Official Report 2019

OFFICIAL REPORT 2019

DENMARK 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™ B2C

Sustainable Brand Index™ is Europe’s largest independent brand study focused on sustainability. The study is conducted yearly since 2011 from a consumer perspective (B2C) and 2017 from a decision-maker perspective (B2B). This year, 50 000 consumers in more than 20 industries have been analysed on sustainability. In total, 1148 brands have been evaluated. Currently, the study is conducted annually in Sweden, Norway, Denmark, Finland and the Netherlands.

The ofﬁcial report is freely available and provide the key insights, consumer developments, brands ranking and methodology of Sustainable Brand Index™ B2C 2019.

ABOUT SUSTAINABLE BRAND INDEX™? 4

WHAT´S IN IT FOR YOU? 5

01 KEY INSIGHTS A REFLECTION ON THE DANISH MARKET 7

SUSTAINABILITY CREATES CONVERSATIONS 8

MORE CONSUMERS THAN EVER CLAIM TO BE AFFECTED 9

CLIMATE ISSUES & THE FUTURE 10

02 CONSUMERS OUR FOUR BEHAVIOUR GROUPS 12

BEHAVIOUR GROUPS - DEVELOPMENT 2013-2019 14

03 RANKING A NOTE ON THE DANISH RANKING 16

TOP 1-10 17

INDUSTRY LEADERS 18

INDUSTRY RANKING 18

RANKING 2019 - DENMARK 19

RANKING DEVELOPMENT 2013-2019 20

04 METHODOLOGY 25

05 ABOUT SB INSIGHT 28 ABOUT SUSTAINABLE BRAND INDEX™?

01. WHAT IS SUSTAINABLE BRAND INDEX™? 02. HOW DO YOU COLLECT THE DATA IN SUSTAINABLE BRAND INDEX™? EUROPE’S LARGEST BRAND STUDY FOCUSING ON SUSTAINABILITY THREE-PART STUDY BASED ON 50 000 CONSUMER INTERVIEWS Sustainable Brand IndexTM is Europe’s largest brand study focusing on sustainability. Based on 50 000 Sustainable Brand Index ™ is an independent three- consumer interviews, the study looks at how part study, based on desk research and two sustainable your brand is perceived to be, why it is quantitative web-surveys. Each brand is assessed by perceived this way and what to do about it. The study at least 1 000 respondents. also includes a comprehensive trend analysis, consumer behaviour analysis and strategic The Data Collection 2019 recommendations. • The different steps in the study were conducted Sustainable Brand IndexTM consists of the following during November 2018 to January 2019 and parts: February to March 2019 respectively.

• Trends & Future Analysis • Every brand is evaluated by at least 1000 people. In total, more than 1100 brands were Review of what happened in the rest of the world and evaluated by 50 000 respondents. on the market over the last year, and, above all, the merging trends wee see in each country. • The target audience in each of the surveys is the general public, 16-70 years old, in each country. • The Sustainable Consumer • The basis for the ranking in Sustainable Brand A mapping of who the sustainable consumer is, what Index ™ is the UN Global Goals for Sustainable drives and hinders sustainable behaviours, and Development. However, the ranking is only the emerging consumption patterns. tip of the iceberg in the study. We also look at a so-called external deﬁnition of sustainability that • Brand Analysis Focusing on Sustainability focuses on consumer perceptions of what Evaluation and analysis of how sustainable each sustainability is - their expectations and brand is perceived, why it is perceived so and how it demands on companies. should be handled in the best possible way. • The selection of brands is based on the activity on the market of each respective country, turnover & market share, and general brand 03. WHAT IS THE PURPOSE OF SUSTAINABLE awareness. BRAND INDEX™?

THE TOOL FOR SUSTAINABLE BRANDING

The purpose of Sustainable Brand Index ™ is to visualise the value of sustainable branding and spread and increase knowledge about this topic. By motivating, inspiring and providing a concrete tool, we encourage companies to improve their work and dare to communicate. We believe that the more companies talk about sustainability and what they do, the higher the interest among consumers. Increased interest, in turn, leads to increased knowledge, which in the long run also leads to higher demands on SUSTAINABLE BRAND INDEXTM IS CARRIED brands. OUT BY THE INSIGHT AGENCY SB INSIGHT

4 IS YOUR BRAND LISTED IN THE STUDY? LUCKY YOU!

A TAILORED STRATEGY REPORT FOR YOUR BRAND

We have a lot of actionable insights tailored for your brand, answering how your brand is perceived within sustainability and why it is perceived that way, followed by recommendations for strategic business development building on these insights.

Contact us to learn more about the strategy report for your brand. The report is based on the results of CONTACT the Sustainable Brand Index™ and tailored according to your conditions and needs, with a long-term Erik Elvingsson Hedén perspective in mind. Founder & Country Manager Norway, Denmark, Finland WHAT´S IN IT FOR YOU?

[email protected] • Learn about how to build a sustainable brand and +46 (0) 708 65 13 97 how to change and improve perception.

• Get increased market share by profound insights in efﬁcient communication strategies based on the consumers demands and needs within sustainability.

• Find a way to differentiate your brand within sustainability by getting insight into your competitors and their strengths and weaknesses.

