{"id":26998,"date":"2024-02-29T08:50:00","date_gmt":"2024-02-29T08:50:00","guid":{"rendered":"https:\/\/brandfinance.com\/?post_type=press-release&#038;p=26998"},"modified":"2024-03-06T11:51:50","modified_gmt":"2024-03-06T11:51:50","slug":"sweden-among-worlds-top-5-for-sustainable-future-in-sustainable-future-in-latest-global-soft-power-index","status":"publish","type":"press-release","link":"https:\/\/brandfinance.com\/press-releases\/sweden-among-worlds-top-5-for-sustainable-future-in-sustainable-future-in-latest-global-soft-power-index","title":{"rendered":"Sweden among world\u2019s top 5 for Sustainable Future in Sustainable Future in latest Global Soft Power Index\u00a0"},"content":{"rendered":"\n<ul class=\"wp-block-list\">\n<li><strong>Sweden\u2019s remains Nordics\u2019 highest-ranked soft power nation despite drop in Reputation and Familiarity&nbsp;<\/strong>&nbsp;<\/li>\n\n\n\n<li><strong>Norway takes Nordic lead for Sustainable Future, now ranked 3<\/strong><strong><sup>rd<\/sup><\/strong><strong> globally&nbsp;<\/strong>&nbsp;<\/li>\n\n\n\n<li><strong>Nordic nations battle declining perceptions of Media &amp; Communications&nbsp;<\/strong>&nbsp;<\/li>\n\n\n\n<li><strong>The 5<\/strong><strong><sup>th<\/sup><\/strong><strong> annual global survey from Brand Finance ranks all 193 member states of the United Nations for the first time<\/strong>&nbsp;<\/li>\n\n\n\n<li><strong>Military conflict harms soft power, with Russia, Ukraine, and Israel falling down the ranking<\/strong>\u202f&nbsp;<\/li>\n\n\n\n<li><strong>USA and UK ranked top nation brands in 2024, China takes 3rd place, overtaking Japan and Germany<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<p><strong>29 February 2024, LONDON \u2013 Sweden <\/strong>has dropped 1 rank to 12<sup>th<\/sup> in the 2024 Global Soft Power Index, <a href=\"https:\/\/brandfinance.com\/softpower\/\" target=\"_blank\" rel=\"noreferrer noopener\">according to a new report from Brand Finance<\/a>, the world's leading brand valuation consultancy. This follows a decline in global perceptions of Sweden\u2019s Reputation (down 2 to 8<sup>th<\/sup>) and Familiarity (down 2 to 23<sup>rd<\/sup>), despite an overall increase in soft power score, up 3.9 points.&nbsp;&nbsp;<\/p>\n\n\n\n<p>However, Sweden has improved its ranking for Business &amp; Trade, up 1 to 9<sup>th<\/sup>. At a time of global uncertainty and instability, economic credentials are increasingly important contributors to a nation\u2019s soft power. Perceptions of Sweden\u2019s \u2018future growth potential\u2019 improved dramatically, up 37 to 37<sup>th<\/sup>, contributing to its improved Influence on the global stage (up 2 ranks to 22<sup>nd<\/sup>).&nbsp;&nbsp;<\/p>\n\n\n\n<p>Further, Sweden continues to perform particularly well on sustainability metrics, ranked 3rd in the world for both \u2018sustainable cities and transport\u2019 and \u2018acts to protect the environment\u2019. However, this year, Norway overtakes Sweden for the pillar Sustainable Future. Sweden now ranks 4<sup>th<\/sup> overall, behind Norway (3<sup>rd<\/sup>), Germany (2<sup>nd<\/sup>) and Japan (1<sup>st<\/sup>).&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>Anna Brolin, Managing Director of Brand Finance Nordics, commented:&nbsp;<\/strong>&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cOverall, Sweden\u2019s performance in the Global Soft Power Index has remained robust, and continues to perform well across several pillars, including Business &amp; Trade, Education &amp; Science, and Sustainable Future. Once more, Sweden leads among its Nordic counterparts, and performs well above those of a similar size. This underscores the significance of Sweden\u2019s deliberate and forward-thinking approach and its role in cultivating soft power\u201d.&nbsp;<\/em>&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<p>On the other hand, Sweden has declined for International Relations, down 2 ranks, falling out of the top 10 to 12<sup>th<\/sup>. Global perceptions of Sweden\u2019s historic neutrality have shifted since the nation applied to join NATO in 2023, becoming more closely aligned with Western interests and military alliances.