{"id":5872,"date":"2023-10-05T08:24:34","date_gmt":"2023-10-05T08:24:34","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=5872"},"modified":"2026-08-14T10:56:05","modified_gmt":"2026-08-14T10:56:05","slug":"finland-playing-the-long-game","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/finland-playing-the-long-game\/","title":{"rendered":"Finland \u2013 playing the long game"},"content":{"rendered":"\n

A forward-thinking Nordic welfare state (Background)<\/strong><\/h4>\n\n\n\n

Finland declared its independence in 1917, becoming a full-blown republic in 1919. Before this, the first settlers arrived on what is now Finnish soil around 5000 BCE. In the 12th century, the crusades saw Finland integrated into the Swedish realm and Catholic Europe for over 600 years. Then, in 1809, Sweden lost Finland to the Russian Empire. The Finnish national spirit, however, was alive and well. Finland developed into an autonomous, highly advanced part of the empire, establishing its own parliament and currency.<\/p>\n\n\n\n

Its road to becoming the vibrant democracy and welfare state it is today started long before the official declaration of independence. Already in 1640, for example, the first university was established in Finland. 1866 saw the launch of a national school system \u2013 independent from the church, and in 1906 Finland became the first country in the world to grant full political rights to women. Like pieces of a puzzle, these facts add up to build the equal, supportive and innovative country of today.<\/p>\n\n\n\n

Geographically, Finland is a North European country rich in forests, which cover approximately 75% of its land area, as well as lakes \u2013 188,000 of them! Additionally, the Nordic country is home to the world’s largest archipelago, which counts more than 50,000 islands.<\/p>\n\n\n\n

Finnish policy encourages citizens and visitors to spend time in this nature. The so-called \u201cEveryman’s rights\u201d allow roaming the countryside, foraging, fishing with a line and rod, and enjoying Finland’s landscapes responsibly to encourage health and well-being. <\/p>\n\n\n\n

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Image: The average life expectancy in Finland is 85 years for women and 79 years for men. Image: Pasi Markkanen, Finland Promotion Board<\/figcaption><\/figure>\n\n\n\n

Facing a new geopolitical reality (Challenge)<\/strong><\/strong><\/h4>\n\n\n\n

Bloom Consulting’s client \u2013 the Ministry for Foreign Affairs of Finland <\/a>\u2013 felt that the country was performing well on the global stage in terms of reputation, and this feeling didn’t come from nowhere. It was attested to by accolades and achievements, such as Finland’s continued winning of the first place in the World Happiness Report<\/a>, a publication of the UN Sustainable Development Solutions Network, and reaching top positions in Transparency International’s Corruption Perceptions Index, indicating good governance and the high level of trust that exists in Finnish society \u2013 both considered foundational elements for happiness.<\/p>\n\n\n\n

However, global geopolitical events struck, creating a tense new reality. Could the Nation Brand continue to perform as usual in light of this new scenario? Did these unfamiliar circumstances call for a review and fresh set of actions? The ministry decided to deeply evaluate international awareness of and perceptions towards the Nation Brand in the current context and whether they called for any pivot in policy and messaging.<\/p>\n\n\n\n

Bloom Consulting partnered with the ministry to deliver an audit or brand \u201chealth check\u201d and guidance on how to proceed in a new era and future proof the Nation Brand. The partnership spanned three months in 2022.<\/p>\n\n\n\n

Do public perceptions match the reality of the place? (Strategy)<\/strong><\/h4>\n\n\n\n

Our original situational analysis drew data from three proprietary sources:<\/p>\n\n\n\n