Located in the centre of Scandinavia in northern Europe, Sweden has one of the highest standards of living in the world. With the vast majority of its population living in urban centres, Sweden enjoys a very low population density outside of the major cities.
Search our Course Catalogue for all Sweden Courses
Sweden Today
Its recent history of neutrality has made it a popular location for immigrants while the northern part is still home to a minority of indigenous Sami people. Sweden is a forward thinking country where people have very egalitarian notions of society. Understanding Swedish society and culture is essential to effectively do business in Sweden.
Swedish Culture – Key Concepts and Values
Directness – Swedes are known for their open but direct style of communication. They tend to be literal and to the point in their communication while often voicing what might be perceived as strong and confrontational opinions. Directness is highly valued in business discussions but direct criticism should be diplomatic and directed towards aspects of the problem and not towards anyone in particular.
Consensus and Compromise – Swedish culture places a high importance on notions of egalitarianism. Consensus and compromise permeate almost every aspect of Swedish society. Decision-making in business can therefore be a slow process since everyone has a right to contribute and decisions will tend to be made only once everyone is in agreement.
Reserve – The national character of Swedes is often described as shy, quiet and reserved. As a result, Swedes are often mistaken for being cold and unfriendly but once you get to know them they are very warm and hospitable. They prefer to keep a large degree of separation between their personal and public life which could make them seem uninterested and distant when, in fact, they simply value modest and reserved behaviour.
Love of Nature – Surrounded by expansive forests, archipelagos and over 100,000 lakes, it comes as no surprise that the small population of Sweden has a high respect for natural spaces. This love of nature is reflected in Swedish society such as in their environmental awareness and unique architecture. It is also evident at work where Swedes ensure that they take time off to escape from the high-paced business life to a more serene and peaceful existence in the country.
Doing Business in Sweden
Sweden has been inhabited by humans since at least the 3rd millennium BC. The fifteenth and early sixteenth centuries saw Sweden as part of a larger Scandinavian union. Later in the seventeenth and eighteenth centuries, Sweden became a Great Power of Europe ruling over much of what is today Finland, Norway and Denmark. After several conflicts with Russia and Poland, Sweden retreated from its imperial stance and became neutral in the twentieth century.
Only joining the EU in 1995 and remaining fiercely opposed to the Euro, Sweden maintains a strong economic model founded on high-tech capitalist growth with comprehensive welfare benefits. Timber, hydropower and iron ore are the main resources in this export-based economy. Across Europe, Sweden is often envied for its low unemployment and continual economic growth. As such, Sweden is an ideal place for new business endeavours and investment opportunities but doing business effectively requires an in-depth understanding of this unique culture.
Swedish Business Part 1 - Working in Sweden: Working practices
Structure and hierarchy
Working relationships
Swedish Business Part 2 - Doing business in Sweden: Business practices in Sweden
Business etiquette (Do's and Don'ts)
DO respect a Swede’s personal space. In Sweden people tend to leave a relatively large distance between each other when speaking.
DO avoid comparing Sweden to Finland, Norway or Denmark as Swedes are quite sensitive to this and are proud of their own unique culture and identity.
DO avoid criticising someone in public. Criticism should be given privately and diplomatically in a way that gets your point across but avoids offending them.
DO take the time to meet with your Swedish counterparts more than once. Swedes spend a lot of time on details and ensuring everything is right before making a deal so it is important to cooperate and assist where possible.
DON’T be surprised when your Swedish counterparts take a few moments to respond. Silence and not interrupting are important considerations to bear in mind when communicating with the Swedish.
DON’T over-exaggerate or over display your emotions. In Sweden, people pride themselves on their ability to control and present themselves in a sophisticated and respectful manner at all times.
DON’T wear or do anything which would display or flaunt your status or wealth. Swedish culture is very egalitarian and therefore does not consider status to be very important.
Swedish Culture Quiz – true or false
1. Swedes tend to rely on feeling and intuition when making decisions or venturing into a new project.
2. It is polite to wait until your host makes a toast before drinking.
3. It is not uncommon to be asked personal questions about your family or social life.
4. When visiting a Swedish home, it is polite to remove your shoes at the door.
5. By tossing their head to one side, Swedes are gesturing for you to go away.
Swedish Culture Quiz – Answers
1. False. Swedes tend to spend a lot of time analysing the details. While their approach is very pragmatic, they will make a decision once they know it is the right thing to do.
