The Link, November 2022

Dedicated to the Swedish-British business community since 1906

Anders Jensen, President and CEO of Viaplay Group

“If we want to be one of the most significant media companies in Europe, there is no way around the UK.”

swedish FOOTPRINT across the uk

The Swedish Chamber of Commerce for the United Kingdom is the ultimate business platform for Swedish and UK businesses. We help businesses establish, grow and develop, through our wide range of business services, matchmaking, events and programmes. We represent some 400 businesses, from start-ups, to SMEs, unicorns and large multinational corporations, from across all sectors and industries. Founded in 1906 – by business and for business – we have connected the Swedish-British business community for over a century. Join us today, if you haven’t already.

SCC PATRONS

THE LINK ISSUE 363

Editors: Jonas Eklund, Saga Palmér, Annabel Daisley

Cover: Anders Jensen, President and CEO of Viaplay Group

Photo: Radek Dranikowski

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NOT A MEMBER YET? Visit www.scc.org.uk or contact us on +44 (0)20 7224 8001 / info@scc.org.uk

Summarising 4,5 years with the Swedish Chamber

Nothing seems too dramatic anymore. As I am writing this, I am summarising my 4,5 years with the Swedish Chamber of Commerce and they can only be described as eventful.

Britain has now welcomed its third Prime Min ister in just a couple of months, and the fourth one since I assumed office in 2018. Brexit has been a defining moment for the SwedishBritish relationship since the referendum and the SCC has brought together businesses to address many of the issues, questions and concerns relating to Britain’s exit from the European Union. It is now a fact, and busi nesses are adapting still. Little did we then know that Brexit would quickly move to the “back of our minds”, as the pandemic hit us in early 2020. Lockdowns and restrictions were rather strict in the United Kingdom, and as a Chamber we had to quickly adapt our service offering, finding new ways of providing value to our members.

When I first joined the SCC, we set out to look at how we could be a relevant partner and how best we could provide value to the busi ness community. We launched a new depart ment solely focused on supporting Swedish start- and scale-ups, looking at establishment support, ecosystem growth and capital raising. Today, the business services team supports around 100 companies per year.

We launched new platforms for events and programmes, from Outer Thinking, to Impact, Tech Forum, Nordic M&A and Private Equity Forums, to our annual dinner in Stockholm and our intimate business roundtables. Together they have provided a broad, diverse and – we think – relevant forum for businesses to meet their peers as well as politicians, the media and academics. They have provided a great platform for the promotion of Swedish busi nesses, innovation and ideas in the UK.

On the practical side, we have welcomed 38 new patrons – from Spotify to games maker King, from EQT to Tetra Pak, and our gross profit has increased by 73% in 4,5 years. Notably, our service lines are providing a substantial part of our growth. This, together with a member survey showing an increasing perception of value in membership, makes me both happy and proud. The Swedish Chamber of Commerce is a great place to be.

Driving change is a real team effort, and during my years I have worked closely with an exciting group of talented and service minded people at the secretariat (you know who you are!). Anna Crona, Jonas Eklund and myself have spent the last four years building the teams together, not the least with some fantastic scholars and interns. We found a real supporter and sounding board in chairman Jan Olsson, who has provided true energy for

change, and with it a great board of directors made up of some of Sweden’s most exciting businesses.

The future is one of collaboration, and togeth er it is amazing what can be achieved. It is with warm hands I hand over to Fredrik Warneryd, who assumes office from 1 January, and I will follow with excitement his tenure at the Chamber. He brings a wealth of experience and will add new energy to this 116 year old (or new) organisation.

But first, in this issue of The Link, we would like to welcome BCB Medical, Cadogan Fine Arts, Comotion, DNB, Sigma Connectivity, Range Servant, Hill Holm Coaching & Consult ing and KPMG to the membership.

We represent a fantastic membership, and a strong trading partnership. If you haven’t joined us already, I hope you will do so in 2022.

Peter Sandberg Chief Executive sandberg@scc.org.uk

SCC TEAM

EVENTS AND PROGRAMMES

Charlotte Hazén, Events & Programmes Manager

Axel Paulsson, Scholarship Fund for Swedish Youth Abroad

Andreas Tysk, Sparbanksstiftelsen Finn Scholar

Matilda Björklund

MARKETING AND COMMUNICATIONS

Jonas Eklund, Head of department

Saga Palmér, Marketing Executive

Annabel Daisley, Gull & Stellan Ljungberg Foundation Scholar

MEMBERSHIP AND COMMUNITY

Christoffer Waldemarsson , Membership & Community Manager

Emelie Farquharson

Business services

Anna Crona, Head of department

Hannah Carlsson, Sten A. Olsson Foundation for Research and Culture Scholar

Linnea Ström, Elof Hansson Foundation Scholar

Beata Ankarcrona

Contact us

Swedish Chamber of Commerce for the UK

Sweden House, 5 Upper Montagu Street, London W1H 2AG +44 (0)20 7224 8001, info@scc.org.uk

Discover getyourup and gå

The NHS INNOVATING WAYS TO PROVIDE CARE

How the NHS navigates the post-pandemic landscape through cross-sectional partnerships.

