OFFICIAL REPORT 2018 - Duurzaam Ondernemen
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NETHERLANDS OFFICIAL REPORT 2018
TABLE OF CONTENTS
ABOUT 3
01 KEY INSIGHTS
PEOPLE DISCUSS SUSTAINABILITY AS MUCH AS LAST YEAR 5
A NEUTRAL DEVELOPMENT IN ALL COUNTRIES 6
THE SUSTAINABLE DEVELOPMENT GOALS - PRIORITIES 7
THE SUSTAINABLE DEVELOPMENT GOALS - CHANGES FROM LAST YEAR 10
02 CONSUMERS
OUR FOUR BEHAVIOUR GROUPS 12
A POLARISATION OF SOCIETY 14
BEHAVIOUR GROUPS - DEVELOPMENT 2013-2018 15
03 RANKING
TOP THREE 17
PLACE 4-10 18
INDUSTRY LEADERS 19
INDUSTRY RANKING 19
RANKING DEVELOPMENT 2017-2018 20
RANKING 2018 - NETHERLANDS 21
04 METHODOLOGY 33
05 ABOUT US 36
ABOUT
01 WHAT? 02 HOW?
THE NORDICS ́ LARGEST BRAND STUDY THREE-PART STUDY BASED ON MORE THAN
FOCUSING ON SUSTAINABILITY 40 000 CONSUMER INTERVIEWS
Sustainable Brand IndexTM is The Nordics ́ largest Sustainable Brand IndexTM is a three-part study
based on two quantitative survey studies and one
brand study focusing on sustainability. Based on
qualitative study in the form of in-depth interviews.
more than 40 000 consumer interviews, the study
maps out and analyses brands on sustainability from The Data Collection 2018
the consumer perspective. The study includes a ‣ The quantitative studies were conducted through
comprehensive trend analysis, consumer behaviour online interviews between November 2017 and
analysis and strategic recommendations. January 2018. The qualitative study was
conducted in February 2018.
Sustainable Brand IndexTM consists of a ranking and
is complemented by the following parts: ‣ Every brand is evaluated by at least 1000
people. In total, more than 900 brands were
‣ Trends & Future Analysis evaluated by 40 000 respondents in the Nordics
Insights into what has happened in the global and almost 150 brands in the Netherlands by
arena and on the national market over the last 5000 respondents.
year; and, above all, which emerging trends can
‣ The target group is defined as consumers
be seen in each industry.
between 16-70 years old in the respective
‣ The Sustainable Consumer countries: Sweden, Norway, Denmark, Finland &
Mapping of who the sustainable consumer is and The Netherlands.
what drives and hinders sustainable behaviours
‣ The basis of the study is the UN Global
and emerging consumption patterns.
Compact’s 10 principals about environmental
‣ Brand Analysis Focusing on Sustainability and social responsibility. This is complemented
Evaluation and analysis of; how each brand is with an external definition focusing on the
perceived within environmental and social consumers’ perception of sustainability, meaning
sustainability, the reasons for these perceptions their expectations of and demands for brands.
and the strategic steps moving forward.
‣ The selection of brands is based on; market
presence in each respective country, turnover &
market share and general brand awareness.
03 WHY?
THE TOOL FOR SUSTAINABLE BRANDING
Sustainable Brand IndexTM highlights and raises
awareness about the value of sustainable branding.
By motivating and inspiring, we help companies
improve their work and encourage them to
communicate. Sustainable Brand IndexTM provides
insights into brand perceptions and delivers data
and strategic tools for decision-making. It enables SUSTAINABLE BRAND INDEXTM IS CARRIED
companies to drive sustainability forward through OUT BY THE INSIGHT AGENCY SB INSIGHT
branding and communication.
3PART 01 KEY INSIGHTS
01
MUCH AS LAST YEAR
PEOPLE DISCUSS SUSTAINABILITY AS
The number of consumers discussing sustainability- Second of all, and a bit more worrying. We now see
related issues with friends and family is the same in that consumers, compared to politicians and
2018 as 2017. The development is more or less companies, are lagging slightly behind. They do talk
neutral in all four countries. about sustainability, but they do not develop their
interest as quickly as other stakeholders. No need to
Why is this? Well, there are two main reasons for this. worry too much yet. But it is important not to forget
First of all, the phenomena of "discussing consumers. We want them as well, to create the
sustainability" is no longer something strange or change needed.
different. Sustainability is, instead, one of the essential
topics of conversations today. Therefore, people are Finally, it is also of importance to mention that the
less prone to think of it as something special that they peak in 2016 was mainly an effect of an intense year
talk about. This also affects our numbers. More in 2015. There was a lot of talk in the media and the
people might be talking about sustainability, without public discussion about sustainability. Especially at
seeing it as sustainability. But rather a regular the end of the year, as a direct consequence of the
conversation topic. climate meeting in Paris.
