This article was originally published in the Global Soft Power Index 2025
Head of Unit,
Sweden Image Analysis
Unit, Swedish Institute
Senior Adviser,
Sweden Image Analysis
Unit, Swedish Institute
Sweden has consistently ranked among the world’s most admired nations, and this year, it has climbed one position in the Global Soft Power Index. How is the Swedish Institute using insights from the Index to shape Sweden’s nation brand and global engagement strategy?
Swedish Institute’s mission is analyse and follow the image of Sweden abroad, as well as to communicate and promote Sweden.
We also support communication and promotional activities implemented by Swedish foreign missions. We provide strategic insights that can be used when developing or adjusting strategic communication and promotion about Sweden, based on analysis of how Sweden performs in different areas, how Sweden is portrayed in international media, and about how Sweden is perceived.
One example is a new communication strategy for brand Sweden, to be launched this spring. The Global Soft Power Index is one useful source of information, pointing at strengths as well as future opportunities. We closely follow Sweden’s brand in different markets, as well as in areas that reflect Sweden’s strengths, for example governance, innovation, international contribution and efforts for the green transition.
Sweden ranks in the top 10 in half of all Soft Power attributes, demonstrating a well-balanced and globally competitive profile. What aspects of Sweden’s brand do you believe hold the greatest potential, and what future initiatives will the Swedish Institute focus on to maximise Sweden’s Soft Power?
We believe Sweden’s strong governance, quality of life, equality and stability, in combination with a highly knowledge intense and technological industry, is a great asset.
Being perceived as an innovation leader holds great potential - this is how we would like the Sweden brand to be perceived.
Two key initiatives this year are the launch and implementation of a new communication strategy for the brand Sweden, and the establishment of a national Team Sweden communication network.
The network includes key staff from about one hundred companies and organisations – already working with the brand Sweden and interested to contribute to a competitive image of Sweden. The communication strategy has been elaborated in a very inclusive process, involving many organisations from the private and public sector. This creates ownership and legitimacy for the new strategy, that aims at strengthening Sweden’s competitiveness.
Sweden has seen notable improvements in perceptions, including in Europe, likely influenced by Sweden joining NATO and Sweden’s support for Ukraine. How does Sweden’s position impact its Soft Power, and the communication of the Swedish Institute?
Geopolitical shifts and tensions affect many countries, including Sweden. Over time our international profile has always been a strong asset and in most countries, Sweden has a strong brand. Being perceived as country contributing to the common good is an asset from a brand perspective.
For Sweden this regards especially the contribution to a green transition and support to other countries in need. Today there seems to be a positive trend for Sweden’s Soft Power in Europe, perhaps strengthened by Sweden joining NATO and the support for Ukraine.
We can also see that Sweden’s firm support for liberal values and democracy is sometimes challenged. Long-term fact-based communication and promotion is very important to build knowledge and trust in Sweden in different parts of the world.
