FINLAND OFFICIAL REPORT 2018 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 - FINLAND 22
04 METHODOLOGY 40
05 ABOUT US 43 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 For the fifth time in a row, Valio wins Sustainable Brand Index™ in Finland. Valio’s Finnish heritage as well as its sustainability VALIO 105% commitments within dairy production and research and development was yet again rewarded by consumers.
02 Also, Kotimaista keeps its second place in the ranking this year. Fazer climbs from the fifth to the third place. All companies in the top have KOTIMAISTA 96% significantly higher scores than last year.
03
FAZER 96%
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
Several newcomers managed to get into the top 10 list in Finland this year. Entering the TESLA study for the first time are Partioaitta, Fiskars 04 93% and VR, all ending up in the top 10.
The companies that dropped on the ranking compared to last year and lost their top 10 ranking are Snellman, K-market and K- 05 PARTIOAITTA supermarket. 93%
Seven out of ten brands in the top 10 are stronger within environmental sustainability, with Tesla in the lead with the overall highest PRISMA environmental score according to Finnish 06 92% consumers.
Food & Beverage is the new leading industry this year in Finland. FISKARS 07 91%
MYLLYN PARAS 08 90%
09 VR About the Ranking in Sustainable Brand Index™ 90% 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%, S-MARKET performs very well within both environmental and 10 88% social responsibility according to consumers.
17 03
INDUSTRY LEADERS
According to the consumer, the broad 1 VALIO FOOD & BEVERAGE majority of industry leaders 2017 are 4 TESLA CARS Finnish brands. 5 FISKARS FURNITURE, DECORATION & LEISURE 6 PRISMA GROCERY STORES 9 VR TRANSPORTATIONS Partioaitta entered the study for the first time this year and is taking over 20 PARTIOAITTA CLOTHES & BEAUTY the lead in the sector of Clothes and 23 SOKOS HOTELS HOTELS Beauty. Prisma took over S-market as 30 S-PANKKI BANKS 32 HELEN ELECTRICITY the industry leader among Grocery Stores. 37 NESTE FUEL 39 KOTIPIZZA FAST FOOD 51 ELISA TELECOMMUNICATIONS All other industries leaders kept their 55 LÄHI-TAPIOLA INSURANCE position compared to last year. 76 ILMARINEN PENSION 79 AURINKOMATKAT TRAVEL Transport, Insurance and Pension have 26 KESKO OTHER been added as new industries to the study this year.
INDUSTRY RANKING Food & Beverage is the new leading 1. FOOD & BEVERAGE industry within sustainability in 2018, 2. GROCERY STORES followed by Grocery Stores and 3. ELECTRICITY Electricity. 4. TRANSPORTATIONS 5. INSURANCE 6. TELECOMMUNICATIONS 7. HOTELS 8. FURNITURE, DECORATION & LEISURE 9. BANKS 10. FUEL 11. FAST FOOD 12. PENSION 13. TRAVEL 14. CLOTHES & BEAUTY 15. CARS
18 03
RANKING DEVELOPMENT 2013-2018
2018 2017 2016 2015 2014 2013