• Be able to plan for a long-term sustainable brand by understanding the future risks and opportunities that might affect you and how to respond to them.

A VITAL TOOL – WITH MANY APPLICATIONS

TESTIMONIAL We provide brands like IKEA and Lantmännen with Sustainable Brand Index is an important tool tailored insights every year, and our clients use the for us. The study highlights sustainability in a report in different ways, but most of all it is used as a way that is relevant and creates interest tool for: among stakeholders in society. Our tailored brand report has been crucial for our development in recent years – both internally • Strategic decision-making - for example in the and in the official ranking. The rigorous materiality analysis. insights in the report are valuable and give us a solid foundation to work with both our • Communication – deciding whom to communicate brand“ and our communications. to and with what message. - Anders Rynell, Marketing Director, • Monitoring – follow up the actual effects on efforts Apoteket Sweden AB and/or allocate resources more efﬁciently.

Curious about how you can strengthen your brand with insights from Sustainable Brand Index?

5 01 KEY INSIGHTS

2019 KEY INSIGHTS

A REFLECTION ON THE DANISH MARKET

Denmark has always been the slightly deviating Change give consumers a sense of urgency and an sibling among the Nordic countries. It is exhibiting intellectual understanding of the severity of things, trends and developments different from Sweden, there is still a great need for effective marketing and Norway and Finland. This year is no different as sales to change behaviours. It is like going to the Danish consumers, contradictory to its neighbours, gym. You know you have to, but it is still something show a negative development in the share of the that most people put off. Industry-wide solutions are population that claims to be affected by likely to be an important way forward for creating sustainability when buying things. behavioural changes. For people to act, the norm needs to change quickly. This will happen if all, or at The share of Danish consumers discussing least a majority, of the actors in an industry, work sustainability increases in the same way as the rest of together. the Nordics. However, it seems a bit harder for brands to convert this interest into action in the form Building a sustainable brand is more critical today of sustainable choice. At the moment, the Danes than ever before. As a result of increased interest show more talk than walk, a path that we do not and more discussions among consumers, want them to continue down. sustainability today is something that is in high demand. In most industries, there are still open As in all countries, the gap between interest in positions to take within sustainability. They get fewer sustainability and actual behaviour change is still by the year, but the chance still exists. So take it! significant. The Egos and Moderates are still Few or no brands have regretted communicating outnumbering the Smarts and the Dedicated (see about sustainability. It is usually the other way the next coming pages about our Consumer around. And since it takes time, the sooner you start, Groups). There is an Intellectual Gap that waits to be the faster you can count the ROI. bridged. Even though external events such as wildfires, flooding and the IPCC Report on Climate

Erik Elvingsson Hedén Maria Kausits

Founder & Managing Director Founder & Insight Director

7 KEY INSIGHTS

SUSTAINABILITY CREATES CONVERSATIONS

In all Nordic countries, we see that the share of consumers that claim to discuss sustainability to some extent (with friends and family) increase quite significantly since last year. The trend in all countries is almost identical. The steepest increase is to be found in Norway, followed by Denmark and Finland. Sweden has a slightly lighter increase, but it is still significant.

The reason for this increase is that consumers now are more focused on sustainability issues, with the climate in the lead, than ever. The last two years have been more characterised by other issues like Donald Trump, Brexit and immigration problems. This year, people seem to return to more sustainability-oriented issues. An increased focus on climate change is also something that unites people, rather than polarise. It is less sensitive than, for example, immigration which makes it easier to gather around.

In Norway, we can see that a greater focus on climate change from both companies and the government has helped to push consumer interest. In Finland, one of the main reasons for the steep increase in people discussing sustainability is the IPCC-report, published last year. It made a big impression on companies and government as well as consumers.

THE % OF CONSUMERS WHO DISCUSS SUSTAINABILITY

80 %

75 %

70 %

65 %

60 %

55 %

50 %

45 % 2014 2015 2016 2017 2018 2019

Sweden Norway Denmark Finland

8 KEY INSIGHTS

MORE CONSUMERS THAN EVER CLAIM TO BE AFFECTED

As we could see on the previous pages negative development. The most significant increases are about people discussing sustainability, the found in Finland and Norway. The latter is now on the road to awareness has hit an all-time high in all catch up with its neighbours, starting from a much lower point. Nordic countries. When looking at people Apart from Denmark, where the market is a bit more claiming to act sustainably in their inconstant, the long-term trend is slowly, but steadily, positive. purchasing decisions, the trend is positive in all countries but Denmark. However, the The big difference this year, in all countries but Denmark, is increase is not as drastic as the one we saw that the ones that use to claim to be unaffected by within the discussions about sustainability. sustainability now actually confess to being affected. In short, the bar has been raised. In Denmark, the problem is that a For the first time, Finland bypasses Sweden much higher share claims to discuss sustainability, as seen on as the country where most consumers claim the previous pages, but that does not transfer to purchasing to consider sustainability in their purchasing decisions. Hence, it is a bit harder for Danish companies to decisions. Norway sees a considerable convert engagement and interest in sustainability to real increase, whereas Denmark has a slightly actions.

