Sustainability has long been highlighted as a crucial factor for strong and future-proof brands. However, there’s a complexity according to the latest survey from SB Index, Sustainable Brand Index. We’ll tell you more! <\/p>\n\n
Since 2011, SB Index has measured how consumers perceive corporate brands in relation to sustainability, based on the principles of the UN Global Compact. Over 1600 brands in 36 countries were included in the 2026 survey, making it Europe’s largest independent brand study on sustainability. <\/p>\n\n
\nSustainability is neither a panacea \u2013 nor something that can be opted out of<\/p>\n\n\n\n
– Ulrica Winberg-Jonsson <\/strong><\/p>\n<\/blockquote>\n\n
“This year’s survey shows that sustainability is neither a panacea \u2013 nor something that can be opted out of without consequences. People expect all companies to have a basic level of sustainability. If they discover that this is not the case, the customer loses trust, and it’s then very difficult to rebuild it,”<\/em> says Ulrica Winberg-Jonsson, who has worked with brand issues and communication for over 20 years.<\/p>\n\n
Sustainability as a hygiene factor<\/strong><\/h2>\n\n
The survey indicates that people increasingly assume that companies take responsibility for the environment, people, and society. For many brands, this means that sustainability work no longer earns applause \u2013 but its absence creates distrust. This makes sustainability a hygiene factor rather than a communication argument in itself. <\/p>\n\n
\nI believe the survey highlights that thoughtful, transparent, and honest sustainability communication has become even more important to invest time and resources in. Communication isn’t just campaigns and marketing; it’s the company’s culture \u2013 how one lives and learns. <\/p>\n\n\n\n
– Ulrica.<\/p>\n<\/blockquote>\n\n
Trust trumps promises<\/strong><\/h2>\n\n
The report shows that people increasingly judge how credibly a company acts, rather than how loudly it communicates its ambitions. Grand words, visions, and campaigns carry little weight if they are not backed up by action, transparency, and consistency over time. It’s not the quantity of sustainability communication that builds trust \u2013 but the quality of the actual work. <\/p>\n\n
Another important insight is that sustainability issues need to be relevant to both the business and people’s everyday lives. The brands that succeed best are those that link their sustainability work to what they actually do, sell, or influence \u2013 and demonstrate how it creates value here and now. <\/p>\n\n
“When sustainability is not integrated into the brand but rather perceived as superficial, abstract, or far from the core business, it quickly loses significance. But if the responsibility, on the other hand, feels logical, concrete, and understandable, the customer strengthens their relationship with the brand and trust is maintained <\/em>“, explains Ulrica.<\/p>\n\n
So \u2013 how important is sustainability work for a brand?<\/strong><\/h2>\n\n
The answer is: very important, as it builds long-term trust, reduces brand risks, strengthens legitimacy, and creates stability in a changing world where customers are bombarded with various messages. Without credible sustainability work, it becomes increasingly difficult to be chosen and even harder to remain relevant and competitive. However, sustainability rarely serves as a quick way to win customers or attention. Its true value lies in having a sustainable business strategy that is integrated into the business, culture, and decision-making \u2013 not primarily just in marketing. <\/p>\n\n
\nSustainability communication starts at the boardroom table!<\/p>\n\n\n\n
– Ulrica.<\/p>\n<\/blockquote>\n\n
“My experience is that sustainability communication starts at the boardroom table! For brands that want to remain relevant over time for customers, partners, or employees, the question is not whether to work with sustainability, but <\/em>how. The companies that succeed going forward are those that stop seeing sustainability as a side issue or a communication project \u2013 and instead use it as a tool to make wiser decisions, build trust, and take responsibility in practice”<\/em>, concludes Ulrica Winberg-Jonsson.<\/p>\n\n
\ud83d\udcac<\/strong>Please contact us if you’d like to discuss how your brand can build trust through its sustainability work and provide real support for the business \u2013 and the relationship with customers, employees, and partners.<\/p>\n\n