Finnish consumers trust companies more than their Nordic Neighbours do

When consumers in Sweden, Norway, Denmark and Finland were asked to grade their level of trust for companies on a scale from 1 to 7 Finns turned out to be noticeably more trusting than the other nationalities. On the scale 1 represents very low trust and 7 very high.

In the trend from Sustainable Brand Index^TM 2015 that was released last week we saw that Finnish consumers also consider themselves more aware of the environmental- and social responsibility taken by companies and tend to generally be more confident in their own opinions and knowledge. Finns question companies less than other consumers in the Nordics which give companies on the Finnish market less incentive to work with sustainability than companies operating in Sweden, Norway and Denmark.

Denmark, closely followed by Sweden, is the Nordic country where consumers have the least trust in companies. 56% of Danish consumers rated their trust level from 1-3. Companies need to work with their branding if they are to succeed on the Danish market.

This is the third trend published from Sustainable Brand Index™ 2015. The full index will be released on the 23^rd of March at an award ceremony at Nalen in Stockholm.