" Reputation&Trust " Survey of the Social and Health Care Sector: The Private Sector's Reputation Is Stronger Than That of the Public Sector

 

The Reputation&Trust " survey of the social and health care sector, conducted by T-Media, reveals that the private sector’s reputation is stronger than that of the public sector in nearly all areas. The survey examined the reputation of a total of 43 organizations among the Finnish public.

 

The reputation of healthcare and social services providers was surveyed in March–April 2025, with a total of 6,648 Finns responding to the survey.

The private sector’s average reputation score of 3.23 is moderate, while the public sector’s average score of 2.70 is low. The survey used a five-point scale ranging from 1 to 5.

“There are also significant differences in the perceptions of the public and private sectors. The private sector is viewed as a reasonable place to work, and its rating for leadership is on the same level. In the public sector, the results in these areas are clearly on the weaker side, especially when it comes to management,” says Riku Ruokolahti, Development Director at T-Media.

 

 

“The research findings also show that the private sector is clearly regarded as more competent in terms of the economy and innovation—that is, the creative implementation of its operations. Governance and accountability, on the other hand, are at a low level in both sectors. These two areas go hand in hand, as good governance is part of responsible operations.”

 

The industry’s overall reputation is on the rise – the most reputable organization is found in the nonprofit sector

 

In the survey, respondents were also asked to assess the reputation of the social and health care sector as a whole.

The overall reputation of the social and health care sector, which is based on sector-specific measurements, has seen a significant turnaround for the better following a long decline. The sector’s overall reputation now stands at 2.86, up from 2.73 Reputation&Trust 2024 Reputation&Trust of the social and health care sector.

“Overall reputation appears to be on the rise, driven by the private sector. A good example of this is that the organization that saw the biggest increase in its reputation score in the survey was Esperi Care,” Ruokolahti notes.

 

 

The organizations surveyed in the social and health care sector represent the private sector, the public sector, and the nonprofit sector. MIELI ry emerged as the most reputable organization in this year’s survey. This nonprofit organization works to promote mental health and prevent mental health issues.

“MIELI ry’s reputation has been built over the course of our 128-year history, but it is precisely at this time that there is a particularly urgent need for mental health information and support. MIELI ry offers solutions to strengthen mental health in the daily lives of young people, working-age adults, and older adults, and, together with its member associations, supports and assists people in difficult life situations more than 150,000 times a year. “I believe that this result also reflects, in part, the trust Finns have in organizations in the social and health care sector and their importance in society,” says Sari Aalto-Matturi, Executive Director of MIELI ry.

 

This is how we conducted the study

The aim of Reputation&Trust survey in the health and social services sector was to assess the reputation of selected organizations in the sector among the general public. Data for the survey was collected via an online questionnaire between March 14 and April 14, 2025.

Organizations were evaluated using T-Media’s Reputation&Trust, in which an organization’s reputation score is calculated as the average of eight different categories. The areas are corporate governance, finance, leadership, innovation, interaction, products & services, workplace, and responsibility. The study used a five-point rating scale (1–5).

A total of 6,648 Finns participated in the study. The study’s target group consisted of Finns aged 15–65 nationwide (excluding the Åland Islands). The sample was weighted to be representative of the population by gender, age, and region of residence.

 

For more information:

Riku Ruokolahti, Director of Development
+358 400 512 200, riku.ruokolahti@reptrust-staging.fi-p.seravo.com

Kai-Verneri Kaksonen, Public Relations Manager
+358 50 545 5421, kai.kaksonen@reptrust-staging.fi-p.seravo.com