The University of Oulu’s reputation strong and most improved

The research examined the reputation of all 14 Finnish universities. The results were based on responses from 2,146 Finnish participants, collected through an electronic survey conducted between February and March 2025.

T-Media also explored public perceptions of universities more broadly. The findings indicate that universities are held in high esteem by the general public.

“It is a strength of Finnish society that people trust science and universities as institutions. We can build the university’s reputation by fulfilling the important responsibilities entrusted to us. We provide high-quality education that equips students with skills valued by future employers, conduct top-level research, and contribute this knowledge to society through collaboration with various stakeholders,” says Arto Maaninen, Rector of the University of Oulu.

This year’s study round revealed a positive trend in universities’ general reputation across several aspects. The category of products and services, which reflects universities’ core missions – education and research – approached an excellent rating.

“The overall improvement in universities’ reputation is a significant result when considering the role and appreciation of higher education and scientific knowledge. Of the eight reputation factors, products and services have the strongest influence on how people in Finland perceive and engage with universities,” says Nina Laakso, Senior Advisor at T-Media.

“There are increasingly serious global examples of deliberate efforts to undermine trust in universities and scientific knowledge. Misinformation is gaining more ground and is used as a tool to polarise societies. It is crucial that in Finland, universities and their work continue to receive strong public support,” Laakso adds.

Reputation scores were calculated on a scale from 1 to 5 as the average across eight categories: administration, finances, leadership, innovation, interaction, products and services, workplace, and responsibility. Respondents represented 15–65-year-olds living in mainland Finland, and the sample was weighted to match the population in terms of gender, age, and region.

Trust&Reputation 2025 study – Top universities:

• LUT University – 3.77 (change: -0.06)
• Finnish National Defence University – 3.77 (change: 0.00)
• Aalto University – 3.69 (change: 0.00)
• University of Eastern Finland – 3.68 (change: -0.03)
• University of Oulu – 3.65 (change: +0.09)