Page 12

CONTENTS

Designing productivity

How to design your way into focus and creativity.

Pages 9 10

On the search for Value and relevance

Outgoing SCC Chief Executive on his time with the Chamber and his next endeavours.

PAGE 8

Bringing innovation to industry

SCC patron Invenio Growth on futureproofing industries and bringing Nordic innovation to the UK.

PAGEs 21 22

IN THE LINK 10 YEARS AGO

The best-selling author of his generation

Pascal Engman on what Nordic Noir can tell about today's society.

Page 14

Towards a Smoke Free society

SCC patrons Swedish Match and Haypp Group on how Brits are turning to nicotine pouches to lay off smoking.

PAGEs 25 26

In January 2012, the Link spoke with Karolina Ekholm, then Deputy Governor of the Executive Board for the Swedish Central Bank. Topics such as the financial crisis, international turbulence and advanced monetary policies, as well as the art of controlling money were discussed. Today, likewise, the world is facing an array of fundamental challenges, from global economic turmoil and the cost of living crisis. On the agenda at the time, was the issue of interest rates as it affected Sweden’s whole economy. Karolina said that “a wellbalanced monetary policy is normally a question of finding an appropriate balance between stabalising inflation around the inflation target and stabalising the real economy.” The financial crisis in Sweden during this period, resulted in the Swedish parliament comissioning a report to determine the allocation of responsibility between the public authorities.

NEW STUDY:

Swedish businesses investing in 9,000 new UK jobs

Despite Brexit, pandemic, and current economic turmoil, Swedish businesses have a positive outlook for their pres ence in the UK market and are making long-term commitments to their footprint in the country. A new study shows that 87 Swedish businesses alone, today employ close to 80,000 people nationwide and will be investing in almost 9,000 new jobs within the next five years, supporting growth across the UK.

BY: JONAS EKLUND

SWEDISH FOOTPRINT ACROSS THE UK

The participating Swedish businesses employ almost 80,000 people in the UK.

INVESTING IN THE FUTURE

Within the next 5 years, the businesses predict creating a total of almost 9,000 new jobs.

CONSIDERABLE GROWTH

Compared to the businesses’ current employment base, this is an addition of 11.5% job opportunities across the UK.

Small to its size but large on innovation, Sweden is the birthplace of global brands such as self-assembly innovator IKEA, retail giant H&M and world-leading security company Securitas – all of which employ thousands of people across the UK.

Swedish businesses have been present in the UK for centuries. From industrial group Atlas Copco, recently celebrating 100 years in the UK, to fintech company Klarna establishing in the country as recently as 2014, the UK contin ues to be a given destination for Swedish busi nesses looking for an international expansion.

“Today, there are more than 1,000 Swedish businesses active in the UK. Sweden is the UK’s 8th largest investor, between Canada and Ireland, and in 2021 alone, Swedish investments created 1,716 new jobs in the UK,” says Peter Sandberg, Chief Executive at the Swedish Chamber of Commerce for the UK, referring to a recent report from the UK Department for International Trade.

80,000 jobs across the UK…

In a new study, the Swedish Chamber of Com merce, in collaboration with the Embassy of Sweden and Business Sweden, asked Swedish businesses how they contribute to the regional growth of the UK. Where are job opportunities created, and what investments are Swedish businesses making in the UK?

The study shows that 87 Swedish businesses alone, employ almost 80,000 people across the UK. Although London might have a denser concentration of head offices, 84% of jobs are in fact distributed outside of the Greater London region, with a large proportion of jobs in the North West, South East and in the East of England.

“This proves that Swedish investment and interests are far from limited to the capital –the impact of Swedish business in the UK is nationwide,” says Peter. “Based on the results, and our knowledge of Swedish businesses operating in the UK, we assess that well over 150,000 direct or indirect job opportunities are

created by the 1,000 Swedish businesses with a UK presence. Not a bad contribution for a country of 10 million.”

…and almost 9,000 new jobs within five years

81% of the businesses participating in the study plan to expand their teams and employ within the next 5 years – creating a total of 8,927 new jobs. “This is an addition of 11.5% to the current employment base, which is a significant investment. With these new jobs, the businesses are showing long-term com mitment to the UK,” Peter says.