THE % OF CONSUMERS WHO DISCUSS SUSTAINABILITY:
80 %
70 % 64% Sweden
61% The Netherlands
60 %
57% Finland
50 % 51% Denmark
50% Norway
40 %
2014 2015 2016 2017 2018
501
A NEUTRAL DEVELOPMENT IN ALL COUNTRIES
The development here is similar to the one on the number of people affected by sustainability. The
previous page regarding discussions about remaining 30-40 percent of each population also
sustainability. When looking at the number of people correlate with the size of our Ego Group (see
claiming that sustainability affects their purchasing Consumer chapter). Another reason is that consumers
decision, we see a neutral development since last year are lagging behind a bit. As mentioned on the previous
in all countries. The trend has been firmly positive since page, politicians and companies have shifted gears,
2015 but seems to slow down a bit now. One reason but perhaps they forgot the regular consumers?
for this is that we now have reached a quite high
THE % OF CONSUMERS WHO SAY THAT
SUSTAINABILITY IMPACTS THEIR BUYING DECISION:
85 %
79% The Netherlands
73% Sweden
75 %
72% Denmark
70% Finland
65 %
62% Norway
55 %
2014 2015 2016 2017 2018
601
THE SUSTAINABLE DEVELOPMENT GOALS - PRIORITIES
Goal number 3, Good Health and Well-Being, is the winner in the Netherlands. This is the goal that
Dutch consumers think is most important for companies to address today. Goal 13 about Climate
Action comes in as the goal that is second most important to address, and Goal 12, Responsible
Consumption and Production comes in as number three.
TOP 3 GOALS COMPANIES SHOULD
ERS
PRIORITISE ACCORDING TO CONSUM
THE NETHERLANDS
GOAL GOAL GOAL
#1 #2 #3
https://sustainabledevelopment.un.org/?menu=1300
701
THE SUSTAINABLE DEVELOPMENT GOALS - PRIORITIES
Goal number 12, Responsible Consumption & Production, is the winner in all four Nordic
countries. Goal 13 about Climate Action has high priority in all countries but Norway
(where it ranks as number 7!). Finally, Goal 8 about Decent Work & Economic Growth is a
top 3 priority in all Nordic countries but Denmark.
TOP 3 GOALS COMPANIES SHOULD
ERS
PRIORITISE ACCORDING TO CONSUM
SWEDEN
GOAL GOAL GOAL
#1 #2 #3
NORWAY
GOAL GOAL GOAL
#1 #2 #3
https://sustainabledevelopment.un.org/?menu=1300
801
THE SUSTAINABLE DEVELOPMENT GOALS - PRIORITIES
DENMARK
GOAL GOAL GOAL
#1 #2 #3
FINLAND
GOAL GOAL GOAL
#1 #2 #3
https://sustainabledevelopment.un.org/?menu=1300
901
ALS - CHANGES FROM LAST YEAR
THE SUSTAINABLE DEVELOPMENT GO
We can see some interesting changes in consumer opinions about the Global Goals since last year.
Notably, goal number 8, Decent Work & Economic Growth, has decreased the most in importance in all
countries but the Netherlands and Sweden. As for the highest increases, it varies a lot between the countries.
INCREASED MOST DECREASED MOST
THE NETHERLANDS
SWEDEN
NORWAY
DENMARK
FINLAND
10PART 02
CONSUMER
WHO IS THE SUSTAINABLE CONSUMER?
We have extracted a number of patterns by studying how
consumers act in different situations and cross-analysed this
with the underlying structures of their attitudes. From these
patterns, we have identified four behaviours that consumers
show in relation to sustainability and companies.02
OUR FOUR BEHAVIOUR GROUPS
01 EGO Ego is usually a man with strong views about how
society functions, or at least how it should function.
