Skansen industry winner in the Sustainable Brand Index 2023

Skansen ranks as Sweden’s most sustainable brand in the travel and tourism industry according to Swedish consumers. This is shown by the annual brand study Sustainable Brand Index, which was presented this week.

The Sustainable Brand Index

The Sustainable Brand Index is Europe’s largest brand study on sustainability. It measures Swedish consumers’ perception of how sustainable brands are. This year’s study shows that Skansen ranks first in the category “Travel & tourism”.

– We are happy and proud of the Swedish consumers’ opinion. It serves as proof that what we have done so far to be a sustainable destination is coming across. Having said that, sustainability work is not something you are ever done with. Skansen and our assets, such as historic houses, green areas and zoo, have been managed since 1891 and are to be passed on to future generations. It requires long-term planning and continuity, says Yvonne Nordlind, marketing and communications manager at Skansen.

High ambitions

The Skansen Foundation has high ambitions with its sustainability work. They focus mainly on species conservation and biological diversity, as well as preserving and making cultural heritage available. The additional emphasis in recent years has been on strengthening educational work, reducing water and energy consumption, conversion to fossil-free green electricity, reducing waste and increasing the recycling rate.

– Our location close to the city, in the middle of Stockholm, provides unique conditions for us to reach lots of people with sustainable experiences of Sweden’s nature and culture. By setting goals and making wise decisions today, we hope to inspire more people to make sustainable choices, says Karin Ringholm, park manager and coordinator of sustainability issues for Skansen.

Skansen’s sustainability work

Skansen’s sustainability work is based on an action plan with twelve focus areas. Focus areas that have a direct connection to the UN’s global sustainability goals Agenda 2030. Each focus area has sub-goals that affect all parts of the business and are followed up every year. Here are some examples of what has been done in recent years:

  • Within Skansen’s work with species conservation and biological diversity, they keep endangered species in the zoo, work with landrace breeds, biologically favourable green areas and cultural heritage plants. Efforts in recent years also include the opening of the Baltic Sea Science Center (2019). And an exhibition that visualizes biological diversity was produced together with Visualization Center C in Norrköping, Stockholm Resilience Center and the Swedish University of Agricultural Sciences in 2022.
  • As a zoo, Skansen also has a responsibility that extends beyond its own physical location. For a number of years, Skansen has worked to collaborate with research to a greater degree. Thereby being able to actively contribute to species conservation and biological diversity. The location close to the city provides a unique opportunity to reach out to and engage a large number of guests, schools and companies.
  • By preserving and making cultural heritage available, Skansen shows how history can contribute to solutions for a sustainable society. A visit to Skansen not only gives an insight into history. It also gives a perspective on our own lives here and now. By putting current issues in society in a historical perspective, people are engaged to understand and be active in their own contemporaries.
  • Every year, a very large number of school students are welcomed, 55,565 students visited Skansen in 2022. All school tours and lessons have a goal and connection to Agenda 2030.
  • Skansen has reduced the amount of household waste by 28% from 2018 to 2022 thanks to increased waste sorting. During 2022-2023, new sorting stations for Skansen’s guests were developed in a collaborative project with Stockholm Consumer Cooperative Society.
  • All Skansen’s vehicles run on electricity or EcoPar Bio.
  • Skansen continues to reduce and make energy consumption more efficient. The use of the last oil boiler fired with EcoPar Bio will end in 2023. All electricity that is consumed has the label good environmental choice.
  • Most of the small machines, such as chainsaws and lawnmowers, have been replaced with battery-powered ones and the few that remain run on environmental fuel.
  • New sustainability goals have been implemented together with Skansen’s restaurateurs. This means, among other things, that wholesome vegetarian options should be at the top of the menu, fish must come from sustainable fishing, meat products must be Swedish (alternatively EU organic) and no non-certified palm oil may be used.

Skansen’s works with sustainability within all 17 SDGs.