OFFICIAL REPORT 2017 TABLE OF CONTENTS
ABOUT PG. 3
01 KEY INSIGHTS
WHAT HAS HAPPENED DURING THE YEAR? PG. 5
BUSINESS LEADERS FOCUS MORE ON SUSTAINABILITY PG. 5
SUSTAINABILITY IS INCREASINGLY IMPORTANT PG. 7
THE WILLINGNESS TO PAY FOR SUSTAINABILITY PG. 8
THE TOP 3 MOST IMPORTANT SUSTAINABLE DEVELOPMENT GOALS IN THE NORDICS PG. 9
NORWAY, DENMARK AND FINLAND ARE CATCHING UP PG. 10
PEAK CONSUMPTION? PG. 11
02 CONSUMERS
OUR FOUR BEHAVIORAL GROUPS PG. 13
BEHAVIORAL GROUPS PG. 15
BEHAVIORAL GROUPS - DEVELOPMENT 2013-2017 PG. 16
03 RANKING
TOP THREE PG. 18
PLACE 4-10 PG. 19
INDUSTRY LEADERS PG. 20
INDUSTRY RANKING PG. 20
RANKING DEVELOPMENT 2013-2017 PG. 21
RANKING 2017 - FINLAND PG. 24
04 METHODOLOGY PG 39
05 ABOUT US PG 41 ABOUT
01 WHAT? 02 METHODOLOGY
THE NORDICS´ LARGEST BRAND STUDY THREE-PART STUDY BASED ON THE FOCUSING ON SUSTAINABILITY OPINIONS OF 32 000 CONSUMERS
Sustainable Brand Index™ is The Nordics´ largest brand Sustainable Brand Index™ is a three-part study based on two study focusing on sustainability. Based on 32 000 consumer quantitative survey studies and one qualitative study in the form of in-depth interviews. interviews, the study maps out and analyzes the areas of sustainability and brands from the consumer perspective. The Methodology 2017
Sustainable Brand Index™ consists of the following parts: • Sustainable Brand Index™ is a three-part study based on two quantitative survey studies and one qualitative study in • Evaluation and Ranking of Brands From the the form of in-depth interviews. Sustainability Perspective The quantitative studies were conducted through online 837 brands are evaluated and ranked based on the • interviews between November 2016 and January 2017. consumers´ perception of their work within the area of The qualitative study was conducted in February 2017. sustainability.
• Every brand is evaluated by at least 1000 people. In total, 837 brands were evaluated by 32 000 people. • Mapping of the Sustainable Consumer Segmentations of sustainable consumers and what drives • The target group is defined as follows: The public – them to consume sustainably. Swedish, Norwegian, Danish and Finnish consumers, 16 years and older. • Development and Trends in the World Development and trends in the world that affect companies • The basis of the study is UN Global Compact’s 10 as well as the area of sustainable branding. principals about environmental and social responsibility. This is supplemented with an external definition focusing The study was founded in 2011 and is now carried out on the consumers’ perception of sustainability, meaning annually in Sweden, Norway, Denmark, Finland and The their expectations and demands on companies. Netherlands. • The selection of brands is based on the following factors: market presence in the concerned country, turnover & market share and general brand awareness.
03 WHY?
THE TOOL FOR SUSTAINABLE BRANDING
The aim of Sustainable Brand Index™ is to highlight and raise 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 IS Sustainable Brand Index™ concretises the result and gives CARRIED OUT BY THE INSIGHT companies tools to drive the sustainability work forward AGENCY SB INSIGHT through branding and communication.
3 PART 01
KEY INSIGHTS 01
KEY INSIGHTS 2017
01 WHAT HAS HAPPENED DURING THE YEAR?
2016 was a turbulent year in every way. Except the new Sustainable Development Goals and an increased interest in climate change, pure sustainability issues got less focus than previous years. World interest instead revolved around Brexit, Russian aggression, a continuing refugee crisis, extremist views and of course the US presidential election.
