Consumers find companies' role in solving the climate crisis important – but do not trust corporates´ sustainability communication

In a world where every business is claiming responsible and sustainable operations, consumers are demanding more information. A survey conducted in Sweden, Finland, and Norway by YouGov for technology company Tietoevry, finds that 70 percent of people in the Nordics think that companies play an important role in solving the climate crisis. However, less than one in four trust companies´ sustainability communication.

– The fact that so many do not trust business communication should alarm all companies. The Nordics pride themselves on being at the forefront of sustainability focus. Still, if there is a lot of talk without consumers seeing real efforts, brands risk being accused of greenwashing. Trust is hard to earn and easily lost, says Kia Haring, Head of Sustainability and Communications at Tietoevry.  

Demands a clear and strict legislation

The UN's climate reports, the EU's taxonomy and the new and upcoming legislation on human rights will all have a major and direct impact on the operations of Nordics companies in the future.

- We now see clearer and stricter legislation than before, in parallel with society placing greater demands on quality and sustainability, companies' emission cuts and transparency in the value chains. For Nordic businesses, an increased effort in these areas will be necessary, especially to get companies involved in creating change and progress, says Ulrika Lagerqvist von Unge, Senior Sustainability Manager at Tietoevry.

- This certainly requires thorough and precise insight into the company's activities and decisions, and whether these contribute to sustainable development, she elaborates.

Ulrika Lagerqvist von Unge points out that many companies already have good routines but are not always able to structure the measures in an organized way, which makes it difficult to measure and compare effects. Tietoevry develops technology to assist companies with this.

- Technology that manages to report precise sustainability data will be important aids in the fight for the 2030 goals. Such reporting will not only help business leaders be more aware, but also concretize to the public how companies contribute.

Data-driven efficiency and trust

The survey finds that in all three countries, consumers want to know how to recycle, reuse, and repair their products (Sweden 41 percent, Norway 40 percent, and Finland 45 percent), indicating a demand for companies to provide directions on how to prolong the lifecycle of their products. Ranking second, they also want transparency in the supply chain (Sweden 25 percent, Norway 24 percent and Finland 40 percent), and sustainable aspects of products and services (Sweden 27 percent, Norway 19 percent and Finland 37 percent).

– This proves that the times when a company’s effort claims alone would be enough are long gone. Investors, employees, and legislators as well as consumers all demand real action, transparency – and proof, that the brands are doing what they claim. By becoming more data-driven, companies will not only gain trust, but their efforts will also become more efficient, says Kia Haring.

Highlights from the survey results:

• Close to 70 percent of the respondents consider it important for companies to take action to solve the climate crisis.
• Only 15 percent of Finns, Swedes and Norwegians find it easy to evaluate the sustainability performance of a product/supplier when purchasing products and services.
• 30 percent want more transparent information on sustainability in the value chain.
• 75 percent are unsure or do not trust companies in their sustainability communication.
• In all three countries, consumers want to know how to recycle, reuse, and repair their products (Sweden 41 percent, Norway 40 percent, and Finland 45 percent).
• Only a small percentage are interested in diversity and inclusivity initiatives (Sweden 8 percent, Norway 13 percent and Finland 10 percent).
• Swedes and Finns (33 percent and 34 percent) find it more important than Norwegians (20 percent) that companies create products to help the world fight climate change.

For more information, contact:   

Tietoevry Newsdesk, news@tietoevry.com / +358 40 5704072

About the survey:
The survey was conducted by the YouGov analysis institute. A total of 3044 people from Sweden, Norway and Finland aged 18+ were interviewed using CAWI methodology during the period of 8-13 of December 2021.

About Tietoevry
Tietoevry creates purposeful technology that reinvents the world for good. We are a leading technology company with a strong Nordic heritage and global capabilities. Based on our core values of openness, trust and diversity, we work with our customers to develop digital futures where businesses, societies, and humanity thrive.

Our 24,000 experts globally specialize in cloud, data, and software, serving thousands of enterprise and public-sector customers in more than 90 countries. Tietoevry’s annual turnover is approximately EUR 3 billion and the company’s shares are listed on the NASDAQ exchange in Helsinki and Stockholm, as well as on Oslo Børs. www.tietoevry.com