Is Uber ethical and sustainable?
Uber has been measured by the Sustainable Brand Index – the largest independent study of sustainability and brands in Europe – across 4 Nordic markets.
Is Uber 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, Uber ranks #110 in the Netherlands in 2026, its strongest of 4 markets. A lower number is better.
Key takeaways
- Strongest market today: the Netherlands at 110th (2026).
- Biggest year-over-year improvement in the Netherlands: moved up 43 positions from 2025 to 2026.
- Measured for 8 years (2019–2026) across 4 markets.
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Uber's ranking trend
Lower is better · #1 = most sustainable in marketAnnual position within each country's full brand universe, 2019–2026.
🇫🇮Uber in Finland
Passenger Transport| Year | Rank in Finland |
|---|---|
| 2020 | #197 |
| 2021 | #209 |
| 2022 | #207 |
| 2023 | #230 |
| 2024 | #237 |
| 2025 | #247 |
| 2026 | #250 |
🇳🇴Uber in Norway
Passenger Transport| Year | Rank in Norway |
|---|---|
| 2020 | #230 |
| 2021 | #258 |
| 2022 | #262 |
| 2023 | #249 |
| 2024 | #250 |
| 2025 | #255 |
| 2026 | #257 |
🇸🇪Uber in Sweden
Passenger Transport| Year | Rank in Sweden |
|---|---|
| 2019 | #256 |
| 2020 | #324 |
| 2021 | #343 |
| 2022 | #339 |
| 2023 | #403 |
| 2024 | #385 |
| 2025 | #396 |
| 2026 | #405 |
🇳🇱Uber in the Netherlands
Mobility| Year | Rank in the Netherlands |
|---|---|
| 2020 | #175 |
| 2021 | #184 |
| 2022 | #212 |
| 2023 | #224 |
| 2024 | #172 |
| 2025 | #153 |
| 2026 | #110 |
Want to know what's behind Uber'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 Uber
Is Uber a sustainable brand?
Uber has been measured by the Sustainable Brand Index since 2019. Most recent rankings: Finland #250 (2026); Norway #257 (2026); Sweden #405 (2026); the Netherlands #110 (2026). Lower rank numbers mean consumers see the brand as more sustainable.
Is Uber 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, Uber ranks #110 in the Netherlands in 2026, its strongest of 4 markets. A lower number is better.
How sustainable is Uber in Finland?
In Finland, Uber ranks #250 in 2026 (industry: Passenger Transport). Its best position was #197 in 2020.
How sustainable is Uber in Norway?
In Norway, Uber ranks #257 in 2026 (industry: Passenger Transport). Its best position was #230 in 2020.
How sustainable is Uber in Sweden?
In Sweden, Uber ranks #405 in 2026 (industry: Passenger Transport). Its best position was #256 in 2019.
How sustainable is Uber in the Netherlands?
In the Netherlands, Uber ranks #110 in 2026 (industry: Mobility). Its best position was #110 in 2026.
Where does this data on Uber 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 →