Key Insights
Sustainability is the New Normal
The 2010s were characterised by heavy fluctuations in consumer interest and attention to sustainability-related issues. For many consumers, sustainability and different types of corporate responsibility were new and unknown, still being moulded by company communication.
The 2020s have instead been characterised by a more stable interest and concern in sustainability issues. There is a New Normal in which sustainability is integrated into people's expectations of companies, society, and other stakeholders.
The challenge today is that mistrust in sustainability communication is widespread, and consumer behaviours lag behind ambitions (because they have jobs, families, friends and other things that take their time and attention). In times when consumers need directions to understand how to make good choices, company communication is, at best, vague and unambitious, leaving consumers confused.
The big question for brands today is: How do we balance bold sustainability action with credible, transparent communication?
Please note that despite this being the Official Report 2025 for Finland, some data points are also included from other countries. This is so you can compare the results and put them in context.
The market development 2024-2025
Consumer interest remains stable
Sustainability interest has remained remarkably stable over the past year, the same as the three years before - it is truly the New Normal. After 15 years of growing attention from all stakeholders, it has become an expectation among consumers. This is reinforced by the fact that, despite a turbulent global landscape, the proportion of the population showing interest in sustainability has remained consistent.
Between 2013 and 2020, the average fluctuation in this parameter was 16 percentage points. From 2021 to 2025, it has been zero (see graph below). This stability is not due to a lack of significant macro-level events (we can all agree on that 😉) but rather to the fact that sustainability is now a naturally integrated expectation by consumers from various stakeholders, including businesses.
Sustainability Interest
The share (%) of consumers discussing sustainability sometimes or often.
Sustainability Interest (INTERACTIVE)
The share (%) of consumers discussing sustainability sometimes or often.
Key sustainability topics in 2025
There is little difference between this year and last year regarding the topics that consumers choose to discuss with each other. No topic has received any extra focus from consumers. War and conflicts, the climate, and public health are still at the top of the agenda.
Apart from the above-mentioned, there are differences in the interests of the countries that stem from other local contexts rather than global development.
In Finland, the strong emphasis on safe societies reflects a national focus on security and stability, stemming from the history of having the longest European border with Russia.
In the Netherlands, political polarisation dominates discussions, aligning with the country's history of open debate and ideological divisions, but also the emergence of the far right over the past years.
Norway’s, relative to the other countries, strong focus on national economic issues reflects its dependence on oil and discussions on economic sustainability.
Finland leads in circular economy discussions, aligning with its national emphasis on this topic. Energy efficiency ranks higher in Norway and Sweden, where renewable energy dominates.
Finally, the low discussion rates around Sustainable Finance in all countries reflect that financial sustainability is still immature in consumer discussions.
Sustainability Topics
The share (%) of consumers discussing the topic regularly
The financial and political landscape will define future priorities
Economic uncertainty, rising inflation, and geopolitical tensions will continue to shape sustainability priorities. The green transition remains a key European objective, but the financial cost of sustainable business practices could lead to corporate hesitation. Governments may push for green investments through incentives, but backlash against high costs and regulatory burdens may create political resistance in some regions. This dynamic will force companies to balance sustainability goals with economic realities, which could lead to prioritisation of cost-effective, high-impact initiatives rather than broad, ambitious sustainability strategies.
Do you want to learn more about this? Click here to see our products.
Consumer willingness to pay for sustainability keeps declining
The willingness to pay for sustainability continues to decline across all countries, except for Finland, which saw a slight increase of three percentage points since last year. The negative trend started around 2021-2022 in all countries, including Finland. The slightly positive development in Finland this year should not be overinterpreted but rather seen in the light that Finns tend to be stable over time in their opinions. The fluctuation in this KPI between 2020-2025 is 0% in Finland.
Economic pressures play a significant role. Even though people still care about sustainability, many consumers face tighter budgets or uncertain financial conditions. Rising living costs make them less willing to pay a premium for sustainable products, even if they support the idea in principle.
Consumers have also become more sceptical about the value of paying extra. They often question whether sustainable products offer more benefits than standard alternatives, especially if the additional cost does not translate into a noticeably higher quality or longer-lasting item. This scepticism results in a reluctance to spend extra money on sustainability, even as overall interest remains steady. Suppose there is a price gap for the consumer and companies fail to provide clear advantages over conventional products. In that case, consumers will opt for more affordable options despite their support for sustainable practices.
Sustainability Effect on Purchasing Decisions
The share (%) of consumers claiming to be affected by sustainability when they buy things
Shifts in consumer behaviour: From sustainable intent to pragmatic action
While consumers are becoming more positive about sustainability communication, mistrust remains high. Despite growing interest in sustainability, many still struggle to act on their beliefs. Economic constraints, convenience, and perceived trade-offs in quality and price remain barriers. Over the next three years, expect brands to shift their communication strategies from raising awareness to enabling easier, more frictionless, sustainable choices - whether through better product design, clearer labelling, or incentives that align with personal benefit rather than just environmental ideals.
Do you want to learn more about this? Click here to see our products.
Brand and communication
The Ranking
- The Nordics are stable, while The Netherlands plummet
Just as interest in sustainability has cemented and stabilised in recent years, perceptions of brands and their sustainability efforts appear to have followed the same pattern in all Nordic countries. A declining frequency of sustainability communication from companies over the past few years - an ongoing trend this year - has resulted in steady perceptions. The variation in ranking scores and brand perceptions is minimal, with only a few exceptions across different markets.
