For the fifth consecutive year, Primetime has measured public trust in Denmark through what we call the Primetime Trust Barometer. We do this because trust is fundamental to the cohesion of our society — shaping our relationships with one another, with public authorities, with businesses, and with the media.
This year’s survey shows a broad increase in trust across institutions, businesses, and the media. In fact, overall trust has reached its highest level since the COVID-19 crisis in 2021 — a positive development.
At the same time, significant mistrust persists in several areas. Concerns about the global situation are more prominent than ever. According to our Concern Index, the issue weighing most heavily on Danes this year is how a second term for U.S. President Donald Trump might affect Denmark. Worries about war and economic uncertainty also rank high on the agenda.
You can explore all this and much more in the Primetime Trust Barometer 2025.
the 6 key insights
OVERALL TRUST IS RISING
TRUST IN THE GOVERNMENT IS UP - BUT MOST STILL REMAIN SKECPTICAL
LACK OF ECONOMIC OPTIMISM
TRUMP AND WAR TOP THE LIST OF CONCERNS
GENERAL INCREASE IN TRUST IN COMPANIES
TRUST IN LOCAL POLITICIANS IS FALLING
TRUST INDEX: INTERNATIONAL COMPARISON
TRUST IN DIFFERENT ACTORS
Confidence in institutions to act in the public’s best interest
Trust: 60-100
neutral: 50-59
lack of trust: 1-49
HAD TRUST IN THE GOVERNMENT
32% in 2024
32% in 2024
0
%
ARE CONCERNED ABOUT HOW DONALD TRUMP'S PRESIDENCY WILL IMPACT DENMARK
0
%
TRUST COMPANIES
53% by 2024
53% by 2024
0
%
Danes are most concerned about
The Trust Barometer provides annual insights into how Danes view trust — in each other, in society, and in key institutions. The full report is available for free download and use.
READ PREVIOUS REPORTS
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