For years, we’ve followed the work of Fernando Prado, a leading voice in reputation management. As one of the founders of the RepCore® model and now heading Reputation Lab, Fernando’s insights have consistently shaped how we understand global perceptions. His latest project, the RepCore Nations 2024 Ranking, offers a fresh look at how countries are viewed through the lens of G7 citizens.
This year, Switzerland, Norway, Sweden, and Canada top the list of the most reputable economies, while Israel sees a significant drop due to ongoing geopolitical challenges.
The ranking not only reflects reputation gains and losses but also highlights the growing influence of Environmental, Social, and Governance (ESG) criteria in shaping perceptions.
Top 10 Nations by Reputation in 2024
| Rank | Country | Change from 2023 |
|---|---|---|
| 1 | Switzerland | 0 |
| 2 | Norway | +1 |
| 3 | Sweden | 0 |
| 4 | Canada | -2 |
| 5 | Finland | +2 |
| 6 | Denmark | +1 |
| 7 | New Zealand | -2 |
| 8 | Netherlands | 0 |
| 9 | Australia | +1 |
| 10 | Germany | -1 |
Major Shifts in Global Perception
The study reveals notable changes, especially among nations impacted by current geopolitical and social issues. Israel dropped from 45th to 54th, primarily due to military action in Gaza, which has been widely criticized internationally. Ukraine, which previously saw a boost in global sentiment due to its resistance against Russian aggression, has also seen a slight decline as the emotional resonance fades.
Reputation Gains
In terms of reputation improvement, Ethiopia, China, and Qatar show the most significant gains. Qatar’s mediation efforts in the Israel-Palestine conflict may have helped offset negative perceptions from previous controversies surrounding its World Cup hosting and related human rights issues.
The Role of ESG Criteria
The 2024 study emphasizes the increasing importance of Environmental, Social, and Governance (ESG) criteria in shaping national reputations. The ‘Ethics and Responsibility’ dimension emerged as the most relevant, with ‘protection of the environment’ and ‘combating climate change’ as key factors. According to Reputation Lab, these dimensions are crucial in understanding why G7 citizens hold certain nations in high regard.
Fernando Prado, study coordinator, explains that “There is a significant correlation between a country’s reputation and the supportive behaviors of the international public towards it, such as wanting to visit it, buy its products, or invest in it. As a result, reputation has a strong impact on the economy, impacting tourist arrivals, foreign direct investment, and exports.”
About the RepCore® Nations 2024 Study
RepCore® Nations is an adaptation of the RepCore® model originally designed for corporate reputation measurement. It assesses the level of admiration, respect, and trust that a country holds internationally, explained through 22 rational attributes covering economic, political, social, and cultural elements.
According to information provided by the publisher, for the 2024 edition 37,613 individuals in 28 countries were interviewed online between March and April 2024. The ranking includes the 60 largest countries by GDP, as evaluated by G7 residents.
More about the ranking here.
Want more? Explore our Country Observatory for snapshots of how countries around the world compare in terms of economic performance, brand strength, soft power and reputation – across leading rankings and indices.
