A new report from Medieakademin's annual "Förtroendebarometer" reveals shifting consumer trust in Swedish companies. Systembolaget and IKEA continue to lead as the most trusted brands in Sweden, followed by ICA and Volvo. Meanwhile, H&M has recorded its lowest trust rating to date, while Tesla has also seen a significant decline.
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The survey, now in its 28th year, highlights that Swedish consumers favour established brands, with Systembolaget maintaining the top spot at 72% trust, up from 68% in 2024. IKEA follows with 60%, while ICA and Volvo secure third and fourth place with 45% and 43%, respectively.
E-commerce platforms Shein and Temu rank among the least trusted brands in both Sweden and other Nordic markets. According to Riku Ruokolahti, development director at Reputation and Trust Analytics, 'Temu has quickly entered the Nordic markets and now appears on the bottom of trust rankings in every studied country.'
Regarding social media, Google remains the most trusted platform, followed by LinkedIn and YouTube. ChatGPT debuts in the rankings, placing between YouTube and Flashback. Tiktok, however, registers the lowest trust score, at just 2%.
Reputation and Trust Analytics' study, covering over 22,000 consumers in the Nordics, reinforces Medieakademin's findings. IKEA, Systembolaget, and Scania rank highest in Sweden, while H&M falls to 22nd place, reflecting a decline in consumer perception.
The findings underscore a growing trend where Swedish consumers prioritise quality, transparency, and reliability, favouring well-established brands over newer entrants.
Source: www.ehandel.se