– There is none – E24

Politicians and companies talk a lot about green change, but it can be a challenge to convince consumers that they really are sustainable.

In a poll released Thursday, Opinion asked Norwegians what they think is Norway’s most sustainable business or brand. The question was left completely open, with no alternatives.

– Then we had a long list of sandwiches, but 70 percent responded in their own words: None, says partner and senior advisor Sunneva Kilsti in Opinion on E24.

– So what is Norway’s most sustainable business, according to this survey?

– No one is, then. Norway’s most sustainable business does not exist. We interpret this as if the participation of the business community had not reached the population, says Kilsti.

The survey is based on a population survey of 1,004 respondents in February, and a round of interviews with 61 people in December of last year.

– I think many are confused

The findings don’t surprise Bjørn Haugland at Skift, the climate leaders of the business community. The peaks of some of Norway’s largest companies participate in the Shift climate initiative, including Posten, Ruter, Storebrand, Obos, Telenor, KLP, and Statkraft.

– That answer doesn’t really surprise me. I think many people are confused about what it means to be a green business. I think a lot of consumers see this with sustainability as a jungle and are confused about the different brand schemes, Haugland told E24.

“The trend is obviously that companies have a more comprehensive and strategic response to sustainability than before. It is also more deeply rooted in senior management than it was a few years ago. But there are big variations in how to make the move, he says.

– A potential for Norwegian companies

According to Kilsti, eight out of ten consumers want to live more sustainably, and they associate this desire with their consumption.

– But they affirm that it is difficult to know which is the sustainable option. They stop at the supermarket and ask: what should I buy now? she says.

She believes that Norwegian companies can have a lot to gain by providing guidance to their customers so that they can make conscious decisions and be sure that the products they buy are safe and sustainable.

– Missing, and there is potential for Norwegian companies. It is clearly a vacuum when 80 percent of Norwegians want to contribute to better local and global development, says Kilsti.

– My impression is that the efforts and conversations about what companies do are characterized by being at the top. Many companies talk to investors and other companies, and not so much to the consumer, she says.

Haugland agrees that there is a potential for Norwegian companies to offer sustainable solutions to consumers.

– Obviously I think so. But it is important that companies are open and accurate in their communication on sustainability. I don’t think people are concerned that things are perfect, but companies need to be clear in which areas they can still improve, says Haugland.

Warns against green washing

Kilsti also emphasizes that companies must be honest about what they do and don’t do, and not exaggerate how green they are.

– People are very allergic to green washing. Companies may not be perfect, but they must be honest and clear. Consumers accept that companies are taking gradual steps in the right direction, but they see marketing as exaggerated or dishonest, says Kilsti.

– If only a fraction of your business is sustainable, then you shouldn’t be spending as much on the big drum, he adds.

The survey result does not mean, of course, that there are no sustainable companies in Norway. It simply means that few brands and companies have excelled, which is why people think they are particularly sustainable.

– Of those with an answer, the hydroelectric and waste industry in particular is mentioned. Beyond that, the responses are so fragmented that none of the individual companies stands out in the eyes of the population, says Kilsti.