Key Sustainability Insights from Recent Data Nuggets
Over the past few months, I’ve shared what I call "Data Nuggets" on LinkedIn, offering key insights about brand sustainability perception based on our comprehensive database. This blog post summarises some of the findings.
1. Vattenfall’s Remarkable Comeback
Vattenfall’s sustainability perception has transformed dramatically, moving from a position of underperformance to surpassing Skellefteå Kraft and GodEl. This steady improvement over time highlights the power of long-term efforts in rebuilding brand trust and credibility.
2. Tesla’s Decline and Volkswagen’s Recovery
Tesla, once the front-runner in sustainable perception, has seen a notable drop in recent years. In contrast, Volkswagen has successfully rebounded from its Dieselgate scandal, showing how strategic actions can help brands regain consumer confidence.
3. Tight Competition Between Nike, Adidas, and Puma
Nike’s dominance has waned, with Adidas and Puma closing the gap. This development reflects changing consumer preferences and growing competition within the sportswear industry.
4. The Battle Among Retailers
Low-cost retailers Lidl and Willys are gaining ground on traditional leaders ICA and Coop. Their improving sustainability perception goes to show that affordability and sustainability can coexist in the retail sector.
5. IKEA’s Struggle in Finland
Even IKEA, renowned for its widespread appeal, faces challenges in Finland. This shows how cultural nuances can influence consumer perception, even for globally loved brands.
6. Airline Sustainability: Finnair Leads at Home
Finnair holds a stronger sustainability perception in its home market than Norwegian and SAS in theirs. The love for domestic brands knows no limits in Finland.
7. Banks: A Nordic Divide
Dutch and Finnish banks are perceived as far more sustainable than their Swedish and Danish counterparts. This contrast shows clearly the regional differences in the financial sector’s approach to sustainability and that an industry can be seen as less sustainable in one market and the opposite in another.
8. Second-Hand Marketplaces: Tradera’s Rise
Tradera continues to close the gap on Blocket, reflecting the growing consumer interest in second-hand platforms and circular economy solutions.
9. Outdoors Brands: Norrøna’s Breakthrough
While Fjällräven remains a leader, Norrøna’s 2024 performance has been exceptional, outperforming the market and almost surpassing the category leader Bergans.
10. Danish Fashion: Ganni Leads but Faces Headwinds
Despite Ganni’s lead, Danish fashion brands face challenges as sustainability perception stagnates or declines, highlighting increasing consumer scrutiny.
11. Insurance Companies: The Role of Mutual Ownership
Mutual ownership in insurance companies like Gjensidige and Folksam has led to stronger perceptions of sustainability. Consumers link this ownership structure with a greater commitment to sustainable practices.
12. Airline Comparisons: Shifts in Sustainability Perception
Leading airlines in Sweden, including KLM, Lufthansa, SAS, and Norwegian, have experienced notable changes in sustainability perception over time. Especially SAS has gone from being a clear leader to performing on par with the market. This shows that inconsistency in strategy and branding does a lot of damage to a brand in the long run.
13. Georg Jensen Holds Steady
Despite a challenging 2022, Georg Jensen has managed to maintain a stronger sustainability perception than peers Pandora and Pilgrim. This resilience reflects the brand’s enduring appeal and ability to maintain trust, but also that high-end brands are usually seen as more sustainable.
14. Finnish Designers: Arabia Catches Up to Finlayson
Finlayson has been a long-standing leader in the perception of sustainability among Finnish design brands. However, 2024 saw Arabia close the gap, indicating a shift in consumer recognition and preferences within the Finnish design market.
If you want to learn more about these trends and how they impact your industry, feel free to reach out! Follow me on LinkedIn, as I will continue sharing Data Nuggets weekly.
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