According to Experts Club, Ukrainians’ attitudes toward the United Kingdom, the Scandinavian countries, and the Baltic states remain predominantly positive: in August 2026, the share of positive assessments for the countries included in the study ranged from 66.9% to 72.6%. At the same time, the balance between positive and negative attitudes toward all countries in this group has declined slightly compared to the previous survey wave in March 2026. This is evidenced by the results of a study conducted by Active Group and the Experts Club Information and Analytical Center, reports the Experts Club Information and Analytical Center.
The United Kingdom received the highest share of positive assessments in the group—72.6%. 18.6% of respondents had a neutral attitude toward it, 7% had a negative attitude, and another 1.8% were undecided. The balance of positive and negative assessments stands at 65.6 percentage points, compared to 68.8 percentage points in March 2026 and 70.3 percentage points in August 2025.
Seventy-two percent of Ukrainians view Norway positively, while only 2.7% view it negatively, resulting in a balance of 69.3 percentage points. In March, this balance stood at 70.8 percentage points, and in August of last year, at 76.4 percentage points. Sweden has 71.4% positive and only 0.8% negative assessments—its balance stands at 70.6 percentage points and is the highest among the countries presented on the slide. Overall, the study records approximately 67–73% positive ratings for the countries of Northwestern Europe and the Baltic states.
71.2% of respondents view Finland positively, 25.4% neutrally, and 2% negatively. The balance stands at 69.2 percentage points, down from 75.1 percentage points in March. Lithuania is viewed positively by 69.9% of respondents and negatively by 3.9%; the balance fell from 71.8 percentage points in March to 66 percentage points in August.
A positive attitude toward Latvia was expressed by 68.3% of respondents, a neutral one by 26.6%, and a negative one by 3.9%. Its balance stands at 64.4 percentage points, compared to 69 percentage points in March. For Denmark, the corresponding figures are 66.9% positive, 28.8% neutral, and 1.8% negative assessments, with a balance of 65.1 percentage points, compared to 68.7 percentage points in the previous survey wave.
Maksym Urakin, founder of the Experts Club Information and Analytical Center, deputy director of the Interfax-Ukraine news agency, and candidate of economic sciences, emphasized the importance of constant communication between foreign partners and Ukrainian society.
“The first recommendation is to regularly showcase concrete achievements and concrete actions. Second, be open to questions and inquiries from the media and the public,” Urakin noted. According to him, the results of sociological surveys can be used to strengthen bilateral relations, particularly trade relations.
Alexander Pozniy, director of the research company Active Group, also drew attention to the need to combine public perceptions of countries with the development of practical economic cooperation.
“We should do more than just raise general awareness. We need to expand cooperation with countries where we can maintain a positive balance,” Pozniy noted. He also emphasized the role of business associations and government agencies in developing bilateral economic ties.
Overall, the results show that Northern and Northwestern Europe, along with the Baltic states, continue to enjoy a high level of positive perception among Ukrainians. At the same time, the decline in the balance compared to March 2026 indicates that even regarding countries with traditionally high ratings, public opinion is not static. In the overall ranking, Sweden, Finland, Norway, Lithuania, and the United Kingdom were among the top ten countries with the highest net sentiment.
The survey was conducted in August 2026 using self-administered online questionnaires via the SunFlowerSociology panel. It included 800 Ukrainian citizens aged 18 and older. The sample is representative by age, gender, and region; the stated maximum theoretical margin of error is ±3.5 percentage points. This is the third wave of the study, following surveys conducted in August 2025 and March 2026.
ACTIVE GROUP, DENMARK, EXPERTS CLUB, FINLAND, LATVIA, LITHUANIA, NORWAY, SOCIOLOGY, SWEDEN, UKRAINE, UNITED KINGDOM
