How To Write A Sustainable Brand Index

Transcription

1 OFFICIAL REPORT SWEDEN 2016

2 TABLE OF CONTENTS 01 ABOUT KEY INSIGHTS THE CONSUMER S BELIEFS ABOUT THE FUTURE ARE INCREASINGLY GLUM PG.3 PG. 5 STRONG RISE IN CONVERSATIONS ABOUT SUSTAINABILITY PG. 6 BRAND SCORES ARE RISING ACROSS THE NORDICS PG. 7 SUSTAINABILITY COMMUNICATION HAS EXPLODED PG. 8 WHO IS THE SUSTAINABLE CONSUMER? PG. 9 SUSTAINABLE BEHAVIORS SMARTER PEOPLE PG. 10 TOP PERFORMING INDUSTRIES DIFFER PG. 11 THE NORDIC GROWTH MIRACLE PG. 12 MEAT IS STARTING TO LOSE THE BATTLE PG. 13 THIS YEAR S BIGGEST LOSER PG. 14 CLIMATE CHANGE IS OFFICIALLY INTERESTING PG RANKING TOP THREE PLACE 4-10 INDUSTRY LEADERS INDUSTRY RANKING DEVELOPMENT RANKING - SWEDEN PG. 16 PG. 17 PG. 18 PG. 18 PG. 19 PG METHODOLOGY WHAT IS THE BASIS OF SUSTAINABLE BRAND INDEX 2016? PG. 43 WHEN AND WHERE WAS THE SURVEY CONDUCTED? PG. 43 HOW ARE THE BRANDS SELECTED? PG METHODOLOGY ABOUT US OUR PROCESS PG. 43 PG. 45 CONTACT US PG. 45 2

3 ABOUT 01 WHAT? 02 METHODOLOGY SCANDINAVIA S LARGEST BRAND STUDY FOCUSING ON SUSTAINABILITY Sustainable Brand Index (SB Index) is Scandinavia s largest brand study focusing on sustainability. Based on consumer interviews, the study maps out and analyzes the areas of sustainability and brands from the consumer perspective. SB Index consists of the following parts: Evaluation and Ranking of Brands From the Sustainability Perspective 752 brands are evaluated and ranked based on the consumers perception of their work within the area of sustainability. Mapping of the Sustainable Consumer Segmentations of sustainable consumers and what drives them to consume sustainably. Development and Trends in the World Development and trends in the world that affect companies as well as the area of sustainable branding. The study was founded in 2011 and is now carried out annually in Sweden, Norway, Denmark and Finland. THREE-PART STUDY BASED ON THE OPINIONS OF CONSUMERS Sustainable Brand Index is a three-part study based on two quantitative survey studies and one qualitative study in the form of in-depth interviews. The Methodology 2016 Sustainable Brand Index is a three-part study based on two quantitative survey studies and one qualitative study in the form of in-depth interviews. The quantitative studies were conducted through online interviews between December 2015 and January The qualitative study was conducted in February Every brand is evaluated by at least 1000 people. In total, 752 brands were evaluated by people. The target group is defined as follows: The public Swedish, Norwegian, Danish and Finnish consumers, 16 years and older. The basis of the study is UN Global Compact s 10 principals about environmental and social responsibility. This is supplemented with an external definition focusing on the consumers perception of sustainability, meaning their expectations and demands on companies. 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 Index concretizes the result and gives companies tools to drive the sustainability work forward through branding and communication. 3

