FINLAND OFFICIAL REPORT

Transcription

1 FINLAND OFFICIAL REPORT 2015

2 Who s Behind the Study? SUSTAINABLE BRAND INSIGHT We are an Insight agency on a journey to create Sustainable Brands. Our Mission We help companies understand the value of Sustainable Branding. We do this by providing knowledge, understanding and the ability to take action. Together, we create Better Business for a Better World. Our Services Research & Analysis - tailored brand studies, target group analysis and strategic mappings Corporate Training - sustainability branding and communication Events - sustainable branding conference Sustainable Brand Index - Scandinavia s largest brand study on sustainability Sustainable Brand Leaders - a membership for leading sustainable brands. Contact & Business Inquiries Phone +46 (0) E- mail info@sb- insight.com index.com insight.com 2

3 CONTENTS FINLAND INTRO About the Study, Methodology and Executive Summary/Key Insights 2. RANKINGS & RESULTS The overall development of industries and brands since last year. 3. THE CONSUMER 2015 Who is the Sustainable Consumer? Behavioral Groups and Insights 4. INDUSTRY RANKINGS How has the overall brand performance changed since last year? 5. ATTACHMENTS Brands in Sustainable Brand Index 2015 and Methodology 3

4 ABOUT SUSTAINABLE BRAND INDEX 2015 WHAT? 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 709 Brands From the Sustainability Perspective 709 brands are evaluated and ranked based on the consumers perception of their work within the area of sustainability / how sustainable the consumers think they are. 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 2015 The quantitative studies were conducted through online interviews between December 2014 and January The qualitative study was conducted in February Every brand is evaluated by at least 1000 people. In total 709 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 a so- called 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. WHY? The Tool for Sustainable Branding The aim of Sustainable Brand Index is to highlight the value of sustainable branding and raise awareness about it. By motivating and inspiring, we help companies to improve their work and dare to communicate. Sustainable Brand Index concretizes the result and gives companies tools to drive the sustainability work forward through branding and communication. 4

5 RANKINGS & RESULTS 2015

6 RANKINGS & RESULTS SUSTAINABLE BRAND INDEX 2015 RANKING DEVELOPMENT SINCE 2014 FINLAND IS STILL AN IMMATURE MARKET The average score in Finland is by far the highest of all Nordic countries, 47% compared to Sweden s 32%, Norway s 33% and Denmark s 21%. The reason for this is unenlightened consumers with unjusgfiably high trust in brands. The Finnish consumer have not yet started to quesgon brands in the same way as their Nordic neighbors. Another way of spokng an immature market is to look at the difference between environmental and social responsibility. In Finland, the difference is very small, or even non- existent. This is a sign of brands not yet having posigoned themselves with sustainability issues. To summarize, there is only one brand with a clear position within sustainability leader brand Valio. INSIGHTS Grocery Stores are top performers among industries. The scores within environmental and social responsibility are even. This indicates an immature market with lots of potential for brands to position themselves. The average score in Finland is much higher than in the other Nordic countries. This is due to an immature market with unenlightened consumers. GROCERY STORES HAVE A SIGNIFICANT LEAD OVER OTHER INDUSTRIES NO DIFFERENCE BETWEEN ENVIRONMENTAL AND SOCIAL RESPONSIBILITY 90% 70% % 50% BETTER SOCIAL RESPONSIBILITY 60% 50% 40% 30% 20% 10% 0% Social Responsibility 40% 30% 20% 10% BETTER ENVIRONMENTAL RESPONSIBILITY 0% 0% 10% 20% 30% 40% 50% 60% Environmental Responsibility 6

7 RANKING SUSTAINABLE BRAND INDEX 2015 TOP THREE 1. VALIO 99% The highest scores in the Nordic countries are found in Finland. Valio gets the highest of them all and beats Fazer with 15 percentage units. This is the second year with Valio in the lead. Newcomer Myllyn Paras manages to land the third place. 2. FAZER 84% 3. MYLLYN PARAS 81% 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). 7

8 PLACES 4-10 The scores are very even outside of the top 3. Only decimals make a difference between some brands. Food & Beverages brands completely dominate the top 10 list in Finland. The exception being Prisma in 6 th place. Snellman makes a jump from number 13 last year to number 5 this year. The majority of brands perform better within environmental responsibility than social responsibility. 4. S- MARKET 81% 5. SNELLMAN 81% 6. PRISMA 81% 7. SAARIOINEN 8. VAASAN 9. OSUUSMEIJERI 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). 10. K- KAUPPA 79% 8

9 INDUSTRY LEADERS 1. VALIO 4. S- MARKET 6. PRISMA 15. SOKOS HOTELS 23. S- PANKKI 30. VATTENFALL 35. HESBURGER 36. VOLVO 39. NESTE OIL 40. ELISA 43. AURINKOMATKAT FOOD & BEVERAGES GROCERY STORES RETAIL HOTELS BANKS ELECTRICITY FASTFOOD CARS FUEL TELECOMMUNICATION TRAVEL RANKING - INDUSTRIES 1. FOOD & BEVERAGES 2. GROCERY STORES 3. HOTELS 4. BANKS 5. ELECTRICITY 6. TELECOMMUNICATION 7. TRAVEL 8. FUEL 9. FASTFOOD 10. RETAIL 11. CARS 9

10 SUSTAINABLE BRAND INDEX RANKING FINLAND 1. Valio 2. Fazer 3. Myllyn Paras 4. S- market 5. Snellman 6. Prisma 7. Saarioinen 8. Vaasan 9. Osuusmeijeri 10. K- kauppa 11. Oululainen 12. Finlayson 13. Paulig 14. Ingman 15. Sokos Hotels 16. Kariniemi 17. K- Citymarket 18. Pirkka 19. Marimekko 20. Atria 21. Arla 22. Sokos 23. S- Pankki 24. Alko 25. Apetit 26. HK 27. OP- Pohjola 28. Panda 29. Scandic 30. Vattenfall 31. Helsingin Energia 32. Säästopankki 33. Fortum 34. Pouttu 35. Hesburger 36. Volvo 37. Stockmann 38. Volkswagen 39. Neste Oil 40. Elisa 41. Cumulus 42. POP Pankki 43. Aurinkomatkat 44. R- Kioski 45. Finnmatkat 46. Nordea 47. Kotipizza 48. Radisson Blu 49. Lidl 50. ABC 51. St1 52. Tarmo lähikauppa 53. Vantaan Energia 54. Saunalahti 55. Isku 56. Toyota 57. Pohjolanvoima 58. Felix 59. TeliaSonera 60. Mercedes- Benz 61. Asko 62. Aktia 63. Turku Energia 64. IKEA 65. Alepa 66. Fingrid 67. Tjäreborg 68. Holiday Inn 69. Audi 70. Palace Kämp 71. Skoda 72. Ford 73. Handelsbanken 74. BMW 75. Siwa 76. Valintatalo 77. Lomamatkat 78. Sotka 79. Vepsäläinen 80. DNA 81. Picnic 82. Best Western 83. Teolisuuden 84. McDonald s 85. Honda 86. Clas Ohlson 87. Nissan 88. Peugeot 89. Danske Bank 90. Opel 91. Apollomatkat 92. Bauhaus 93. Teboil 94. Mazda 95. Jysk 96. Seppälä 97. Citroën 98. Euromarket 99. Renault 100. Masku 101. Lindex 102. Mitsubishi 103. Shell 104. Lantmännen 105. Kappahl 106. Rax 107. Dressmann 108. Vila 109. Subaru 110. Rolls Express 111. Hyundai 112. KIA 113. Fiat 114. Suzuki 115. H&M 116. Vero Moda 117. Only 118. Carlings 119. Jack&Jones 120. Fifty Five Burger Cola Fries 121. Zara 122. Cubus 123. Gina Tricot 124. BikBok = Industry Leader 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, ie. 100% have then answered 4 or 5 (a company like that does not exist). 10

11 THE CONSUMER 2015

12 THE CONSUMER SUSTAINABLE BRAND INDEX 2015 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 which consumers show relative sustainability and the companies. FOUR BEHAVIORAL GROUPS EGO 28% 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 MODERATE 53% 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. Priorities: Reliability, quality and service in combination with price. SMART 15% 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. DEDICATED 5% 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 12

13 INSIGHTS BEHAVIORAL GROUPS SMALL DEMOGRAPHIC DIFFERENCES BETWEEN THE BEHAVIORAL GROUPS There are no major differences between our four behavioral groups regarding gender, age, education, geographic distribution and employment type. The differences that we do find are most significant within gender and education. The Ego group is more tilted towards being men, whereas Dedicated are 62% women. These decreasing demographic differences will make working with marketing and sustainability increasingly interesting now. It is no longer possible to look at classical stereotypes. Each group contains a little bit of everything. And differences are instead found in values, attitudes and lifestyles. GENDER EGO 60% 40% MODERATE 48% 52% SMART 45% 55% DEDICATED 38% 62% EDUCATION EGO 15% MODERATE 16% SMART 13% DEDICATED 14% 41% 40% 36% 38% 43% 43% 50% 46% Man Woman Serie1 Primary School Serie2 Secondary School Serie3 University BOTH DIFFERENCES AND SIMILARITIES IN TRUST AND LABELS/CERTIFICATIONS The level of trust in companies is much higher in Finland than the other Nordic countries. Finnish consumers actually exhibit an unjustifiably high level of trust. The traditionally critical group Dedicated is more trustful than both Smart and Moderate. The last one being the most indifferent one of the groups. 65% neither trust nor distrust companies. Compared to the other Nordic countries, all groups show much higher interest in price. Labels and certifications are of no interest to Ego and Moderate. Dedicated are much more positive and Smart also shows an interest. Apart from a slow growing sustainability interest among Finnish consumers, these results highlight the importance of communicating both price and sustainability. Price is always relevant. TRUST IN COMPANIES PRODUCT PRICE OR LABEL/CERTIFICATION EGO 27% 41% 32% EGO 52% 45% 3% MODERATE 12% 65% 23% MODERATE 51% 44% 5% SMART 20% 58% 22% SMART 54% 34% 12% DEDICATED 25% 45% 30% DEDICATED 39% 33% 28% Low trust Medium trust High trust Product price Indifferent Label/certification 13

14 YOUR CUSTOMIZED BRAND REPORT Based on data from Sustainable Brand Index, we develop a customized report for you. You get a complete analysis of your brand from the Sustainable Perspective. WHAT? What s in the Report? External factors and trends affecting your brand Consumer attitudes and behaviors regarding sustainability & your brand Consumer perception of your brand (+700 benchmarks) The reasons behind your brand performance ("The Why") Your performance on the key drivers for a Sustainable Brand Strategic recommendations EXTERNAL FACTORS ATTITUDES & BEHAVIORS PERCEPTION OF YOUR BRAND THE WHY KEY DRIVERS RECOMMENDATIONS WHY? Why Get the Report? The report is a tool designed for monitoring and setting targets within sustainable branding and communications. The report also serves as a basis for strategic decisions related to your brand and sustainability efforts. 14

15 INDUSTRY RANKINGS 2015

16 BANKS INDUSTRY RANKING 1.S- Pankki 2. OP- Pohjola 3. Säästopankki 4. POP Pankki 5. Nordea 6. Aktia 7. Handelsbanken 8. Danske Bank S- Pankki - The Most Sustainable Bank in Finland THE INDUSTRY IN RELATION TO THE OVERALL RANKING 100% 60% 40% 20% 0%

17 CARS INDUSTRY RANKING 1.Volvo 2. Volkswagen 3. Toyota 4. Mercedes- Benz 5. Audi 6. Skoda 7. Ford 8. BMW 9. Honda 10. Nissan 11. Peugeot 12. Opel 13. Mazda 14. Citroën 15. Renault 16. Mitsubishi 17. Subaru 18. Hyundai 19. KIA 20. Fiat 21. Suzuki Volvo - The Most Sustainable Car Brand in Finland THE INDUSTRY IN RELATION TO THE OVERALL RANKING 100% 60% 40% 20% 0%

18 GROCERY STORES INDUSTRY RANKING 1. S- market 2. K- kauppa 3. K- Citymarket 4. Alko 5. Lidl 6. Tarmo lähikauppa 7. Alepa 8. Siwa 9. Valintatalo 10. Euromarket S- market - The Most Sustainable Grocery Store in Finland THE INDUSTRY IN RELATION TO THE OVERALL RANKING 100% 60% 40% 20% 0%

19 RETAIL INDUSTRY RANKING 1. Prisma 2. Finlayson 3. Marimekko 4. Sokos 5. Stockmann 6. Isku 7. Asko 8. IKEA 9. Sotka 10. Vepsäläinen 11. Clas Ohlson 12. Bauhaus 13. Jysk 14. Seppälä 15. Masku 16. Lindex 17. Kappahl 18. Dressmann 19. Vila 20. H&M 21. Vero Moda 22. Only 23. Carlings 24. Jack&Jones 25. Zara 26. Cubus 27. Gina Tricot 28. BikBok THE INDUSTRY IN RELATION TO THE OVERALL RANKING 100% 60% 40% 20% Prisma - The Most Sustainable Retail Brand in Finland 0%

20 FUEL INDUSTRY RANKING 1. Neste Oil 2. ABC 3. St1 4. Teboil 5. Shell Neste Oil - The Most Sustainable Fuel Brand in Finland THE INDUSTRY IN RELATION TO THE OVERALL RANKING 100% 60% 40% 20% 0%

21 ELECTRICITY INDUSTRY RANKING 1.Vattenfall 2. Helsingin Energia 3. Fortum 4. Vantaan Energia 5. Pohjolanvoima 6. Turku Energia 7. Fingrid 8. Teolisuuden Vattenfall - The Most Sustainable Electricity Brand in Finland THE INDUSTRY IN RELATION TO THE OVERALL RANKING 100% 60% 40% 20% 0%

22 HOTELS INDUSTRY RANKING 1. Sokos Hotels 2. Scandic 3. Cumulus 4. Radisson Blu 5. Holiday Inn 6. Palace Kämp 7. Best Western Sokos Hotels - The Most Sustainable Hotel in Finland THE INDUSTRY IN RELATION TO THE OVERALL RANKING 100% 60% 40% 20% 0%

23 FOOD & BEVERAGE INDUSTRY RANKING 1. Valio 2. Fazer 3. Myllyn Paras 4. Snellman 5. Saarioinen 6. Vaasan 7. Osuusmeijeri 8. Oululainen 9. Paulig 10. Ingman 11. Kariniemi 12. Pirkka 13. Atria 14. Arla 15. Apetit 16. HK 17. Panda 18. Pouttu 19. Felix 20. Lantmännen THE INDUSTRY IN RELATION TO THE OVERALL RANKING 100% 60% 40% 20% Valio - The Most Sustainable Food & Beverage Brand in Finland 0%

24 TRAVEL INDUSTRY RANKING 1. Aurinkomatkat 2. Finnmatkat 3. Tjäreborg 4. Lomamatkat 5. Apollomatkat Aurinkomatkat - The Most Sustainable Travel Brand in Finland THE INDUSTRY IN RELATION TO THE OVERALL RANKING 100% 60% 40% 20% 0%

25 FASTFOOD INDUSTRY RANKING 1. Hesburger 2. R- Kioski 3. Kotipizza 4. Picnic 5. McDonald s 6. Rax 7. Rolls Express 8. Fifty Five Burger Cola Fries Hesburger - The Most Sustainable Fastfood Brand in Finland THE INDUSTRY IN RELATION TO THE OVERALL RANKING 100% 60% 40% 20% 0%

26 TELECOMMUNICATION INDUSTRY RANKING 1.Elisa 2. Saunalahti 3. TeliaSonera 4. DNA Elisa - The Most Sustainable Telecom Brand in Finland THE INDUSTRY IN RELATION TO THE OVERALL RANKING 100% 60% 40% 20% 0%

27 METHODOLOGY 2015

28 METHODOLOGY SUSTAINABLE BRAND INDEX 2015 What is the basis of Sustainable Brand Index 2015? 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. 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 2014 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. 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 to the greatest extent possible is 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. 28

29 BRANDS SUSTAINABLE BRAND INDEX FINLAND ABC Aktia Alepa Alko Apetit Apollomatkat Arla Asko Atria Audi Aurinkomatkat Bauhaus Best Western BikBok BMW Carlings Citroën Clas Ohlson Cubus Cumulus Danske Bank DNA Dressmann Elisa Euromarket Fazer Felix Fiat Fifty Five Burger Cola Fries Fingrid Finlayson Finnmatkat Ford Fortum Gina Tricot H&M Handelsbanken Helsingin Energia Hesburger HK Holiday Inn Honda Hyundai IKEA Ingman Isku Jack&Jones Jysk Kappahl Kariniemi K- Citymarket KIA K- kauppa Kotipizza Lantmännen Lidl Lindex Lomamatkat Marimekko Masku Mazda McDonald s Mercedes- Benz Mitsubishi Myllyn Paras Neste Oil Nissan Nordea Only Opel OP- Pohjola Osuusmeijeri Oululainen Palace Kämp Panda Paulig Peugeot Picnic Pirkka Pohjolanvoima POP Pankki Pouttu Prisma Radisson Blu Rax Renault R- Kioski Rolls Express Saarioinen Saunalahti Scandic Seppälä Shell Siwa Skoda S- market Snellman Sokos Sokos Hotels Sotka S- Pankki St1 Stockmann Subaru Suzuki Säästopankki Tarmo lähikauppa Teboil TeliaSonera Teolisuuden Tjäreborg Toyota Turku Energia Vaasan Valintatalo Valio Vantaan Energia Vattenfall Vepsäläinen Vero Moda Vila Volkswagen Volvo Zara 29