DOES NOT CARE ABOUT
He has traditional values. His greatest interests are
SUSTAINABILITY
his own existence, things happening in his own
country, the local community, and of course the local
• Middle-aged man on the countryside or
sports team. Ego is either a middle-aged worker/
in the city
blue-collar on the countryside or a middle-aged
official/white-collar in the big city. Ego in the city
• Traditional values
has more money than people in general. He is
• Interested in sports and local news therefore less worried and interested in other people
and their feelings. Ego´s educational level is slightly
• Not interested in sustainability lower than the national average. The main priorities
of Ego upon consumption are availability, simplicity,
speed and price. Simply put, he takes his diesel-
PRIORITY!
powered SUV down to the gas station to buy milk.
e
Simplicity & Pric
Moderate is today the majority of the population.
02 MODERATE It is a man or a woman, on the countryside or in
BELIEVES THAT SUSTAINABILITY CAN the city. Moderate is the symbol of the "ordinary
BE A BIT INTERESTING citizen". Moderate does not make too much noise.
Instead, Moderate is pretty pleased with things as
they are. A Moderate consumer follows the
• The average consumer
developments in the local community through the
news. Sometimes, Moderate worries about where
• Satisfied with life – does not make any fuss
the world is heading. But Moderate is generally
• Thinks that sustainability is more and more satisfied with life. As a consumer, Moderate has
interesting general requirements in terms of longevity, quality
and function. In addition, Moderate is interested in
the price tag. Sustainability is interesting when in
PRIORITY!
line with other expectations. But the interest is
Qualit y, Function &
constantly increasing.
Longevity
1202
OUR FOUR BEHAVIOUR GROUPS
Smart is often a determined woman who focuses on
03 SMART her own wellbeing and health. She has high standards
and thus also high demands on the companies whose
CURIOUS & INTERESTED IN
products and services she consumes. "What's in it for
SUSTAINABILITY
me?" is always the first question for Smart. Quality and
service are important priorities. She sees the possibility
• Determined with high standards to combine things that are good for herself with what is
good for the world. She makes everyday choices that
• Likes to discuss sustainability and learn more
balance these things. She wants to make a difference
in everyday life through her decisions. Smart searches
• Thinks that sustainability is very interesting
for brands that she can identify with. She has a strong
opinion but likes to discuss sustainability with others.
She is interested in what happens in society. Smart
actively seeks information about what is going on in
PRIORITY! the world. In some cases, she behaves sustainable
”
"What's in it for me? without knowing it. For example, when her choices are
Health
Qualit y, Service & driven by a focus on health or safety.
04 DEDICATED Dedicated is an active man or woman, young or old,
that prioritises sustainability in all parts of life. It is a
ZEALOUS & WELL-INFORMED person who lives consciously and weighs every
ON SUSTAINABILITY consumption decision carefully. Dedicated is left-
oriented and interested in international relations, politics
and culture. In relation to companies Dedicated is
• Knowledgeable and well informed on sustainability questioning and zealous. Dedicated prefers to listen to
other Dedicated consumers. Usually she or he also
• Actively seeks information on sustainability
reads a lot and avoids accepting information directly
• Zealous and critical towards corporations from companies. Dedicated assumes companies are
bad until the contrary has been proved. The knowledge
• Focused on sustainability, whatever the situation
of sustainability is high. Dedicated is often well informed
about what companies do in the area of sustainability.
However, Dedicated’s understanding of companies and
PRIORITY! their ambitions is very limited. Dedicated often contacts
Sustainabilit y companies to put them against the wall. Finally,
Dedicated is also active in social media channels.
1302
A POLARISATION OF SOCIETY
Norway has the largest Ego group of the countries. At the same time, we see that the Smart group remains
This is partly due to Norwegians having had the on the same level as last year in Norway, Denmark and
privilege of the oil and therefore the ability (or Finland. The group decreased slightly this year in the
inability?) to disregard certain sustainability issues. Netherlands and Sweden, but is still larger there
The Ego group is the same in Finland and compared to the other countries.
Denmark, and slightly smaller in Sweden. The
Netherlands has the smallest Ego Group out of all So, we see a polarisation taking place. Where Smart
the countries. consumers drive sustainability issues, whereas Ego
consumers think that other issues are more important
What we see this year, as well as last year, is a and also feel that sustainability might be getting to
polarisation of the market. The Ego group suddenly much space in the public debate.
grew last year, after years of shrinking. It was then
and is still today a consequence of concerns about
societal issues. For example issues such as
immigration and integration make people feel
insecure. When people feel insecure, they tend to
narrow their sphere of interest from society to their
family and themselves.
