DATA COLLECTION & METHODOLOGY
Sustainable Brand Index™ is a three-part study based on two quantitative web surveys and one qualitative study in the form of in-depth interviews. On top of that, we add our analysis.
- Interviews/Brand: Every brand is evaluated by at least 1000 people. In total over 900 brands are evaluated by 30 000 people in Sweden, Norway, Denmark, Finland and the Netherlands.
- The Selection of Brands is based on the following factors: market presence in the concerned country, turnover, market share and general brand awareness.
- The Target Group is defined as follows: The public - Swedish, Norwegian, Danish, Finnish and Dutch consumers, 16 years and older. The selection in each country corresponds to the demographics of that country. It is a nationally representative sample of each country.
- The Basis of the Evaluation is the UN Global Compact’s 10 principals about environmental and social responsibility. This is supplemented with the Sustainable Development Goals (SDGs) and also a so-called external definition focusing on the consumers’ perception of sustainability - their expectations and demands on companies today.