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Q4 2019 results: Denmark Top 100

Trust levels hit new lows for Denmark’s Top 100 most prominent companies.

Q4 2019 has come and gone, and it seems even the holidays weren’t quite enough to warm up the hearts of the Danish public.

For the fourth straight quarter in a row, the average Trust & Like Score for Denmark’s Top 100 continued to decrease from 61.6 in Q3 to 61.3 in Q4 – the lowest level recorded since 2016.

Denmark’s Most Trusted & Liked Companies

Despite average reputation levels falling to new lows, LEGO has found itself at a new high with a score of 83.7 following a 7-point increase to its reputation this quarter – reclaiming the title as Denmark’s favorite company.

This significant increase puts LEGO as one of the top risers for Q4 and may be accredited to the toy giant’s latest investment in the corporate culture here in Billund. After all, when it comes to building a reputation, employees are typically the most valuable yet overlooked stakeholder group.

In second place, e-Boks seems to be still winning over the Danish public, despite its loss of the public Digital Post bid to Netcompany, with a score of 77.5 for Q4.

Interestingly, our real-time tracker shows that Netcompany, not included in the Top 100, currently trails e-Boks by more than 18 points with a score of 59.0 for Q4. With 75% of the tender decision dependent on quality, it will be interesting to see if the next-generation Digital Post can live up to expectations.

Another interesting development in the top 3 is the debut of family-owned Danfoss, whose focus on energy-saving solutions seems to be not only increasing revenues but reputation as well – earning it the title of Denmark’s third most trusted and liked company with a score of 73.1 in Q4.

Top Risers

International rescue company Falck bounces back this quarter as our top riser with an 8.9-point increase in public perceptions.

Another top riser this quarter, Arla, had significant gains to its reputation in Q4 following a 6.2-point increase in perceptions.

The farmer-owned dairy company has dedicated itself to achieving CO2-neutral milk by 2050, and it seems to be already making impressive strides toward its goal. With recycled black milk crates becoming the new green and manure-fueled transportation, Arla earned itself its highest Trust & Like Score yet of 70.6 points in Q4.

Food giant Nestlé was another Q4 top riser following a 5.9-point increase in perceptions. Late last quarter, Nestlé Denmark launched the new YES! Snack bars help drive the food industry towards a future where all food packaging is recyclable, which may have drawn consumer attention in a positive way.


Overall, the public sentiment towards business in Denmark is falling, but some companies seem to be successful at differentiating themselves from the crowd. Furthermore, as the LEGO case shows – even the most reputable and trustworthy businesses can find new ways of improving perceptions!