PS 2018
UR GROU
BEHAVIO
EGO MODERATE SMART DEDICATED
THE
18% 46% 29% 9%
NETHERLANDS
SWEDEN 24% 42% 26% 8%
NORWAY 35% 39% 20% 6%
DENMARK 27% 42% 25% 7%
FINLAND 27% 42% 25% 6%
1402
BEHAVIOUR GROUPS - DEVELOPMENT 2013-2018
The development of the groups is fairly neutral this year. This indicates that consumers are
not developing in the same manner or at the same speed as politicians and companies.
There is a need for all other stakeholders to address and engage consumers more.
EGO MODERATE
40 % 60 %
55 %
30 %
50 %
45 %
20 %
40 %
10 % 35 %
2013 2014 2015 2016 2017 2018 2013 2014 2015 2016 2017 2018
The Netherlands Sweden Norway The Netherlands Sweden Norway
Denmark Finland Denmark Finland
SMART DEDICATED
30 % 10 %
25 % 8%
20 % 6%
15 % 4%
10 % 2%
5% 0%
2013 2014 2015 2016 2017 2018 2013 2014 2015 2016 2017 2018
The Netherlands Sweden Norway The Netherlands Sweden Norway
Denmark Finland Denmark Finland
15PART 03 RANKING
03
TOP 3
01 The new leading brand in The Netherlands is
Tony’s Chocolonely. With a strong focus on
slave-free chocolate and fair trade principles, the
TONY'S CHOCOLONELY 102% Dutch consumer gave it the highest overall score
in environmental and social sustainability. Tony’s
Chocolonely is new to the study this year.
02
Another newcomer to the study in The
Netherlands is Tesla, immediately claiming the
second spot in the ranking with the highest TESLA 102%
environmental sustainability according to Dutch
consumers. Last year’s winner GreenChoice has
dropped slightly to the third place.
03
GREENCHOICE 96%
About the Ranking in Sustainable Brand Index™
The ranking is based on the percentage of consumers who
assess the company's sustainability efforts as good (4) or
very good (5) on a scale of 1-5 + “don´t know.” The
maximum score is 200%. A company that has 200%,
performs very well within both environmental and social
responsibility according to consumers.
1703
PLACE 4 -10
Eight out of then brands in the top 10 are
Dutch brands. ZONNATURA
04 96%
Next to Tony’s Chocolonely and Tesla, the
ANWB and the NS are also new to the study
and the top 10. Both of them are strong
brands within Mobility, with the ANWB as the
IKEA
industry leader.
05 87%
In total, five new brands managed to climb
their way into the top 10 this year. Especially
Vandebron increased their position this year
from place 27 in 2017 to place 7 in 2018. ANWB
Their position as a green energy company is 06 85%
being noticed by Dutch consumers.
All brands in the top 10 score higher on
environmental sustainability than social
VANDEBRON
sustainability, with Tesla in the lead on 07 75%
environmental engagement.
All in all there is a good mix of brands and
industries on the top 10 list in The
PHILIPS
Netherlands; from Energy to Retail, Food &
Beverage, Grocery Stores and Mobility.
08 74%
ALBERT HEIJN
About the Ranking in Sustainable Brand Index™
09 73%
The ranking is based on the percentage of
consumers who assess the company's
sustainability efforts as good (4) or very good (5)
on a scale of 1-5 + “don´t know.” The maximum
score is 200%. A company that has 200%, NS
performs very well within both environmental and 10 72%
social responsibility according to consumers.
1803
INDUSTRY LEADERS
This year, Automotive, Mobility, Travel
1 TONY'S CHOCOLONELY FOOD & BEVERAGE
& Leisure and Hotels have been
2 TESLA AUTOMOTIVE
added as new industries in the study in
3 GREENCHOICE ENERGY
The Netherlands.
5 IKEA RETAIL
6 ANWB MOBILITY
ALBERT HEIJN GROCERY STORES
Tony’s Chocolonely is taking over the
9
ASN BANK BANKS
lead in Food from Zonnatura. Also,
12
TRAVEL & LEISURE
ASN Bank is the new industry leader
25 LANDAL GREENPARKS
LA PLACE RESTAURANTS in Banks, compared to Triodos Bank in
32
VAN DER VALK HOTELS
2017. However, the difference in their
64
scores this year is very small.
RANKIN G
INDUSTRY
Mobility is the new leading industry in
1. MOBILITY
2018, followed by Energy and Banks.