THE % OF CONSUMERS WHO SAY THAT SUSTAINABILITY IMPACTS THEIR BUYING DECISION

80 %

75 %

70 %

65 %

60 %

55 % 2014 2015 2016 2017 2018 2019

Sweden Norway Denmark Finland

WILLINGNESS TO PAY A PRICE PREMIUM FOR A MORE SUSTAINABLE ALTERNATIVE

When looking at the willingness to pay more for a 10% more 25% more sustainable alternative, in this case, a lunch in a restaurant, we see some interesting differences between SWEDEN 37% 24% the countries. When asked to pay a 10 per cent price premium for the sustainable option, Swedes are most NORWAY willing to do so. 28% 17%

However, when asked to pay 25 per cent more to a DENMARK 32% 23% sustainable option, the willingness decreases drastically, from 38 per cent to 25 per cent. Norwegians are least prone to pay a price premium for a sustainable option, FINLAND 36% 25% no matter if it is 10 per cent or 25 per cent.

9 KEY INSIGHTS

CLIMATE ISSUES & THE FUTURE

Sweden Norway Denmark Finland ATTITUDE

65 % Most of the Nordic consumers are optimists and believe that we can solve I am an 61 % the climate crisis. This pattern is optimist 59 % especially clear in Finland. On the other 70 % hand, between 15-18% of the Nordic consumers in each respective country 17 % believe that it is too late to do anything 15 % about the climate crisis. But the It's too late 18 % optimistic approach is clearly surpassing 15 % the pessimistic one.

SOLUTION 50 %

Reducing 44 % About half of the Nordic consumers consumption 44 % in each respective country are 49 % convinced that reduced consumption is more important than new technology and innovation in order 30 % to solve the climate crisis, while 31 % Technology about 30% are stronger believers in & innovation 30 % the fact that new technology will 32 % actually solve it.

RESPONSIBILITY 57 % 53 % Individuals The majority of the consumers in 56 % each Nordic country are convinced 56 % that individuals need to make own sacrifices in order to solve the climate 23 % crisis while between 19-26% in each country believes that citizens are not Government 26 % responsible but that it is up to & companies 19 % politicians and companies to solve 26 % climate change.

N.B. The shares of these charts do not add up to 100%. The proportion of consumers not represented here has stated that they are indifferent to each respective statement. In order to facilitate the visualization of this data, we have therefore excluded these proportions of consumers in the charts on this page. 10 02 CONSUMER

2019 CONSUMER

OUR FOUR BEHAVIOUR GROUPS

EGO DOES NOT CARE ABOUT SUSTAINABILITY Ego is usually a man with strong views about how society functions, or at least how it should function. • Middle-aged man on the countryside or in the city He has traditional values. His greatest interests are his own existence, things happening in his own country, • Traditional values the local community, and of course the local sports • Interested in sports and local news team. Ego is either a middle-aged worker/blue-collar on the countryside or a middle-aged official/white- • Not interested in sustainability collar in the big city. Ego in the city has more money than people in general. He is therefore less worried PRIORITY and interested in other people and their feelings. Ego´s educational level is slightly lower than the SIMPLICITY & PRICE national average.

Ego is completely uninterested in sustainability. The commitment to be sustainable or listen to companies SWEDEN NORWAY DENMARK FINLAND that talk about sustainability is low, often non- existent. Ego bases behaviour and purchasing decisions on function, simplicity and speed. It is primarily about satisfying a need, regardless of the 20% 28% 26% 21% consequence.

MODERATE BELIEVES THAT SUSTAINABILITY CAN Moderate is today the majority of the population. BE A BIT INTERESTING It is a man or a woman, on the countryside or in the city. Moderate is the symbol of the "ordinary • The average consumer citizen". Moderate does not make too much noise. Instead, Moderate is pretty pleased with things as • Satisﬁed with life – does not make any fuss they are. A Moderate consumer follows the • Thinks that sustainability is more and more developments in the local community through the interesting news. Sometimes, Moderate worries about where the world is heading. But Moderate is generally PRIORITY satisfied with life. As a consumer, Moderate has general requirements in terms of longevity, quality QUALITY, FUNCTION & LONGEVITY and function. In addition, Moderate is interested in the price tag.

Moderate is a bit interested in sustainability but SWEDEN NORWAY DENMARK FINLAND does not drive the societal agenda forward. Instead, Moderate is a follower when it comes to sustainability. Moderate follows what other people do, and then mainly the Smart group. Moderate 45% 41% 43% 44% behaves sustainably when it is trendy. Even more so if it gives them positive social attention.

12 CONSUMER

SMART CURIOUS & INTERESTED Smart is often a determined person who focuses on his IN SUSTAINABILITY or her own wellbeing and health. It is a person with high standards and thus also high demands on the companies • Determined with high standards whose products and services it consumes. "What's in it for me?" is always the first question for Smart. Quality • Likes to discuss sustainability and learn more and service are important priorities. The Smart consumers see the possibility to combine things that are • Thinks that sustainability is very interesting good for themselves with what is good for the world. They make everyday choices that balance these things. The Smart consumer wants to make a difference in PRIORITY everyday life through their decisions. They search for "WHAT'S IN IT FOR ME?” brands that they can identify with, and is interested in what happens in society. Smart actively seeks QUALITY, SERVICE & HEALTH information about what is going on in the world.

