Swedish consumers unsure about EU's commitment to sustainability as the 2024 EU election draws closer

Moving closer to the 2024 European Union elections, there's a growing concern among Swedish consumers towards the EU's commitment to sustainability. According to recent research by the Sustainable Brand Index, only 36% of Swedes feel the EU is effectively taking responsibility on the sustainable development . The decrease in confidence is not limited to EU policies but extends to Swedish domestic politics, with trust levels in the government and opposition standing at 29% and 25% respectively.

Swedish consumers expect the EU to step up its sustainability efforts

The data shows that the Swedish public is expecting the EU to intensify its sustainable development efforts. This widespread lack of trust reflects broader concerns and could either lead to lower voter turnout or alternatively motivate people to vote in the June 2024 election, depending on consumers’ belief if voting can influence the EU’s direction effectively or not.

An opportunity to re-engage the voters

To tackle the growing concern and build trust, bold actions and transparency are needed. According to the Sustainable Brand Index 2024, climate change is one of the most discussed topics among consumers today, creating an opportunity for the political parties and candidates to clearly communicate their sustainability agendas and the intended impact on EU policies. This is also supported by the Sustainable Brand Index data on government agencies, and puts the light on widespread dissatisfaction with how environmental and sustainability responsibilities are being addressed at various levels. There seems to be a general sentiment that these important topics need more attention.

Get a better understanding with the Sustainable Brand Index 2024

The Sustainable Brand Index delivers a detailed look at how 29,000 Swedish consumers view 432 brands across 36 industries, in relation to the 17 Sustainable Development Goals (SDGs). The study provides information and data on changing attitudes towards sustainability in Sweden and offers valuable perspectives on consumer behaviour over time.

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