The Media Academy's annual confidence barometer measures, among other things, the view of various companies in Sweden. At the bottom, a number of companies that have been highly topical in 2024 are now found, but in less positive contexts:
Crisis-stricken battery manufacturer Northvolt is included in the measurement for the first time and gets the absolute worst figure, with only 2 percent stating that they have very or fairly high confidence in the company's work.
Tesla falls
Electric car manufacturer Tesla falls from 11th place to 13th with only 9 percent. Notably, CEO Elon Musk also finds himself at the bottom of the list of international opinion leaders with 5 percent.
Fashion giant H&M makes its worst notation to date, 15 percent, a fall of three places. The company was examined in 2023 by Aftonbladet regarding how clothes from different manufacturers are transported around the world to end up on the garbage dump instead of being recycled.
Some of last year's big losers have, however, repaired some of their confidence. Then, among other things, food giants like Ica-gruppen were questioned in connection with the extremely high inflation and food prices. Now, Ica-gruppen climbs one place to third place with 45 percent, while competitor Willys, part of Axfood, which previously did not exist, squeezes into fifth place with 39 percent.
Systembolaget at the top
In absolute top is the steady number one Systembolaget, followed by Ikea, which, just like the last two years, now finishes second.
Among various media, the distrust of Elon Musk is reflected again. X, formerly Twitter, backs down with 4 percent confidence, two places, ahead of only Tiktok, which again ends up last.
When it comes to confidence in international leaders, Ukraine's President Volodymyr Zelenskyj is at the top, and his Russian counterpart Vladimir Putin is at the absolute bottom. USA's President Donald Trump, meanwhile, gets no strong figures, with only 8 percent of those surveyed having very or fairly high confidence in the USA's new-old president.
Corrected: An earlier version contained an incorrect statement about Ica's placement.
Has been conducted since 1997.
The 2025 survey includes 2,509 web interviews with people aged 16-84.
The panel consists of randomly recruited individuals from 16 years and upwards. The results are weighted based on gender, age, region, and party choice in the 2022 parliamentary election.
Source: Medieakademin.
