Population 5.4 million
Most sparsely populated country in the EU
Greater Helsinki area:
- 1 million people
- One third of the countries GDP
Ranks number 12 in the world GDP
40% of GDP comes from exports
Education:
- Top scores in PISA (the best basic education system).
- Free education from elementary school to university.
Stability:
- Macroeconomics: Fitch, Finland’s AAA status “is underpinned by sound public finances, a solid external position, high income per capita, demonstrable political and social stability and an impeccable debt service record”.
- Politics: Finland’s multi-party democracy is characterized by a strong preference towards consensus and pragmatic policies implemented by coalition governments. The system has produced a level of political stability and continuity undreamt of in most countries.
Finnish special characteristics
Along with Japan and Norway, Finland has very high newspaper readership
Newspapers form an integral part of the daily life of Finns. Nearly half (45%) regard newspapers as having an important role.
For most, a newspaper is still the best way of getting a wide range of information about current affairs. Newspapers are also regarded as the best source of tips for making purchases.
The use of the Internet as a tool for consumption has become more widespread. Finns feel that the Internet reaches them as consumers in new ways. Male consumers are particularly active users of the Internet and compared to women, they more often wish that products and services would be more actively promoted online. All under 35-year-old respondents also see the Internet as a strong channel of influence.
In addition to being a channel for making purchases, the Internet is also an important source of information for Finnish consumers, when they seek more information about products and services. The Internet is used heavily as an information source.
The total domestic and international B-to-C e-commerce was 9.5 million euros in 1–12/2010.
The strongest international consumer trend continues to be self-fulfilment. In line with this trend, Finns have a strong wish to realise themselves and they use work as well as free time and purchase decisions for channelling their self-fulfilment and personal development.
Impact of products has in recent years grown strongly in importance and established itself as a major trend. Consumers favour healthy and ethical products to seek wellbeing for themselves. Very similar values are on the rise for both women and men. Hedonism and the wish to stand out are on the rise for both groups. People want to express themselves through brands that reinforce their values and outlook.
Changes in population: Ageing of population, decreasing family sizes.
Did you know? Finns are very straightforward. With Finns, what you see is what you get. They are proud of their national characteristic ”sisu”, an untranslatable concept which refers to a combination of perseverance and courage.