Is Puma ethical and sustainable?
Puma has been measured by the Sustainable Brand Index – the largest independent study of sustainability and brands in Europe – across 4 Nordic markets.
Is Puma 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, Puma ranks #200 in Finland in 2026, its strongest of 4 markets. A lower number is better.
Key takeaways
- Strongest market today: Finland at 200th (2026).
- All-time best result: 148th in Finland (2020).
- Biggest year-over-year improvement in Norway: moved up 28 positions from 2025 to 2026.
- Biggest year-over-year drop in Sweden: slipped 110 positions from 2025 to 2026.
- Measured for 11 years (2016–2026) across 4 markets.
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Puma's ranking trend
Lower is better · #1 = most sustainable in marketAnnual position within each country's full brand universe, 2016–2026.
🇫🇮Puma in Finland
Clothes & Fashion - Brands| Year | Rank in Finland |
|---|---|
| 2020 | #148 |
| 2021 | #186 |
| 2022 | #160 |
| 2023 | #184 |
| 2024 | #197 |
| 2025 | #216 |
| 2026 | #200 |
🇩🇰Puma in Denmark
Clothes & Fashion - Brands| Year | Rank in Denmark |
|---|---|
| 2020 | #167 |
| 2021 | #187 |
| 2022 | #175 |
| 2023 | #230 |
| 2024 | #206 |
| 2025 | #224 |
| 2026 | #233 |
🇳🇴Puma in Norway
Clothes & Fashion - Brands| Year | Rank in Norway |
|---|---|
| 2020 | #241 |
| 2021 | #202 |
| 2022 | #210 |
| 2023 | #197 |
| 2024 | #259 |
| 2025 | #259 |
| 2026 | #231 |
🇸🇪Puma in Sweden
Clothes & Fashion - Brands| Year | Rank in Sweden |
|---|---|
| 2016 | #230 |
| 2017 | #272 |
| 2018 | #238 |
| 2019 | #236 |
| 2020 | #278 |
| 2021 | #351 |
| 2022 | #366 |
| 2023 | #291 |
| 2024 | #326 |
| 2025 | #243 |
| 2026 | #353 |
Want to know what's behind Puma'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 Puma
Is Puma a sustainable brand?
Puma has been measured by the Sustainable Brand Index since 2016. Most recent rankings: Finland #200 (2026); Denmark #233 (2026); Norway #231 (2026); Sweden #353 (2026). Lower rank numbers mean consumers see the brand as more sustainable.
Is Puma 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, Puma ranks #200 in Finland in 2026, its strongest of 4 markets. A lower number is better.
How sustainable is Puma in Finland?
In Finland, Puma ranks #200 in 2026 (industry: Clothes & Fashion - Brands). Its best position was #148 in 2020.
How sustainable is Puma in Denmark?
In Denmark, Puma ranks #233 in 2026 (industry: Clothes & Fashion - Brands). Its best position was #167 in 2020.
How sustainable is Puma in Norway?
In Norway, Puma ranks #231 in 2026 (industry: Clothes & Fashion - Brands). Its best position was #197 in 2023.
How sustainable is Puma in Sweden?
In Sweden, Puma ranks #353 in 2026 (industry: Clothes & Fashion - Brands). Its best position was #230 in 2016.
Where does this data on Puma 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 →