Perceptions of Norway 2025

Global audiences continue to associate Norway with transparency, good governance, sustainability, peace and a high quality of life – attributes that strengthen the competitiveness of Norwegian businesses abroad.

The analysis shows that although total international media coverage declined slightly, visibility in high-impact stories increased. Coverage was dominated by themes such as energy, shipping, defence, seafood and geopolitics. Social media engagement also rose, largely driven by content related to travel, nature, the Nobel Peace Prize and popular culture. Overall, the media image remained neutral to moderately positive.

Perceptions of Norway improved across key global markets, with the country rising to 11th place in the Anholt Nation Brands Index. While awareness remains relatively low in several regions, attitudes among those familiar with Norway are consistently favourable. Norwegian products and services are widely associated with quality and responsibility, although often perceived as expensive.

Norway’s global competitiveness presents a mixed picture. The country performs exceptionally well in governance, sustainability, inclusion and quality of life, and continues to be viewed positively in education, research and talent attraction.

However, ongoing challenges persist in export diversification, commercial visibility and cultural influence. Norway’s economy is still strongly associated with energy, underlining the need to strengthen global recognition of Norwegian solutions beyond oil and gas.

Research confirms that national associations can significantly enhance export performance when used strategically. To fully leverage Norway’s strong reputation, businesses must:

1. Define a clear positioning for their export brand
2. Define a clear positioning for their employer brand
3. Understand national associations in key target markets
4. Link these associations to critical customer decision factors
5. Communicate national associations actively

When applied effectively, Norwegian origin becomes a powerful asset, enhancing competitiveness in export markets and helping companies to attract top talent.

The “Perceptions of Norway” report is produced by Innovation Norway.