Only two percent of respondents have a high or fairly high level of trust in how Northvolt handles its work.
The Media Academy's annual trust barometer reveals public perception of various companies. Several firms recently in the news—for the wrong reasons—rank lowest.
Northvolt, a first-time entrant, receives a very low score, with only 2 percent expressing high or fairly high trust in its operations.
Tesla drops from 11th to 13th place, with just 9 percent trust, and CEO Elon Musk ranks low among international opinion leaders, with only 5 percent support.
H&M records its lowest trust score ever (15 percent), falling three places after a 2023 Aftonbladet investigation into clothing disposal practices
Systembolaget has a high level of trust.
Some of last year's biggest losers have managed to regain some trust. Grocery giants like Ica Gruppen faced criticism last year amid soaring inflation and food prices. Now, Ica Gruppen climbs one spot to fourth place with 45 percent, while competitor Willys, part of Axfood, makes its debut on the list at number five with 39 percent.
At the very top, Systembolaget retains its long-held first place, followed by Ikea, which, just like the past two years, remains in second place.
Among media platforms, distrust of Elon Musk is once again reflected in the rankings. X, formerly Twitter, drops two spots to just 4 percent trust, only narrowly ahead of Tiktok, which once again finishes last.
In terms of trust in international leaders, Ukraine’s president Volodymyr Zelenskyy ranks at the top, while Russia’s president Vladimir Putin lands at the absolute bottom. Meanwhile, U.S. president Donald Trump does not fare much better—only 8 percent of respondents say they have high or fairly high trust in the newly re-elected American leader.
Fact box
Trust Barometer:
- Conducted annually since 1997.
- The 2025 survey includes 2,509 online interviews with individuals aged 16–84.
- The panel consists of randomly recruited participants aged 16 and older. Results are weighted based on gender, age, region, and party choice in the 2022 parliamentary election.
Source: Medieakademin.