Smart is curious and interested in sustainability. Doing SWEDEN NORWAY DENMARK FINLAND the right things and choosing sustainable brands is a matter of lifestyle. It is a matter of identity for Smart. However, an important driver for sustainability is always "What's in it for me". Smart does not compromise other important values to fulfill sustainability values only. In 25% 23% 22% 28% some cases, they behave sustainable without knowing it. For example, when his or her choices are driven by a focus on health or safety.

DEDICATED ZEALOUS & WELL-INFORMED Dedicated is an active man or woman, young or ON SUSTAINABILITY old, that prioritises sustainability in all parts of life. It is a person who lives consciously and weighs every consumption decision carefully. Dedicated • Knowledgeable and well-informed on sustainability is left-oriented and interested in international • Actively seeks information on sustainability relations, politics and culture. In relation to companies Dedicated is questioning and zealous. • Zealous and critical towards corporations Dedicated prefers to listen to other Dedicated consumers. Usually she or he also reads a lot and • Focused on sustainability, whatever the situation avoids accepting information directly from companies. Dedicated assumes that companies PRIORITY are bad until the contrary has been proved. The knowledge of sustainability is high. Dedicated is SUSTAINABILITY often well-informed about what companies do in the area of sustainability. However, Dedicated´s understanding of companies and their ambitions SWEDEN NORWAY DENMARK FINLAND is very limited. Dedicated often contacts companies to put them against the wall. Finally, Dedicated is also active in social media channels. 9% 8% 9% 7%

13 CONSUMER

BEHAVIOUR GROUPS - DEVELOPMENT 2013-2019

The development of our Consumer Groups varies quite a lot between the four Nordic countries. In Norway, we note an all-time high for the Smart group, increasing to 23 per cent of the population. The Ego group also decreases from 35 per cent to 28 per cent. It is indeed something in the water in Norway.

Finland exhibits a similar development. Smart increases from 25 per cent to an excellent 28 per cent. But the most exciting thing is perhaps that the Ego group decreases in size, from 27 per cent to 21 per cent.

In Sweden, we see that Ego decreases for the benefit of Moderate. The Ego group is therefore on an all- time low this year, and we do see that the polarisation of society that we spotted a few years back may have taken a pause.

40 % EGO 55 % MODERATE

35 % 50 %

30 % 45 %

25 % 40 %

20 % 35 % 2013 2014 2015 2016 2017 2018 2019 2013 2014 2015 2016 2017 2018 2019

Sweden Norway Denmark Finland Sweden Norway Denmark Finland

30 % SMART 10 % DEDICATED

25 % 8 %

20 % 7 %

15 % 5 %

10 % 3 % 2013 2014 2015 2016 2017 2018 2019 2013 2014 2015 2016 2017 2018 2019

Sweden Norway Denmark Finland Sweden Norway Denmark Finland

14 03

RANKING 2019 RANKING 2019

A NOTE ON THE DANISH RANKING

The development of the ranking scores since last year is more or less neutral in Denmark. But looking back a bit further, to 2017, we do see that the development is positive. The scores are equally divided between environmental and social responsibility. The most significant change can be found within the awareness levels of environmental responsibility where we see an increase from last year.

Looking at the industries, we see that the difference between opinions about environmental and social responsibility is quite small for all industries except Grocery Stores and Electricity. They are both stronger within environmentally related issues. Apart from winning, Coop impresses the market by having a total of three brands in the top 10 (Coop, Superbrugsen and Irma). The industries with the most positive development this year are Grocery Stores, Hotels and Telecommunications.

16 RANKING 2019

RANKING - DENMARK

TOP 10

01. Coop

02. REMA 1000

03. Thise

04. Lego

05. Superbrugsen

06. Tesla BRAND THAT INCREASED ITS SCORE MOST SINCE 2018

07. IKEA H&M

20% 08. Urtekram CLOTHES & BEAUTY

BRAND THAT DECREASED ITS SCORE MOST SINCE 2018 09. Irma

Haribo

10. Friland 7%

FOOD & BEVERAGE

17 RANKING 2019

RANKING - DENMARK

INDUSTRY LEADERS

1 COOP GROCERY STORES 3 THISE FOOD & BEVERAGE 4 LEGO FURNITURE, DECORATION & LEISURE 6 TESLA CARS 13 THE BODY SHOP CLOTHES & BEAUTY 14 SYGEFORSIKRINGEN DANMARK INSURANCE 16 ØRSTED ELECTRICITY 28 COMWELL HOTELS 42 APOTEKEREN A.M.B.A PHARMACIES 43 OK FUEL 48 DSB TRANSPORT 53 STARBUCKS FAST FOOD 62 ARBEJDERNES LANDSBANK BANKS 70 SAS AIRLINES 97 ORKLA CONSUMER GOODS CORPORATIONS 111 TUI TRAVEL 115 TRE (3) TELECOMMUNICATIONS

INDUSTRY RANKING

1. GROCERY STORES 9. CARS 2. ELECTRICITY 10. FAST FOOD 3. PHARMACIES 11. BANKS 4. HOTELS 12. FUEL 5. FOOD & BEVERAGE 13. TRAVEL 6. FURNITURE, DECORATION & LEISURE 14. AIRLINES 7. INSURANCE 15. CONSUMER GOODS CORPORATIONS 8. CLOTHES & BEAUTY 16. TELECOMMUNICATIONS

