Sustainable brands – your questions, answered.
Six clusters of the questions people most often ask about brand sustainability – from definitions to country rankings to specific brands – each linking into the official 2026 data from the Sustainable Brand Index.
What is a sustainable brand?
The conceptual questions: definitions, measurement, the difference between being sustainable and being seen as sustainable.
Who are the most sustainable brands?
The ranking questions: which brands top the index in each Nordic and Dutch market for 2026.
Is [brand] a sustainable brand?
The brand-specific questions: 1,000+ brands measured by the Sustainable Brand Index, each with a historical ranking page.
How sustainable is [industry]?
Industry-level questions: which sectors rank highest, which industry leaders consumers trust most.
What do consumers think about sustainability?
The demand-side questions: what consumers prioritise, how perception drives purchase, where the trust gap lies.
How can a brand improve its sustainability ranking?
The strategic questions: what brand teams can do with the data, and how to access the full report.
About the data
Every answer here is grounded in the Sustainable Brand Index – 16 years of independent consumer research on more than 1,600 brands across Finland, Denmark, Norway, Sweden and the Netherlands. The same methodology has been applied every year, so brand comparisons hold over time.
Read the full methodology →