2. True. It is also polite to thank them for the meal by saying ‘Tack för maten’.
3. False. People in Sweden tend to be very private and do not inquire about other people’s personal life.
4. True. Although it is more common these days to leave your shoes on.
5. False. Swedes often use this gesture as a way to beckon another person to come closer.
Sweden Today
Its recent history of neutrality has made it a popular location for immigrants while the northern part is still home to a minority of indigenous Sami people. Sweden is a forward thinking country where people have very egalitarian notions of society. Understanding Swedish society and culture is essential to effectively do business in Sweden.
Swedish Culture – Key Concepts and Values
Directness – Swedes are known for their open but direct style of communication. They tend to be literal and to the point in their communication while often voicing what might be perceived as strong and confrontational opinions. Directness is highly valued in business discussions but direct criticism should be diplomatic and directed towards aspects of the problem and not towards anyone in particular.
Consensus and Compromise – Swedish culture places a high importance on notions of egalitarianism. Consensus and compromise permeate almost every aspect of Swedish society. Decision-making in business can therefore be a slow process since everyone has a right to contribute and decisions will tend to be made only once everyone is in agreement.
Reserve – The national character of Swedes is often described as shy, quiet and reserved. As a result, Swedes are often mistaken for being cold and unfriendly but once you get to know them they are very warm and hospitable. They prefer to keep a large degree of separation between their personal and public life which could make them seem uninterested and distant when, in fact, they simply value modest and reserved behaviour.
Love of Nature – Surrounded by expansive forests, archipelagos and over 100,000 lakes, it comes as no surprise that the small population of Sweden has a high respect for natural spaces. This love of nature is reflected in Swedish society such as in their environmental awareness and unique architecture. It is also evident at work where Swedes ensure that they take time off to escape from the high-paced business life to a more serene and peaceful existence in the country.
Doing Business in Sweden
Sweden has been inhabited by humans since at least the 3rd millennium BC. The fifteenth and early sixteenth centuries saw Sweden as part of a larger Scandinavian union. Later in the seventeenth and eighteenth centuries, Sweden became a Great Power of Europe ruling over much of what is today Finland, Norway and Denmark. After several conflicts with Russia and Poland, Sweden retreated from its imperial stance and became neutral in the twentieth century.
Only joining the EU in 1995 and remaining fiercely opposed to the Euro, Sweden maintains a strong economic model founded on high-tech capitalist growth with comprehensive welfare benefits. Timber, hydropower and iron ore are the main resources in this export-based economy. Across Europe, Sweden is often envied for its low unemployment and continual economic growth. As such, Sweden is an ideal place for new business endeavours and investment opportunities but doing business effectively requires an in-depth understanding of this unique culture.
Swedish Business Part 1 - Working in Sweden: Working practices
Structure and hierarchy
Working relationships
Swedish Business Part 2 - Doing business in Sweden: Business practices in Sweden
Business etiquette (Do's and Don'ts)
DO respect a Swede’s personal space. In Sweden people tend to leave a relatively large distance between each other when speaking.
DO avoid comparing Sweden to Finland, Norway or Denmark as Swedes are quite sensitive to this and are proud of their own unique culture and identity.
DO avoid criticising someone in public. Criticism should be given privately and diplomatically in a way that gets your point across but avoids offending them.
DO take the time to meet with your Swedish counterparts more than once. Swedes spend a lot of time on details and ensuring everything is right before making a deal so it is important to cooperate and assist where possible.
DON’T be surprised when your Swedish counterparts take a few moments to respond. Silence and not interrupting are important considerations to bear in mind when communicating with the Swedish.
DON’T over-exaggerate or over display your emotions. In Sweden, people pride themselves on their ability to control and present themselves in a sophisticated and respectful manner at all times.
DON’T wear or do anything which would display or flaunt your status or wealth. Swedish culture is very egalitarian and therefore does not consider status to be very important.
Swedish Culture Quiz – true or false
1. Swedes tend to rely on feeling and intuition when making decisions or venturing into a new project.
2. It is polite to wait until your host makes a toast before drinking.
3. It is not uncommon to be asked personal questions about your family or social life.
4. When visiting a Swedish home, it is polite to remove your shoes at the door.
5. By tossing their head to one side, Swedes are gesturing for you to go away.
Swedish Culture Quiz – Answers
1. False. Swedes tend to spend a lot of time analysing the details. While their approach is very pragmatic, they will make a decision once they know it is the right thing to do.
2. True. It is also polite to thank them for the meal by saying ‘Tack för maten’.
3. False. People in Sweden tend to be very private and do not inquire about other people’s personal life.
4. True. Although it is more common these days to leave your shoes on.
5. False. Swedes often use this gesture as a way to beckon another person to come closer.