&nbsp;&nbsp;<\/p>\n\n\n\n<p>This year, the Global Soft Power Index identified growing concerns around disinformation as a key trend. As individuals become more sceptical about the information they consume through social media and global news, Media &amp; Communications is increasingly important to a nation\u2019s soft power. All Nordic countries fell for the pillar in this year\u2019s Index, with Sweden falling 8 ranks to 16<sup>th<\/sup>. Sweden\u2019s rank declined across three out of four attributes: \u2018affairs I follow closely\u2019, \u2018influential media\u2019, and \u2018trustworthy media\u2019. Intensified by language barriers and a comparatively smaller market size, Sweden, along with other Nordic nations, now faces challenges in dispelling scepticism and extending its influence and reach on the global stage.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Elsewhere, the United States and the United Kingdom are the most influential soft power nations in the world, China is ranked 3<sup>rd<\/sup>, surpassing Japan and Germany.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Brand Finance publishes the Global Soft Power Index based on a survey of more than 170,000 respondents from over 100 countries to gather data on global perceptions of all 193 member states of the United Nations. Thanks to the scope of the survey, the Index is the world\u2019s most comprehensive study on perceptions of nation brands, providing an in-depth analysis of the evolving status of soft power as nations navigate significant global changes and challenges.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Soft power is defined as a nation\u2019s ability to influence the preferences and behaviours of various actors in the international arena (states, corporations, communities, publics, etc.) through attraction and persuasion rather than coercion. Each nation is scored across 55 different metrics to arrive at an overall score out of 100 and ranked in order from 1<sup>st<\/sup> to 193<sup>rd<\/sup>.&nbsp;<\/p>\n\n\n\n<p><strong>Key Findings of the Global Soft Power Index 2024:<\/strong>&nbsp;<\/p>\n\n\n\n<p>The report has found that \u2013 at a time of global uncertainty and instability \u2013 <strong>economic<\/strong><strong> credentials are increasingly important<\/strong> contributors to a nation\u2019s soft power. Nation brand attributes such as 'strong and stable economy' and 'products and brands the world loves' emerge as key drivers of influence and reputation on the global stage. This trend explains the continued dominance of the world\u2019s largest economies like the USA and China as well as smaller developed economies like Switzerland and the United Arab Emirates at the top of the ranking. Dominant nation brands are recording faster soft power growth (average +3.1 points in the top 50) than the rest of the ranking (average -1.3 for those ranked 51-193).&nbsp;<\/p>\n\n\n\n<p><strong>David Haigh, Chairman &amp; CEO of Brand Finance<\/strong> commented:&nbsp;&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cThe Global Soft Power Index 2024 underscores the complex interplay between global events and economic shifts in shaping soft power. As nations navigate these dynamics, the importance of a strategic approach to nation branding, supported by perceptions research and financial analysis, becomes increasingly evident.\u201d<\/em>&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<p>The <strong>United States<\/strong> leads the rankings with an all-time highest Global Soft Power Index Score of 78.8, an increase from 74.8 in 2023, and earning the top spot for Familiarity and Influence, among other key metrics. However, internal security challenges around gun violence and police brutality as well as involvement in international conflicts seem to be undermining some of its nation brand perceptions, as evidenced by continued rank declines on \u2018great place to visit\u2019, \u2018good relations with other countries\u2019, \u2018safe and secure\u2019, and \u2018friendly\u2019 where the USA has dropped a further 9 places to 112<sup>th<\/sup>.&nbsp;<\/p>\n\n\n\n<p>The <strong>United Kingdom<\/strong> has overcome a soft power risk from temporary instability in late 2022 resulting from tumultuous government changes and the passing of Queen Elizabeth II. This year, the UK ranks 7<sup>th<\/sup> in \u2018strong and stable economy\u2019 compared to last year\u2019s 12<sup>th<\/sup> and improves on \u2018politically stable and well governed\u2019 up to 12<sup>th<\/sup> from last year\u2019s 16<sup>th<\/sup>. The nation\u2019s Global Soft Power Index Score of 71.8 continues an upward trend from 67.3 in the previous year. Like the USA, as the UK is set for a general election this year, it will be interesting to see how the results impact its soft power.