Swedish Culture: Doing Business Effectively

Sweden is a modern Scandinavian country with about 85% of the population living in urban areas. As a member of the European Union, it is an easy country to navigate provided you have your passport in order. About one-fifth of its population is foreign born, so the Swedish are used to outsiders. Nonetheless, the primary language is Swedish. While there are a number of English speakers, it’s not even one of their six official languages. Doing business in Sweden requires you understand a few things about Swedish culture. The Swedish are deeply invested in what they consider important.

Swedish Culture: No Nonsense When It Comes to Nature

It may be a constitutional monarchy, but Sweden’s natural landscape is decidedly public. It has over 24,000 little islands and a ton of nature, which the Swedish cherish. That means:

DO NOT LITTER

You shouldn’t litter anywhere, but it is especially rude to this environmentally friendly nation. Generally, you want to show respect for the environment when there. The Swedish are highly invested in eliminating waste. They don’t like disposable plastic bottles or being unconscientious. Recycling is serious. And, they take great pride in Sweden’s natural resources and outdoor recreation.

Inclusive Politically and Socially

Swedish culture is rooted in liberal values, including strong protections against discrimination and for civil rights, public access, and freedoms of expression. They are a leader in gender equality. 

The third largest foreign-born population in Sweden is Syrian and the fourth is Iraqi. The Swedish are very inclusive and socially conscientious. They have some of the most comparatively liberal beliefs. If you have personally held beliefs that conflict with these ideas, it is unwise to discuss or show negative feelings. 

In general, the Swedes do not appreciate political debates—particularly with foreigners. Complaining is also considered extremely insulting and uncouth. 

Mind Your Personal Space

The Swedish are notoriously into having their “space”. It’s a concept familiar to most Californians, but not everyone in the United States or elsewhere. Mind not to stand too close or hover around people.

Swedes are not touchy. A handshake is sufficient and not sustained. Do not hug, pat, or touch people.

Speak, Dress, and Act Like a Stoic

Since the Vikings, Swedish culture has been marked by Calvinism, Lutheran Orthodoxy, and an overall coming and going of some rather sober philosophies. In keeping, the Swedish tend to be subdued and stoical. To blend in while doing business: 

• Do not engage in idle chit-chat.
• Avoid flashy dress.
• Maintain eye contact and sincerity.
• Be conservative with complimenting or prying into someone’s personal life.
• Keep makeup and jewelry minimal.
• Don’t show off or be superficial. 
• Try not to be loud or draw attention to yourself. 
• Avoid talking loudly or big gestures.

Enjoy the silence. For the Swedish, the idea of an uncomfortable silence does not exist. Conversation for the sake of itself is not a problem.

Do not brag. Swedish culture is famous for jantelagen, or downplaying individual accomplishment. The commonly held cultural value is epitomized by ten rules, called the Law of Jante or the Jante’s Shield:

• You’re not to think you are anything special. 
• You’re not to think you are as good as we are.
• You’re not to think you are smarter than we are.
• You’re not to imagine yourself better than we are. 
• You’re not to think you know more than we do.
• You’re not to think you are more important that we are.
• You’re not to think you are good at anything.
• You’re not to laugh at us.
• You’re not to think anyone cares about you. 
• You’re not to think you can teach us anything. 

These laws come from a fictional novel written by Aksel Sandemose in 1933. Sandemose’s satire addressed the collectivist attitude of the Scandinavians. 

Democratic Values Are the Norm in Swedish Culture

Whether at work or out and about, Swedish culture is very democratic. The monarchy exists pretty much in title only. Titles and hierarchies do not impress the Swedes. When doing business in Sweden, pay respect to everyone. Everyone is given a voice. In fact, the four fundamental laws that structure their government and Swedish culture are:

• The Institute of Government
• The Act of Succession
• The Freedom of the Press Act
• The Fundamental Law on Freedom of Expression 

Because of the flat business structure, business decisions and deals often fall to more junior employees than elsewhere. It’s always wise to be polite to everyone in Sweden. 

Work-life Balance

The Swedish do not live to work, instead they prioritize time with loved ones. They are unlikely to give up personal time or take meetings that conflict with normal work hours or expectations. 

Breaks and meals, including fika, are not worked through.

Down to Business

Much as the Swedes do not like small talk, they are always ready to talk business. Unlike other countries that may require socialization and the establishment of a personal relationship before bringing up business, Swedish culture is very no-nonsense. Business lunches and meetings are about business. 

For meetings, this no-nonsense approach also means they will be more interested in well-articulated facts and figures than flashy pitches.

Swedish businesspeople will avoid conflict. 

Always put things in writing. Verbal agreements and phone calls are not considered sufficient.

Coffee Breaks: Fika for Life

Caffeine powers Swedish culture. They are one of the top three world coffee consumers. Called Fika, getting coffee (or a coffee break) is fundamental in Swedish culture. It’s often used as a social time to chat and have a sweet with friends.

Coffee is serious in Sweden, too, often serving as informal business meetings. If you are asked to coffee, this is a great opportunity to get some business done. 

Business Meetings

At a lunch or dinner, the most important guest sits to the right of the host. 

Punctuality is also very important to the Swedes. If you are running late, be sure to call and let them know. However, it’s best to be early. They likely will be. Punctuality also extends to the end of meetings, which is promptly done at the agreed meeting end time. They will indicate this by beginning to pack up at the predetermined time.

Note that when scheduling a meeting, you should aim for: 

• Meetings between 10am and 2pm.
• Scheduling enough time to complete everything on your agenda.
• Avoiding the holiday months of July, August, and February (people are gone).

Handshakes are brief and strong. They start and conclude meetings. 

Titles are not important. Even in important business, it’s perfectly fine to be on a first name basis. This does not require special permission from whomever you are addressing. 

Dressing business casual is the norm in Sweden. It’s not quite denim and tee shirts. But it’s also not common to wear a suit. If you have questions about dress code for any event, asking will be welcome. 

Because everyone is valued, the mood of workplaces is more relaxed than many places. It’s a mistake to confuse this light mood for being too slack. Maintain a friendly but efficient approach to work and business counterparts. Do not show disrespect by chewing gum, slouching, or being too casual.