BUSINESS LEADERS FOCUS MORE ON 02 SUSTAINABILITY
The new Sustainable Development Goals have made companies and their leaders more aware of the challenges facing the world. We see an increased focus on sustainability among both management teams and boards. Climate change has been in focus due to new alarms about the Arctic and the ice sheets melting as well as extreme weather conditions in different parts of the world. Climate effects are also more visual and closer to each individual, making the matter more tangible and relevant.
5 01
IMPLICATIONS FOR COMPANIES
Rarely in history have there been so many issues in the world to address for businesses. You have every possibility to be a part of the discussion about Trump, Putin, refugees, extreme right-wing winds or climate change. There are now sides to choose and positions to take, and consumers expect you to do just that.
To read more about the Sustainable Development Goals
Click here
6 01
03 SUSTAINABILITY IS INCREASINGLY IMPORTANT
For quite some time now, debates and discussions in society have been marked by concerns at a macro level. Brexit shook the markets, both in the UK and in the Nordic countries. The Russian aggression, the US presidential elections as well as the refugee crisis and the strong right-wing winds have been occupying people's minds the most. Therefore, we see that our indicator on how often people discuss sustainability falls slightly this year. It is thus less talk about sustainability issues.
This is not something to put too much weight on, as it is due to other issues having gained ground. Meanwhile, the indicator on the impact of sustainability on purchase decisions continues to increase. More people than ever think of sustainability in the purchasing situation. These figures do not imply that consumers are consistently acting sustainably in every decision they take, but it indicates that interest and aspirations continue to increase.
THE % OF CONSUMERS WHO DISCUSS SUSTAINABILITY:
80 %
70 % 63% Sweden
60 % 56% Finland
50 % 51% Norway
50% Denmark 40 % 2014 2015 2016 2017
THE % OF CONSUMERS WHO SAY THAT SUSTAINABILITY IMPACTS THEIR BUYING DECISION:
40 % 36% Sweden
35 % 33% Denmark
32% Finland 30 %
25 % 25% Norway
20 % 2014 2015 2016 2017
7 01
04 THE WILLINGNESS TO PAY FOR SUSTAINABILITY
In this year's study, we have developed a new way to measure the willingness to pay for sustainability. We have interviewed consumers about various everyday situations, such as eating lunch. We then tested where they draw the line money-wise when paying a price-premium for sustainability.
The proportion of consumers who are paying 10% more for a sustainable alternative is quite high in all Nordic countries. Between 33% and 41%. The study then shows that the limit to paying is somewhere around a 25% price- premium. In that case, only around 20% of consumers are ARE actually choosing to pay more. These figures also rhymes ”MORE THAN 33% relatively well in size with our Smart consumer group, the WILLING TO PAY 10% MORE FOR group that we consider to be the future sustainable SUSTAINABLE PRODUCTS" consumer (see more in the consumer chapter).
SWEDEN NORWAY DENMARK FINLAND
WILLING TO PAY..
10% 41% 33% 35% 39% more
25% 20% 21% 20% 22% more
8 01
05 THE TOP 3 MOST IMPORTANT SUSTAINABLE DEVELOPMENT GOALS IN THE NORDICS
GOAL #1 GOAL #2 GOAL #3 SWEDEN NORWAY DENMARK FINLAND
https://sustainabledevelopment.un.org/?menu=1300
9 01
06 NORWAY, DENMARK AND FINLAND ARE CATCHING UP
For the first time, we now see a clear sign that Norway and Finland are gaining on Sweden in terms of the consumer development level within sustainability. Denmark has long been well-developed but more polarized, meaning that consumers in general have been divided into two major groups; those who care a lot about sustainability, and those who do not care at all.
