Countries with the best reputations revealed - but the UK doesn't make the top 10

Sweden has been named the number one most reuptable country on the planet in 2018, according to new research.

The study by Reputation Institute evaluated 55 of the world’s largest countries by GDP during the first quarter of 2018.

It captured a measure of emotional connection towards these countries, and how perceptions of reputation drive underlying stakeholder behaviour on key measures such as the willingness to visit, live in, work in, invest in and study in these countries.

Unfortunately the UK did not make the top ten list.

Reputation Institute’s Country RepTrak rankings are announced every year and several notable changes have taken place since 2017.

Sweden rose from third to first place this year and is one of four countries with an excellent reputation, said the report.

With almost universally excellent reputation scores, Sweden is the number one most ethical country with high transparency and low corruption.

It’s also the country with the most progressive social and economic policies. 

Right behind Sweden, Finland is the highest climber, rising from number seven to two.

In third place came Switzerland, followed by Norway and New Zealand.

Sweden’s Prime Minister Stefan Löfve said of the result: “I am convinced that this result stems from the fact that our 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.”

Ewa Lagerqvist, CEO at Visit Sweden, commented: “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.”

The economic impact of country reputation is significant, with each one-point increase in country reputation score resulting in 0.9 per cent annual increase in the number of tourists per capita and a 0.3 per cent rise in export rates. 

The study also revealed that underlying feelings of geo-political tension, nationalism, and social unrest have resulted in an overall decline in country reputation and support worldwide.

“Overall reputation declined in 2018, but a few countries retained an excellent reputation, said Stephen Hahn-Griffiths, Chief Reputation Officer at Reputation Institute. 

“These countries are defined by ethics, aesthetic beauty and a feel-good factor. But country perceptions of economic might, size of population, and GDP do not necessarily translate into a strong country reputation.”

Results revealed that while reputation drives supportive behaviours from stakeholders and economic growth, country reputation is not determined by the largest economy, population nor geographic area. Only 20 per cent 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

1.         Sweden

2.         Finland

3.         Switzerland

4.         Norway

5.         New Zealand

6.         Australia

7.         Canada

8.         Japan

9.         Denmark

10.       Netherlands