Sweden’s Greenest Brand — annual research and prestigious award

Tomas established the market research and award that recognizes Sweden’s most sustainably perceived brands.

Launched in 2008, Sveriges Grönaste Varumärke annually surveys over 1,000 consumers aged 15–75 about their views on sustainability and their perception of leading brands across thirteen key sectors: pharmacies, banks, automotive, grocery retail, electricity, fashion, real estate, fast food, transport, fuel, home furnishings, food producers, and pensions.

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Photos courtesy of Differ

Photos courtesy of Differ

The research highlights consumer awareness around sustainability, rewarding transparency and openness, while critically evaluating traditional business models built on extensive consumption. By tracking Swedish consumers’ attitudes, the initiative encourages companies to focus on meaningful sustainability efforts.

This work started in 2008 when Tomas was a partner at Differ.

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