The clearest sign that Norway, Finland and Denmark are now walking the same way as Sweden did in 2012-2013 is that there is a notch in the curve of the Sustainable Brand Index score. The score drops more sharply in these countries in 2017. The reason is not that people are more negative, but rather that they are less comfortable about speaking their minds on the performance of brands. Consumers realize that they simply do not know enough to have an opinion. This makes them take a step back and wait for more information. This is why we see a negative trend, the same as seen in Sweden around 2012-2013.
AVERAGE SCORE SBI TOTAL ALL COUNTRIES
60 %
44%
40 % 32%
31% 20 % 26%
0 % 2011 2012 2013 2014 2015 2016 2017
Sweden Norway Denmark Finland
10 01
07 PEAK CONSUMPTION?
Perhaps we are now getting closer to a real understanding among consumers about "Peak Consumption". They seem to begin to realize that increased or excessive consumption is something negative. An indication of this is the fact that we see a continued decline for brands that in different ways symbolise consumption.
The clearest examples of this include IKEA in Norway and Denmark, Clas Ohlson in Sweden and Asko in Finland. At the same time we see examples of more circular services, primarily second-hand services like Blocket and Tradera in Sweden, gaining ground among consumers. Another sign that people are becoming more aware of sustainability is that the traditional "bad" sectors (fuel, aviation, cars and travel) see a continued increase in the proportion of negative consumers.
11 PART 02
CONSUMERS
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 behaviors that consumers show in relation to sustainability and companies. 02
OUR FOUR BEHAVIORAL GROUPS
01 EGO Ego is usually a man with strong views about how society functions, or at least how it should function. He DO NOT CARE ABOUT has traditional values. His greatest interests are his own SUSTAINABILITY existence, things happening in his own country, the local community, and of course the local sports team. • Middle-aged man on the countryside or in Ego is either a middle-aged worker/blue-collar on the the city countryside or a middle-aged official/white-collar in the • Traditional values big city. Ego in the city has more money than people in general. He is therefore less worried and interested in • Interested in sports and local news other people and their feelings. Ego´s educational level is slightly lower than the national average. The main • Not interested in sustainability priorities of Ego upon consumption are availability, simplicity, speed and price. Simply put, he takes his diesel-powered SUV down to the gas station to buy PRIORITY! milk. Simplicity & Price
Moderate is today the majority of the population. It 02 MODERATE is a man or a woman, on the countryside or in the
BELIEVE THAT SUSTAINABILITY city. Moderate is the symbol of the "ordinary citizen". CAN BE A BIT INTERESTING Moderate does not make too much noise. Instead, Moderate is pretty pleased with things as they are. A Moderate consumer follows the developments in • The average consumer the local community through the news. Sometimes, • Satisfied with life – does not make any Moderate worries about where the world is fuss heading. But Moderate is generally satisfied with life. As a consumer, Moderate has general • Thinks that sustainability is more and more interesting requirements in terms of longevity, quality and function. In addition, Moderate is interested in the price tag. Sustainability is interesting when in line PRIORITY! Quality, Function & with other expectations. But the interest is constantly Longevity increasing.
13 02
OUR FOUR BEHAVIORAL 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 products and services she consumes. "What's in it for IN 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 her self with what is good for the world. She makes everyday choices • Likes to discuss sustainability and learn more that balance these things. She wants to make a difference in everyday life through her decisions. Smart
• Thinks that sustainability is very interesting searches 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 PRIORITY! on in the world. In some cases, she behaves "What's in it for me?", sustainable without knowing it. For example, when her Quality, Service & Health choices are driven by a focus on health or safety.
