Entered by Swedish Institute

By 2024, Sweden faced two connected pressures: staying competitive in a crowded global marketplace and protecting its reputation in an era of disinformation. These are not only Swedish concerns. They are also priorities in Europe. For democracies, the challenge is fundamental: to prove that the system still works. Liberal democracy is under pressure worldwide, accused of being slow, divided, or weak. The task is to show that it still delivers what people and partners expect: prosperity, stability, and trust. The link between reputation, resilience, and economic growth cannot be overstated, especially now, when companies must weigh national security, cyber risks, and geopolitical tensions in their strategies.

A strong nation brand is therefore an important differentiating factor, giving businesses something to lean on in uncertain times. That is why the Swedish government tasked the Swedish Institute (SI) with creating a nation brand strategy to meet this challenge. The result is ‘Space to Grow’ – a framework to strengthen Sweden’s brand as a strategic national asset, aligned with how Sweden wants to be seen and how the world expects it to act.