Get to know your customer - which brand and sustainability attributes drive purchase intent and willingness to pay?
At Differ, we are convinced that sustainable brands are successful brands. Since 2008, we have tracked Swedish consumers’ views on brands and sustainability. Through the PUSH survey, we explore what builds sustainable brands and what drives purchase intent and willingness to pay in specific industries.
Do you want to measure your brand’s strength and perceived sustainability?
About the 2025 survey
Which brands are actually perceived as sustainable, what truly matters to consumers and what drives purchase intent? These are the questions our PUSH survey seeks to answer. By tracking consumer attitudes over time, we provide companies and decision-makers with insights into what creates credibility, engagement, and business growth.
74%
of consumers consider sustainability very important
Key insights from this year’s survey
37%
the largest share of the sustainability responsibility falls on companies, according to the Swedes.
64%
will recommend a brand based on its sustainability efforts.
6 out of 8
sectors has transparency around sustainability as a key driver of purchase intent and willingness to pay.
" Our conclusion is that sustainability should not be treated as one broad concept but as something specific. It is the concrete and well-defined aspects that drive purchase intent and willingness to pay. "
– Mikael af Kleen, Sustainability Strategist at Differ
Different sectors, different drivers
What consumers say is important and what actually influences their behavior is not always the same. Our survey clarifies which arguments truly have impact and which are less influential than consumers claim.
Differences between industries are significant—the strongest argument in one sector can be weak in another.
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The PUSH release – Get the insights before everyone else
With our annual PUSH release event, we gather each year to be inspired and to learn from brands and companies that build strong, credible, and engaging sustainability positions.
PUSH 2025 took place in February and was filled with insightful findings from the survey. Keep your eyes open for more information about PUSH 2026!
Want to be part of PUSH 2026?
