Is Google ethical and sustainable?
Google has been measured by the Sustainable Brand Index – the largest independent study of sustainability and brands in Europe – across 2 Nordic markets.
Is Google 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, Google ranks #107 in the Netherlands in 2026, its strongest of 2 markets. A lower number is better.
Key takeaways
- Strongest market today: the Netherlands at 107th (2026).
- All-time best result: 22nd in Sweden (2014).
- Biggest year-over-year drop in Sweden: slipped 79 positions from 2025 to 2026.
- Measured for 16 years (2011–2026) across 2 markets.
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Google's ranking trend
Lower is better · #1 = most sustainable in marketAnnual position within each country's full brand universe, 2011–2026.
🇸🇪Google in Sweden
Digital Services| Year | Rank in Sweden |
|---|---|
| 2011 | #32 |
| 2012 | #60 |
| 2013 | #44 |
| 2014 | #22 |
| 2015 | #27 |
| 2016 | #34 |
| 2017 | #33 |
| 2018 | #55 |
| 2019 | #58 |
| 2020 | #59 |
| 2021 | #97 |
| 2022 | #92 |
| 2023 | #71 |
| 2024 | #123 |
| 2025 | #133 |
| 2026 | #212 |
🇳🇱Google in the Netherlands
Digital| Year | Rank in the Netherlands |
|---|---|
| 2021 | #67 |
| 2022 | #97 |
| 2023 | #142 |
| 2024 | #80 |
| 2025 | #106 |
| 2026 | #107 |
Want to know what's behind Google'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 Google
Is Google a sustainable brand?
Google has been measured by the Sustainable Brand Index since 2011. Most recent rankings: Sweden #212 (2026); the Netherlands #107 (2026). Lower rank numbers mean consumers see the brand as more sustainable.
Is Google 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, Google ranks #107 in the Netherlands in 2026, its strongest of 2 markets. A lower number is better.
How sustainable is Google in Sweden?
In Sweden, Google ranks #212 in 2026 (industry: Digital Services). Its best position was #22 in 2014.
How sustainable is Google in the Netherlands?
In the Netherlands, Google ranks #107 in 2026 (industry: Digital). Its best position was #67 in 2021.
Where does this data on Google 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 →