Dedicated is an active man or woman, young or old, 04 DEDICATED that prioritises sustainability in all parts of life. It is a person who lives consciously and weighs every ZEALOUS & WELL-INFORMED ON SUSTAINABILITY consumption decision carefully. Dedicated is left-oriented and interested in international relations, politics and • Knowledgeable and well informed on culture. In relation to companies Dedicated is questioning sustainability and zealous. Dedicated prefers to listen to other Dedicated consumers. Usually she or he also reads a lot • Actively seeks information on sustainability and avoids accepting information directly from companies. Dedicated assumes companies are bad until • Zealous and critical towards corporations the contrary has been proved. The knowledge of • Focused on sustainability, whatever the sustainability is high. Dedicated is often well informed situation about what companies do in the area of sustainability. However, Dedicated´s understanding of companies and their ambitions is very limited. Dedicated often contacts PRIORITY! companies to put them against the wall. Finally, Sustainability Dedicated is also active in social media channels.
14 02
01 BEHAVIORAL GROUPS
When looking at our four behavioral groups, we note three main trends of interest amongst the Nordic countries. First, the Ego group increased in all countries except in Denmark between 2016 and 2017. Second, the Smart group also increased significantly during the last year for all the Nordics. Third, the Moderate group is decreasing everywhere. Hence, we see a shift from Moderate consumers towards either Ego or Smart consumers, although the majority are still Moderate consumers. This means that consumer attitudes towards sustainability are becoming increasingly polarized.
The popularization of sustainability puts pressure on the consumer to have an opinion in sustainability matters, which reduces the Moderate group. While the increased focus on sustainability in media and communication from companies speaks to the conscious consumer, the heavy information flow of today overtires the Ego group, a group defined by traditional values and a non-interest in sustainability. Also, while a sustainable lifestyle is increasingly recognized as a way to brand yourself and to gain both private and societal benefits for most consumers, some consumers feel excluded. Therefore, they might develop anti-sustainability tendencies and move towards the Ego group.
2017 BEHAVIOR GROUPS
EGO MODERATE SMART DEDICATED
SWEDEN 24% 41% 28% 7%
NORWAY 35% 40% 20% 5%
DENMARK 27% 41% 25% 7%
FINLAND 27% 43% 25% 5%
15 02
BEHAVIORAL GROUPS - DEVELOPMENT 2013-2017
The Ego group increases in all countries except for Denmark. While the Moderate group decreases and the Smart group increases sharply in all countries, there is no general trend for the Dedicated consumers within the Nordics.
EGO MODERATE
40 % 60 %
55 % 35 % 50 % 30 % 45 %
25 % 40 %
20 % 35 % 2013 2014 2015 2016 2017 2013 2014 2015 2016 2017
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 2013 2014 2015 2016 2017
Sweden Norway Denmark Finland Sweden Norway Denmark Finland
16 PART 03
RANKING 03 04
TOP THREE
01 Valio is the winner for the fourth year in a VALIO 94% row. Valio’s Finnish heritage as well as its sustainability commitments within dairy production and research and development was yet again rewarded by consumers.
02
For the first time entering the study, Kotimaista takes home the esteemed second KOTIMAISTA 91% place. S-market increases its position successfully from tenth to third place in just one year.
03
S-MARKET 88%
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.
18 03 04
PLACE 4-10
Several newcomers managed to get into the top 10 list this year. Entering TESLA the study for the first time, Tesla 04 85% successfully took over the fourth place. Furthermore, K-supermarket succeeded in improving its ranking from eighteenth to tenth place, and Prisma FAZER moved up the list from fourteenth to 05 85% ninth place.
Six out of ten brands on top 10 are stronger within environmental SNELLMAN 84% sustainability than social 06 responsibilities. S-market, K-market, K- supermarket and Prisma are performing better regarding social MYLLYN PARAS aspects according to consumers. 07 81%
K-MARKET 08 81%
About the Ranking in Sustainable Brand Index™ PRISMA The ranking is based on the percentage of 09 81% 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 K-SUPERMARKET well within both environmental and social 10 81% responsibility according to consumers.