Valio 1 1 1 1 1 Kotimaista 2 2 14 Fazer 3 5 2 2 3 Tesla 4 4 Partioaitta 5 Prisma 6 9 13 6 4 1 Fiskars 7 Myllyn Paras 8 7 4 3 VR 9 S-market 10 3 9 4 6 Oululainen 11 13 3 11 2 Paulig 12 14 12 13 9 Finlayson 13 12 6 12 Saarioinen 14 15 25 7 10 Vaasan 15 17 5 8 5 K-market 16 8 19 K-supermarket 17 10 10 Kariniemen 18 16 20 16 18 Snellman 19 6 8 5 13 The Body Shop 20 18 K-Citymarket 21 11 18 17 11 Pirkka 22 21 23 18 14 Sokos Hotels 23 29 15 15 8 3 Arla 24 27 16 21 15 Ingman 25 20 Kesko 26 30 24 Finnair 27 Hackman 28 iittala 29 S-Pankki 30 19 27 23 17 6 Marimekko 31 24 28 19 32 Helen 32 28 33 OP 33 22 31 27 21 8 Atria 34 25 29 20 20 Arabia 35 Lidl 36 33 52 49 50 Neste 37 38 43 39 Apetit 38 31 34 25 23 Kotipizza 39 43 46 47 Vattenfall 40 40 7 30 S Group 41 23 21 Vantaan Energia 42 47 26 53 Alko 43 26 11 24 2 Hartwall 44 35 32 Panda 45 32 22 28 HK 46 36 40 26 26 Sokos 47 34 39 22 16 4 Meira 48 37 Fortum 49 41 17 33 K-Rauta 50 48
* 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. 19 03
2018 2017 2016 2015 2014 2013
Elisa 51 51 56 40 51 Hesburger 52 54 51 35 Pouttu 53 46 36 34 27 IKEA 54 39 48 64 52 19 Lähi-Tapiola 55 Volvo 56 56 30 36 24 10 Tarmo lähikauppa 57 52 47 52 22 Omnibus 58 Scandic 59 44 37 29 25 11 If 60 St1 61 50 61 51 45 Sinebrychoff 62 42 35 ABC 63 49 60 50 34 Stockmann 64 53 54 37 19 9 Cumulus 65 58 44 41 31 15 Felix 66 57 64 58 37 Findus 67 61 Säästöpankki 68 55 38 32 33 17 Verkkokauppa.com 69 INTERSPORT 70 76 Turku Energia 71 59 41 63 Subway 72 72 80 Rosso 73 POP Pankki 74 45 45 42 28 25 Holiday Inn 75 73 67 68 55 32 Ilmarinen 76 DNA 77 64 74 80 57 Telia 78 79 71 59 62 Aurinkomatkat 79 70 58 43 36 14 Sale 80 60 70 Alepa 81 75 73 65 59 Toyota 82 62 57 56 44 23 Radisson Blu 83 63 49 48 43 13 Tokmanni 84 65 97 Varma 85 Rainbow 86 71 Norwegian 87 Mercedes-Benz 88 66 65 60 38 24 Asko 89 67 59 61 48 21 Clas Ohlson 90 81 95 86 Vepsäläinen 91 69 66 79 56 26 Coffee House 92 78 Gigantti 93 74 78 Aktia 94 68 62 62 49 30 Power 95 Elo 96 Sotka 97 88 81 78 67 39 Jumbo 98 83 Picnic 99 80 92 81 Omena Hotels 100 85 76 Matkavekka 101 102 84 77 60 37 Expert 102 87 KEVA 103 Coca-Cola 104 77 99 Tekniset 105 130 Audi 106 97 82 69 46 29 Veikon Kone 107 98 McDonald´s 108 89 107 84 Danske Bank 109 106 83 89 77 45 Tjäreborg 110 90 72 67 53 28 20 03
2018 2017 2016 2015 2014 2013
Nordea 111 84 63 46 41 12 Jysk 112 107 98 95 86 49 Budget Sport 113 113 TUI 114 86 68 45 39 16 Apollomatkat 115 120 101 91 76 42 SAS 116 Stadium 117 93 Pepsi 118 114 123 BMW 119 96 77 74 61 31 TopSport 120 XXL 121 103 Best Western 122 99 88 82 69 33 Biltema 123 100 Burger King 124 127 Skoda 125 91 93 71 64 40 Handelsbanken 126 82 79 73 63 35 Rax 127 121 120 106 Lindex 128 108 117 101 79 46 Honda 129 109 85 85 68 41 Volkswagen 130 94 108 38 30 18 Nissan 131 117 87 87 74 52 Byggmax 132 105 Teboil 133 104 110 93 70 H&M 134 116 119 115 98 58 Ford 135 101 86 72 65 34 Shell 136 126 130 103 93 Unilever 137 128 115 Stemma 138 Masku 139 124 102 100 KIA 140 123 111 112 85 59 Vila 141 119 122 108 84 Opel 142 92 94 90 73 38 Mazda 143 115 104 94 81 54 Hyundai 144 139 118 111 88 57 KappAhl 145 111 116 105 82 51 Peugeot 146 118 96 88 75 48 Citroën 147 129 106 97 89 50 Carlings 148 141 128 118 100 Jack&Jones 149 122 126 119 96 Subaru 150 135 114 109 87 56 Mitsubishi 151 125 105 102 78 47 Scanburger 152 137 Mandatum 153 BikBok 154 143 131 124 97 Seppälä 155 112 109 96 83 43 Rolls 156 131 125 110 Vero Moda 157 132 127 116 91 Renault 158 110 100 99 80 53 Snacky 159 136 Zara 160 142 129 121 99 60 Gina Tricot 161 138 134 123 101 62 Suzuki 162 134 121 114 92 61 Fiat 163 140 124 113 94 55 Cubus 164 133 132 122 103 63
* 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.
