Swedish authorities are losing public trust – the Customs Service and the Tax Agency are bucking the trend

 

A new study from Reputation and Trust Analytics shows that public confidence in Swedish government agencies is wavering. The Swedish Customs Service and the Swedish Tax Agency are two agencies bucking the trend in an increasingly scrutinized public sector.

Reputation and Trust Analytics analyzes how reputation influences stakeholder behavior. A survey of Swedish government agencies in 2025 reveals a slight downward trend in reputation. The study is based on responses from 2,155 Swedes and covers the ten largest government agencies, ranked by number of employees.

The average rating has dropped from last year’s 3.04 to 3.02 on a five-point scale, indicating a decline in public support. The most significant decline is evident in the perception of products and services.

“When Swedish authorities lose their reputation, they also lose support—both from citizens and from future talent. A strong reputation means greater legitimacy, better recruitment prospects, and stronger support for decision-making,” says Alexander Widén, Senior Advisor at Reputation and Trust Analytics.

 

 

The Customs Service and the Armed Forces at the top – the Tax Agency climbs the most

“In the study, the Swedish Customs Service is often portrayed in a positive light. In 2024, the agency made historic drug seizures and is seen as a key player in combating the rise in parcel-based smuggling. Public engagement and interest have also grown, likely in part thanks to the TV series *Gränsbevakarna Sverige*,” says Widén.

“At a time when government authority is often called into question, the Swedish Customs Service’s strong reputation reminds us that operational strength, decisiveness, and tangible results still command respect and build trust—even in a fragmented media landscape,” Widén continues.

Sweden’s accession to NATO marks more than a strategic shift—it is a redefining of the Swedish Armed Forces’ perceived identity. The agency’s reputation is now shaped at the intersection of alliance policy, national security, and public expectations.

The largest increase between 2024 and 2025 is seen in the Swedish Tax Agency’s rating, from 3.42 to 3.50.

“The Swedish Tax Agency’s success, in turn, shows that trust can be built through consistent service, transparency, and communication—even in a polarized social climate,” says Widén.

The Relationship Between Reputation and Stakeholder Support

A declining reputation has consequences. The 2025 "Reputation and Trust" study shows a strong correlation between reputation and people’s willingness to pay taxes, seek employment, or speak positively about a government agency. Overall stakeholder support among the ten largest government agencies is declining this year from 3.09 to 3.05. The most significant decline is seen in the willingness to support an organization in crisis and to listen to its views.

The decline in stakeholder support affects the authorities’ ability to attract talent, maintain support for tax-funded operations, and facilitate effective public dialogue.

The Prison Service is losing ground

Some government agencies have seen particularly sharp changes. The Swedish Public Employment Service and the Swedish Prison and Probation Service have experienced the most significant decline in public perception, particularly in the areas of dialogue and products and services.

The decline in the prison system coincides with a year of critical media coverage, including reports of violence, overcrowding, and instability within the facilities.

“The decline in reputation reflects a year of negative media coverage and a lack of transparency. It shows how quickly trust can erode—and how crucial it is to maintain a sense of control, not only over the inmates but also over communication with the public,” says Widén.

What does it take to regain trust?

According to the study, Swedish authorities are particularly lacking in the area of products and services.

“To regain lost trust, Swedish authorities need to continue increasing their transparency, embrace innovation, and deliver and communicate clearer value in citizens’ everyday lives,” says Widén.

About the study

Reputation and Trust Analytics examines how reputation influences stakeholder behavior. The purpose of the 2025 Reputation and Trust Analytics survey and analysis of Swedish government agencies was to examine public trust in and perceptions of key agencies within the Swedish government.

The data collection was conducted via an online survey between April 25 and May 19, 2025.

A total of 2,155 Swedes participated in the survey. The target group consisted of Swedes aged 15–65, with a nationally representative sample in terms of gender, age, and region.

Twenty-two public agencies were evaluated using Reputation and Trust’s analytical model, in which an organization’s reputation score is calculated as the average of eight different dimensions. These include governance, financial performance, leadership, innovation, interaction, products and services, workplace, and accountability. The study uses a five-point scale (1–5).

For more information, please contact:

Alexander Widén
Senior Advisor, Reputation and Trust Analytics
+46 70 471 23 32
alexander.widen@reputationandtrust.com