Investing in local communities

Roughly half of the new job opportunities (47%) will be created outside of London and the South East. “Only in the North West, there will be more than 1,100 new jobs within the next five years. IKEA’s recent announcement to expand to Aintree, Preston, and Stockport, is only one example of how Swedish businesses continue to invest in local communities.”

ABOUT THE SWEDISH FOOTPRINT IN THE UK

What’s next, Peter Sandberg?

In July this year, Peter Sandberg announced that he will be stepping down from his role as Chief Executive for the Swedish Chamber of Commerce for the UK, as of 31 December 2022. But before Peter leaves way for his successor, The Link chatted with him about his time with the Chamber and his next endeavours.

BY: JONAS EKLUND

Peter, tell us a little bit about your background and how you entered the Chamber environment.

I first moved to London to join the Swedish Embassy in 2004, and then it sort of went from there. One thing led to the next. I had plans for a diplomatic career (which I think most students of political science do), but I ended up in an informal interview situation at the Chamber, and the Chamber environment has a tendency to provide a mesmerising mix of business and entrepreneurial spirit. It keeps pulling you in. Then when I was offered to move to the Chamber in New York it was a no-brainer for me, as I loved the challenge of trying it in the Big Apple. The Chamber was also partly the reason I moved onto the private equity and venture capital space, as it was through Chamber connections, as often is the case. The Chamber provides a mix of diploma cy, promotion and communications, commer cial strategy and relationship management – all the things I enjoyed over the years.

When re-joining the SCC as Chief Executive, I think I brought with me a true and honest search for value and relevance. In my first weeks I challenged the team on “why” we were doing X, Y, Z, not necessarily with an agenda to stop doing them, but to change the mindset a little. To keep asking us, why, and for whom? I think the PE/VC experience brought me a bit of clarity around the importance of strategy, the need for tough decisions and how the commercial side of the business could be a drive for growth in every aspect. It has been a fantastic journey.

After all this time you are now stepping down as Chief Executive. How does it feel? I have very mixed emotions, as I am not “leaving the Chamber” per se – that wasn’t the decision I made, but rather I am moving to Scandinavia next. As I keep telling mem bers when I meet them, I am not done, but I am very happy. Happy with what we have achieved as a team over these past 4,5 years together.

What do you see as the main role of a Chamber like the Swedish Chamber of Commerce for the UK?

I think the Chamber is a unique platform in that it is fully business-born, business-focused and business-minded. We work fantastically with other organisations, authorities and agen cies, but at the end of the day we represent the businesses within our membership. We’ve taken steps to develop the platform upon which the Chamber can provide value,

from developing business services, creating stronger bonds with political stakeholders and decision makers, and supporting a joint platform for discussions on all the challenges we face together.

What do you believe members appreciate the most with the Chamber today?

Well, according to our member surveys we have a very happy membership which sees in creasing value and relevance from the services we provide. I think different members value different things, and that will remain. This could depend on size, geographical focus, sector or needs. Some members love the opportunity to speak on a big stage about the big issues, some want to grow deeper networks and some need help setting up their business or understanding how to tackle issues they are facing. It is a friendly platform, with involved members and with some great brands to learn from and to engage with.

What are the highlights from these past 4,5 years?

There are so many fantastic memories and highlights. Launching a renewed business services department has been rewarding in so many ways, and seeing how the SCC actively supports a growing network of Swed ish start- and scaleups. On the marketing and communication side, I am proud of the way we present our member businesses, and how

our campaigns are gaining traction in both countries. In my time we have also launched a number of events and programmes, such as the Summit “Outer Thinking”, Nordic M&A and Private Equity Forums, Tech Forum, a din ner and activities in Stockholm, the business roundtable breakfast concept, and not the least Impact, our sustainability conference. The high light there being Impact back in May, with the following Royal Gala Dinner in the presence of the King and Queen of Sweden of course.

At the end of the day, I am proud of the stable growth we have managed to achieve. We have welcomed 38 new patron members, gross profit is up 73% and our members rate us as increasingly valuable. This makes me proud, and makes me think of the amazing team members I have had the pleasure of working with over the past few years.

Anything you take with you to your next challenge?

I have learnt a lot. Brexit and the pandemic taught me a lot about agility and adaptability. I think we managed to turn our business around fairly successfully during lockdowns and pandemic. This took strategic team work, and a willingness to try, and thinking outside the box. But first and foremost I bring with me the pas sion that has always been key to what I have done at the Chamber, I want to really bring that with me into whatever comes next.

SCC Chief Executive Peter Sandberg with parts of the SCC team. Photo: Renz Andres.