18 RANKING 2019 RANKING RANKINGDENMARK - DENMARK2019

1. Coop 67. Toms 133. Jack&Jones 199. Power 2. REMA 1000 68. PFA Pension 134. Amo 200. Citroën 3. Thise 69. Radisson Blu 135. Philadelphia 201. Mitsubishi 4. Lego 70. SAS 136. Apollo Rejser 202. punkt1 5. Superbrugsen 71. Tulip 137. Bygma 203. Pandora 6. Tesla 72. Sport24 138. Foot Locker 204. Procter & Gamble 7. IKEA 73. Noa Noa 139. Day Birger et Mikkelsen 205. Subaru 8. Urtekram 74. Mercedes-Benz 140. Danica Pension 206. Gina Tricot 9. Irma 75. Bauhaus 141. K-Salat 207. LÓréal 10. Friland 76. Audi 142. Pepsi 208. Carletti 11. Arla 77. Sunset Boulevard 143. Finnair 209. KFC 12. Kvickly 78. Spar 144. Haribo 210. ILVA 13. The Body Shop 79. AP Pension 145. Goón 211. Uno-X 14. Sygeforsikringen Danmark 80. Coca-Cola 146. Sydbank 212. Biva 15. Dagli’ Brugsen 81. Georg Jensen 147. Dr. Oetker 213. Saxo Bank 16. Ørsted 82. BMW 148. YouSee 214. Seat 17. Rynkeby 83. Nespresso 149. British Airways 215. Fiat 18. Netto 84. Pågen 150. Zara 216. Chevrolet 19. Føtex 85. Masai 151. Opel 217. Alfa Romeo 20. Natur-Energi 86. Aldi 152. Bolia 218. Suzuki 21. Innocent 87. First Hotels 153. Gjensidige 219. Dominos 22. Fakta 88. Best Western 154. Jensen’s Bøfhus 23. Matas 89. Volkswagen 155. jem & fix 24. Lidl 90. GF Forsikring 156. Spies 25. Meny 91. Industriens Pension 157. Norwegian 26. Carlsberg 92. Samsøe & Samsøe 158. Ringkjøbing Landbobank 27. H&M 93. Silvan 159. Santa Maria 28. Comwell 94. Jyske Bank 160. Nordea 29. Tryg 95. Steff Houlberg 161. Handelsbanken 30. Salling Group 96. Topdanmark 162. Sportigan 31. NRGi 97. Orkla 163. Ford 32. Volvo 98. KiMs 164. Købstædernes Forsikring 33. Bilka 99. Stryhn’s 165. Peugeot 34. Tuborg 100. Only 166. Danone 35. Vattenfall 101. Finax 167. Nykredit 36. Hummel 102. PenSam 168. If 37. Lurpak 103. Vila 169. Johnson & Johnson 38. SEAS-NVE 104. Middelfart Sparekasse 170. Stofa 39. Energi Fyn 105. Unilever 171. F24 40. Søstrene Greene 106. Castello 172. Dressmann 41. Eniig 107. Faxe 173. Renault 42. APOTEKEREN A.m.b.a 108. Anthon Berg 174. Shell 43. OK 109. Circle K 175. Telmore 44. Apotekernes A.m.b.a 110. Sparekassen Sjælland-Fyn 176. By Marlene Birger 45. Scandic 111. TUI 177. AirFrance 46. Jysk 112. Bahne 178. Burger King 47. Modstrøm 113. STARK 179. Inspiration 48. DSB 114. Sportmaster 180. Saint Tropez 49. A-apoteket 115. Tre (3) 181. Nestlé 50. Salling 116. KIA 182. Danske Bank 51. Schulstad 117. Nissan 183. INGO 52. Danish Crown 118. Skoda 184. Sand Copenhagen = Industry leader 53. Starbucks 119. Tøjeksperten 185. Mars 54. Lærerstandens Brandforsikring 120. Telia 186. Bähncke ABOUT THE RANKING IN 55. Bang & Olufsen (B&O) 121. Honda 187. Vero Moda SUSTAINABLE BRAND INDEX™ 56. Royal Unibrew 122. IDEmøbler 188. Biltema The ranking is based on the 57. Toyota 123. Joe & the Juice 189. Alm Brand percentage of consumers who assess 58. McDonald´s 124. Elgiganten 190. Skandia the company’s sustainability efforts as good (4) or very good (5) on a 59. Kohberg 125. Lufthansa 191. Codan 126. XL-Byg 192. Illums Bolighus scale of 1-5 + “don´t know.” The 60. Arp-Hansen maximum score is 200%. A company 127. Sparekassen Kronjylland 193. KLM 61. Flying Tiger Copenhagen that has 200%, performs very well 62. Arbejdernes Landsbank 128. Zalando 194. Mazda within both environmental and social 63. Alka 129. Pilgrim 195. Expert responsibility according to consumers, 64. INTERSPORT 130. Boconcept 196. Hyundai ie. 100% have then answered 4 or 5 (a company like that does not exist). 65. Imerco 131. Bravo Tours 197. Q8 66. Pharma+ 132. Spar Nord 198. Telenor