&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>China<\/strong> replaces Germany at the 3<sup>rd<\/sup> position in the soft power rankings, improving its overall score by +6.2, from 65.0 to 71.2 \u2013 faster than any other nation brand in the Global Soft Power Index this year. This rise is driven by a significant improvement in China\u2019s perceptions across key Business &amp; Trade and Education &amp; Science metrics.&nbsp;<\/p>\n\n\n\n<p><strong>Germany<\/strong> fell to 5<sup>th<\/sup> position, after earning top ranking in 2021, and 3<sup>rd<\/sup> place in both 2022 and 2023. Germany has experienced stagnation and in many cases erosion in perceptions across the board this year, with a substantial drop of 14 positions in 'good relations with other countries' compared to 2023, along with decreases in helpful to countries in need' and measures of trustworthiness. Nevertheless, Germany achieved the top rank in Governance and, despite some score declines, remains among the leaders in the pursuit of a Sustainable Future.&nbsp;<\/p>\n\n\n\n<p><strong>India<\/strong>, <strong>Brazil<\/strong>, and <strong>South Africa<\/strong> struggle to fulfil their soft power potential, as all three nations have relatively high Familiarity and Influence, especially in their home regions, but rank lower for Reputation. India fell to 29<sup>th<\/sup> place, the highest ranked Latin American nation brand Brazil stagnated in 31<sup>st<\/sup>, and Sub-Saharan Africa ranking leader South Africa dropped to an all-time low in 43<sup>rd<\/sup> place.&nbsp;<\/p>\n\n\n\n<p>With the ranking extended to cover all 193 member states of the United Nations, <strong>Monaco<\/strong> is the highest-ranked new entrant at 42<sup>nd<\/sup>. The world\u2019s lowest-ranked nations are small Pacific Island nations <strong>Vanuatu<\/strong> (191<sup>st<\/sup>) <strong>Nauru<\/strong> (192<sup>nd<\/sup>) and <strong>Kiribati <\/strong>(193<sup>rd<\/sup>) - each limited in influence by population, geography, and economic factors.&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>Hard power harms soft power.<\/strong> Russia, Ukraine, and Israel have all ranked lower this year as respondents appear to downgrade countries engaged in military action. Russia continues to fall in soft power rankings, down three places to an all-time low of 16<sup>th<\/sup>. While Ukraine is down seven places to 44<sup>th<\/sup>, the nation continues to be ranked higher than at any time before Russia invaded. Israel has fallen five ranks to an all-time low ranking of 32<sup>nd<\/sup>.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>29 February 2024, LONDON \u2013 Sweden has dropped 1 rank to 12th in the 2024 Global Soft Power Index, according to a new report from Brand Finance, the world's leading brand valuation consultancy. This follows a decline in global perceptions of Sweden\u2019s Reputation (down 2 to 8th) and Familiarity (down 2 to 23rd), despite an [&hellip;]<\/p>\n","protected":false},"featured_media":4452,"comment_status":"closed","ping_status":"closed","template":"","tags":[97,110,163,105],"class_list":["post-26998","press-release","type-press-release","status-publish","has-post-thumbnail","hentry","tag-global-soft-power-index","tag-nation-brands","tag-soft-power","tag-sweden"],"acf":[],"_links":{"self":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/26998","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release"}],"about":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/types\/press-release"}],"replies":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/comments?post=26998"}],"version-history":[{"count":3,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/26998\/revisions"}],"predecessor-version":[{"id":27001,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/26998\/revisions\/27001"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media\/4452"}],"wp:attachment":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media?parent=26998"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/tags?post=26998"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}