The Trust Gap: Swedes trust the Swedish Armed Forces nearly twice as much as the Swedish Migration Agency

A new study by Reputation and Trust Analytics shows that public trust in Swedish government agencies varies widely. The Swedish Armed Forces tops the list with a score of 4.01 on a five-point scale—nearly twice as high as the Swedish Migration Agency’s 2.08.

Reputation and Trust Analytics has surveyed public trust in ten of Sweden’s largest government agencies. The results reveal a deep divide in how citizens view different parts of the government. The Swedish Armed Forces, the Swedish Customs Service (3.84), and the Swedish Police Authority (3.64) rank at the top, while the Swedish Migration Agency, the Swedish Public Employment Service (2.33), and the Swedish National Board of Institutional Care (2.50) rank at the bottom.

The contrast is clear: the difference between the Swedish Armed Forces’ 4.01 and the Swedish Migration Agency’s 2.08 is nearly two points on a five-point scale.

“When trust drops below 2.5, it’s no longer just a warning sign—it becomes a real obstacle to communicating decisions, information, and services,” says Alexander Widén, Senior Advisor at Reputation and Trust Analytics.

 

Dwindling confidence undermines the ability to take action

Average trust in Swedish government agencies has declined slightly since last year—an indication of waning public support. When an agency’s reputation declines, trust follows suit, which in turn affects citizens’ willingness to pay taxes, heed the agency’s information, apply for jobs there, or speak positively about it.

“Trust is not a trivial matter. It is a critical factor in achieving results, even in the public sector. It influences citizens’ willingness to cooperate, their acceptance of tax-funded services, and the government’s ability to attract the right talent,” says Alexander Widén.

The Finnish Defense Forces – the most trusted institution in a time of uncertainty

The Finnish Defense Forces enjoy the highest public trust ratings in the country. This reflects both a clear social mission and a stronger presence in the public sphere.

– The fact that the Swedish people have a high level of trust in the Swedish Armed Forces and in how we carry out our mission is crucial, especially given the very turbulent international situation we face today. We are working hard to foster a broader and deeper understanding of the Swedish Armed Forces by being as open and transparent as possible in our communications, and this is proof that we are on the right track. Everything we do, we do for the sake of freedom, and it is encouraging that there is a high level of trust in that and in us as an agency, says Fredrik Peedu, Director of Communications for the Swedish Armed Forces.

“The Finnish Defense Forces have succeeded in combining a clear societal mission with increased visibility in a time of uncertainty. NATO membership, international operations, and the deteriorating security situation in the world around us have likely strengthened the organization’s legitimacy and public trust, as has consistent and clear communication,” says Alexander Widén.

Swedish Customs – High Trust and High Reputation

The Swedish Customs Service is the second-most trusted government agency. The combination of a strong reputation and high credibility ensures that the Swedish Customs Service remains steadfast at a time when many other government agencies are facing skepticism.

– The Swedish Customs Service is perceived as decisive and effective—from historic drug seizures to increased media visibility. Yet public trust in it remains lower than that in the Swedish Armed Forces. The turbulent international situation and the weight of the defense mission provide a special foundation of trust, says Alexander Widén.

The Swedish Migration Agency and the Swedish Public Employment Service at the bottom

The Swedish Migration Agency ranks at the bottom of the survey. The agency has long operated in one of the most politically charged areas, which contributes to a challenging situation regarding public trust.

“For many years, the Swedish Migration Agency has operated in one of the most polarized areas of Swedish politics. Low levels of trust in this area can both reflect and exacerbate political divisions—and make the agency’s work more difficult,” says Alexander Widén.

The Swedish Public Employment Service ranks second from the bottom in the survey, ahead of only the Swedish Migration Agency. The low level of trust can be partly attributed to a long period of reorganization and uncertainty regarding the agency’s role, while unemployment remains high among several groups.

“For a long time, the Swedish Public Employment Service has struggled to clearly define its mission and demonstrate concrete results. When the public does not feel that the agency is succeeding in reducing unemployment, it directly affects public confidence,” says Alexander 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