@sustbrands #sbindex 19 RANKING 2019

RANKING DEVELOPMENT 2013 - 2019

2019 2018 2017 2016 2015 2014 2013 2019 2018 2017 2016 2015 2014 2013

Coop 1 1 4 1 REMA 1000 2 5 6 9 7 8 Thise 3 4 Lego 4 6 8 3 Superbrugsen 5 7 7 2 2 1 Tesla 6 9 2 IKEA 7 14 12 6 4 2 1 Urtekram 8 2 1 Irma 9 8 5 4 1 4 Friland 10 3 3 Arla 11 11 9 7 6 5 Kvickly 12 10 10 5 3 The Body Shop 13 17 11 Sygeforsikringen Danmark 14 16 15 21 9 3 Dagli’ Brugsen 15 12 13 8 5 6 Ørsted 16 15 18 11 18 Rynkeby 17 19 19 13 8 Netto 18 27 33 22 15 17 Føtex 19 23 21 12 12 14 Natur-Energi 20 13 14 Innocent 21 24 Fakta 22 22 17 17 13 15 Matas 23 18 20 15 10 Lidl 24 46 48 36 52 45 Meny 25 44 27 Carlsberg 26 26 24 18 11 7 H&M 27 59 25 28 24 12 5 Comwell 28 39 41 30 26 21 10 Tryg 29 20 31 24 23 9 2 Salling Group 30 NRGi 31 29 26 Volvo 32 47 42 38 16 20 6 Bilka 33 32 28 26 21 16 Tuborg 34 28 30 32 25 11 Vattenfall 35 35 32 23 28 Hummel 36 33 23 19 Lurpak 37 30 37 29 SEAS-NVE 38 38 29 Energi Fyn 39 25 22 31 41 Søstrene Greene 40 34 Eniig 41 31 APOTEKEREN A.m.b.a 42 OK 43 36 36 34 22 18 8 Apotekernes A.m.b.a 44 Scandic 45 57 76 40 42 37 7 Jysk 46 49 47 45 34 10 3 Modstrøm 47 51 59 DSB 48 A-apoteket 49 Salling 50 80 85 77 46 22

* Some brands have been removed from the study over time, due to a variety of reasons, e.g. bankruptcy, mergers etc. This means some numbers might be missing from the ranking of previous years. 20 RANKING 2019

RANKING DEVELOPMENT 2013 - 2019

2019 2018 2017 2016 2015 2014 2013

Schulstad 51 37 34 Danish Crown 52 40 49 44 37 Starbucks 53 83 Lærerstandens Brandforsikring 54 42 43 Bang & Olufsen (B&O) 55 50 46 43 Royal Unibrew 56 41 53 50 50 30 Toyota 57 62 44 46 48 28 13 McDonald´s 58 45 56 53 40 36 Kohberg 59 43 35 Arp-Hansen 60 71 103 79 76 58 12 Flying Tiger Copenhagen 61 54 89 89 Arbejdernes Landsbank 62 48 39 51 38 25 15 Alka 63 52 83 56 68 48 INTERSPORT 64 102 63 Imerco 65 75 Pharma+ 66 Toms 67 55 51 41 31 23 PFA Pension 68 53 58 Radisson Blu 69 72 74 42 43 27 14 SAS 70 Tulip 71 70 60 58 Sport24 72 95 84 Noa Noa 73 73 66 48 36 43 21 Mercedes-Benz 74 93 87 68 61 47 23 Bauhaus 75 69 81 Audi 76 67 61 69 47 24 11 Sunset Boulevard 77 64 68 49 44 31 Spar 78 61 67 60 80 69 AP Pension 79 60 106 Coca-Cola 80 66 92 72 58 32 Georg Jensen 81 76 54 55 BMW 82 121 62 63 53 54 17 Nespresso 83 145 Pågen 84 155 138 Masai 85 104 Aldi 86 91 65 93 105 101 First Hotels 87 58 82 52 45 44 16 Best Western 88 108 70 59 67 53 31 Volkswagen 89 78 69 95 19 13 4 GF Forsikring 90 84 94 80 94 49 Industriens Pension 91 Samsøe & Samsøe 92 122 Silvan 93 116 110 85 51 38 Jyske Bank 94 100 113 86 72 75 30 Steff Houlberg 95 92 86 Topdanmark 96 85 99 64 65 61 35 Orkla 97 63 147 KiMs 98 97 121 90 90 82 Stryhn’s 99 86 90 75 60 42 Only 100 178