19 03 04
INDUSTRY LEADERS
1 VALIO FOOD & BEVERAGE 3 S-MARKET GROCERY STORES 4 TESLA CARS 12 FINLAYSON FURNITURE, DECORATION & LEISURE 18 THE BODY SHOP CLOTHES & BEAUTY 19 S-PANKKI BANKS 28 HELEN ELECTRICITY 29 SOKOS HOTELS HOTELS 38 NESTE OIL FUEL 43 KOTIPIZZA FAST FOOD 51 ELISA TELECOMMUNICATIONS 70 AURINKOMATKAT TRAVEL
According to the consumer, the broad majority of industry leaders 2017 are
Finnish brands.
Grocery stores is the leading industry within sustainability in 2017, followed by food &
beverage and electricity.
INDUSTRY RANKING
1. GROCERY STORES 7. FURNITURE, DECORATION & LEISURE 2. FOOD & BEVERAGE 8. FUEL 3. ELECTRICITY 9. FAST FOOD 4. BANKS 10. TRAVEL 5. HOTELS 11. CARS 6. TELECOMMUNICATIONS 12. CLOTHES & BEAUTY
20 03 04
RANKING DEVELOPMENT 2013-2017
2017 2016 2015 2014 2013
Valio 1 1 1 1 Kotimaista 2 14 S-market 3 9 4 6 Tesla 4 Fazer 5 2 2 3 Snellman 6 8 5 13 Myllyn Paras 7 4 3 K-market 8 19 Prisma 9 13 6 4 1 K-supermarket 10 10 K-Citymarket 11 18 17 11 Finlayson 12 6 12 Oululainen 13 3 11 2 Paulig 14 12 13 9 Saarioinen 15 25 7 10 Kariniemen 16 20 16 18 Vaasan 17 5 8 5 The Body Shop 18 S-Pankki 19 27 23 17 6 Ingman 20 Pirkka 21 23 18 14 OP-Pohjola 22 31 27 21 8 S Group 23 21 Marimekko 24 28 19 32 Atria 25 29 20 20 Alko 26 11 24 Arla 27 16 21 15 Helen 28 33 Sokos Hotels 29 15 15 8 3 Kesko 30 24 Apetit 31 34 25 23 Panda 32 22 28 Lidl 33 52 49 50 Sokos 34 39 22 16 4 Hartwall 35 32 HK 36 40 26 26 Meira 37 Neste Oil 38 43 39 IKEA 39 48 64 52 19 Vattenfall 40 7 30 Fortum 41 17 33 Sinebrychoff 42 35 Kotipizza 43 46 47 Scandic 44 37 29 25 11 POP Pankki 45 45 42 28 25 Pouttu 46 36 34 27 Vantaan Energia 47 26 53 K-Rauta 48 ABC 49 60 50 34 St1 50 61 51 45
21 03 04
2017 2016 2015 2014 2013
Elisa 51 56 40 51 Tarmo lähikauppa 52 47 52 22 Stockmann 53 54 37 19 9 Hesburger 54 51 35 Säästöpankki 55 38 32 33 17 Volvo 56 30 36 24 10 Felix 57 64 58 37 Cumulus 58 44 41 31 15 Turku Energia 59 41 63 Sale 60 70 Findus 61 Toyota 62 57 56 44 23 Radisson Blu 63 49 48 43 13 DNA 64 74 80 57 Tokmanni 65 97 Mercedes-Benz 66 65 60 38 24 Asko 67 59 61 48 21 Aktia 68 62 62 49 30 Vepsäläinen 69 66 79 56 26 Aurinkomatkat 70 58 43 36 14 Rainbow 71 Subway 72 80 Holiday Inn 73 67 68 55 32 Gigantti 74 78 Alepa 75 73 65 59 INTERSPORT 76 Coca-Cola 77 99 Coffee House 78 Sonera 79 71 59 62 Picnic 80 92 81 Clas Ohlson 81 95 86 Handelsbanken 82 79 73 63 35 Jumbo 83 Nordea 84 63 46 41 12 Omena Hotels 85 76 TUI 86 68 45 39 16 Expert 87 Sotka 88 81 78 67 39 McDonald´s 89 107 84 Tjäreborg 90 72 67 53 28 Skoda 91 93 71 64 40 Opel 92 94 90 73 38 Stadium 93 Volkswagen 94 108 38 30 18 Lantmännen 95 103 104 90 BMW 96 77 74 61 31 Audi 97 82 69 46 29 Veikon Kone 98 Best Western 99 88 82 69 33 Biltema 100 Ford 101 86 72 65 34 Lomamatkat 102 84 77 60 37 XXL 103 Teboil 104 110 93 70 Byggmax 105 Danske Bank 106 83 89 77 45 Jysk 107 98 95 86 49 Lindex 108 117 101 79 46 Honda 109 85 85 68 41 Renault 110 100 99 80 53 22 03 04
