From Zero Trust to Happiest Nation: The Power of Trust in Finland's Transformation

In a world where "zero trust" has become the norm in cybersecurity, Finland stands out as a beacon of trust, consistently ranking as the happiest country in the world with a trust-based society where people have exceptionally high trust towards media, authorities and other people. Finland’s remarkable transformation from a poor farming society to a thriving, trust-based and technologically savvy nation is a testament to the power of fostering trust at every level of society.

Finland's high levels of trust can be traced back to the necessity of small communities relying on each other for survival. Throughout its history, Finland has been occupied by both Swedish and Russian empires, with much of its population succumbing to the invading forces. When Finland finally gained autonomy and independence, the country was shaped by common citizens rather than elites and aristocrats.

Sisu, the extraordinary determination and courage in the face of extreme adversity, is deeply ingrained in the Finnish culture and has played a significant role in shaping the nation's values, including honesty. This unwavering resolve prevented the development of a culture of corruption, as Finns directed their resources towards building a strong, equitable society rather than allowing them to be syphoned off by a privileged few. The shared experience of hardship, coupled with the collective effort to rebuild and prosper, fostered not only a strong sense of unity but also a survivor mentality among Finns. This mentality, rooted in sisu, was particularly evident after the civil war in 1918 when communism was on the rise. In the face of this challenge, Finland focused on rebuilding a unified national identity to bridge divides between different social and political groups and overcome the odds stacked against them.

The country's comprehensive welfare system, which provides extensive and free social security, healthcare, and education, has been instrumental in reducing inequalities and ensuring a high quality of life for all citizens. This commitment to the principle that "nobody is left behind" has strengthened social trust and cohesion. Transparent governance, low levels of corruption, and a stable, inclusive political system have further reinforced trust in public institutions. 

More than four in five Finns say they trust other Finns, making the country's residents the most trusting people in Europe. “In the Nordics, high trust levels can be explained by a welfare model based on equality and a universal right to basic services. This prevents an 'us' vs 'them' division from forming,” explains Maria Bäck, a political researcher at Åbo Akademi.

The ability to effectively collect taxes is fundamental in implementing a welfare system; Finns are often characterised as happy taxpayers. 79% are happy to pay their taxes and feel that they get something in return. They have a high level of trust in equality and fairness, a strong sense of civic duty and social responsibility, and confidence in the transparency and accountability of public institutions.

Trust thrives in an environment where people share a common understanding of what benefits society as a whole. This shared vision of the common good forms the foundation for honest communication, mutual understanding, and cooperative action. Trust acts as a unifying force, bringing people together, fostering a sense of belonging and solidarity that transcends individual differences and strengthens the social fabric. Trust is the foundation upon which the nation's happiness, resilience, and progress are built, enabling Finns to face challenges and embrace opportunities as a united front.

In my next two blogs, we'll dive deeper into the intricacies of trust in the digital age. We will explore the three pillars of trust - interpersonal, societal, and technological - and how they interconnect in our increasingly digital world. We'll also examine different approaches to data governance across the globe. Then I will offer practical strategies for building trust in low-trust environments, emphasising the critical balance between societal trust and cybersecurity in the digital era. Stay tuned to discover how Finland's trust-based model can inspire solutions for creating smarter, more resilient cities and societies worldwide.

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