What is Sustainable Brand Index?

Europe’s largest independent brand study on sustainability, measuring the sustainability perception of nearly 1 600 brands in 36 industries. It consists of over 80 000 consumer interviews in the Nordics, the Netherlands & The Baltics.

What does Sustainable Brand Index measure?

How brands are perceived on sustainability, identifying important gaps between how brands think they are perceived on sustainability and the reality.

How are the brands selected?

The selection is independently selected by SB Insight and is based on three main parameters: general brand awareness, turnover and market share.

Why are there no small-scale brands in the study?

We have chosen to focus on bigger brands in our study. We see that they can have the greatest impact if they transform into being sustainable. For that reason, we have set a limit for brand awareness that leads to the smaller brands not being eligible for the study.

Can a company pay to be included in the study?

Brands cannot choose to be included or excluded from the study and the annual results of Sustainable Brand Index™ are open to the public.

Why are the brands allowed to communicate about the results?

We believe that the more companies communicate about sustainability and their work, the higher the interest in these issues becomes among consumers. It also becomes increasingly risky for companies to communicate and be perceived as sustainable but not deliver on it.

We have seen concrete examples of how this communication creates positive effects on how companies prioritise sustainability internally. From engagement on the board and the management team to some companies hiring new sustainability people to catch up internally with the perception that they have externally.

Is Sustainable Brand Index just a ranking?

No! Sustainable Brand Index reports include key sustainability insights and stakeholder data illustrating the consumer attitudes and behaviour on sustainability on the current year. We also provide brands with brand-specific data insights, tailored analysis, and strategic tools for decision-making.