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 reflects the willingness to visit, live in, work in, invest in and study in these countries.

Sweden is seen as the number one most ethical country with high transparency and low corruption, as well as the country with the most progressive social and economic policies.

“What sets Sweden apart is that it is perceived as a highly principled, altruistic, egalitarian, and environmentally-conscious country”, said Nicolas George Trad, President, Strategic Accounts at Reputation Institute, the company behind the study.

The study also revealed that country reputation is not determined by the largest economy, population, nor geographic area. Only two out of the world’s top 10 countries by economy and geography are among the top 10 most reputable countries.

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

Read more about the study in this press release.

Henrik Selin, Deputy Director-General of the Swedish Institute, comments on the results: