Brits say Swedes have the best life – what motivates Brits to move abroad

• Disover which countries offer the highest quality of life worldwide.
• Factors like cost of living, crime rates, and job prospects influence the rankings.
• Find out why the Scandinavian nation, Sweden, frequently comes out on top.

We spoke to a cross-section of Brits to find out where in the world they think has the best quality of life. The research revealed that the country the Brits think is the best place to live isn't Spain or Australia, it’s Sweden! The land of IKEA, ABBA, snus, and cinnamon buns has officially captured the hearts of Brits on the hunt for a better life.

According to the survey, a whopping 33% of Brits chose Sweden as the country with the best quality of life. That’s more than double the next most popular choice, New Zealand (13%), followed by Germany (10%) and Australia (9%).

Here's the full top 10 list of countries Brits think have the best quality of life:

1. 🇸🇪 Sweden – 33%
2. 🇳🇿 New Zealand – 13%
3. 🇩🇪 Germany – 10%
4. 🇦🇺 Australia – 9%
5. 🇺🇸 USA – 7%
6. 🇵🇹 Portugal – 5%
7. 🇮🇹 Italy – 4%
8. 🇪🇸 Spain – 4%
9. 🇫🇷 France – 4%
10. 🇦🇪 Dubai – 4%

While more expensive Sweden dominated the rankings for quality of life, Brits are much more concerned about the cost of living crisis. 40% of Brits say they’d move for cheaper everyday expenses. With the term “Rip-Off Britain” making headlines, it’s no surprise Brits are on the hunt for a more affordable life.

The top reasons Brits say they would move abroad include:

Different generations naturally have different priorities. So do the youngsters of today have wildly different aspirations from their seniors, or are we all on the hunt for the same thing?

Younger people (18–34):

• Value career opportunities, liberal politics, and freedom of movement
• Care more about education systems, green policies, and progressive cultures
• Tend to prioritise free healthcare less than older age groups.

Middle-aged groups (35–54):

• Increasing concern for healthcare, crime, and the cost of living
• Still motivated by job prospects, but less so than younger adults.

Older groups (55+):

• Strong focus on cost of living, crime rate, healthcare, and green spaces
• Much less interested in liberal politics, education, job prospects, and progressive culture
• A third of those 65+, say "nothing would entice me to move."

While Sweden secured the top score across the UK, did all cities agree that Sweden is the best destination for a better life? According to the data, locals from Belfast, Birmingham, Bristol, Cardiff, Edinburgh, Liverpool, London, Manchester, Nottingham, Norwich, Sheffield and Southampton were all in agreement that Sweden would be the best place to live.

However, people in Leeds were more in favour of a life in New Zealand, with 43% agreeing this would be a desirable country to move to. Glasgow was completely conflicted, with 19% wanting to live in Sweden, 19% voting for Germany and 19% preferring Dubai. Similarly, Geordies were also torn between three locations: Sweden, Portugal, and Australia.

Looking at the motivations behind moving, each city also has its own preferences:

• Belfast: Strict gun control policies - 53%
• Birmingham: Cost of living - 34%
• Bristol: Liberal politics - 42%
• Cardiff: Low crime rate 52%
• Edinburgh: Low tax rates 40%
• Glasgow: Strict gun control policies - 52%
• Leeds: Cost of living 46%
• Liverpool: Cost of living 51%
• London: Better job prospects 40%
• Manchester: Better job prospects 51%
• Newcastle: Cost of living 44%
• Norwich: Cost of living 54%
• Nottingham: Cost of living 35%
• Sheffield: Cost of living 67%
• Southampton: Low tax rates 55%

Seeking a better job is a common reason people make the move to another country. So, which industries are most hungry for life in a new lane? 

Those working in transport were the most keen to seek out new job prospects in a foreign land, with 54% agreeing this would be a key motivator. At the other end of the scale, only 19% of those working in utilities and the automotive industry felt the same way. Although nearly one in five is still a significant result, showing the broader desire and ambition across all working sectors to potentially be tempted by a job in another country.