Behind the barometer

Behind the barometer

Approach and methodology

How we have analysed digital sustainability

The Sustainability Barometer 2022 is based upon the following combination of methods:

  1. More than 100 hours of desk reseach uncovering publically accessible reports and discussions about sustainable technology.
  2. Seven qualitative interviews with leading experts on digital sustainable from various sectors selected for analysis according to their field of expertise to get an accurate overview of current developments and issues within sustainable technology. Research questions were largely open-ended, but focused on the following: their respective areas of expertise, the influence of digital technologies, development of digital technologies (potentials and challenges), responsibility of various actors and expectations for our digital future.
  3. Quantitative web survey of 1,974 nationally representative Danish citizens, collected through our data partner, Norstat in June 2022. The full questionnaire and list of results can be provided upon request. Please contact Pernille Larsen (
  4. Cluster-based segmentation analysis, dividing the Danish population intofourdifferent segments based on their approach to sustainability in general and sustainabletechnology in particular. The segmentation variables that comprise the statistical cluster analysis were derived through a lengthy iterative process, in which more than 100 individual questions were distilled into five variables to describe the segment:
    • General approach to sustainability: i) Broad or narrow definition of sustainability; ii) Level of sustainability consideration involved in own consumption (self-reported)
    • Approach to sustainable technology: iii) Knowledge and interest in newest technologies, iv) Awareness level regarding the sustainability impact of their digital consumption (i.e. climate impact and diversity impact), and v) Level of sustainability consideration involved in own digital consumption (self-reported)


  • Anette høyrup

    Anette is chief legal advisor and team leader at the Danish Consumer Council and has expertise in legal aspects of new technologies, marketing, personal data protection and IT-security. Furthermore, she is part of the Danish Data Ethical Council and the Council for Digital Security.

  • Anne-marie engtoft larsen

    Anne Marie Engtoft Larsen is Denmark’s Tech Ambassador with responsibility for representing the Danish Government to the global tech industry and in global governance forums on emerging technologies.

  • Anders hvid

    Anders is the co-founder of the think tank and consultancy DareDisrupt. He has more than 25 years of experience in business development and IT consulting – and he is the co-author of the book, Face the Future.

  • David budtz

    David is a professor of Science Communication and Impact Studies at Aalborg University and director of the Humanomics Research Centre in Copenhagen. His research is focused on the impact, communication, and governance of science and technology.

  • Anna Ilsøe

    Anna is an Associate Professor at the Employment Relations Research Centre at the University of Copenhagen.  Currently she is head of a number of research projects on digital labour markets, including the digital economy.

  • Annika hedberg

    Annika is the Head of Sustainable prosperity for Europe Programme at European Policy Centre (EPC). In her job at EPC she aims to bring a more sustainable and competitive European economy to the top of the political agenda.

  • Gry hasselbalch

    Gry is a PhD, author and scholar specialised in the powers and interests of the big data and AI era. In 2015 she co-founded the European think-do-tank She was a member of the European Commission’s High Level Expert Group on AI and is today the Research Lead of the European Commission's International Outreach for a Human-Centric Approach to Artificial Intelligence ( initiative.


About the Sustainability Barometer

At Advice, we believe it is time to apply our values of sustainability to the digital world. This barometer is a first step towards placing digital sustainability on the agenda – especially in a highly digitalized Danish context. You can find the previous Barometer here.

We are at an inflection point, able to impact the direction in which digital space develops. The right decisions today can ensure future digital technology is used in ways that benefit a healthy global community. We must consider technologies’ sustainable impacts, not only for the planet, but also for societal equality and individual liberty. This is the new space for opportunity.

The digital realm requires we rethink all our societal values in a digital context. We need preserve our democratic, individual, and environmental principles in a digital context. And seek ways to adapt and further improve them. Every decision maker must ask themselves every time new technology is deployed: can this technology enable free choice, free speech, a positive climate impact, coherence, and understanding?

In addition to widespread research across the internet, we have completed a survey with 2000 Danes in order to establish how they respond to sustainability issues in a digital context. We have also interviewed seven leading experts with specialized knowledge of digital sustainability.We are glad to give you insights into the rest of the data. In that case, contact Pernille Larsen (

Our analytical findings have informed a digital value compass, comprised of nine distinct values. We encourage companies, organizations, governments, and individual users to utilize this compass when developing, implementing, and using digital technology.

Sustainable technology demands our attention. We hope you find the annual Sustainability Barometer useful in addressing our shared future.

About Advice

Advice is an integrated agency based in Denmark. An agency that takes brands into a bigger context, creating curious solutions that bridge agendas, brands, and technologies. We do that by identifying relevant agendas, developing the brand, building the technological infrastructure, and launching solutions that touch lives and transform culture.

We strive to shape sustainable consumption, attitudes, and behaviour. By 2025, we will only work for companies that contribute to a sustainable future and with projects that contribute to a sustainable present.

Contact: Anna Louise Henrichsen, Director Agendas and Stakeholders. Mail:, Phone: +45 28140859