Is Klarna ethical and sustainable?
Klarna has been measured by the Sustainable Brand Index – the largest independent study of sustainability and brands in Europe – across 1 Nordic market.
Is Klarna 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, Klarna ranks #250 in Sweden in 2026. A lower number is better.
Key takeaways
- Strongest market today: Sweden at 250th (2026).
- All-time best result: 77th in Sweden (2018).
- Biggest year-over-year drop in Sweden: slipped 109 positions from 2025 to 2026.
- Measured for 9 years (2018–2026) across 1 market.
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Klarna's ranking trend
Lower is better · #1 = most sustainable in marketAnnual position within each country's full brand universe, 2018–2026.
🇸🇪Klarna in Sweden
Banks| Year | Rank in Sweden |
|---|---|
| 2018 | #77 |
| 2019 | #94 |
| 2020 | #106 |
| 2021 | #85 |
| 2022 | #114 |
| 2023 | #86 |
| 2024 | #185 |
| 2025 | #141 |
| 2026 | #250 |
Want to know what's behind Klarna'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 Klarna
Is Klarna a sustainable brand?
Klarna has been measured by the Sustainable Brand Index since 2018. Most recent rankings: Sweden #250 (2026). Lower rank numbers mean consumers see the brand as more sustainable.
Is Klarna 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, Klarna ranks #250 in Sweden in 2026. A lower number is better.
How sustainable is Klarna in Sweden?
In Sweden, Klarna ranks #250 in 2026 (industry: Banks). Its best position was #77 in 2018.
Where does this data on Klarna 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 →