BEVERAGE

INDUSTRY LEADERS

19. Finax 1. Urtekram 20. Anthon Berg 2. Friland 21. Stryhn’s 3. Thise 22. Faxe 4. Arla 23. Steff Houlberg 5. Rynkeby 24. Nestlé 6. Innocent 25. KiMs 7. Carlsberg 26. K-Salat 8. Tuborg 27. Castello 9. Lurpak 28. Carletti 10. Schulstad 29. Dr. Oetker 11. Danish Crown 30. Santa Maria 12. Royal Unibrew 31. Nespresso 13. Kohberg 32. Pågen 14. Toms 33. Pepsi 15. Coca-Cola 34. Philadelphia 16. Haribo 35. Danone 17. Tulip 36. Bähncke 18. Amo

26 03

HOTELS

INDUSTRY LEADERS 1. Comwell 2. Scandic 3. First Hotels 4. Arp Hansen 5. Radisson Blu 6. Best Western

27 03

INSURANCE

INDUSTRY LEADERS 1. Sygeforsikringen Danmark 2. Tryg 3. Lærerstandens Brandforsikring 4. Alka 5. PFA Pension 6. AP Pension 7. PenSam 8. Danica Pension 9. GF Forsikring 10. Topdanmark 11. If 12. Alm Brand 13. Gjensidige 14. Codan 15. Købstædernes Forsikring 16. Skandia

28 03

FURNITURE, DECORATION & LEISURE

INDUSTRY LEADERS

1. LEGO 16. IDEmøbler 17. Boconcept 2. IKEA 18. Silvan 3. Bilka 19. jem & fix 4. Søstrene Greene 20. Illums Bolighus 5. Jysk 21. Biltema 6. Bang & Olufsen (B&O) 22. Bygma 7. Flying Tiger Copenhagen 23. Bahne 8. Bauhaus 24. punkt1 9. Imerco 25. ILVA 10. Georg Jensen 26. Bolia 11. Salling 27. Power 12. XL Byg 28. Expert 13. Inspiration 29. Biva 14. Elgiganten 15. STARK

29 03

CLOTHES & BEAUTY

INDUSTRY LEADERS

1. The Body Shop 16. Footlocker 17. Sand 2. Matas 18. Saint Tropez 3. Hummel 19. Jack&Jones 4. H&M 20. Only 5. Noa Noa 21. Zara 6. Sportmaster 22. Vila 7. Sport24 23. Gina Tricot 8. INTERSPORT 24. Dressmann 9. Masai 10. Pilgrim 11. Sportigan 12. Samsøe & Samsøe 13. Pandora 14. Tøjeksperten 15. Vero Moda

30 03

FAST FOOD

INDUSTRY LEADERS 1. McDonald´s 2. Sunset Boulevard 3. Starbucks 4. Joe & the Juice 5. Burger King 6. Dominos 7. KFC

31 03

TRAVEL

INDUSTRY LEADERS 1. Bravo Tours 2. Apollorejser 3. TUI 4. Spies

32 03

BANKS

INDUSTRY LEADERS 1. Arbejdernes Landsbank 2. Middelfart Sparekasse 3. Danske Bank 4. Jyske Bank 5. Nordea 6. Sparekassen Kronjylland 7. Spar Nord 8. Sydbank 9. Nykredit 10. Handelsbanken 11. Sparekassen Sjælland 12. Saxo Bank

33 03

CARS

INDUSTRY LEADERS

1. Tesla 16. Nissan 17. Citroën 2. Volvo 18. Suzuki 3. Toyota 19. Honda 4. Audi 20. Mitsubishi 5. Volkswagen 21. Fiat 6. Mercedes-Benz 22. Chevrolet 7. Skoda 23. Subaru 8. KIA 24. Alfa Romeo 9. BMW 25. Seat 10. Opel 11. Peugeot 12. Renault 13. Ford 14. Mazda 15. Hyundai

34 03

FMCG

INDUSTRY LEADERS 1. Orkla 2. Mondelez International 3. Procter & Gamble 4. Unilever 5. L´Oréal 6. Johnson & Johnson 7. Mars

35 03

FUEL

INDUSTRY LEADERS 1. OK 2. Go´on 3. Circle K 4. Shell 5. F24 6. Q8 7. INGO 8. Uno X

36 03

TELECOMMUNICATIONS

INDUSTRY LEADERS 1. YouSee 2. Telmore 3. Telia 4. Stofa 5. Telenor 6. Tre (3)

37 PART 04

METHODOLOGY 04

SUSTAINABLE BRAND INDEX™ 2018 – DATA COLLECTION

THE NUMBER OF RESPONDENTS IN SUSTAINABLE BRAND ABOUT THE STUDY INDEX™ 2018

WHAT IS SUSTAINABLE BRAND INDEX™? SWEDEN 16 600

Sustainable Brand Index ™ is the Nordics´ largest NORWAY 6 200 independent brand study focused on sustainability. Based DENMARK 7 000 on approximately 40,000 consumer interviews in the FINLAND 9 600 Nordics, and 5000 in The Netherlands, the study looks at how sustainable your brand is perceived to be, why it is THE NETHERLANDS 5 000 perceived this way and what to do about it. The study also TOTAL 44 400 includes a comprehensive trend analysis, consumer behaviour analysis and strategic recommendations. HOW IS THE TARGET AUDIENCE IN SUSTAINABLE HOW DO YOU COLLECT THE DATA IN BRAND INDEX™ 2018 DEFINED? SUSTAINABLE BRAND INDEX™? The target audience in each of the surveys is the general Sustainable Brand Index ™ is a three part study consisting public, 16-70 years, in each country. of two quantitative surveys and a qualitative survey in the form of in-depth interviews. In the quantitative studies, each HOW DO YOU CHOOSE THE RESPONDENTS? brand is assessed by at least 1000 respondents. The respondents come from so-called ‘consumer panels’ belonging to a sub-contractor. The panels thus consist of ✓ The average length of the surveys is approximately 9 regular citizens in each country that have been recruited to minutes (this applies to the first quantitative survey, the answer questions at even and uneven intervals. second one is shorter) Respondents are recruited through requests made on In accordance with our policy, we do not use panels ✓ websites on the internet (either on news sites or in that are self-recruited connection with an online purchase). We do not work with ✓ In the surveys, we set quotas for gender, age and self-recruited panels, i.e. panels made up of people who geography themselves have signed up to answer questions. ✓ In a final step, the data is weighted for further fine- The respondents who then answer the questions in tuning Sustainable Brand Index ™ are selected from the mentioned panels. To get a s nationally representative HOW MANY RESPONDENTS HAVE BEEN INTERVIEWED IN SUSTAINABLE BRAND INDEX™ selection, we make use of quotas. This means that, even 2018? before we ask questions, we decide that there must be a certain distribution of respondents, based on gender, age In total, approximately 40,000 respondents have been and geography (to reflect the population of each country). interviewed, and each brand has been randomly assessed by at least 1000 people. These 40,000 respondents are spread across the four Nordic countries in the study. In The WHEN WERE THE INTERVIEWS IN SUSTAINABLE Netherlands, about 5000 respondents are interviewed, on BRAND INDEX™ 2018 CONDUCTED? the same premises as in the Nordic countries. Each The different steps in the study (quantitative and qualitative respondent receives a completely random selection of studies) were conducted during November 2017 - January brands to avoid systematic errors in the study. 2018 and February to March 2018 respectively.

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SUSTAINABLE BRAND INDEX™ 2018 – DATA COLLECTION

HOW ARE THE BRANDS IN SUSTAINABLE BRAND HOW IS SUSTAINABILITY DEFINED IN SUSTAINABLE INDEX™ SELECTED? BRAND INDEX™? The selection of brands in the study is independent of SB The basis for the ranking in Sustainable Brand Index ™ is the Insight and is based mainly on three parameters: UN Global Compact's 10 Principles of Environmental Responsibility and Social Responsibility. However, the ✓ Activity on the Market of the Country ranking is only the tip of the iceberg in the study. We also ✓ Turnover & Market Share look at a so-called external definition of sustainability that focuses on consumer perceptions of what sustainability is - ✓ General Brand Awareness their expectations and demands on companies. Furthermore, The purpose of these criteria is to create a selection that the study also digs deep within specific focus areas relevant mirrors the brands that consumers meet in their everyday to each industry. In 2017, we also began to examine the life. The selection is primarily focused on corporate attitudes towards the 17 Sustainable Development Goals. brands but are also complemented with product brands based on market share and general brand awareness that are relevant in order to create a justified image of each industry respectively.

HOW MANY BRANDS ARE CHOSEN IN SWEDEN 326 BRANDS SUSTAINABLE BRAND INDEX™? NORWAY 225 BRANDS We try to add new brands every year as we expand DENMARK 202 BRANDS the study. This is the current number of brands in each FINLAND 164 BRANDS country, chosen based on the parameters above. THE NETHERLANDS 147 BRANDS

TOTAL 1064 BRANDS

HOW HAS THE SIZE OF SUSTAINABLE BRAND INDEX™ EVOLVED OVER THE YEARS?

2011 2012 2013 2014 2015 2016 2017 2018

COUNTRIES SWEDEN SWEDEN SWEDEN, SWEDEN, SWEDEN, SWEDEN, SWEDEN, SWEDEN, NORWAY, NORWAY, NORWAY, NORWAY, NORWAY, NORWAY, DENMARK, DENMARK, DENMARK, DENMARK, DENMARK, DENMARK, FINLAND FINLAND FINLAND FINLAND FINLAND, FINLAND, THE NETHERLANDS THE NETHERLANDS

NUMBER OF 3 000 8 000 18 000 25 000 27 000 30 000 36 000 44 400 RESPONDENTS

NUMBER OF 151 200 450 636 709 750 940 1064 BRANDS PART 05

ABOUT US ABOUT SB INSIGHT

We are an Insight Agency on a mission to create Sustainable Brands. We provide our clients with knowledge and understanding of how sustainability affects markets, industries, brands, communication and behaviours.

Our Insight comes in different forms and is used for strategic decision-making. Everything is based in our expertise within branding & communications, sustainability, behavioural science and market research.

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ERIK ELVINGSSON HEDÉN MARIA KAUSITS SOFIA JÖNSSON Managing Director & Partner Director of Insight & Partner Sustainability Analyst & Client Relations Email: [email protected] Email: [email protected] Email: [email protected] Phone: +46 (0) 70 865 13 97 Phone: +46 (0) 73 655 34 70 Phone: +46 (0)702 43 64 90

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