2017 2016 2015 2014 2013
Kappahl 111 116 105 82 51 Seppälä 112 109 96 83 43 Budget Sport 113 Pepsi 114 123 Mazda 115 104 94 81 54 H&M 116 119 115 98 58 Nissan 117 87 87 74 52 Peugeot 118 96 88 75 48 Vila 119 122 108 84 Apollomatkat 120 101 91 76 42 Rax 121 120 106 Jack&Jones 122 126 119 96 KIA 123 111 112 85 59 Masku 124 102 100 Mitsubishi 125 105 102 78 47 Shell 126 130 103 93 Burger King 127 Unilever 128 115 Citroën 129 106 97 89 50 Euronics/Tekniset 130 Rolls Express 131 125 110 Vero Moda 132 127 116 91 Cubus 133 132 122 103 63 Suzuki 134 121 114 92 61 Subaru 135 114 109 87 56 Snacky 136 ScanBurger 137 Gina Tricot 138 134 123 101 62 Hyundai 139 118 111 88 57 Fiat 140 124 113 94 55 Carlings 141 128 118 100 Zara 142 129 121 99 60 BikBok 143 131 124 97
23 03 04 RANKING - FINLAND
1. VALIO 65. Tokmanni 129. Citroën 2. Kotimaista 66. Mercedes-Benz 130. Euronics/Tekniset 3. S-market 67. Asko 131. Rolls Express 4. Tesla 68. Aktia 132. Vero Moda 5. Fazer 69. Vepsäläinen 133. Cubus 6. Snellman 70. Aurinkomatkat 134. Suzuki 7. Myllyn Paras 71. Rainbow 135. Subaru 8. K-market 72. Subway 136. Snacky 9. Prisma 73. Holiday Inn 137. ScanBurger 10. K-supermarket 74. Gigantti 138. Gina Tricot 11. K-Citymarket 75. Alepa 139. Hyundai 12. Finlayson 76. INTERSPORT 140. Fiat 13. Oululainen 77. Coca-Cola 141. Carlings 14. Paulig 78. Coffee House 142. Zara 15. Saarioinen 79. Sonera 143. BikBok 16. Kariniemen 80. Picnic 17. Vaasan 81. Clas Ohlson 18. The Body Shop 82. Handelsbanken 19. S-Pankki 83. Jumbo 20. Ingman 84. Nordea 21. Pirkka 85. Omena Hotels 22. OP-Pohjola 86. TUI 23. S Group 87. Expert 24. Marimekko 88. Sotka 25. Atria 89. McDonald´s 26. Alko 90. Tjäreborg 27. Arla 91. Skoda 28. Helen 92. Opel 29. Sokos Hotels 93. Stadium 30. Kesko 94. Volkswagen 31. Apetit 95. Lantmännen 32. Panda 96. BMW 33. Lidl 97. Audi 34. Sokos 98. Veikon Kone 35. Hartwall 99. Best Western 36. HK 100. Biltema 37. Meira 101. Ford 38. Neste Oil 102. Lomamatkat 39. IKEA 103. XXL 40. Vattenfall 104. Teboil 41. Fortum 105. Byggmax 42. Sinebrychoff 106. Danske Bank 43. Kotipizza 107. Jysk 44. Scandic 108. Lindex 45. POP Pankki 109. Honda 46. Pouttu 110. Renault 47. Vantaan Energia 111. Kappahl 48. K-Rauta 112. Seppälä 49. ABC 113. Budget Sport 50. St1 114. Pepsi 51. Elisa 115. Mazda 52. Tarmo lähikauppa 116. H&M 117. Nissan 53. Stockmann = INDUSTRY LEADER 54. Hesburger 118. Peugeot 55. Säästöpankki 119. Vila 56. Volvo 120. Apollomatkat About the Ranking in Sustainable Brand Index™ 121. Rax The ranking is based on the percentage of consumers 57. Felix who assess the company's sustainability efforts as good 