IKEA, Tryg and Jysk are the most Sustainabale Brands in Denmark

Swedish IKEA, followed by Tryg and Jysk is the most sustainable brand in Denmark when Danish consumers get to decide. This is the result of Scandinavia's largest brand survey about sustainability, Sustainable Brand Index™, which has been carried out for the first in Denmark time this year.

Ingvar Kamprad´s IKEA has a stronger sustainable reputation in Denmark than in Sweden where it is "only" ranked as the eighth most sustainable brand on the market. 24% of the population in Denmark consider IKEA to be good or very good at taking responsibility for the environment, while 23% consider them to be good or very good at social responsibility. All in all, this adds up to a landslide victory by 14 percentage points.

-These figures may seem very low at a first sight but the fact is that consumers are finding it very difficult to understand what companies actually do within sustainability and whether they believe it to be good or bad. However, the Danish people generally has more definite opinions than for example Swedish consumers, says Erik Hedén, responsible for the survey at Sustainable Brand Insight.

72% of the Danish population to some extent consider the environmental responsibility when buying a good or a service. The corresponding figure within social responsibility is 77%.

-Sustainability is high on the agenda at IKEA, so naturally we are very proud of the good result of the Sustainable Brand Index. But even if the result of the survey shows that we are on the right track, we will continue to focus on the potentials. We want to be even better to inspire people to live a more sustainable life at home and at the same time, we continuously strive to operate our stores with care for people and the environment” says Jonas Engberg, Sustainability Manager at IKEA Denmark.