The confidence barometer measures the Swedes’ confidence in society; institutions, persons, political parties, media and companies.
The media
This year’s barometer shows, like previous years, that public service companies SVT and Sveriges Radio have the highest confidence where 67 percent have quite or very great confidence in Sweden’s radio and 62 percent for SVT, which is an increase of three percentage points each compared to last year .
Those who state that they are politically on the left have higher confidence in public service than right -wing voters.
The largest increase in trust is TV4 and the lowest confidence among traditional media has the evening newspapers Aftonbladet and Expressen.
Social media
Confidence in social media remains low. 8 percent have confidence in Flashback and Instagram, 5 for Facebook, 4 for X and only 2 percent for TikTok.
The Career Platform LinkedIn, which makes his debut in the Barometer, stands out among the social media and has a confidence of 17 percent.
Celebrities
The category “International opinion leaders” shows cultural and media persons for which Irish writer Sally Rooney, who has confidence in 10 percent, the American podcaster Joe Rogan, who 9 percent have confidence in and artist Taylor Swift, which 16 percent have confidence in.
At the top of the list of international opinion makers is French Giséle Pelicot, who reported his (now former) husband for repeated rape and chose to talk openly about it.
Politics
Confidence in the political parties has been on a steady decline since the top listing in 2022. Then 25 percent felt confidence in the parties, this year it is only 16 percent. The highest confidence knows the Swedes for the Social Democrats (38 percent) and the lowest for the Liberals (10 percent). The biggest increase is the Environment Party, which more people feel confident in ten years (20 percent).
Top and bottom
The highest confidence of all institutions and persons has the police with 74 percent, followed by Systembolaget, Säpo, the Swedish Armed Forces and the universities/colleges.
At the bottom is TikTok, 2 percent, followed by battery participation Northvolt with the same figure, X, Facebook and Instagram and Flashback.
The measurement was carried out by veran (formerly Kantar Public and Sifo) and comprises 2,509 web interviews with people aged 16 – 84 years.
Institutions
1. Police: 74
2. University/colleges: 67
3. Healthcare: 64
(…)
16. The daily press: 31
17. The banks: 30
18. Political parties: 16
BUSINESS
1. Systembolaget: 72
2. IKEA: 60
3. ICA: 45
(…)
12. H & M: 15
13. Tesla: 9
14. Northvolt: 2
Authorities & organizations
1. SÄPO: 69
2. The Armed Forces: 68
3. The Swedish Tax Agency: 65
(…)
13. Municipal social services: 24
14. The Migration Board: 18
15. The Employment Service: 15
Media
1. SR: 67
2. SVT: 62
3. Local morning newspaper: 46
(…)
15. Facebook: 5
16. X (former Twitter): 4
17. Tictoc: 2
International leaders
1 Volodyyr Zelensky (Ukraine President): 53
2 Mette Frederiksen (Denmark Prime Minister): 50
3 Ursula von der Leyen (EU Commission President): 37
(…)
10 XI Jinping (China President): 1
10 Vladimir Putin (President of Russia): 1
10 Recep Tayyip Erdogan (Turkish Prime Minister): 1
International opinion makers
1 Giséle Pelicot (the wife of the rapist from Avignon): 43
1 Malala Yousafzai (activist and Nobel Laureate): 43
3 Mark Rutte (NATO Secretary -General): 40
(…)
8 Sally Rooney (author): 10
9 Joe Rogan (podcast host “The Joe Rogan Experience”): 9
10 Elon Musk (Entrepreneur and owner of X and Tesla): 5