The Sustainable Brand Index, billed as Europe’s largest brand study on sustainability, evaluates consumers’ perceptions of the level of sustainability of brands across industries and countries. The research takes into account business-to-consumer (B2C) brands chosen based on market share, sales, and brand awareness. A total of nearly 1,600 brands from 36 sectors are evaluated for sustainability with the assistance of 80,000 consumers in eight countries. The Index defines sustainability in accordance with the United Nations’ Global Sustainable Development Goals. (SDGs). However, brand ranking is only one aspect of the research. Rather, it seeks to assess consumer perceptions by examining particular attitudes, knowledge levels, behaviors, and industry-specific areas.
A few results from the Sustainable Brand Index 2023: According to the country studies, sustainability is a constant or increasing worry among consumers in Sweden, Norway, Denmark, Finland, and the Netherlands. 68% of Swedish consumers, the same as last year, say they discuss sustainability in their daily lives. In Norway, the percentage of people who discuss sustainability has stayed stable. It has fallen marginally in Denmark to 59%, but has risen in Finland and the Netherlands. In Finland, the proportion of people who discuss sustainability with their friends and relatives increased from 60% to 65%. In the Netherlands, the proportion of those who said they occasionally or frequently discuss these issues hit an all-time high of 73%, surpassing the previous high of 72% in 2020. Regardless of the challenges of 2022 – a war in Ukraine, an energy crisis, and a weakening economy – consumers in these nations would have continued to debate sustainability on a large scale.
The Sustainable Brand Index results revealed an overall favourable tendency in all countries: awareness of companies’ sustainability work has increased in all countries except Norway. There is a significant decline, as Norwegian consumers lose confidence in companies’ ability and willingness to act sustainably.
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