Key Innovation Trends from the Norwegian innovation index
This year’s Norwegian Innovation Index highlights a landscape marked by both strong frontrunners and persistent structural challenges. At the top, a small group of firms has clearly separated itself from the rest of the market. Companies such as Tesla and Bulder stand out with exceptionally strong reputations for innovation, consistently outperforming competitors on commercial innovativeness. Their ability to deliver solutions that customers experience as genuinely new, useful, and value‑enhancing places them in a league of their own. Close behind, firms like Vipps, Tise, and IKEA demonstrate consistently high levels of commercial innovativeness performance, often driven by efforts to improve customer experiences through digital functionality and service simplicity.
insights from the report
Digital innovativeness continues to be a domain where several firms excel. Companies including Bulder, Vipps, Tesla, and Tibber show that well‑executed digital solutions can substantially elevate customer perceptions of innovativeness. Bulder, in particular, is far ahead of the pack,with customers highlighting the bank’s ability to pair automation, usability, and transparency in ways that feel both modern and meaningful.These firms exemplify how digital capability can translate into everyday value when it reduces friction, supports decision‑making, and adapts to customer needs.
Social innovativeness, however, remains comparatively weak in the Norwegian market.With the notable exception of Tise—whose performance significantly exceeds that of other firms—the overall level is modest. Still,several companies are recognised for authentic efforts in this area. Stormberg, Bilia, Bulder, and others are viewed as acting responsibly and contributing positively to societal goals, evenif their scores remain substantially below the leader. In addition, companies such as Tibber, IKEA, and NRK are credited by customers for meaningful steps toward environmental and social impact. Yet the gap between the front‑runner and the rest of the field shows that Norwegian firms have significant room to strengthen their societal contributions.
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Social innovativeness is the strongest driver of perceived commercial innovativeness, with animpact two to five times greater than digital innovativeness.
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Commercial innovativeness continues to strengthen firms’ relative attractiveness, as customers value improvements that make offerings more intuitive, accessible, and predictable. By contributing positively through attractiveness, commercial innovativeness supports loyalty and reinforces trust—especially among older adults who seek clarity and stability.
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Digital innovativeness remains a visible but vulnerable innovation dimension, as customers do not associate it with improved well being and often perceive it as detrimental to physical well-being. Although digital solutions can contribute to social well being, this does not translate into attractiveness. The trend signals a need for digital efforts that are more inclusive and supportive of human capabilities.
These results present a clear picture. Norwegian consumers reward firms that turn innovation into something concrete—solutions that simplify life, feel fair and transparent, and demonstrate responsibility toward society. Customers are increasingly attentive to whether innovation delivers real human value, and this trend is reinforced by Norway’s ageing population. As the customer base grows older, expectations for accessibility, clarity, and trust become even more central to how innovation is judged.
Recommendations
The findings point to clear priorities for Norwegian firms. To strengthen their innovation performance and stay relevant in a changing market, companies should focus on the areas where customers notice—and value—progress the most. The most important actions going forward include:
Shifting from digital activity to digital value
Strengthening social innovativeness as astrategic capability
Delivering innovations consumers actuallyexperience
Preparing for an ageing consumer base
Building consistency across innovationefforts.