2. ENERGY
3. BANKS
4. GROCERY STORES
5. FOOD & BEVERAGE
6. RESTAURANTS
7. AUTOMOTIVE
8. RETAIL
9. HOTELS
10. TRAVEL & LEISURE
1903
RANKING DEVELOPMENT 2017-2018
2018 2017 2018 2017 2018 2017
Tony’s Chocolonely 1 Starbucks 61 SPAR 121 96
Tesla 2 Milner 62 28 BP 122 83
Greenchoice 3 1 C&A 63 53 WE Fashion 123 97
Zonnatura 4 3 Van der Valk 64 Novotel 124
IKEA 5 2 Praxis 65 49 Skoda 125
ANWB 6 Zeeman 66 82 Kwantum 126
Vandebron 7 27 Calvé 67 57 Wehkamp 127
Philips 8 4 Coop 68 79 Total 128 95
Albert Heijn 9 9 Kruidvat 69 65 Toblerone 129
NS 10 Cote d’Or 70 Neckermann Reizen 130
Campina 11 7 Volksbank 71 Kras 131
ASN Bank 12 11 GAMMA 72 76 ZARA 132 102
The Body Shop 13 12 Etos 73 75 Leen Bakker 133 81
Triodos Bank 14 6 Heinz 74 68 Primark 134 103
Pickwick 15 14 Chocomel 75 60 Sunweb 135
Eneco 16 8 Kanis & Gunnink 76 39 Action 136 92
Rabobank 17 13 Oxxio 77 43 Goossens 137 105
Rituals 18 15 Kinder 78 Beter Bed 138
HEMA 19 10 Amstel 79 80 M&M’s 139
Lidl 20 22 Kia 80 Corendon 140
Arla 21 20 Bertolli 81 Peugeot 141
Nuon 22 16 NESCAFÉ Dolce Gusto 82 54 L’Oréal 142 93
Jumbo 23 23 Danio 83 61 D-reizen 143
Qurrent 24 46 Knorr 84 64 KitKat 144
Landal GreenParks 25 Roompot Vakanties 85 JYSK 145 87
Almhof 26 33 ING 86 30 Oad 146
Douwe Egberts 27 19 Karwei 87 48 Thomas Cook 147
Energiedirect.nl 28 21 Mercedes-Benz 88 Ryanair 148
CoolBest 29 45 Dirk van den Broek 89 77 Trendhopper 149
Essent 30 17 Fletcher Hotels 90 FEBO 150 104
Bol.com 31 44 Knab 91 KFC 151 99
La Place 32 25 Esso 92 63 Burger King 152 98
Maaslander 33 18 H&M 93 52 easyJet 153
PLUS 34 29 Opel 94
Volvo 35 Milka 95
Nespresso 36 73 Shell 96 56
Schiphol 37 Old Amsterdam 97 85
Coolblue 38 74 Mercure 98
Optimel 39 42 Renault 99
NLE (Nederlandse Energie Maatschappij) 40 35 Nike 100 51
Center Parcs 41 Alliander 101 78
ENGIE 42 55 Blokker 102 69
Heineken 43 38 De Bijenkorf 103 66
Toyota 44 TUI 104
McDonald’s 45 34 Ford 105
Activia 46 32 Subway 106 90
Connexxion 47 NH Hotel Group 107
Appelsientje 48 40 Grolsch 108 47
KLM 49 BMW 109
NESCAFÉ 50 70 Aldi 110 86
Coca-Cola 51 36 Transavia 111
E.ON 52 26 Grand’Italia 112 88
Bolletje 53 37 Volkswagen 113
Nestlé Chocolade 54 ibis 114 * Some brands have been removed from the
Honig 55 62 TUI fly 115 study over time, due to a variety of reasons
Arriva 56 Bavaria 116 67
( e.g. mergers), including a shift in focus from
SNS Bank 57 59 Xenos 117 84
corporates to specific brands. This means
De Ruijter 58 71 Mars 118 91
ABN AMRO 59 50 MAGGI 119 100 some numbers might be missing from the
Verkade 60 31 Pepsi-Cola 120 94 ranking of previous years.
2003
RANKING - NETHERLANDS
1. Tony’s Chocolonely 64. Van der Valk 128. Total
65. Praxis 129. Toblerone
2. Tesla 66. Zeeman 130. Neckermann Reizen
3. Greenchoice 67. Calvé 131. Kras
4. Zonnatura 68. Coop 132. ZARA
5. IKEA 69. Kruidvat 133. Leen Bakker
6. ANWB 70. Cote d’Or 134. Primark
7. Vandebron 71. Volksbank 135. Sunweb
8. Philips 72. GAMMA 136. Action
9. Albert Heijn 73. Etos 137. Goossens
10. NS 74. Heinz 138. Beter Bed
11. Campina 75. Chocomel 139. M&M’s
12. ASN Bank 76. Kanis & Gunnink 140. Corendon
13. The Body Shop 77. Oxxio 141. Peugeot
14. Triodos Bank 78. Kinder 142. L’Oréal
15. Pickwick 79. Amstel 143. D-reizen
16. Eneco 80. Kia 144. KitKat
17. Rabobank 81. Bertolli 145. JYSK
18. Rituals 82. NESCAFÉ Dolce Gusto 146. Oad
19. HEMA 83. Danio 147. Thomas Cook
20. Lidl 84. Knorr 148. Ryanair
21. Arla 85. Roompot Vakanties 149. Trendhopper
22. Nuon 86. ING 150. FEBO
23. Jumbo 87. Karwei 151. KFC
24. Qurrent 88. Mercedes-Benz 152. Burger King
25. Landal GreenParks 89. Dirk van den Broek 153. easyJet
26. Almhof 90. Fletcher Hotels
27. Douwe Egberts 91. Knab
28. Energiedirect.nl 92. Esso
29. CoolBest 93. H&M
30. Essent 94. Opel
31. Bol.com 95. Milka
32. La Place 96. Shell
33. Maaslander 97. Old Amsterdam
34. PLUS 98. Mercure
35. Volvo 99. Renault
36. Nespresso 100. Nike
37. Schiphol 101. Alliander
38. Coolblue 102. Blokker
39. Optimel 103. De Bijenkorf
40. NLE (Nederlandse Energie Maatschappij) 104. TUI
41. Center Parcs 105. Ford
42. ENGIE 106. Subway
43. Heineken 107. NH Hotel Group
44. Toyota 108. Grolsch
45. McDonald’s 109. BMW
46. Activia 110. Aldi
47. Connexxion 111. Transavia
48. Appelsientje 112. Grand’Italia = INDUSTRY LEADER
49. KLM 113. Volkswagen
50. NESCAFÉ 114. ibis About the Ranking in
51. Coca-Cola 115. TUI fly Sustainable Brand Index™
52. E.ON 116. Bavaria The ranking is based on the percentage of
53. Bolletje 117. Xenos consumers who assess the company's
54. Nestlé Chocolade 118. Mars sustainability efforts as good (4) or very good
55. Honig 119. MAGGI
(5) on a scale of 1-5 + “don´t know.” The
56. Arriva 120. Pepsi-Cola
maximum score is 200%. A company that has
57. SNS Bank 121. SPAR
200%, performs very well within both
58. De Ruijter 122. BP
environmental and social responsibility
59. ABN AMRO 123. WE Fashion
60. Verkade 124. Novotel according to consumers, ie. 100% have then
61. Starbucks 125. Skoda answered 4 or 5 (a company like that does
62. Milner 126. Kwantum not exist).
63. C&A 127. Wehkamp
2103
MOBILITY
INDUSTRY LEADERS
1. ANWB
2. NS
3. Schiphol
4. Connexxion
5. KLM
6. Arriva
7. Transavia
8. TUI fly
9. Ryanair
10. easyJet
2203
ENERGY
INDUSTRY LEADERS
1. Greenchoice
2. Vandebron
3. Eneco
4. Nuon
5. Qurrent
6. Energiedirect.nl
7. Essent
8. NLE (Nederlandse Energie Maatschappij)
9. ENGIE
10. E.ON
11. Oxxio
12. Esso
13. Shell
14. Alliander
15. BP
16. Total
2303
BANKS
INDUSTRY LEADERS
1. ASN Bank
2. Triodos Bank
3. Rabobank
4. SNS Bank
5. ABN AMRO
6. Volksbank
7. ING
8. Knab
2403
GROCERY STORES
INDUSTRY LEADERS
1. Albert Heijn
2. Lidl
3. Jumbo
4. PLUS
5. Coop
6. Dirk van den Broek
7. Aldi
8. SPAR
2503
FOOD & BEVERAGE
INDUSTRY LEADERS
23. Calvé
1. Tony's Chocolonely 24. Cote d'Or
2. Zonnatura 25. Heinz
3. Campina 26. Chocomel
4. Pickwick 27. Kanis & Gunnink
5. Arla 28. Kinder
6. Almhof 29. Amstel
7. Douwe Egberts 30. Bertolli
8. CoolBest 31. NESCAFÉ Dolce Gusto
9. Maaslander 32. Danio
10. Nespresso 33. Knorr
11. Optimel 34. Milka
12. Heineken 35. Old Amsterdam
13. Activia 36. Grolsch
14. Appelsientje 37. Grand'Italia
15. NESCAFÉ 38. Bavaria
16. Coca-Cola 39. Mars
17. Bolletje 40. MAGGI
18. Nestlé Chocolade 41. Pepsi-Cola
19. Honig 42. Toblerone
20. De Ruijter 43. M&M's
21. Verkade 44. KitKat
22. Milner
2603
RESTAURANTS
INDUSTRY LEADERS
1. La Place
2. McDonald's
3. Starbucks
4. Subway
5. FEBO
6. KFC
7. Burger King
2703
AUTOMOTIVE
INDUSTRY LEADERS
1. Tesla
2. Volvo
3. Toyota
4. Kia
5. Mercedes-Benz
6. Opel
7. Renault
8. Ford
9. BMW
10. Volkswagen
11. Skoda
12. Peugeot
2803
RETAIL
INDUSTRY LEADERS
1. IKEA 16. Nike
17. Blokker
2. Philips
18. De Bijenkorf
3. The Body Shop
19. Xenos
4. Rituals
20. WE Fashion
5. HEMA
21. Kwantum
6. Bol.com
22. Wehkamp
7. Coolblue
23. ZARA
8. C&A
24. Leen Bakker
9. Praxis
25. Primark
10. Zeeman
26. Action
11. Kruidvat
27. Goossens
12. GAMMA
28. Beter Bed
13. Etos
29. L'Oréal
14. Karwei
30. JYSK
15. H&M
2903
HOTELS
INDUSTRY LEADERS
1. Van der Valk
2. Fletcher Hotels
3. Mercure
4. NH Hotel Group
5. ibis
6. Novotel
3003
TRAVEL & LEISURE
INDUSTRY LEADERS
1. Landal GreenParks
2. Center Parcs
3. Roompot Vakanties
4. TUI
5. Neckermann Reizen
6. Kras
7. Sunweb
8. Corendon
9. D-reizen
10. Oad
11. Thomas Cook
31PART 04 METHODOLOGY
04
SUSTAINABLE BRAND INDEX™ 2018 – DATA COLLECTION
THE NUMBER OF RESPONDENTS IN SUSTAINABLE BRAND
ABOUT THE STUDY INDEX™ 2018
WHAT IS SUSTAINABLE BRAND INDEX™? SWEDEN 16 600
Sustainable Brand Index ™ is the Nordics´ largest NORWAY 6 200
independent brand study focused on sustainability. Based DENMARK 7 000
on approximately 40,000 consumer interviews in the
FINLAND 9 600
Nordics, and 5000 in The Netherlands, the study looks at
THE NETHERLANDS 5 000
how sustainable your brand is perceived to be, why it is
perceived this way and what to do about it. The study also TOTAL 44 400
includes a comprehensive trend analysis, consumer
behaviour analysis and strategic recommendations.
HOW IS THE TARGET AUDIENCE IN SUSTAINABLE
HOW DO YOU COLLECT THE DATA IN BRAND INDEX™ 2018 DEFINED?
SUSTAINABLE BRAND INDEX™? The target audience in each of the surveys is the general
Sustainable Brand Index ™ is a three part study consisting public, 16-70 years, in each country.
of two quantitative surveys and a qualitative survey in the
form of in-depth interviews. In the quantitative studies, each HOW DO YOU CHOOSE THE RESPONDENTS?
brand is assessed by at least 1000 respondents.
The respondents come from so-called ‘consumer panels’
belonging to a sub-contractor. The panels thus consist of
✓ The average length of the surveys is approximately 9
regular citizens in each country that have been recruited to
minutes (this applies to the first quantitative survey, the
answer questions at even and uneven intervals.
second one is shorter)
Respondents are recruited through requests made on
✓ In accordance with our policy, we do not use panels websites on the internet (either on news sites or in
that are self-recruited
connection with an online purchase). We do not work with
✓ In the surveys, we set quotas for gender, age and self-recruited panels, i.e. panels made up of people who
geography themselves have signed up to answer questions.