4 PART 01 KEY INSIGHTS

5 KEY INSIGHTS THE CONSUMER S BELIEFS ABOUT THE FUTURE ARE INCREASINGLY GLUM Across all the Nordic countries, the number of people with a bright outlook of the future is steadily decreasing. More specifically in Sweden, the number of consumers who believe the future will be somewhat worse has increased. Simultaneously, the proportion of Swedes who believe in a better future has decreased from 26% to 21%. Norway has a more dramatic development. The consumers who believe that Norway will be a worse country to live in has increased with nine percentage points and the number of Norwegians with a positive outlook has decreased to 16%. Denmark has also experienced a drop in positive outlooks and there are only 15% who believes in a better future and the proportion of negative consumers is now 40%. Lastly, the same development can be seen in Finland. The negative beliefs have increased and the positive views have decreased from 25% to 21%. Why is this? The answer is related to the rise in immigration and the ensuing debate across the Nordics. Nordic consumers are divided in this issue. Some worry about the increased immigration and how society will cope with the challenge. Others are worried about the rise in xenophobia. We saw the same trend in However, there is one big difference from last year. The people who are worried about immigration, has grown significantly during the last twelve months. We still believe much can be done by Nordic companies. This issue is something that worries a grand majority of the population. By taking a stand and talking about these issues in a smart compassionate way, companies can strengthen their brands. CHANGE IN NEGATIVE OUTLOOKS MOST POLARISED Sweden has the highest amount of both negative and positive beliefs. 0 % -12 % -24 % MOST NEUTRAL: In Denmark 41% believe in an unchanged future. -36 % BIGGEST CHANGE In Norway negative beliefs increased with almost 9% -48 % SWEDEN NORWAY DENMARK FINLAND Fig1. 5

6 KEY INSIGHTS STRONG RISE IN CONVERSATIONS ABOUT SUSTAINABILITY Sustainability continues to be a growing subject of conversation across all Nordic countries. In Norway, the number of people discussing sustainability exhibits a sharp rise of 11 percentage points. An equally sharp rise can be seen in Denmark, where the proportion of people discussing sustainability has grown by 6 percentage points. Sweden has the highest amount of consumers talking about sustainability issues. We see an increase from 66% in 2015 to 72% in Finland is following suit with an increase landing at 67%. Simultaneously, we note a drop in the number of people claiming to never discuss sustainability. In other words, sustainability is no longer an issue for the few, but for the many. More than 90% in all countries talk about this to some extent. This means that sustainability is becoming even more normalized. A continuation of the trend we noticed last year. To summarise, the consumers are becoming more educated and engaged about these issues. People discussing sustainability is increasing across all countries % DISCUSSING SUSTAINABILITY 80 % 60 % % 20 % 0 % SWEDEN NORWAY DENMARK FINLAND Fig 2. 6

7 KEY INSIGHTS BRAND SCORES ARE RISING ACROSS THE NORDICS Notable across all Nordic countries is that the average score is rising. When looking at Norway s score in Sustainable Brand Index, there is a palpable difference between 2015 and Firstly, the average score for the brands in Norway rises from 33% in 2015 in 42% in This rise can be seen across all countries. Finland s average score increases from 47% to 57% and Denmark s score increases from 21% in 2015 to 35%. Finally, Sweden exhibits the lowest increase from 32% to 36%. This increase is mainly due to more frequent sustainability communication in all of society. Media is writing more, opinion leaders and politicians are talking more. Finally, the companies are talking much more sustainability than previous years. This has led to a more educated consumer with a rather benevolent attitude towards brands. Thanks to the largely positive information, their sustainability efforts are spreading. AVERAGE SCORES IN THE NORDICS 2015 (Avg. score) 2016 (Avg. score) SWEDEN 32% 36% NORWAY 33% 42% DENMARK 21% 35% FINLAND 47% 57% Fig 3. 7

8 KEY INSIGHTS SUSTAINABILITY COMMUNICATION HAS EXPLODED Sustainability Communication is formally mainstream and is no longer something that agencies only claim in order to sell services, like it used to be a couple of years ago. It is spreading across industries. We see brands competing for attention, both within B2C and B2B areas. The next good thing is that it has worked. We can see this by looking at the top brands in Sustainable Brand Index At the same time, we notice that the more passive brands are slipping in the rankings. Consumers understand more about sustainability. Therefore, they also expect more communication. EXAMPLES OF CAMPAIGNS THAT ARE ENGAGING Fig 4. 8

