Study title

Since 1997, MedieAkademin has carried out an annual survey titled The Institutional Trust. The survey has focused on major social institutions, such as the parliament, big business, the daily press, and TV/radio, as well as some specific companies such as Sveriges Television, TV4, IKEA, Skandia, and Volvo. The number of institutions included has varied somewhat over the years. Some of the institutions and companies have been measured every year while others have been investigated more irregularly. The survey was carried out by TNS Gallup and involved 250 individuals who were interviewed by telephone and 750 individuals randomly selected from TNS Gallup’s Online Panel who answered a web survey between October 15 and 29, 2007. The survey comprised 27 institutions/companies/media companies and political parties. The 2007 survey also included questions about morality in different groups of people and how it has changed over time, as well as what responsibilities large corporations have and to what extent they live up to these responsibilities. Purpose: To study the trust that Swedish people have in social institutions, political parties, media, brands/companies, and leaders.