✓ In a final step, the data is weighted for further fine-
The respondents who then answer the questions in
tuning
Sustainable Brand Index ™ are selected from the
mentioned panels. To get a s nationally representative
HOW MANY RESPONDENTS HAVE BEEN
INTERVIEWED IN SUSTAINABLE BRAND INDEX™ selection, we make use of quotas. This means that, even
2018? before we ask questions, we decide that there must be a
certain distribution of respondents, based on gender, age
In total, approximately 40,000 respondents have been
and geography (to reflect the population of each country).
interviewed, and each brand has been randomly assessed
by at least 1000 people. These 40,000 respondents are
spread across the four Nordic countries in the study. In The WHEN WERE THE INTERVIEWS IN SUSTAINABLE
Netherlands, about 5000 respondents are interviewed, on BRAND INDEX™ 2018 CONDUCTED?
the same premises as in the Nordic countries. Each The different steps in the study (quantitative and qualitative
respondent receives a completely random selection of studies) were conducted during November 2017 - January
brands to avoid systematic errors in the study. 2018 and February to March 2018 respectively.
3304
SUSTAINABLE BRAND INDEX™ 2018 – DATA COLLECTION
HOW ARE THE BRANDS IN SUSTAINABLE BRAND HOW IS SUSTAINABILITY DEFINED IN SUSTAINABLE
INDEX™ SELECTED? BRAND INDEX™?
The selection of brands in the study is independent of SB The basis for the ranking in Sustainable Brand Index ™ is the
Insight and is based mainly on three parameters: UN Global Compact's 10 Principles of Environmental
Responsibility and Social Responsibility. However, the
✓ Activity on the Market of the Country ranking is only the tip of the iceberg in the study. We also
✓ Turnover & Market Share look at a so-called external definition of sustainability that
focuses on consumer perceptions of what sustainability is -
✓ General Brand Awareness
their expectations and demands on companies. Furthermore,
The purpose of these criteria is to create a selection that the study also digs deep within specific focus areas relevant
mirrors the brands that consumers meet in their everyday to each industry. In 2017, we also began to examine the
life. The selection is primarily focused on corporate attitudes towards the 17 Sustainable Development Goals.
brands but are also complemented with product brands
based on market share and general brand awareness
that are relevant in order to create a justified image of
each industry respectively.
SWEDEN 326 BRANDS
HOW MANY BRANDS ARE CHOSEN IN
SUSTAINABLE BRAND INDEX™? NORWAY 225 BRANDS
We try to add new brands every year as we expand DENMARK 202 BRANDS
the study. This is the current number of brands in each FINLAND 164 BRANDS
country, chosen based on the parameters above. THE NETHERLANDS 147 BRANDS
TOTAL 1064 BRANDS
HOW HAS THE SIZE OF SUSTAINABLE BRAND INDEX™ EVOLVED OVER THE YEARS?
2011 2012 2013 2014 2015 2016 2017 2018
COUNTRIES SWEDEN SWEDEN SWEDEN, SWEDEN, SWEDEN, SWEDEN, SWEDEN, SWEDEN,
NORWAY, NORWAY, NORWAY, NORWAY, NORWAY, NORWAY,
DENMARK, DENMARK, DENMARK, DENMARK, DENMARK, DENMARK,
FINLAND FINLAND FINLAND FINLAND FINLAND, FINLAND,
THE NETHERLANDS THE NETHERLANDS
NUMBER OF
3 000 8 000 18 000 25 000 27 000 30 000 36 000 44 400
RESPONDENTS
NUMBER OF
151 200 450 636 709 750 940 1064
BRANDSPART 05 ABOUT US
ABOUT SB INSIGHT
We are an Insight Agency on a mission to create Sustainable Brands. We
provide our clients with knowledge and understanding of how sustainability
affects markets, industries, brands, communication and behaviours.
Our Insight comes in different forms and is used for strategic decision-making.
Everything is based in our expertise within branding & communications,
sustainability, behavioural science and market research.
OUR BUSINESS AREAS
SUSTAINABLE REPORTS & EDUCATIONS & MEMBERSHIP
BRAND INDEX ANALYSIS LECTURES
GET IN TOUCH!
ERIK ELVINGSSON HEDÉN MARIA KAUSITS SOFIA JÖNSSON
Managing Director & Partner Director of Insight & Partner Sustainability Analyst & Client Relations
Email: erik.heden@sb-insight.com Email: maria.kausits@sb-insight.com Email: sofia.jonsson@sb-insight.com
Phone: +46 (0) 70 865 13 97 Phone: +46 (0) 73 655 34 70 Phone: +46 (0)702 43 64 90
READ MORE AT:
WWW.SB-INSIGHT.COM
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