Is HAY ethical and sustainable?
HAY has been measured by the Sustainable Brand Index – the largest independent study of sustainability and brands in Europe – across 1 Nordic market.
Is HAY 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, HAY ranks #121 in Denmark in 2026. A lower number is better.
Key takeaways
- Strongest market today: Denmark at 121st (2026).
- All-time best result: 69th in Denmark (2022).
- Biggest year-over-year drop in Denmark: slipped 31 positions from 2025 to 2026.
- Measured for 6 years (2021–2026) across 1 market.
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HAY's ranking trend
Lower is better · #1 = most sustainable in marketAnnual position within each country's full brand universe, 2021–2026.
🇩🇰HAY in Denmark
Furniture & Decoration - Stores| Year | Rank in Denmark |
|---|---|
| 2021 | #90 |
| 2022 | #69 |
| 2023 | #87 |
| 2024 | #73 |
| 2025 | #90 |
| 2026 | #121 |
Want to know what's behind HAY'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 HAY
Is HAY a sustainable brand?
HAY has been measured by the Sustainable Brand Index since 2021. Most recent rankings: Denmark #121 (2026). Lower rank numbers mean consumers see the brand as more sustainable.
Is HAY 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, HAY ranks #121 in Denmark in 2026. A lower number is better.
How sustainable is HAY in Denmark?
In Denmark, HAY ranks #121 in 2026 (industry: Furniture & Decoration - Stores). Its best position was #69 in 2022.
Where does this data on HAY 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 →