This article was originally published in the Brand Finance Global Soft Power Index 2026
Enterprise Estonia has actively used insights from the Global Soft Power Index to track perceptions and inform the new nation brand strategy. How does the Index support your decision-making, and how has it helped Estonia prioritise to strengthen its soft power internationally?
We believe that every smart choice starts with facts. When you live in a country every day, it’s easy to develop blind spots about how others truly see you. To deliver messages that resonate globally, and even more so with specific audiences tailored to each market, you need to understand their perspective. The Global Soft Power Index gives us that clarity. It enables us to assess in detail, across key themes, whether the image we believe we project aligns with reality.
That’s why we’ve invested heavily in decoding the GSPI results and translating them into actionable insights for partners shaping Estonia’s international image. We host regular brand meetups, share updates through newsletters and briefings, and speak extensively about Estonia’s brand, its perceived strengths, and the tools that help us tell our story. Although Estonia has only been using the Global Soft Power Index as a strategic tool for a few years, its findings have been extraordinary. We see clearly that tracking these insights over time is essential for spotting patterns and trends that short-term snapshots simply cannot reveal. This long-term perspective is what enables us to strengthen Estonia’s voice on the global stage.
Estonia is internationally recognised for its leadership in digital governance and innovation. How are these strengths supporting Estonia’s business environment and helping attract investment, talent, and entrepreneurship globally?
We are not just Estonia: we are e-Estonia. In 2025, we proudly announced to the world that Estonia is 100% digital: every public service is online. This is more than a milestone; it’s a powerful selling point. In Estonia, living, starting a business, and running it, is genuinely straightforward, fast, and convenient.
This digital-first approach reflects who we are as a nation: smart, agile, and innovative. We have a maker’s mindset. We’ve always had to achieve more with less, and that drive has made us pioneers. We are strong defenders of democracy, and our commitment to these values has earned global recognition.
These qualities have shaped Estonia into one of the most entrepreneurial nations globally. We are proud to have the highest number of unicorns and startups per capita. Our groundbreaking e-Residency programme -the first of its kind- allows entrepreneurs anywhere to run businesses in Estonia using our digital infrastructure. Today, more than 134,000 e-residents have established over 39,000 companies here, meaning one in five new businesses in Estonia is created by e-residents. For a small country, this has a remarkable economic impact and it is proof that innovation can transcend borders.
While many nations move away from their environmental and social commitments, Estonia is proud to communicate sustainability among its core values with renewed strength as part of its nation brand strategy. Why do you consider it so important?
Estonia is known for its unspoiled nature, clean air, and vast forests, which symbolise our dedication to preserving the planet. We have a lively cleantech sector and innovative startups we can be proud of. Culturally, Estonians have a strong connection to nature, making it both logical and essential to foreground this in our core messaging. It is a defining element of Estonian identity and offers an authentic reflection of what everyday life in Estonia looks like. This is broader than a mere political viewpoint, and we believe it won’t lose its relevance.
