Europe’s Largest Brand Study On Sustainability.


Sustainable Brand Index™ measures the perception of brands on sustainability across industries and countries. The study is conducted yearly since 2011 from a consumer perspective and 2017 from a decision-maker perspective. Next to a yearly ranking and official report, Sustainable Brand Index™ provides strategy reports with brand-specific sustainability insights and strategic recommendations.



The rankings show how brands are perceived on sustainability by their important stakeholders. Brands are selected independently based on market share, turnover and general brand awareness.


The official reports contain the complete ranking of each country over time, accompanied with key sustainability insights and stakeholder data.


Strategy reports are available for all the brands that are ranked by Sustainable Brand Index™. A strategy report is tailored for each brand, including important trends, behaviour tracking, brand-specific drivers and strategic recommendations on sustainability.



years worth of data



> 20



1 000


50 000


1 000 000

brand evaluations

The purpose of Sustainable Brand Index™ is to highlight sustainability. We provide knowledge and understanding of how sustainability affects branding, communication and business development.

Why an index?

By analysing important trends, mapping stakeholder’s attitudes and behaviours and evaluating brand drivers, the study provides brand-specific data and strategic tools. In doing so, Sustainable Brand Index™ encourages brands to improve their work and dares them to communicate about sustainability. In a data-driven way, Sustainable Brand Index™ is able to identify important gaps between how brands think they are perceived and the reality. The more brands communicate about their sustainability efforts, the higher the interest, knowledge and demands of stakeholders will be on these issues. It creates a positive cycle for transparency and sustainability.   

Our Story

Sustainable Brand Index™ has been founded by SB Insight AB in 2011 and has grown into Europe’s largest brand study on sustainability.
SB Insight is a Swedish insight agency on a mission to create sustainable brands. We provide knowledge and understanding of how sustainability affects branding, communications and business development. This is at the heart of Sustainable Brand Index™. It is important to emphasise however that Sustainable Brand Index™ is an independent research and separate unit from SB Insight’s other products and services.

As as young and growing company on a mission, we value enthusiasm and a go-getter attitude. We build, learn and grow as a team within a fast-moving and value-driven work environment. Our insights are always data-based and context-specific. We work across sectors and borders. Most of all, we are a positive bunch of people that want to create impact through sustainability.

Why sustainable branding matters.

  • Sustainability is the only way forward and needs to be at the core of products, services and culture.

  • Consumers are hungry for honest and transparent brands that have a positive impact.

  • Branding & communication strategies are key drivers for sustainability. They are often lacking, but create a positive cycle between a company’s performance and its internal and external expectations around sustainability.

  • It is about choosing a purpose, acting on values and delivering what you promise or sharing the reason why you couldn’t.


Erik Elvingsson Hedén

& Country Manager
Denmark & Finland


Sofia Jönsson

Sustainability Analyst
& Client Relations


Eva Seignette

Marketing Manager
& Sustainability Analyst


Maria Kausits

& Insight Director


Johanna Ekman

Country Manager Sweden & Norway


Annemarije Tillema

Country Manager
The Netherlands