Supercell is Finland's most reputable company – Tesla's reputation is in sharp decline across the Nordic countries

According to Reputation&Trust survey conducted by Reputation and Trust Analytics (formerly T-Media), Supercell is Finland’s most reputable company. Ponsse came in a close second, and Fazer took third place.

Reputation&Trust survey was conducted in Finland from May to June 2025. A total of 10,899 Finns responded to the survey, providing a total of 21,554 organizational ratings.

Supercell, which has emerged as Finland’s most reputable company, scored 4.03 in the survey; forestry machine manufacturer Ponsse, which came in second, scored 4.02; and food company Fazer, which came in third, scored 4.00.

“The differences among the top three are very small. It is also worth noting that these three companies operate in different industries, but all three have achieved exceptionally high scores. Last year, not a single company in Finland achieved a reputation score of over four,” says Riku Ruokolahti, Development Director at Reputation and Trust Analytics.

Reputation and Trust Analytics’ Reputation&Trust research Reputation&Trust uses a five-point scale from 1 to 5. A company’s reputation is considered excellent if its reputation score is 4 or higher.

“Such a high reputation score indicates that all aspects of the company’s reputation are at a good or excellent level,” Ruokolahti summarizes.

Ikea is doing well in all the Nordic countries

The Reputation&Trust survey was also conducted in Sweden, Norway, and Denmark. This year, the company with the best reputation in the Nordic countries was found in Denmark: toy manufacturer Lego had a reputation score of 4.28.

In Norway, the top spot went to the mobile payment service Vipps, while in Sweden it was Ikea, which ranked third in both Norway and Denmark. In Finland, too, Ikea returned to the list of the most reputable companies, coming in at number seven.

“Ikea has become a true Nordic leader. It is truly exceptional for a single company to be on the list of the ten most reputable companies in all the Nordic countries,” says Riku Ruokolahti.

“Ikea doesn’t sell an image; it’s simply what it is: a manufacturer of home furnishings. When you shop there, you know what you’re getting, and the quality is good enough. The company’s top management actively takes

“takes a stance on sustainability issues, and this, too, may influence the reputation ratings IKEA receives in the Nordic countries,” Ruokolahti notes.

Ultra-fast fashion retailers are following suit—Tesla’s reputation has also taken a hit

Another commonality among all the Nordic countries is that Temu and Shein, which sell fast fashion, rank at the bottom of the lists, with ratings below 2.50—a very poor score. In Finland and Norway, Shein was rated the worst, while in Sweden and Denmark, it was Temu.

Tesla is also among the companies with the worst reputations in all the Nordic countries, and its reputation has declined sharply in recent years. The downward trend first became apparent in Sweden, where Tesla’s reputation began to decline as early as 2023. This year marks Tesla’s first appearance on the list of companies with the worst reputations in Finland and Denmark.

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

“Part of Tesla’s appeal was based on signaling: by driving an electric car, a person could signal that they were a pioneer in sustainability. When the company’s founder, Elon Musk, then behaved in an irresponsible manner, the foundation of the perception that Tesla is the choice of a pioneer supporting sustainable development crumbled. This is a textbook example of how quickly a reputation built on a single pillar can be lost,” Ruokolahti notes.

This is how we conducted the study

The aim of the Reputation&Trust survey was to assess the reputation of companies operating in the Nordic countries among the general public. Data for the survey was collected via an online questionnaire in Finland, Sweden, Norway, and Denmark from May 16 to June 30, 2025.

The organizations were evaluated using Reputation and Trust Analytics’ (formerly T-Media) Reputation&Trust, in which an organization’s reputation score is calculated as the average of eight different categories. These categories include corporate governance, finance,

leadership, innovation, interaction, products & services, workplace, and corporate 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 study’s target group consisted of citizens aged 15–65 nationwide (excluding the Åland Islands in Finland). The sample was weighted to be representative of the population by gender, age, and region of residence.

The margin of error for the entire data set in Finland is at most approximately 0.94 percentage points in either direction.

For more information:

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