58. Cumulus 122. Jack&Jones 123. KIA (4) or very good (5) on a scale of 1-5 + “don´t know.” 59. Turku Energia The maximum score is 200%. A company that has 60. Sale 124. Masku 125. Mitsubishi 200%, performs very well within both environmental 61. Findus and social responsibility according to consumers, ie. 126. Shell 62. Toyota 100% have then answered 4 or 5 (a company like that 127. Burger King 63. Radisson Blu does not exist). 64. DNA 128. Unilever 24 03 04
GROCERY STORE
INDUSTRY LEADERS 1. S-market 2. K-market 3. Prisma 4. K-supermarket 5. K-Citymarket 6. Alko 7. Lidl 8. Tarmo lähikauppa 9. Sale 10. Tokmanni 11. Alepa
25 03 04
FOOD & BEVERAGES
INDUSTRY LEADERS
1. Valio 2. Kotimaista 18. Panda 3. Fazer 19. Hartwall 4. Snellman 20. HK 5. Myllyn Paras 21. Meira 6. Oululainen 22. Sinebrychoff 7. Paulig 23. Pouttu 8. Saarioinen 24. Felix 9. Kariniemen 25. Findus 10. Vaasan 26. Rainbow 11. Ingman 27. Coca-Cola 12. Pirkka 28. Lantmännen 13. Atria 29. Pepsi 14. Arla 30. Unilever 15. Apetit
26 03 04
ELECTRICITY
INDUSTRY LEADERS 1. Helen 2. Vattenfall 3. Fortum 4. Vantaan Energia 5. Turku Energia
27 03 04
BANKS
INDUSTRY LEADERS
1. S-Pankki 2. OP-Pohjola 3. POP Pankki 4. Säästöpankki 5. Aktia 6. Handelsbanken 7. Nordea 8. Danske Bank
28 03 04
HOTELS
INDUSTRY LEADERS
1. Sokos Hotels 2. Scandic 3. Cumulus 4. Radisson Blu 5. Holiday Inn 6. Omena Hotels 7. Best Western
29 03 04
TELECOMMUNICATIONS
INDUSTRY LEADERS
1. Elisa 2. DNA 3. Sonera
30 03 04
FURNITURE, DECORATION & LEISURE
INDUSTRY LEADERS
1. Finlayson 2. Marimekko 3. IKEA 4. K-Rauta 5. Asko 6. Vepsäläinen 7. Gigantti 8. Clas Ohlson 9. Jumbo 10. Expert 11. Sotka 12. Veikon Kone 13. Biltema 14. Byggmax 15. Jysk 16. Masku 17. Euronics/Tekniset
31 03 04
FUEL
INDUSTRY LEADERS
1. Neste Oil 2. ABC 3. St1 4. Teboil 5. Shell
32 03 04
FAST FOOD
INDUSTRY LEADERS 1. Kotipizza 2. Hesburger 3. Subway 4. Coffee House 5. Picnic 6. McDonald´s 7. Rax 8. Burger King 9. Rolls Express 10. Snacky 11. ScanBurger
33 03 04
TRAVEL
INDUSTRY LEADERS
1. Aurinkomatkat 2. TUI 3. Tjäreborg 4. Lomamatkat 5. Apollomatkat
34 03 04
CARS
INDUSTRY LEADERS
1. TESLA 2. Volvo 13. Mazda 3. Toyota 14. Nissan 4. Mercedes-Benz 15. Peugeot 5. Skoda 16. KIA 6. Opel 17. Mitsubishi 7. Volkswagen 18. Citroën 8. BMW 19. Suzuki 9. Audi 20. Subaru 10. Ford 21. Hyundai 11. Honda 22. Fiat 12. Renault
35 03 04
CLOTHES & BEAUTY
INDUSTRY LEADERS
1. The Body Shop 2. Sokos 11. H&M 3. Stockmann 12. Vila 4. INTERSPORT 13. Jack&Jones 5. Stadium 14. Vero Moda 6. XXL 15. Cubus 7. Lindex 16. Gina Tricot 8. Kappahl 17. Carlings 9. Seppälä 18. Zara BikBok 10. Budget Sport 19.
36 03 04
OTHER
INDUSTRY LEADERS
1. S Group 2. Kesko
37 PART 04 z METHODOLOGY 04 METHODOLOGY
