In a land of plenty, the Swedish mentality exudes simplicity. They are very socially conscious of their lifestyle. Swedes make a very concerted effort to live, love, and share. They consume in moderation and value experiences rather than possessions.
The workspace is open and informal, with 5 weeks paid vacation. It’s common to have flextime hours, coming in around 8:30 and leaving by 4. The health care is practically almost fully financed and family extremely prioritized as number one. Yet, the Swedish are not in the least primitive or technologically inferior. Their level of social consciousness leads to innovative, provocative, and forward thinking culturally.
The highlight of real Swedes through the “people-depicted” section on Sweden’s main page gave a unique revelation into their lifestyle. The video in particular that caught my attention was Deductible Karin. As a specialized chandelier cleaner, under new tax laws, Karin’s services are now deductible. In one scene she speaks to a client about her profession saying, “well I don’t do this to be rich, I never will be, I do it because I like what I do and I meet nice people – and spend time in fantastic surroundings. “ That’s just enough pleasure in a job that doesn’t seem to have that many financial perks.
The consciousness goes beyond money especially when it comes to the environment. Swedes love fashion, design, furniture, and architecture However, in an eco-driven society, they are finding innovative avenues to let their creativity preserve the planet. For instance, Nigel’s eco store, a one-stop shop to invest in stylish and environmentally friendly products, like this cardboard iPod speaker dock.
Nigel has you covered on the home/miscellaneous front, but I was completely mesmerized by MaxJenny Forslund, clothing line. Like the bold design to the right, she uses all sustainable materials for her creations. Also featured on the Sweden’s main page she explained that, “Ecofashions cost the consumer a little bit more, but that’s okay. In Sweden, we’re willing to pay more if it can save the planet.”
That’s an arguable statement that at least one of the leading fashion chain Hennes & Mauritz (H&M) doesn’t have to make. The second largest European fashion retailer’s profit increased 6.4% in their second quarter. H&M known as the cheap and chic clothing line has made one of their corporate responsibilities the environment. They already invested in a 100% organic cotton collection and now are exploring other sustainable materials such as organic and recycled wool and polyester.
Needless to the say, the people of Sweden are thoughtful, sharp, and consciously plugged in. In order to tap into their market, one must have a creative idea that has a mission geared to preserving what’s valuable.