21 03 RANKING - FINLAND
1. Valio 60. If 120. TopSport 61. St1 121. XXL 2. Kotimaista 62. Sinebrychoff 122. Best Western 3. Fazer 63. ABC 123. Biltema 4. Tesla 64. Stockmann 124. Burger King 5. Partioaitta 65. Cumulus 125. Skoda 6. Prisma 66. Felix 126. Handelsbanken 7. Fiskars 67. Findus 127. Rax 8. Myllyn Paras 68. Säästöpankki 128. Lindex 9. VR 69. Verkkokauppa.com 129. Honda 10. S-market 70. INTERSPORT 130. Volkswagen 11. Oululainen 71. Turku Energia 131. Nissan 12. Paulig 72. Subway 132. Byggmax 13. Finlayson 73. Rosso 133. Teboil 14. Saarioinen 74. POP Pankki 134. H&M 15. Vaasan 75. Holiday Inn 135. Ford 16. K-market 76. Ilmarinen 136. Shell 17. K-supermarket 77. DNA 137. Unilever 18. Kariniemen 78. Telia 138. Stemma 19. Snellman 79. Aurinkomatkat 139. Masku 20. The Body Shop 80. Sale 140. KIA 21. K-Citymarket 81. Alepa 141. Vila 22. Pirkka 82. Toyota 142. Opel 23. Sokos Hotels 83. Radisson Blu 143. Mazda 24. Arla 84. Tokmanni 144. Hyundai 25. Ingman 85. Varma 145. KappAhl 26. Kesko 86. Rainbow 146. Peugeot 27. Finnair 87. Norwegian 147. Citroën 28. Hackman 88. Mercedes-Benz 148. Carlings 29. iittala 89. Asko 149. Jack&Jones 30. S-Pankki 90. Clas Ohlson 150. Subaru 31. Marimekko 91. Vepsäläinen 151. Mitsubishi 32. Helen 92. Coffee House 152. Scanburger 33. OP 93. Gigantti 153. Mandatum 34. Atria 94. Aktia 154. BikBok 35. Arabia 95. Power 155. Seppälä 36. Lidl 96. Elo 156. Rolls 37. Neste 97. Sotka 157. Vero Moda 38. Apetit 98. Jumbo 158. Renault 39. Kotipizza 99. Picnic 159. Snacky 40. Vattenfall 100. Omena Hotels 160. Zara 41. S Group 101. Matkavekka 161. Gina Tricot 42. Vantaan Energia 102. Expert 162. Suzuki 43. Alko 103. KEVA 163. Fiat 44. Hartwall 104. Coca-Cola 164. Cubus 45. Panda 105. Tekniset 46. HK 106. Audi = INDUSTRY LEADER 47. Sokos 107. Veikon Kone 48. Meira 108. McDonald´s About the Ranking in 49. Fortum 109. Danske Bank Sustainable Brand Index™ 50. K-Rauta 110. Tjäreborg The ranking is based on the percentage of 51. Elisa 111. Nordea consumers who assess the company's 52. Hesburger 112. Jysk sustainability efforts as good (4) or very good 53. Pouttu 113. Budget Sport (5) on a scale of 1-5 + “don´t know.” The 54. IKEA 114. TUI maximum score is 200%. A company that has 55. Lähi-Tapiola 115. Apollomatkat 200%, performs very well within both 56. Volvo 116. SAS environmental and social responsibility 57. Tarmo lähikauppa 117. Stadium according to consumers, ie. 100% have then 58. Omnibus 118. Pepsi answered 4 or 5 (a company like that does 59. Scandic 119. BMW not exist).
22 03
FOOD & BEVERAGE
INDUSTRY LEADERS 1. VALIO 15. Apetit 16. Hartwall 2. Kotimaista 17. Panda 3. Fazer 18. HK 4. Myllyn Paras 19. Meira 5. Oululainen 20. Pouttu 6. Paulig 21. Sinebrychoff 7. Saarioinen 22. Felix 8. Vaasan 23. Findus 9. Kariniemen 24. Rainbow 10. Snellman 25. Coca-Cola 11. Pirkka 26. Pepsi 12. Arla 27. Unilever 13. Ingman 14. Atria
23 03
CARS
INDUSTRY LEADERS 1. Tesla 17. Citroën 18. Subaru 2. Volvo 19. Mitsubishi 3. Toyota 20. Renault 4. Mercedes-Benz 21. Suzuki 5. Audi 22. Fiat 6. BMW 7. Skoda 8. Honda 9. Volkswagen 10. Nissan 11. Ford 12. KIA 13. Opel 14. Mazda 15. Hyundai 16. Peugeot
24 03
FURNITURE, DECORATION & LEISURE
INDUSTRY LEADERS 1. Fiskars 16. Jumbo 17. Expert 2. Finlayson 18. Tekniset 3. Hackman 19. Veikon Kone 4. iittala 20. Jysk 5. Marimekko 21. TopSport 6. Arabia 22. Biltema 7. K-Rauta 23. Byggmax 8. IKEA 24. Stemma 9. Verkkokauppa.com 25. Masku 10. Asko 11. Clas Ohlson 12. Vepsäläinen 13. Gigantti 14. Power 15. Sotka
25 03
GROCERY STORES
INDUSTRY LEADERS 1. Prisma 2. S-market 3. K-market 4. K-supermarket 5. K-Citymarket 6. Lidl 7. Alko 8. Tarmo lähikauppa 9. Sale 10. Alepa 11. Tokmanni
26 03
TRANSPORTATIONS
INDUSTRY LEADERS 1. VR 2. Finnair 3. Omnibus 4. Norwegian 5. SAS
27 03
CLOTHES & BEAUTY
INDUSTRY LEADERS 1. Partioaitta 11. Vila 12. KappAhl 2. The Body Shop 13. Carlings 3. Sokos 14. Jack&Jones 4. Stockmann 15. BikBok 5. INTERSPORT 16. Seppälä 6. Budget Sport 17. Vero Moda 7. Stadium 18. Zara 8. XXL 19. Gina Tricot 9. Lindex 20. Cubus 10. H&M
28 03
HOTELS
INDUSTRY LEADERS 1. Sokos Hotels 2. Scandic 3. Cumulus 4. Holiday Inn 5. Radisson Blu 6. Omena Hotels 7. Best Western
29 03
BANKS
INDUSTRY LEADERS 1. S-Pankki 2. OP 3. Säästöpankki 4. POP Pankki 5. Aktia 6. Danske Bank 7. Nordea 8. Handelsbanken
30 03
ELECTRICITY
INDUSTRY LEADERS 1. Helen 2. Vattenfall 3. Vantaan Energia 4. Fortum 5. Turku Energia
31 03
FUEL
INDUSTRY LEADERS 1. Neste 2. St1 3. ABC 4. Teboil 5. Shell
32 03
FAST FOOD
INDUSTRY LEADERS 1. Kotipizza 2. Hesburger 3. Subway 4. Rosso 5. Coffee House 6. Picnic 7. McDonald´s 8. Burger King 9. Rax 10. Scanburger 11. Rolls 12. Snacky
33 03
TELECOMMUNICATIONS
INDUSTRY LEADERS 1. Elisa 2. DNA 3. Telia
34 03
INSURANCE
INDUSTRY LEADERS 1. Lähi-Tapiola 2. If
35 03
PENSION
INDUSTRY LEADERS 1. Ilmarinen 2. Varma 3. Elo 4. KEVA 5. Mandatum
36 03
TRAVEL
INDUSTRY LEADERS 1. Aurinkomatkat 2. Matkavekka 3. Tjäreborg 4. TUI 5. Apollomatkat
37 03
OTHER
INDUSTRY LEADERS 1. Kesko
38 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.
40 04
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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