01 WHAT IS THE BASIS OF SUSTAINABLE BRAND INDEX™ 2017? Sustainable Brand Index™ is based on the consumer perspective and measures what consumers can be expected to have an opinion about at the time of the survey. The basis of Sustainable Brand Index™ is the United Nations Global Compact and its ten principles on human rights, labor conditions, environment and anti-corruption.
02 WHEN AND WHERE WERE THE SURVEYS CONDUCTED? The surveys was conducted in Sweden, Norway, Denmark and Finland. For a full description of the methodology in other countries, please contact SB Insight. The quantitative surveys were conducted during November 2016 – January 2017. The qualitative study was conducted during February 2017. Data were compiled and analysed during February and March 2017.
03 HOW ARE THE BRANDS SELECTED? The brand selection is based on the following parameters:
• Market presence in the country concerned
• Turnover and market share
• General Brand Awareness
With these criteria, we aim to provide a selection that reflects the brands that consumers meet in their everyday lives. The selection is primarily focused on corporate brands but is complemented with product brands when market share and general brand awareness are considered relevant in order to create an accurate picture of the industry.
04 METHODOLOGY The survey was conducted via an online survey. Respondents were sent a unique link via email. 1000 persons have assessed each brand. All brands in the survey have been randomly selected in each question. This means that the answers are, to the greatest extent possible, an accurate representation of the reality, since each respondent has been exposed to different combinations of brands. Our assessment is that the survey, as far as possible, resembles a nationally representative sample of the population.
39 06
ABOUT US 05
We are an We Insight Agency on a mission to create Sustainable Brands. provide our clients with knowledge and understanding of how sustainability affects markets, industries, brands, communication and behaviors.
Our Insight comes in different forms and is used for strategic decision-making. Everything is based on our expertise within branding & communications, sustainability, behavior science and market research.
OUR BUSINESS AREAS
REPORTS & ANALYSIS EDUCATION & TRAINING STRATEGY
SUSTAINABLE BRAND INDEX CORPORATE MEMBERSHIP STRATEGY
41 HERE’S HOW YOU CONTACT US: You are more than welcome to get in touch by giving us a call or sending us an email. You can also chat with us and get a swift reply by visiting our website www.sb-insight.com.
ERIK ELVINGSSON HEDÉN MARIA KAUSITS Managing Director & Partner Director of Insight & Partner Email: [email protected] Email: [email protected] Phone: +46 (0) 70 865 13 97 Phone: +46 (0) 73 655 34 70
To learn more about who we are and what we do visit us at: