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rankings & results

Are you looking for the rankings and results of Sustainable Brand Index? Please download our official reports. They contain all official information per country around the methodology, brand selection, consumer insights and more.

Free Mini-ppT

Do you want to use some of our key insights for your own work or presentation? Here’s a mini-powerpoint from Sustainable Brand Index™ that you can use for free:

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our brand book

Do you have any questions about the Sustainable Brand Index brand or logo? Please have a look at our brand book to learn more about us. If you can’t find the information you are looking for, feel free to contact us.

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Frequently asked questions

Who are we?

Sustainable Brand Index ™ is Europe’s largest independent brand study focused on sustainability. Next to yearly brand rankings and official reports, Sustainable Brand Index™ provides brands with SB Insight AB and is owned and run entirely by SB Insight. The company is based in Sweden and is privately owned by its employees. SB Insight finances Sustainable Brand Index 100%.

What is Sustainable Brand Index™ B2C?

Sustainable Brand Index™ B2C focuses on the largest business-to-consumer brands across a variety of industries and countries.
Based on more than 58 000 consumer interviews in the Nordics, the Netherlands & the Baltics, the study looks at how sustainable your brand is perceived to be, why it is perceived this way and what to do about it. Sustainable Brand Index™ B2C is an independent three-part study, based on desk research and two quantitative web-surveys.

Currently, the study is conducted annually in Sweden, Norway, Denmark, Finland, The Netherlands, Estonia, Latvia & Lithuania. The ambition is to grow Sustainable Brand Index™ B2C to as many countries, industries and brands as possible.

What is Sustainable Brand Index™ B2B?

Sustainable Brand Index™ B2B study focuses on the largest business-to-business brands across a variety of industries. This study is based on desk research and on in-depth interviews with decision-makers with purchasing responsibilities within the B2B market. The B2B is part of Sustainable Brand Index™ since 2017 and currently only conducted in Sweden.

What is the purpose of Sustainable Brand Index™?

The purpose of Sustainable Brand Index™ is to visualise the value of sustainable branding and increase the knowledge on sustainability within branding and communication. In a data-driven way, Sustainable Brand Index™ is able to identify important gaps between how brands think they are perceived and the reality. By analysing important trends, mapping stakeholder’s attitudes and behaviours and evaluating brand drivers, the study provides brand-specific data and strategic tools. In doing so, Sustainable Brand Index™ encourages brands to improve their work and dares them to communicate about sustainability. The more brands talk about sustainability, the more consumer will know, care and demand. It creates a positive cycle for transparency and sustainability. Together we are on a mission to create sustainable brands.

What is Sustainable Brand Index™ reaLly measuring?

First, it is important to note that the Sustainable Brand Index™ measures the perception of a brand’s sustainability. Thus, we do not measure the actual level of sustainability performance across supply chains in this study. The perception of each actor’s sustainability efforts is largely based on stakeholders’ gut feeling, but in some cases also on their knowledge. In summary, we measure how much or how little important stakeholders know about each actor’s sustainability responsibility as well as how they value each actor’s sustainability responsibility.

Isn’t there a risk that the study encourages greenwashing?

We don’t think so. Instead, we can see that the study has the opposite effect. In fact, using branding and communication as a driver for sustainability is one of the purposes of the study. The more companies communicate about their sustainability work, the higher the interest for these issues becomes amongst the consumers. When interest increases, the consumers’ knowledge about company operations in this field also increases. When consumers know more, they have higher demands. Therefore, it becomes increasingly risky from the companies point of view, to be perceived as sustainable but to not deliver. We see it as a positive cycle.

Don’t you just measure how well companies communicate?

Yes and no. A well-considered and effective communication is absolutely a part of being successful in the Sustainable Brand Index™. However, another important part is basic (sustainable) branding. Last but not least, we have learnt that a solid work on sustainability is a necessary part to even be considered as sustainable by the consumers.

How are brands selected?

The selection of brands in the study is independent of SB Insight and is based mainly on three parameters:

  • Activity on the Market of the Country

  • Turnover & Market Share

  • General Brand Awareness

The purpose of these criteria is to create a selection that mirrors the brands that consumers meet in their everyday life. The selection is primarily focused on corporate 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.

WHICH INDUSTRIES ARE INCLUDED IN SUSTAINABLE BRAND INDEX™? 

From the very beginning, the industries in Sustainable Brand Index™ were selected based on GICS – the Global Industry Classification Standard. However, as the study grew and the number of brands increased, it was difficult to keep to this fairly narrow definition. Today, industries are chosen based on how frequent they are in consumers’ lives and how important they are considered to be for the transition to a sustainable world. This means that we have everything from pure consumption-oriented industries such as food, fashion, technology and interior design, to what can be called more society-oriented industries. The latter consist of, for example, caregivers, ities and forest owners. Industries that play a major role in people’s lives in different ways. Since the purpose of the Sustainable Brand Index™ is to highlight sustainability and drive the agenda in society, it is of great importance to examine these industries as well.

overview of industries

B2C

Sweden

Airlines
Automotive
Banks
Beauty
Beverages
Clothes & Fashion - Brands
Clothes & Fashion - Stores
Consumer Goods Corporations
Digital
DIY & Crafts
E-commerce
Electricity & Heating
Food
Forest Owners
Fuel
Furniture & Decoration - Brands
Furniture & Decoration - Stores
Gambling
Governmental Institutions
Grocery Stores
Healthcare Providers
Hotels
Insurance
Leisure & 比特币门户交易网home Electronics
Opticians
Parcels & Logistics
Pension
Pharmacies
Real Estate
Restaurants & Cafes
Technology
Telecommunications
Transport
Travel
Vehicle Inspection

Norway

Airlines
Automotive
Banks
Beauty
Beverages
Clothes & Fashion - Brands
Clothes & Fashion - Stores
Consumer Goods Corporations
DIY & Crafts
Electricity & Heating
Food
Fuel
Furniture & Decoration
Grocery Stores
Hotels
Insurance & Pension
Leisure & 比特币门户交易网home Electronics
Parcels & Logistics
Pharmacies
Restaurants & Cafes Telecommunications
Transport
Travel

Denmark

Airlines
Automotive
Banks
Beauty
Beverages
Clothes & Fashion - Brands
Clothes & Fashion - Stores
Consumer Goods Corporations
DIY & Crafts
Electricity & Heating
Food
Fuel
Furniture & Decoration - Brands
Furniture & Decoration - Stores
Grocery Stores
Hotels
Insurance & Pension
Leisure & 比特币门户交易网home Electronics
Pharmacies
Restaurants & Cafes
Telecommunications
Transport
Travel

 

Finland

Airlines
Automotive
Banks
Beauty
Beverages
Clothes & Fashion - Brands
Clothes & Fashion - Stores
Consumer Goods Corporations
Electricity & Heating
Food
Fuel
Furniture & Decoration - Brands
Furniture & Decoration - Stores
Grocery Stores
Hotels
Insurance & Pension
Leisure 
Pharmacies
Restaurants & Cafes
Telecommunications
Transport
Travel

The Netherlands

Airlines
Automotive
Banks
Beverages
Consumer Goods Corporations
Electricity & Heating
Food
Hotels
Insurance
Restaurants & Cafes
Retail
Supermarkets
Telecommunications
Travel & Leisure

Estonia, Latvia
& Lithuania

Banks
Electricity & Heating
Food & Beverage
Fuel
Grocery Stores
Telecom
Transport/Travel

 

B2B

Sweden

Banking
Energy
FMCG
Fuel
IT & Technology
Pension & Insurance
Real Estate
Telecommunication
Transport & Logistics
Waste Management

How is data collected?

Sustainable Brand Index™ is an independent study based on desk research, quantitative web-surveys and in-depth interviews.

Each brand is assessed by at least 1 000 respondents.

  • The average length of the surveys is approximately 10 minutes

  • In accordance with our policy, we do not use panels that are self-recruited

  • In the surveys, we set quotas for gender, age and geography

  • In a final step, the data is weighted for further fine-tuning

HOW IS THE TARGET AUDIENCE IN SUSTAINABLE BRAND INDEX™ 2020 DEFINED?

B2C Study

Sustainable Brand Index™ B2C focuses on the target group: consumers. In other words the general public in each country, 16-75 years.

B2B

Sustainable Brand Index™ B2B focuses on the target group: decision-makers with purchasing responsibilities.

In the 2017 and 2018 study, the respondent target group was executive decision-makers within purchasing and procurement working at companies with a turnover of more than 500 million SEK. In short, very big companies. In Sweden there were approximately 2500 companies of this size, making the target group quite narrow. In the 2019 study, the target group has been redefined to SMEs – Small and Medium-Sized Companies. This refers to companies that have from 40 and up to 500 employees. The reason for this change is that decision-makers at these companies are judged to be more relevant to study from a sustainability perspective. The knowledge of the biggest companies on the market and their purchasing habits are well known, not least by their suppliers. By focusing on smaller companies, the Sustainable Brand Index can instead cover a hitherto fairly unknown target group in sustainability.

Please note that this change in the respondent target group means that there is no comparability between the data from 2019 and the previous years.

HOW DO YOU CHOOSE THE RESPONDENTS?

B2C

Sustainable Brand Index™ B2C focuses on the target group: consumers. The respondents come from so-called consumer panels belonging to a subcontractor. The panels thus consist of regular citizens in each country that have been recruited to answer questions at even and uneven intervals. Respondents are recruited through requests made on websites on the internet (either on news sites or in connection with an online purchase). We do not work with self-recruited panels, i.e. panels made up of people who themselves have signed up to answer questions.

The respondents who then answer the questions in Sustainable Brand Index ™ are selected from the mentioned panels. To get a so-called nationally representative selection, we use so-called quotas. This means that, even before we ask questions, we decide that there must be a certain distribution of respondents, based on gender, age and geography (to reflect the population of each country).

B2B

Sustainable Brand Index™ B2B focuses on the target group: decision-makers with purchasing responsibilities. Based on the study’s questions and target group, the research method was designed as a quantitative survey. The survey method consisted of telephone interviews. This method was chosen due to an assessment that telephone interviews would give us the lowest shares of dropouts.

To reach our selected target group, the sample population was based on a register on all companies operating on the Swedish market with 40 to 500 employees. The register contains the companies’ names, turnover and contact details to the telephone exchange of the companies. During each phone interview, respondents evaluated a randomised selection of brands based on his or her position and, especially, the industry from which they purchase goods or services.  

Do you use the same respondents every year?

No, we don’t use the same respondents every year. It is important not to have the same respondents to avoid distortion of the results. For example, if we use the same respondents every year, they become "experts" on the questions we ask. We want answers from ordinary consumers, not just people who are knowledgeable of sustainability.

How Is Sustainability defined in Sustainable Brand Index™

Brands are being evaluated and ranked on a combination of environmental and social responsibility, based on the definition of sustainability according to the UN Sustainable Development Goals.The score is assembled through a top box-method, consisting of awareness levels and positive attitudes of stakeholders. The total score for each area of sustainability is 100%. Thus, a brand can receive 100% for environmental responsibility, and 100% for social responsibility, adding up to a maximum score of 200%.

Why can the scores in the study vary much between different years?

First and foremost, it is important to emphasise that it is the result in the overall ranking that can differ much between years. Thus, it is not the underlying driving forces for each brand that vary that much over time. Instead, it is the overall attitude towards environmental responsibility and social responsibility that can differ much between years.

There are several reasons for this divergence. First, sustainability is an area in constant development, which makes the interest and knowledge of the consumers volatile and fast moving. The perception about sustainability is therefore not inflexible in the same way that other aspects related to branding and image. Second, we measure the stakeholder view that is right here, right now, with no filters. We do not weigh the result based on that fact that certain sustainability issues have become more or less important over time, neither on market shares, or specific events during the past year. This means that we get the naked truth regarding how people in each country perceive the brand’s sustainability efforts right now. Thus, it is possible that results change more for some actors than others over time.

Facts & Figures - Sustainable Brand Index™

In total, more than 58 000 respondents have been interviewed. These respondents are spread across all countries in the study (Sweden, Norway, Denmark, Finland, the Netherlands, Estonia, Latvia & Lithuania).

 

Countries

Sweden B2C

Sweden B2B

Norway B2C

Denmark B2C

Finland B2C

The Netherlands B2C

Estonia B2C

Latvia B2C

Lithuania B2C


Total

Respondents

21 640

600

10 400

5 910

9 480

7 727

1 200

1 200

1 200


58 757

Brands

381

75

247

224

195

176

51

50

49


1448

industrieS

35

10

23

23

22

14

7

7

7


+35


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