Honesty is key when Swedes rank sustainable brands
Despite a tough 2023 with war and inflation, sustainability is still a high priority among Swedish consumers. A survey from Differ shows that honesty and concrete actions are important when companies communicate sustainability and among the brands perceived as most sustainable are SJ and Blocket. We have compiled the main conclusions of the survey.
Recently, the consulting firm Differ released its annual survey "Swedes View on Brands and Sustainability". In the survey, 1,000 Swedes aged 15-74 years were asked to answer questions about the environment and sustainability and give their views on brands in 10 different industries. The survey has been conducted since 2008 and aims to track opinions and attitudes over time.
Sustainable work more important than ever
Despite a turbulent 2023 with war and inflation, the interest in and importance of sustainability among the Swedish people has not diminished. Quite the opposite. Compared to previous years, there is an increase in the importance of brands engaging in sustainable work.
However, it is clear that it is not only businesses that must take responsibility when it comes to sustainability, here the respondents believe that the responsibility also lies with the legislative power as with the consumers themselves.
Honesty and transparency are key
When it comes to brands, honest brands rank particularly high with consumers. Trust and transparency are important for consumers to rank a brand as green. This is clear evidence that today's consumers have become increasingly critical of sources and aware of greenwashing.
The survey shows that consumers trust less vague sustainability terms such as 'climate positive' and 'climate smart' and more concrete terms such as 'organic', 'sustainable' and 'recycled'. A company's sustainability communication was also perceived as more credible when it was simple, measurable and concrete. For example, if the work was supported by independent certifications or if the company communicated clear measurable goals.
More Swedes want to go green
Despite inflation, the survey shows that almost one in two consumers often or always make active green choices. Price is still the leading reason for not making a green choice, but a large majority would still be willing to pay a slightly higher amount in exchange for a more sustainable product.
When consumers were asked to examine their own lifestyles and think about how they could contribute to a more sustainable society, 43% said they would like to reduce their consumption and 38% said they would try to repair rather than buy new. Buying second-hand was also a popular choice, especially among young respondents. Companies such as Sellpy and Blocket therefore ranked highly in the survey, as did clothing companies Naturkompaniet and Fjällräven, which are seen as working against 'fast fashion' and instead focusing on higher quality, longer-lasting clothing.
Targeting is important
It is clear from the survey that Swedish consumers are willing to make sacrifices to live more sustainably, but that many find it difficult to make green choices in everyday life. Companies have a lot to gain here, by improving their product or service through sustainability they can increase customer confidence.
The survey also shows that customers find it differently easy to make green choices in different sectors. In the clothing sector, for example, 48% find it difficult to make green choices, while the same figure in the grocery sector is only 30%.
These brands are perceived as most sustainable
In the survey, respondents were asked to score different Swedish brands based on how sustainable they perceive them to be. These brands are perceived as the most sustainable by the Swedish people:
- SJ
- Block
- Coop
- Nature Company
- The Heart Pharmacy
In different sectors, the results are as follows:
Pharmacy: Apotek Hjärtat
Bank: Länsförsäkringar
Grocery store: Coop
Fuel: Eon
Electricity company: Skellefteå Kraft
Retail: Blocket
Clothing: Fjällräven
Housing: HSB
Pension: Länsförsäkringar
Transportation: SJ
The full survey "Swedes' views on brands and sustainability" can be found here.
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