Lego is the most reputable company in the Nordic region – Photos from the announcement event

Reputation and Trust Analytics’ “Reputation & Trust 2025” study reveals that Denmark’s most reputable company is Lego. At the bottom of the rankings across all Nordic countries are ultra-fast fashion retailers Temu and Shein, and Tesla’s reputation is also in steep decline.

The Reputation & Trust 2025 study was conducted in Denmark in May–June 2025. A total of 2,711 Danes responded to the survey, providing a total of 6,938 organizational evaluations.

Reputation and Trust Analytics’ Reputation&Trust research model uses a five-point scale ranging from 1 to 5. A company’s reputation is considered excellent if its reputation score is 4 or higher. Lego, rated as Denmark’s most reputable company, has a reputation score of 4.28.

“Such a high reputation score indicates that all aspects of the company’s reputation are at a good or excellent level,” summarizes Riku Ruokolahti, Development Director at Reputation and Trust Analytics.

 

 

Ultra-fast fashion retailers at the bottom – Tesla’s reputation has also taken a hit

The Reputation & Trust 2025 study was also conducted in Sweden, Norway, and Finland.

What all Nordic countries have in common is that ultra-fast fashion retailers Temu and Shein rank at the bottom of the lists, with reputations below 2.50—a very poor score. In Sweden and Denmark, Temu was rated as having the worst reputation, while in Finland and Norway, it was Shein.

Tesla is also among the companies with the worst reputation in all Nordic countries, and its reputation has declined sharply in recent years. The downward trend first emerged in Sweden, where Tesla’s reputation began to decline in 2023. This year marks the first time Tesla has appeared on Finland’s and Denmark’s lists of the least reputable companies.

 

 

 

“Tesla’s situation is extremely interesting from the perspective of measuring and managing reputation. It clearly shows that no brand thrives solely on marketing, but that reputation is influenced by factors such as organizational structure, management, and ownership,” says Riku Ruokolahti.

“Part of Tesla’s appeal was based on signaling: by driving an electric car, a person could show that they were a sustainability pioneer. When founder Elon Musk’s behavior then appeared irresponsible, it undermined the image that Tesla was the choice of a sustainability pioneer. This is a textbook example of how quickly you can lose a reputation built on a single pillar.”

 

How we conducted the research

The goal of the Reputation&Trust 2025 research round was to examine the reputation of companies operating in the Nordic countries among citizens. Data collection was carried out through an electronic survey in Finland, Sweden, Norway, and Denmark from May 16 to June 30, 2025.
Organizations were evaluated using Reputation and Trust Analytics’ Reputation&Trust research model, where an organization’s reputation score is calculated as the average of eight different dimensions. The dimensions are governance, financial performance, leadership, innovation, dialogue, products & services, workplace, and responsibility. The study used a five-point rating scale (1–5).
A total of 20,610 people from Finland, Sweden, Norway, and Denmark participated in the study. The target group in each country consisted of citizens aged 15–65 nationwide (in Finland, excluding Åland). The sample was weighted to represent the population by gender, age, and region of residence.
The statistical margin of error for the entire dataset in Denmark is at most approximately 1.88 percentage points in either direction.

 

For more information:

Riku Ruokolahti, Development Director, Reputation and Trust Analytics,
+358 400 512 200, riku.ruokolahti@reptrust.com

 

Pictures

On Wednesday, November 26, we announced the most reputable companies in the Nordic region. Here are some photos from the event.