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

trump og krig er fortsat danskernes største bekymringer

stor stigning i tilliden til politikerne

tilliden til regeringen stiger

tårnhøj tillid til bærende samfundsinstitutioner og brancher

danskerne forventer at virksomheder tager ansvar for tillid i samfundet

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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Dette var sidste år: Primetime har for femte år i træk målt på danskernes tillid i det vi kalder Primetimes Tillidsbarometer. Det har vi, fordi tillid er afgørende for sammenhængskraften i vores samfund – for vores relationer til hinanden, til myndighederne, til virksomheder og medier..

Årets måling viser, at tilliden i Danmark har stabiliseret sig efter sidste års markante stigning.
Samtidig fylder bekymringerne fortsat meget hos danskerne. Verdenssituationen, krige og konflikter samt udviklingen i USA – herunder Donald Trumps politiske rolle – er blandt de forhold, der præger danskernes syn på fremtiden.

Alt det og meget mere kan du blive klogere på i Primetimes Tillidsbarometer 2026.

de 6 vigtigste indsigter