9 KEY INSIGHTS 01 WHO IS THE SUSTAINABLE CONSUMER? We have extracted a number of patterns by studying how consumers say how they act in different situations and cross analyse this with the underlying structures of their attitudes. From these patterns, we have identified four behaviors that consumers show relative sustainability and companies. FOUR BEHAVIORAL GROUPS 01 EGO 02 MODERATE DO NOT CARE ABOUT SUSTAINABILITY This behavior group focuses mainly on price, regardless of what they buy. After price is functionality, perceived quality and durability the most important. The group is short-sighted, searches for simple solutions, chooses the first & best product/service that fulfills their need and they care primarily of what is best for themselves. The most prioritized factors are convenience and avoidance of exertion. Their knowledge of sustainability is low, just like their engagement, and they are not interested to increase either of those. Occasionally, they find themselves to be part of discussions regarding sustainability and they avoid to express themselves too much. Priority: Price BELIEVE THAT SUSTAINABILITY CAN BE A BIT INTERESTING The group makes up around 50 % of the population and is just enough. They have general requirement on functionality, quality and durability, price is prioritized but they also think that sustainability (if it goes in line with the other criteria) can be a bit interesting. As persons, they are primarily passive receivers who have noticed the discussions regarding sustainability. Sometimes they find themselves in middle of those discussions and they are happy to listen. On a personal level, this group is evenly spread over all variables such as gender, age and income. Priority: Reliability, quality and service in combination with price. 03 SMART 04 DEDICATED CURIOUS ABOUT AS WELL AS INTERESTED IN SUSTAINABILITY This group consists of dedicated and reasonable people, mainly women. Reliability, treatment/service and freedom of choice are important factors. They appreciate to choose things on their own and decide what is good or bad for body and soul. Price is not their interest since they have both the will and means to pay to get the things their way. They are curious about as well as interested in sustainability. They like to discuss the topic with others and believe it is a way to practice their own good thoughts and ambitions of how life should be lived. However, it is always combines with what s in it for me -attitude. Labels and certifications are seen as serious sign since the company s credibility also is valued. Priorities: Reliability, quality and service in combination with sustainability. ZEALOUS AND WELL PREPARED REGARDING SUSTAINABILITY This group represents the smallest portion of the population but also the most dedicated and zealous in terms of sustainability. People of this group are guided by their values and sustainability is the most important factor, irrespective of purchases and situation. The only thing that can stop them sometimes is their wallet since this is a group with somewhat lower income than others. Therefore, the engagement must be adjusted to the price sometimes. The group searches and gathers information about sustain-ability from all types of sources. They keep the discussions regarding sustainability going among their friends and family, and also position themselves among like-minded who they listen to. In addition, they like to give and receive information about sustainability and enjoy contacting companies to learn more and ask questions. Priority: Sustainability 9

10 KEY INSIGHTS SUSTAINABLE BEHAVIORS SMARTER PEOPLE When looking at our four behavioral groups, we observe an interesting shift across all Nordic countries. The most striking change is that the Ego group is decreasing everywhere, and the consumers are becoming Moderates. Moreover, many of the Moderates have moved to the Smart group a group that likes to discuss the topic with others and see it is a way to practice their own good thoughts and ambitions of how life should be lived. Their lifestyle is also combined with a what s in it for me? attitude, making the Smart consumer driven by both egoism and altruism. Sustainability is continuously present in the media and the communication from companies have increased. This has led to increased conversations among consumers. This increased information flow has two consequences. Firstly, the consumers have found out what they can gain from sustainability. From both a selfish perspective and the society as a whole. As a consequence of the sustainability popularization, sustainable products are increasingly becoming status symbols. It is way to show that you are a good person, but also that you can afford to buy expensive products, such as organic food, organic cotton, or why not a Tesla? BEHAVIOR GROUPS SWEDEN NORWAY DENMARK FINLAND EGO % 29% 28% 25% % 35% 32% 28% MODERATE % 46% 47% 50% % 48% 49% 53% SMART % 19% 18% 21% % 12% 15% 15% DEDICATED % 6% 6% 4% % 5% 5% 5% Fig 5. 10

11 KEY INSIGHTS TOP PERFORMING INDUSTRIES DIFFER The industries Food & Beverage" and "Grocery Stores" have performered well in all Nordic countries. This is due to three factors. Firstly, they are high-engagement industries. We care about what we put in our body. Secondly, we come in contact with these brands several times per week. Thirdly, the brands in these industries have been very successful in communicating sustainability and driving demand. Overall, the industries that are closest to the consumers are the ones that perform best. However, looking at the best industry in each country, we see some variations. In Norway, the hotel industry is the clear winner. In large this is due to Nordic Choice Hotels and its influential leader Petter Stordalen, but also because of Olav Thon, the man behind Thon Hotels. In Finland, the Food & Beverage industry is the winner. Grocery Stores is the best performing industry within sustainability according to the Danish consumers. Finally, Pharmacies are the clear winners in Sweden. This year s Swedish Sustainable Brand Index winner, Apoteket, drives the positive result for the industry as a whole. AVERAGE SCORE FOR THE TOP INDUSTRIES SWEDEN NORWAY Pharmacies 71% Hotels 52% Grocery Stores 60% Grocery Stores 40% Electricity 55% Electricity 40% DENMARK FINLAND Grocery Stores 64% Food & Beverage 78% Electricity 58% Electricity 76% Food & Beverage 38% Grocery Stores 65% Fig 6. 11

12 KEY INSIGHTS THE NORDIC GROWTH MIRACLE One industry is electric this year, both figuratively and literally. The fastest growing industry is Electricity. It is the clear winner in increased scores across all countries. These brands have been very successful in communicating their sustainability efforts. It is also an industry where the environmental footprint is well known among consumers. This helps the brands as their communication efforts address clear issues. It is also one of the few things that the industry can talk about to create interest, apart from price. We note that the increase is especially significant in Denmark, although the increase is noticeable in all countries. The fastest growing Danish electricity brands are Nordjysk Elhandel, followed by DONG Energy and EnergiNet. In Finland, we find Teolisuuden, Vantaan and Energia. In Norway, it is Agder Energi, Fjordkraft and Fortum. AVERAGE SCORES - ELECTRICITY 2015 (Avg. score) 2016 (Avg. score) SWEDEN 46% 55% NORWAY 41% 57% DENMARK 30% 58% FINLAND 49% 76% Fig 7. 12

13 KEY INSIGHTS MEAT IS STARTING TO LOSE THE BATTLE We see a new trend regarding meat consumption. Negative attitudes are increasing. With the exception of Denmark, where a significant part of consumers in all countries want to decrease their consumption of meat. In Sweden, 23% plan to eat less meat during the upcoming six months. The numbers for Norway and Finland are 16% and 17% respectively. In Denmark, the consumers seem less concerned, only 8% plan to decrease the consumption of meat. Finally, only around 5% in all countries want to increase meat consumption. We are just in the beginning of this trend, but we are certain that it will continue to grow. Taking dairy brands with it as well... CONSUMER OPINIONS ON MEAT CONSUMPTION 7,5 % Proportion of people who plan to increase their meat consumption. 0 % 5% 5% 4% 6% -7,5 % 8% -15 % -22,5 % 23% 16% 17% Proportion of people who plan to decrease their meat consumption. SWEDEN NORWAY DENMARK FINLAND Fig 8. 13

14 KEY INSIGHTS THIS YEAR S BIGGEST LOSER This year, the Sustainable Brand Index shows one particular brand being especially damaged. The brand of the German car maker, Volkswagen, has been punished by consumers in all Nordic countries. In Sweden, the drop is from number 48 to 169 due to "Dieselgate". The numbers are similar in the other countries; from 31 to 96 in Norway, 19 to 95 in Denmark and 38 to 107 in Finland. At the same time, we notice that sales have not slowed down for Volkswagen and neither have their investments in advertising... SWEDEN NORWAY % 44% 36% 45% 48 DENMARK FINLAND 27% 34% 35% 58% 169 Fig 9. Change in average score for Volkswagen Fig 10. Volkswagens drops in Sweden from number 48 to 169. CLIMATE CHANGE IS OFFICIALLY INTERESTING It is official. The climate issue has become relevant Technology promotes efforts for environment and the climate. It is good but I am still concerned. for regular consumers. This has long been an issue too abstract and distant into the future to grasp. More communication about the climate change from companies, organizations and the media has made the issue present in everyday life and casual conversations among consumers. The climate meeting in Paris in December 2015 also had a positive effect. The consumers are now more educated about climate change. They are also much more engaged in creating a positive change. 14

15 PART 02 RANKING

16 TOP THREE 01 APOTEKET 102% This winner of 2016 has only become better and better since they first entered this study in They have gone from tenth place to fourth place last year, and now they take over the top position. 02 Coop stays in the same position as last year. Saltå Kvarn loses two positions in the ranking, but are not far behind Apoteket and Coop. COOP 98% 03 SALTÅ KVARN 96% About the Ranking in Sustainable Brand Index The ranking is based on the percentage of consumers who assess the company's sustainability efforts on a scale of 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

17 PLACE 4-10 The top 10 are all close to the consumer and have prioritized sustainability in their strategic communication. Along with bigger, commercial companies, we also have GodEl a company giving their profits to charity. Systembolaget, a state-owned company continued to increase its position, moving from eleventh to seventh place in 2015 and to fifth place this year. The majority of the brands on top 10 are stronger within environmental compared to social responsibility. Systembolaget is the only company performing better in social aspects according to the consumers IKEA 90% SYSTEMBOLAGET 90% VOLVO 85% FJÄLLRÄVEN 84% 08 SJ 83% About the Ranking in Sustainable Brand Index The ranking is based on the percentage of consumers who assess the company's sustainability efforts on a scale of 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 GODEL 83% LANTMÄNNEN 83% 17

18 INDUSTRY LEADERS APOTEKET COOP SALTÅ KVARN IKEA VOLVO FJÄLLRÄVEN SJ GODEL SCANDIC MAX KPA PENSION GOOGLE BILPROVNINGEN LÄNSFÖRSÄKRINGAR ICA BANKEN SAS SPOTIFY TELIA FRITIDSRESOR OKQ8 CEDERROTH PHARMACIES GROCERY STORE FOOD & BEVERAGES RETAIL - FURNITURE, DECORATION & LEISURE CARS RETAIL - CLOTHES & BEAUTY TRAIN, BUS & TAXI ELECTRICITY HOTELS FAST FOOD PENSION TECHNOLOGY SERVICES INSURANCES BANKS AIRLINES DIGITALT TELECOM & BROADBAND TRAVEL FUEL FMCG INDUSTRY RANKING 1. PHARMACIES 2. GROCERY STORE 3. ELECTRICITY 4. HOTELS 5. PENSION 6. FOOD & BEVERAGES 7. INSURANCES 8. DIGITAL 9. SERVICES 10. TRAIN, BUS & TAXI 11. FAST FOOD 12. RETAIL 13. TRAVEL 14. TECHNOLOGY 15. BANKS 16. CARS 17. FUEL 18. TELECOM & BROADBAND 19. AIRLINES 20. FMCG 18

19 DEVELOPMENT This year Sustainable Brand Index celebrates 6 years! This is what the top 5 has looked like since the start in

20 RANKING - SWEDEN 1. Apoteket 2. Coop 3. Saltå Kvarn 4. IKEA 5. Systembolaget 6. Volvo 7. Fjällräven 8. SJ 9. GodEl 10. Lantmännen 11. ICA 12. Apoteksgruppen 13. The Body Shop 14. Apotek Hjärtat 15. Arla 16. Naturkompaniet 17. Skånemejerier 18. Norrmejerier 19. Kung Markatta 20. Scandic 21. Max 22. KPA Pension 23. Kronans Apotek 24. Skellefteå Kraft 25. Clarion Hotels 26. Telge Energi 27. Quality Hotels 28. Kungsörnen 29. Hemköp 30. SL 31. Wasabröd 32. Google 33. Bilprovningen 34. Polarn O. Pyret 35. Axa 36. Polarbröd 37. Clarion Collection Hotels 38. AMF 39. Toyota 40. Nordic Choice Hotels 41. E.ON 42. Willys 43. Arlanda Express 44. Vattenfall 45. Länsförsäkringar 46. Valio 47. City Gross 48. Göteborg Energi 49. Folksam 50. ICA Banken 51. Löfbergs 52. Oatly 53. Jämtkraft 54. Scan 55. Pågen 56. First Hotels 57. Comfort Hotels 58. Clas Ohlson 59. Arvid Nordquist 60. Swebus 61. Zoégas 62. Risenta 63. Microsoft 64. Elite Hotels 65. Västtrafik 66. SAS 67. Skånetrafiken 68. Öresundskraft 69. Fortum 70. Spotify 71. Gevalia 72. SPP 73. Trygg-Hansa 74. Skogaholm 75. Flygbussarna 76. Electrolux 77. McDonald s 78. INDISKA 79. Åhléns 80. Hästens 81. H&M 82. Miele 83. Radisson Blu 84. Best Western 85. Blocket 86. Findus 87. If 88. Svenska Spel 89. Apple 90. Åbro Bryggeri 91. Bosch 92. Telia 93. Tradera 94. Felix 95. Facebook 96. BMW 97. Swedbank 98. Swedavia 99. Familjen Dafgård 100. Handelsbanken 101. Husqvarna 102. Audi 103. Stadium 104. Fritidsresor 105. OKQ Alecta 107. Kopparbergs Bryggeri 108. KappAhl 109. Lindex 110. Preem 111. LloydsApotek 112. Ving 113. INTERSPORT 114. Skandia 115. Spendrups 116. Cylinda 117. Marabou 118. Espresso House 119. Hemtex 120. SEB 121. Lidl 122. Moderna Försäkringar 123. Samsung 124. Byggmax 125. Siemens 126. Nokia 127. Abba Seafood 128. Nordea 129. Cederroth 130. Kjell & Company 131. Santa Maria 132. SBAB 133. Carlsberg 134. Ikano Bank 135. Sony 136. Jula 137. Mio 138. Mercedes-Benz 139. Skandiabanken 140. Mitsubishi 141. Cloetta 142. Pressbyrån 143. Skoda 144. Coca-Cola 145. Apollo 146. Barista 147. Sibylla 148. Renault 149. Bauhaus 150. Orkla Foods 151. Biltema 152. Burger King 153. Dressmann 154. Twitter 155. Coffeehouse by George 156. Nissan 157. Hyundai 158. Wayne s Coffee 159. Lufthansa 160. Absolut Vodka 161. Mekonomen 162. Fazer 163. Peugeot 164. Heinz 165. Com Hem 166. NK 167. Team Sportia 168. HP 169. Volkswagen 170. Opel 171. Starbucks 172. St Subway 174. Telenor 175. Filippa K 176. Bredbandsbolaget 177. Rusta 178. INGO 179. Nike 180. Finnair 181. Barilla 182. Honda 183. Tele KLM 185. JYSK 186. Ford 187. Subaru 188. Park Inn 189. XXL 190. Hertz 191. Nespresso 192. Norwegian 193. Mazda 194. Solresor 195. Taxi Stockholm 196. Taxi Nordnet Bank 198. Fontana 199. Kia 200. Reebok 201. Avanza Bank 202. Dell 203. Europcar 204. Adidas 205. HORNBACH 206. Johnson & Johnson 207. British Airways Eleven 209. Acne 210. Vagabond 211. Citroën 212. GANT 213. TaxiKurir 214. MECA 215. KICKS 216. Lagerhaus 217. Procter & Gamble (P&G) 218. LG 219. MQ 220. HTC 221. Danone 222. Colgate-Palmolive 223. Heineken 224. Puma 225. Tre (3) 226. Sverigetaxi 227. JC 228. Unilever 229. Shell 230. Santander 231. Mabi 232. Danske Bank 233. Cubus 234. FOREX Bank 235. Gina Tricot 236. L Oréal 237. Brothers 238. Acer 239. Toshiba 240. Fujitsu 241. Avis 242. DinSko 243. Mondelez International 244. Suzuki 245. Scorett 246. Lenovo 247. Air France 248. Nilson Shoes 249. Jerns 250. Netto 251. ASUS 252. Pepsi 253. Skopunkten 254. Decathlon 255. SEAT 256. JACK & JONES 257. Fiat 258. Sixt 259. Chevrolet 260. Budget 261. Zara 262. Mars 263. Deichmann 264. Alfa Romeo 265. Ryanair 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 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, i.e. 100% have then answered 4 or 5 (a company like that does not exist). = Industry leader 20

21 PHARMACIES INDUSTRY LEADERS 1. Apoteket 2. Apoteksgruppen 3. Apotek Hjärtat 4. Kronans Apotek 5. LloydsApotek 21

22 02 GROCERY STORE INDUSTRY LEADERS 1. Coop 2. Systembolaget 3. ICA 4. Hemköp 5. Willys 6. City Gross 7. Lidl 8. Netto 22

23 ELECTRICITY INDUSTRY LEADERS 1. GodEl 2. Skellefteå Kraft 3. Telge Energi 4. E.ON 5. Vattenfall 6. Göteborg Energi 7. Jämtkraft 8. Öresundskraft 9. Fortum 23

24 HOTELS INDUSTRY LEADERS 1. Scandic 2. Clarion Hotels 3. Quality Hotels 4. Clarion Collection Hotels 5. Nordic Choice Hotels 6. First Hotels 7. Comfort Hotels 8. Elite Hotels 9. Radisson Blu 10. Best Western 11. Park Inn 24

25 PENSION INDUSTRY LEADERS 1. KPA Pension 2. AMF 3. SPP 4. Alecta 25

26 FOOD & BEVERAGES INDUSTRY LEADERS 1. Saltå Kvarn 2. Lantmännen 3. Arla 4. Skånemejerier 5. Norrmejerier 6. Kung Markatta 7. Kungsörnen 8. Wasabröd 9. Axa 10. Polarbröd 11. Valio 12. Löfbergs 13. Oatly 14. Scan 15. Pågen 16. Arvid Nordquist 17. Zoégas 18. Risenta 19. Gevalia 20. Skogaholm 21. Findus 22. Åbro Bryggeri 23. Felix 24. Familjen Dafgård 25. Kopparbergs Bryggeri 26. Spendrups 27. Marabou 28. Abba Seafood 29. Santa Maria 30. Carlsberg 31. Cloetta 32. Coca-Cola 33. Orkla Foods 34. Absolut Vodka 35. Fazer 36. Heinz 37. Barilla 38. Nespresso 39. Fontana 40. Danone 41. Heineken 42. Pepsi 26

27 INSURANCE INDUSTRY LEADERS 1. Länsförsäkringar 2. Folksam 3. Trygg-Hansa 4. If 5. Skandia 6. Moderna Försäkringar 27

28 DIGITAL INDUSTRY LEADERS 1. Spotify 2. Facebook 3. Twitter 28

29 SERVICES INDUSTRY LEADERS 1. Bilprovningen 2. Mekonomen 3. MECA 29

30 TRAIN, BUS & TAXI INDUSTRY LEADERS 1. SJ 2. SL 3. Arlanda Express 4. Swebus 5. Västtrafik 6. Skånetrafiken 7. Flygbussarna 8. Hertz 9. Taxi Stockholm 10. Taxi Europcar 12. TaxiKurir 13. Sverigetaxi 14. Mabi 15. Avis 16. Sixt 17. Budget 30

31 FAST FOOD INDUSTRY LEADERS 1. MAX 2. McDonald s 3. Espresso House 4. Pressbyrån 5. Barista 6. Sibylla 7. Burger King 8. Coffeehouse by George 9. Wayne s Coffee 10. Starbucks 11. Subway Eleven 31

32 RETAIL FURNITURE, DECORATION & LEISURE INDUSTRY LEADERS 1. IKEA 2. Clas Ohlson 3. Hästens 4. Blocket 5. Tradera 6. Hemtex 7. Byggmax 8. Kjell & Company 9. Jula 10. Mio 11. Bauhaus 12. Biltema 13. Rusta 14. JYSK 15. HORNBACH 16. Lagerhaus 32

33 RETAIL CLOTHES & BEAUTY INDUSTRY LEADERS 1. Fjällräven 2. The Body Shop 3. Naturkompaniet 4. Polarn O. Pyret 5. INDISKA 6. Åhléns 7. H&M 8. Stadium 9. KappAhl 10. Lindex 11. INTERSPORT 12. Dressmann 13. NK 14. Team Sportia 15. Filippa K 16. Nike 17. XXL 18. Reebok 19. Adidas 20. Acne 21. Vagabond 22. GANT 23. KICKS 24. MQ 25. Puma 26. JC 27. Cubus 28. Gina Tricot 29. Brothers 30. DinSko 31. Scorett 32. Nilson Shoes 33. Jerns 34. Skopunkten 35. Decathlon 36. JACK & JONES 37. Zara 38. Deichmann 33

34 TRAVEL INDUSTRY LEADERS 1. Fritidsresor 2. Ving 3. Apollo 4. Solresor 34

35 TECHNOLOGY INDUSTRY LEADERS 1. Google 2. Microsoft 3. Electrolux 4. Miele 5. Apple 6. Bosch 7. Husqvarna 8. Cylinda 9. Samsung 10. Siemens 11. Nokia 12. Sony 13. HP 14. Dell 15. LG 16. HTC 17. Acer 18. Toshiba 19. Fujitsu 20. Lenovo 21. ASUS 35

36 BANKS INDUSTRY LEADERS 1.I C A B a n k e n 2. Swedbank 3. Handelsbanken 4. SEB 5. Nordea 6. SBAB 7. Ikano Bank 8. Skandiabanken 9. Nordnet Bank 10. Avanza Bank 11. Santander 12. Danske Bank 13. FOREX Bank 36

37 CARS INDUSTRY LEADERS 1. Volvo 2. Toyota 3. BMW 4. Audi 5. Mercedes-Benz 6. Mitsubishi 7. Skoda 8. Renault 9. Nissan 10. Hyundai 11. Peugeot 12. Volkswagen 13. Opel 14. Honda 15. Ford 16. Subaru 17. Mazda 18. Kia 19. Citroën 20. Suzuki 21. SEAT 22. Fiat 23. Chevrolet 24. Alfa Romeo 37

38 FUEL INDUSTRY LEADERS 1. OKQ8 2. Preem 3. St1 4. INGO 5. Shell 38

39 TELECOM & BROADBAND INDUSTRY LEADERS 1. Telia 2. Com Hem 3. Telenor 4. Bredbandsbolaget 5. Tele2 6. Tre (3) 39

40 AIRLINES INDUSTRY LEADERS 1. SAS 2. Swedavia 3. Lufthansa 4. Finnair 5. KLM 6. Norwegian 7. British Airways 8. Air France 9. Ryanair 40

41 FAST MOVING CONSUMER GOODS INDUSTRY LEADERS 1.C e d e r r o t h 2. Johnson & Johnson 3. Procter & Gamble (P&G) 4. Colgate-Palmolive 5. Unilever 6. L Oréal 7. Mondelez International 8. Mars 41

42 PART 03 z METHODOLOGY

43 METHODOLOGY WHAT IS THE BASIS OF SUSTAINABLE BRAND INDEX 2016? 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 WAS THE SURVEY CONDUCTED? The survey was conducted in Sweden, Norway, Denmark and Finland. For a full description of the methodology in other countries, please contact Sustainable Brand Insight. The survey was conducted during December 2015 and January Data were compiled and analyzed during February and March 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 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. 43

44 PART 04 ABOUT US

45 04 We are an Insight Agency on a mission to create Sustainable Brands. We provide our clients with knowledge, understanding and the ability to take action. We offer a wide range of Insight services. All based in our expertise within branding & communications, sustainability, behavior science and market research. OUR PROCESS Z INSIGHT STRATEGY COMMUNICATION 45

46 HERE S HOW YOU CONTACT US: You are more than welcome to get in touch by giving us a call or sending us an . You can also chat with us and get a swift reply by visiting our website ERIK HEDÉN Managing Director & Partner erik.heden@sb-insight.com Phone: +46 (0) MARIA KAUSITS Director of Insight & Partner maria.kausits@sb-insight.com Phone: +46 (0) To learn more about who we are and what we do visit us at: 46