Is H&M ethical and sustainable?
H&M has been measured by the Sustainable Brand Index – the largest independent study of sustainability and brands in Europe – across 5 Nordic markets.
Is H&M ethical?
The Sustainable Brand Index does not audit companies. It measures how consumers see a brand's environmental and social responsibility, which is close to what most people mean by ethical. On that measure, H&M ranks #80 in Denmark in 2026, its strongest of 5 markets. A lower number is better.
Key takeaways
- Strongest market today: Denmark at 80th (2026).
- All-time best result: 6th in Denmark (2013).
- Biggest year-over-year improvement in Norway: moved up 30 positions from 2025 to 2026.
- Measured for 16 years (2011–2026) across 5 markets.
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H&M's ranking trend
Lower is better · #1 = most sustainable in marketAnnual position within each country's full brand universe, 2011–2026.
🇫🇮H&M in Finland
Clothes & Fashion - Stores| Year | Rank in Finland |
|---|---|
| 2013 | #58 |
| 2014 | #98 |
| 2015 | #115 |
| 2016 | #118 |
| 2017 | #119 |
| 2018 | #135 |
| 2019 | #137 |
| 2020 | #164 |
| 2021 | #200 |
| 2022 | #147 |
| 2023 | #206 |
| 2024 | #235 |
| 2025 | #241 |
| 2026 | #240 |
🇩🇰H&M in Denmark
Clothes & Fashion - Stores| Year | Rank in Denmark |
|---|---|
| 2013 | #6 |
| 2014 | #13 |
| 2015 | #24 |
| 2016 | #28 |
| 2017 | #25 |
| 2018 | #62 |
| 2019 | #27 |
| 2020 | #35 |
| 2021 | #45 |
| 2022 | #43 |
| 2023 | #44 |
| 2024 | #71 |
| 2025 | #63 |
| 2026 | #80 |
🇳🇴H&M in Norway
Clothes & Fashion - Stores| Year | Rank in Norway |
|---|---|
| 2013 | #53 |
| 2014 | #77 |
| 2015 | #95 |
| 2016 | #106 |
| 2017 | #95 |
| 2018 | #134 |
| 2019 | #102 |
| 2020 | #128 |
| 2021 | #108 |
| 2022 | #83 |
| 2023 | #137 |
| 2024 | #189 |
| 2025 | #232 |
| 2026 | #202 |
🇸🇪H&M in Sweden
Clothes & Fashion - Stores| Year | Rank in Sweden |
|---|---|
| 2011 | #17 |
| 2012 | #44 |
| 2013 | #79 |
| 2014 | #91 |
| 2015 | #92 |
| 2016 | #84 |
| 2017 | #90 |
| 2018 | #127 |
| 2019 | #143 |
| 2020 | #88 |
| 2021 | #175 |
| 2022 | #113 |
| 2023 | #216 |
| 2024 | #281 |
| 2025 | #275 |
| 2026 | #287 |
🇳🇱H&M in the Netherlands
Clothes & Fashion| Year | Rank in the Netherlands |
|---|---|
| 2017 | #52 |
| 2018 | #95 |
| 2019 | #104 |
| 2020 | #77 |
| 2021 | #128 |
| 2022 | #102 |
| 2023 | #159 |
| 2024 | #134 |
| 2025 | #131 |
| 2026 | #101 |
Want to know what's behind H&M's ranking?
The full brand report shows your sustainability score, what's driving it, how you compare to competitors, and where you're exposed – with 16 years of trend data.
Questions about H&M
Is H&M a sustainable brand?
H&M has been measured by the Sustainable Brand Index since 2011. Most recent rankings: Finland #240 (2026); Denmark #80 (2026); Norway #202 (2026); Sweden #287 (2026); the Netherlands #101 (2026). Lower rank numbers mean consumers see the brand as more sustainable.
Is H&M ethical?
The Sustainable Brand Index does not audit companies. It measures how consumers see a brand's environmental and social responsibility, which is close to what most people mean by ethical. On that measure, H&M ranks #80 in Denmark in 2026, its strongest of 5 markets. A lower number is better.
How sustainable is H&M in Finland?
In Finland, H&M ranks #240 in 2026 (industry: Clothes & Fashion - Stores). Its best position was #58 in 2013.
How sustainable is H&M in Denmark?
In Denmark, H&M ranks #80 in 2026 (industry: Clothes & Fashion - Stores). Its best position was #6 in 2013.
How sustainable is H&M in Norway?
In Norway, H&M ranks #202 in 2026 (industry: Clothes & Fashion - Stores). Its best position was #53 in 2013.
How sustainable is H&M in Sweden?
In Sweden, H&M ranks #287 in 2026 (industry: Clothes & Fashion - Stores). Its best position was #17 in 2011.
How sustainable is H&M in the Netherlands?
In the Netherlands, H&M ranks #101 in 2026 (industry: Clothes & Fashion). Its best position was #52 in 2017.
Where does this data on H&M come from?
From the Sustainable Brand Index, an independent consumer study run by SB Insight since 2011, with more than 80,000 interviews a year in Finland, Denmark, Norway, Sweden and the Netherlands.
Source: Sustainable Brand Index 2026, SB Insight.
About the ranking
The Sustainable Brand Index measures how consumers perceive a brand's sustainability – both environmental and social responsibility. Rankings are based on annual surveys of more than 80,000 consumers across Finland, Denmark, Norway, Sweden and the Netherlands. Brands are ranked within their industry and country.
Read the full methodology →