Sustainability shortfall: Nordic consumers unimpressed with the business sector efforts

Corporate sustainability efforts and consumer expectations unaligned according to the latest Sustainable Brand Index

Only 30% of Swedish and Norwegian consumers and 35% of the Finnish consumers consider that the business sector is taking enough responsibility when it comes to sustainability. The latest research by SB Insight indicates that a mere third of the citizens in Sweden, Norway, and Finland think that companies in the respective countries are sufficiently promoting sustainable development.

Despite the global increase in focus on sustainability and environmental issues, business efforts seem to fall short of the consumers' expectations. This indicates a need for businesses to enhance their efforts and communication on sustainability to regain public trust. Companies must not only adopt sustainable practices but also actively communicate these to consumers.

An opportunity for businesses to lead in sustainable development

The survey results send a strong message to the business world to increase transparency and efforts in sustainability. This is crucial at a time when consumers and investors are increasingly prioritising environmentally friendly and socially responsible companies. Additionally, this provides an opportunity for companies to lead in sustainability and build stronger customer relationships while narrowing the gap between business efforts and public expectations.

More than a ranking - discover the latest consumer insights with Sustainable Brand Index

The Sustainable Brand Index is Europe's largest independent brand survey on sustainability. The study has been conducted annually since 2011. In the 2024 edition, over 80,000 consumers from 8 countries, aged 16-75, were interviewed during the period December 2023 - February 2024. A total of 1600 brands in 36 industries were evaluated based on how they are perceived to perform in relation to the 17 global sustainability goals.

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SB Insight offers tailored insights gathered from 80,000 consumers over 14 years. Our data helps you understand market and industry trends and prepare for future challenges. To learn more about our data and insights and how they can benefit you, click here.