Indeed, Finns derive a great deal of pride from the high level of social trust present in the society, which in turn is an indication of the perception that people are believed to be acting honestly. “In Finland the state is a friend, not an enemy,” Kananen said. “The state is perceived as acting for the collective good – so public officials act in everybody’s shared interest. There is a great deal of trust – towards fellow citizens and public office holders, including the police. Finnish people are also happy taxpayers. They know the tax money is used for the common good and they know no-one will cheat when collecting the taxes.”
This needull is about silence. It starts with a very interesting story about Finland trying to market itself by trying to identify something worthwhile selling. They identified one resource they had – Silence.
A few months later, the delegation issued a slick “Country Brand Report.” It highlighted a host of marketable themes, including Finland’s renowned educational system and school of functional design. One key theme was brand new: silence. As the report explained, modern society often seems intolerably loud and busy. “Silence is a resource,” it said. It could be marketed just like clean water or wild mushrooms. “In the future, people will be prepared to pay for the experience of silence.”
People already do. In a loud world, silence sells. Noise-canceling headphones retail for hundreds of dollars; the cost of some weeklong silent meditation courses can run into the thousands. Finland saw that it was possible to quite literally make something out of nothing.