Stockholm city by Björn Olin

Happiness, sustainability and tolerance

”A new and significant trend that is emerging is altruistic happiness,” says Stephen Hahn-Griffiths, the Reputation Institute’s Chief Reputation Officer commenting the country results in an article in Forbes.

Sweden’s reputation is credited to decades of sustainability initiatives, dating back to 1967, when Sweden became the world’s first country to form an environmental protection agency. Today, more than 99% of all waste is recycled and 52% of energy production is generated by renewable resources. Globally, Sweden accounts for less than 0,2% of all greenhouse gas emissions.

Embracing migration

Sweden also has a long history of embracing migration, most recently opening its borders to 163,000 refugees of the Syrian Civil War—more per capita than any other European nation.

In addition, Sweden supports the LGBTQ community, same-sex marriage was legalised in 2009 and sexual orientation discrimination protection was added to the constitution in 2011. Sweden has never ranked lower than fifth place in the World Economic Forum’s Global Gender Gap report, and it was the first country to replace maternity leave with parental leave (in 1974).

Ranking 55 countries

Finland ranks second, Norway fourth and Denmark ninth on the Country RepTrak, which is based on a survey of more than 58,000 individuals in Canada, France, Germany, Italy, Japan, Russia, the United Kingdom and the United States during the period from March to April 2018. The 55 countries considered were those with the greatest gross domestic product and familiarity with at least 51% of the G8 general population.