Is AMF ethical and sustainable?
AMF has been measured by the Sustainable Brand Index – the largest independent study of sustainability and brands in Europe – across 1 Nordic market.
Is AMF 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, AMF ranks #91 in Sweden in 2025. A lower number is better.
Key takeaways
- Strongest market today: Sweden at 91st (2025).
- All-time best result: 23rd in Sweden (2012).
- Biggest year-over-year drop in Sweden: slipped 7 positions from 2024 to 2025.
- Measured for 15 years (2011–2025) across 1 market.
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AMF's ranking trend
Lower is better · #1 = most sustainable in marketAnnual position within each country's full brand universe, 2011–2025.
🇸🇪AMF in Sweden
Pension| Year | Rank in Sweden |
|---|---|
| 2011 | #75 |
| 2012 | #23 |
| 2013 | #25 |
| 2014 | #32 |
| 2015 | #36 |
| 2016 | #41 |
| 2017 | #57 |
| 2018 | #80 |
| 2019 | #98 |
| 2020 | #116 |
| 2021 | #101 |
| 2022 | #67 |
| 2023 | #94 |
| 2024 | #84 |
| 2025 | #91 |
Want to know what's behind AMF'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 AMF
Is AMF a sustainable brand?
AMF has been measured by the Sustainable Brand Index since 2011. Most recent rankings: Sweden #91 (2025). Lower rank numbers mean consumers see the brand as more sustainable.
Is AMF 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, AMF ranks #91 in Sweden in 2025. A lower number is better.
How sustainable is AMF in Sweden?
In Sweden, AMF ranks #91 in 2025 (industry: Pension). Its best position was #23 in 2012.
Where does this data on AMF 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 2025, 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 →