RANKING DEVELOPMENT 2013 - 2019

2019 2018 2017 2016 2015 2014 2013

Finax 101 77 117 PenSam 102 65 71 Vila 103 185 140 138 147 100 66 Middelfart Sparekasse 104 56 55 Unilever 105 153 141 71 83 107 Castello 106 118 98 121 Faxe 107 90 Anthon Berg 108 82 64 57 33 26 Circle K 109 144 109 Sparekassen Sjælland-Fyn 110 169 151 126 117 118 57 TUI 111 114 100 74 49 29 9 Bahne 112 148 STARK 113 106 79 Sportmaster 114 79 77 Tre (3) 115 195 181 159 127 147 KIA 116 120 143 143 97 111 42 Nissan 117 158 161 122 111 79 43 Skoda 118 101 130 78 70 34 29 Tøjeksperten 119 136 Telia 120 152 175 Honda 121 174 136 139 150 81 51 IDEmøbler 122 107 159 120 102 96 Joe & the Juice 123 109 Elgiganten 124 94 88 101 Lufthansa 125 XL-Byg 126 88 72 Sparekassen Kronjylland 127 129 91 134 100 109 64 Zalando 128 Pilgrim 129 111 Boconcept 130 110 95 137 86 110 Bravo Tours 131 103 97 106 57 62 27 Spar Nord 132 131 73 91 87 77 56 Jack&Jones 133 170 150 Amo 134 74 112 Philadelphia 135 160 158 157 Apollo Rejser 136 112 104 109 82 46 33 Bygma 137 140 122 Foot Locker 138 151 Day Birger et Mikkelsen 139 Danica Pension 140 81 107 67 64 K-Salat 141 115 135 105 107 74 Pepsi 142 157 133 112 112 Finnair 143 Haribo 144 68 108 116 74 60 Go´on 145 98 78 131 156 Sydbank 146 134 115 82 55 92 47 Dr. Oetker 147 137 170 YouSee 148 147 129 British Airways 149 Zara 150 183 123 152 118 137 69

RANKING DEVELOPMENT 2013 - 2019

2019 2018 2017 2016 2015 2014 2013

Opel 151 124 111 84 66 57 24 Bolia 152 167 173 108 145 114 54 Gjensidige 153 135 172 110 120 93 71 Jensen’s Bøfhus 154 jem & ﬁx 155 123 119 Spies 156 127 93 92 59 39 20 Norwegian 157 Ringkjøbing Landbobank 158 Santa Maria 159 143 120 Nordea 160 105 101 61 62 35 18 Handelsbanken 161 164 166 136 108 140 68 Sportigan 162 113 126 Ford 163 146 102 81 89 64 25 Købstædernes Forsikring 164 176 142 Peugeot 165 132 118 115 95 72 28 Danone 166 186 176 163 144 130 Nykredit 167 139 128 96 73 63 34 If 168 117 134 155 146 124 67 Johnson & Johnson 169 182 165 144 88 120 Stofa 170 161 185 119 141 F24 171 175 154 167 136 142 62 Dressmann 172 199 157 164 155 143 72 Renault 173 133 148 103 123 95 32 Shell 174 168 152 141 128 102 26 Telmore 175 150 145 125 115 By Marlene Birger 176 AirFrance 177 Burger King 178 149 116 132 99 104 Inspiration 179 89 Saint Tropez 180 163 Nestlé 181 96 144 97 121 Danske Bank 182 99 80 66 69 70 19 INGO 183 187 168 146 116 Sand Copenhagen 184 162 125 142 104 105 Mars 185 184 163 158 151 135 Bähncke 186 188 124 114 103 98 Vero Moda 187 142 105 113 77 94 41 Biltema 188 138 171 Alm Brand 189 125 131 76 75 67 45 Skandia 190 181 127 148 138 106 65 Codan 191 141 162 87 101 78 46 Illums Bolighus 192 128 114 107 71 66 KLM 193 Mazda 194 154 137 124 124 73 44 Expert 195 190 187 Hyundai 196 156 146 127 113 90 49 Q8 197 177 149 130 125 121 38 Telenor 198 173 156 129 131 123 Power 199 180 Citroën 200 166 139 118 98 85 36

RANKING DEVELOPMENT 2013 - 2019

2019 2018 2017 2016 2015 2014 2013

Mitsubishi 201 189 164 154 153 117 53 punkt1 202 159 179 Pandora 203 126 132 Procter & Gamble 204 130 180 165 149 127 Subaru 205 198 186 171 157 125 50 Gina Tricot 206 194 182 168 130 131 63 L´Oréal 207 179 153 160 126 116 Carletti 208 119 160 140 148 115 KFC 209 192 188 166 162 133 ILVA 210 165 155 123 93 83 61 Uno-X 211 193 178 147 135 132 55 Biva 212 202 189 156 164 Saxo Bank 213 191 183 153 Seat 214 201 96 128 134 91 59 Fiat 215 196 174 149 119 88 40 Chevrolet 216 197 184 161 154 112 60 Alfa Romeo 217 200 191 170 143 139 58 Suzuki 218 172 169 151 129 99 39 Dominos 219 171 190 169 163 146

* Some brands have been removed from the study over time, due to a variety of reasons, e.g. bankruptcy, mergers etc. This means some numbers might be missing from the ranking of previous years. 24 04

METHODOLOGY METHODOLOGY SUSTAINABLE BRAND INDEX™ 2019 – DATA COLLECTION

ABOUT THE STUDY THE NUMBER OF RESPONDENTS IN SUSTAINABLE BRAND INDEX™ 2019

WHAT IS SUSTAINABLE BRAND 18 600 INDEX™? SWEDEN NORWAY 7 700 Sustainable Brand Index ™ is Europe´s largest independent brand study focused on DENMARK 7 400 sustainability. Based on 50 000 consumer FINLAND 10 300 interviews in the Nordic and the Netherlands, THE NETHERLANDS 6 000 the study looks at how sustainable your brand is perceived to be, why it is perceived this way TOTAL 50 000 and what to do about it. The study also includes a comprehensive trend analysis, consumer behaviour analysis and strategic HOW IS THE TARGET AUDIENCE IN SUSTAINABLE recommendations. BRAND INDEX™ 2019 DEFINED? The target audience in each of the surveys is the general HOW DO YOU COLLECT THE DATA IN public, 16-70 years old, in each country. SUSTAINABLE BRAND INDEX™?

