The Reputation Institute has for 20 years measured the reputation of countries and companies. Scandinavia Ranks on Top on the List of World’s Most Reputable Countries. On top of the list this year is Sweden, up from number three last year, followed by Norway (4) and Denmark (9).
The institute’s Country RepTrak reveals that Sweden earns top spot as Most Reputable Country in the World, based on perceptions of fostering happiness, altruism, aesthetic appeal, and overall feel good factor as well as economy, technology and efficient use of public resources and contribution to global culture.
55 countries measured
“People are expecting more and more from companies and countries, in terms of solving the challenges we’re seeing around the world, and they’re being let down,” says Nicolas Georges Trad, executive partner at the Reputation Institute, in a statement.
Scandinavia Ranks on Top on the List of World’s Most Reputable Countries
Based on more than 58,000 individual ratings among the General Public across the G8 economies, the study evaluated 55 of the world’s largest countries by GDP and familiarity with at least 51% of the G8 general population during the period from March to April 2018. The 55 countries considered were those with the greatest gross domestic product.
“There’s been a lot of disruption in the world in the last 18 to 24 months,” adds Stephen Hahn-Griffiths, the institute’s chief reputation officer. “It really adds up to a lingering feeling of uncertainty in the world at the intersection of geopolitical tension, nationalism and underlying social unrest.”
Neither size nor economy is a guarantee of an excellent country reputation, according to the institute. The Top 10 most reputable countries in 2018 are: 1. Sweden 2. Finland 3. Switzerland 4. Norway 5. New Zealand 6. Australia 7. Canada 8. Japan 9. Denmark 10. Netherlands.
Sweden’s social model
Sweden’s Prime Minister Stefan Löfven says he is convinced that this result stems from the fact that the country’s social model creates not only growth but also freedom, equality and security. More and more people understand that inequality is a major obstacle for economic development in the world.
With almost universally excellent reputation scores, Sweden is seen as the #1 most ethical country with high transparency and low corruption, as well as the country with the most progressive social and economic policies.
Related: The Sophisticated Swedes
“A new and significant trend that is emerging is altruistic happiness,” says Hahn-Griffiths. “The countries that rise to the top of the rankings are the ones that allow you to fulfill the pursuit of happiness.”
Generous social benefits, liberal holiday policies, and gender equality are stated as some of the factors behind Sweden’s top score.
Sweden – a welcoming country
“It is gratifying to see that Sweden ranks number one as the most reputable country. Especially with characteristics such as being a welcoming and progressive country. For being such a small country, a lot of creativity, design and technology comes from Sweden – just look at IKEA, Spotify and H&M. It really shows that our ways of living make a mark globally and gives reasons for tourists to come visit our country,” says Ewa Lagerqvist, CEO at Visit Sweden.
The 29 nations ranked with declining reputations in the report would do well to take note of Sweden’s narrative strategy.
Scandinavia Ranks on Top on the List of World’s Most Reputable Countries, written by Tor Kjolberg
Feature image (on top) Ikea, Almhult. Photo: Vilhelm Carlstrom