However, there has been a significant decline in the Netherlands (-12 percentage points), primarily driven by younger generations (16–44 years old). Over the past year, they have increasingly felt that politicians and the business sector lack sufficient ambition within sustainability and are not doing enough. This is clearly affecting the way they perceive the brands in Sustainable Brand Index.
Average SBI Ranking Score
The share (%) of consumers that are positive to the brands´ sustainability efforts
Positive attitude to sustainability communication…
Consumer perceptions of sustainability communication from companies vary across countries, reflecting distinct trends over time. In Sweden and Finland, positive attitudes have declined, but this follows a sharp increase last year, suggesting a natural stabilisation rather than a significant shift. Norway, on the other hand, continues to see a clear upward trend, with positive attitudes steadily increasing over the past four years. Denmark remains neutral, showing no major changes in consumer sentiment. Meanwhile, the Netherlands is also experiencing a rise in positive attitudes, though at a more cautious pace than before.
But growing mistrust over time
The long-term trend between 2021 and 2025 is clear across all five countries. The trust in sustainability communication goes down while the mistrust goes up. If we compare the shares of Trust in 2021 with the same for 2025, all countries have dropped. Similarly, if we compare the shares of Mistrust in 2021 with the shares in 2025, all countries have increased. In short, mistrust is still weighing heavy despite a fairly neutral development over the past year.
Trust in Sustainability Communication
The share (%) of consumers that trust communication about sustainability from companies
Mistrust in Sustainability Communication
The share (%) of consumers that mistrust communication about sustainability from companies
🔎 Our brand reports offer granular insights tailored to your needs.
Check them out here!
The shift from Awareness to Accountability
Consumers across Europe are increasingly aware of sustainability issues, but while positive attitudes towards corporate sustainability communication are rising, trust remains fragile. This aligns with a broader global trend where companies are no longer being judged on whether they talk about sustainability but on whether they can prove their claims. Over the next three years, expect a stronger push for corporate accountability, with more demand for third-party verification, stricter sustainability reporting, and continued scrutiny of greenwashing. Sustainability communication will likely shift away from broad, feel-good messaging towards legally backed, quantifiable claims.
Do you want to learn more about this? Click here to see our products.
Consumer Behaviour
Behaviour Group Development 2024-2025
Just as consumer interest in sustainability is established and stable, so are the different types of sustainable behaviours. Compared to several of its Nordic neighbours, the development of the different group sizes is less dramatic this year. Smart is at 23% for the third year in a row. Ego declines slightly to 26%, contrary to both Sweden and Norway, where it increases.
Overall, we can conclude that these four behaviour types are fairly stable over time, which is what you, as a brand, must work with. There will not be a revolutionary increase in Smart and Dedicated, just as there will not be a further explosion of Egos just because Donald Trump is the US president.
EGO
Cares somewhat about sustainability, but without necessarily using the word sustainability.
MODERATE
Follower – believes that sustainability can be rather interesting, especially when it is trendy.
SMART
Curious & interested in sustainability, but always with a “what´s in it for me?” perspective.
DEDICATED
Passionate & well-informed on sustainability.
Ego
A person with strong views on how society should work, often holding traditional values. Their primary focus is their immediate environment, particularly issues in their country and local community. Personal interests, tradition, resentment, or lower education and income shape the Ego group. Ego tends to have little interest in sustainability unless it directly aligns with their priorities, like price or well-being. To engage them, sustainability messages should be tailored to relevant topics, offering added value without overwhelming them with too many messages.
Moderate
Moderate represents the biggest single group among the population - ordinary citizens, whether in the city or countryside. They follow local news and sometimes worry about the future but are generally content. Their primary focus is price, though they expect decent quality and longevity from products. Moderate has a fair interest in sustainability but does not take the lead in changing behaviours. Instead, they follow trends and the actions of others, particularly the Smart group. They engage more in sustainable behaviours as they become mainstream or socially rewarding.
Smart
Smart consumers are driven and have high expectations of the brands they interact with. Their first question is always, “What’s in it for me?” They seek a balance between personal benefit and the greater good, making choices that align with both. They want their purchases to make an impact and look for brands that take responsibility for their societal and environmental footprint. Curious about sustainability, they actively seek information and consider ethical consumption part of their identity. Quality and service matter, but personal well-being remains their top priority. While health was once their main focus, their concern for the climate is growing.
Dedicated
Dedicated prioritises sustainability in every aspect of life, carefully weighing each consumption decision. Younger generations are overrepresented in this group, and they tend to be politically left-leaning with strong interests in international relations and culture. Highly engaged and knowledgeable about sustainability, Dedicated is often sceptical of companies and prefers independent research and insights from like-minded individuals over corporate messaging. Dedicated is vocal, frequently challenging companies and sharing opinions on social media, though their understanding of corporate structures and ambitions is sometimes limited.
🔎 Our Market Report dives deeper into consumer behaviours. Check it out here!
Development of the Behaviour Groups in Finland
Legal challenges will grow stronger, and Hostile Activism may rise
Litigation against companies for misleading sustainability claims is expected to rise as consumers, watchdog groups, and regulators become more aggressive in holding brands accountable. High-profile cases around misleading carbon neutrality claims and social responsibility failures could set legal precedents, making it riskier for companies to engage in vague or exaggerated sustainability communication. Activist investors will also continue to pressure companies to adopt stronger environmental and social governance (ESG) strategies, influencing corporate decision-making from within. In other parts of society, activist groups are getting more frustrated but less listened to, which will make for more hostile and violent actions.
Do you want to learn more about this? Click here to see our products.
Want to explore these insights in detail for your brand? Contact us for a tailored report.