Sustainable Brand Index ™ is a Sustainable HOW DO YOU CHOOSE THE RESPONDENTS? Brand Index™ is an independent three-part The respondents come from so-called consumer panels study, based on desk research and two belonging to a subcontractor. The panels thus consist of quantitative web-surveys. Each brand is regular citizens in each country that have been recruited to assessed by at least 1 000 respondents. answer questions at even and uneven intervals. • The average length of the surveys is Respondents are recruited through requests made on approximately 10 minutes websites on the internet (either on news sites or in connection with an online purchase). We do not work with • In accordance with our policy, we do not self-recruited panels, i.e. panels made up of people who use panels that are self-recruited themselves have signed up to answer questions.

• In the surveys, we set quotas for gender, The respondents who then answer the questions in age and geography Sustainable Brand Index ™ are selected from the mentioned panels. To get a so-called nationally • In a final step, the data is weighted for representative selection, we use so-called quotas. This further fine-tuning means that, even before we ask questions, we decide that there must be a certain distribution of respondents, based HOW MANY RESPONDENTS HAVE on gender, age and geography (to reflect the population BEEN INTERVIEWED IN SUSTAINABLE of each country). BRAND INDEX™ 2019?

In total, 50,000 respondents have been WHEN WERE THE INTERVIEWS IN SUSTAINABLE interviewed, and each brand has been BRAND INDEX™ 2019 CONDUCTED? randomly assessed by at least 1 000 people. The different steps in the study were conducted during These respondents are spread across all November 2018 to January 2019 and February to March countries in the study (Sweden, Norway, 2019 respectively. Denmark, Finland & The Netherlands.

Each respondent receives a completely random selection of brands to avoid systematic errors in the study.

26 METHODOLOGY

HOW ARE THE BRANDS IN SUSTAINABLE HOW IS SUSTAINABILITY DEFINED IN BRAND INDEX™ SELECTED? SUSTAINABLE BRAND INDEX™?

The selection of brands in the study is independent of The basis for the ranking in Sustainable Brand Index SB Insight and is based mainly on three parameters: ™ is the UN Global Goals for Sustainable Development. However, the ranking is only the tip of • Activity on the Market of the Country the iceberg in the study. We also look at a so-called external definition of sustainability that focuses on • Turnover & Market Share consumer perceptions of what sustainability is: their • General Brand Awareness expectations and demands on companies. Furthermore, the study also digs deep within The purpose of these criteria is to create a selection specific focus areas relevant to each industry. In that mirrors the brands that consumers meet in their 2017, we also began to examine the attitudes everyday life. The selection is primarily focused on towards the 17 Sustainable Development Goals. corporate 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.

SWEDEN 355 BRANDS HOW MANY BRANDS ARE CHOSEN IN SUSTAINABLE BRAND INDEX™? NORWAY 233 BRANDS DENMARK 219 BRANDS We try to add new brands every year as we expand the study. This is the current number of brands in each FINLAND 174 BRANDS country, chosen based on the parameters above. THE NETHERLANDS 167 BRANDS

TOTAL 1148 BRANDS

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

2011 2012 2013 2014 2015 2016 2017 2018 2019

COUNTRIES SWEDEN SWEDEN SWEDEN, SWEDEN, SWEDEN, SWEDEN, SWEDEN, SWEDEN, SWEDEN, NORWAY, NORWAY, NORWAY, NORWAY, NORWAY, NORWAY, NORWAY, DENMARK, DENMARK, DENMARK, DENMARK, DENMARK, DENMARK, DENMARK, FINLAND FINLAND FINLAND FINLAND FINLAND, FINLAND, FINLAND,

THE THE THE NETHERLANDS NETHERLANDS NETHERLANDS

NUMBER OF 3 000 8 000 18 000 25 000 27 000 30 000 36 000 44 400 50 000 RESPONDENTS

NUMBER OF 151 200 450 636 709 750 940 1064 1148 BRANDS

27 Erik Elvingsson Hedén Maria Kausits Johanna Ekman Founder & Country Manager Founder & Insight Director Country Manager Sweden Norway, Denmark, Finland [email protected] [email protected] [email protected] +46 (0) 736 55 34 70 +46 (0) 730646690 +46 (0) 708 65 13 97

Eva Seignette Soﬁa Jönsson Annemarije Tillema Marketing Manager & Sustainability Analyst & Country Manager Netherlands Sustainability Analyst Client Relations [email protected] [email protected] soﬁ[email protected] +31 (6) 41 34 66 67 +46 (0) 733 60 69 78 +46 (0) 702 43 64 90