Restoring Trust, Rebuilding Relevance: What Swedes Think About the U.S.—and Why It Matters

Swedish public opinion toward the United States has shifted dramatically. Trust is declining, skepticism is growing, and perceptions of U.S. business are increasingly shaped by broader political dynamics. What does this mean for American companies operating in Sweden—and what can we do about it?

Join us for a high-level Executive Forum featuring Torbjörn Sjöström, CEO of Novus, as he presents key findings from the Brand America Barometer 2025—a nationally representative survey commissioned by AmCham Sweden to measure Swedish attitudes toward the U.S. and American business.

This session will unpack what’s driving these changes in public sentiment, what risks and opportunities they present for your brand and reputation, and how AmCham and its members can lead in restoring trust and reinforcing the value of the U.S.–Sweden partnership.

The presentation will be followed by an open discussion and Q&A with Mr. Sjöström.

Welcome!