THE DESIGN OF productiviTY

Where would you be more productive – in a room full of people, alone in an office or surrounded by nature? Truth is, it depends on what you are trying to achieve. However, few would deny that our surrounding affects our productiv ity, yet most people are not taking it into account when planning their workday. The Link spoke to neurodesigner and SCC member Isabelle Sjövall about the importance of the right surrounding, and how to make the most out of yours.

BY: SAGA PALMÉR

“Both performance and wellbeing are highly influenced by the environment. Research reveals that employees working in open offices have shown 14% lower cognitive performance, 27% more sick days, and 70% less face-to-face interac tion. Moreover, the noisy work environ ment may decrease productivity with up to 66% and increase the risk of heart at tack,” says Isabelle Sjövall, neurodesigner and cognitive scientist at the Faculty of Brain Sciences, Institute of Behavioural Neuroscience, University College London.

The numbers speak loud and clear, and, according to Isabelle, creating an office that meets the needs of those who work there is just as important for profitability as for the wellbeing of the business.

“This is a question of knowledge, money, and resources. Creating a fantastic workspace might require more effort and resources at first, however, considering the long-term cost of low productivity and sick leave, the equation is clear: an office space adapted for productivity and well

being will be more financially beneficial in the long run, for both the company and its people.“

Despite this, many still find themselves working in an environment full of distrac tions. Even a small stimulus, such as peo ple mumbling nearby, competes for your attention, pulling it away from whatever you are supposed to be working on.

“The most common challenge is unwant ed noise and visual distractions; it could be people passing by or clutter in the space. Since our brain is not wired to having to deal with many stimuli at once, it will take energy to actively shut out unwanted noise and distractions – energy that would be better spent on the task at hand.“

But if too many stimuli could have a nega tive impact on your work, paradoxically, the same can be said about the opposite. According to Isabelle, an empty office could actually impair performance in the long run, something that became visible during the pandemic.

“Another aspect that is very much dis cussed now is that sometimes offices feel too empty. We are biologically hard wired for social interaction and, there fore, the experience of togetherness and belonging is a key component for how we perform.“

With large parts of the population having gone from office to home or remote working, both Sweden and the UK are examples of this development. Isabelle says that both the Scandinavian countries and the UK are putting resources into the field, although they differ in the ways they approach it.

“I would say that Scandinavia has the advantage of a long cultural tradition of embracing wellbeing, while the UK is much more advanced in cross-disciplinary research (for example neuroscience and architecture), which is fascinating. The combination of these two areas of exper tise creates a great opportunity to find a sweet spot; a balance between science and intuition.”

The post-pandemic, hybrid workstyle is allowing more people than ever to choose their work environment by the day. According to Isabelle, it might be ideal to switch between different work spaces, depending on what you are trying to achieve.

“The concept that ‘one size fits all’ is not true from a human perspective. It has to do with how our brains work, and I think we have a lot to gain designing environ ments that are aligned with our biologi cal needs. One pragmatic way to work

Isabelle Sjövall. Photo: Jenny Hammar.

“

It takes energy to actively shut out unwanted noise and distractions.”

around different needs when designing the built environment is to make office spaces with the purpose in mind and dedicate different areas for different tasks.”

This means that you might benefit from a different setup when you need to be creative, than if you want to improve fo cus or teamwork. For example, creativity is triggered by things such as greenery and movement, in contrast to the still ness that might be ideal for someone who needs to focus.

“When it comes to creativity, research shows that green environments are best suited. It could be colors used in the inte rior design, but also biodiverse plants. It could also mean going out for a walk-andtalk, as both nature and motion are two very important drivers for creativity, and combining them is even better.“

On the other hand, if the aim is to increase focus, a plain surrounding is usually ideal. Isabelle says that you should strive to find a bright space with a minimum number of stimuli competing for your attention.

“For focus and cognitive demanding tasks, it’s all about limiting distractions, both acoustic and visual. Proper lighting is another important aspect, and human-

centric lighting appears to be the most ef ficient since it is aligned with our natural circadian rhythm, which plays an impor tant role in alertness and concentration.“

The environment can also help enhance team spirit and improve collaboration. By taking both the setting and placement of the furniture into account, you can create a more relaxed feeling for the people attending.

“For collaboration and togetherness, re search shows that more relaxed environ ments are the best. That could be some what settled colors and warm lighting to put us at ease. You could also consider how to position the furniture, trying not to put them opposite (as the brain can

perceive this as confrontative), but rather with some angle (ca 60 degrees).“

According to Isabelle, both awareness and interest in neurodesign are on the rise, not least when it comes to the use of plants and greenery. She thinks that more people than ever view investing in the work environment as investing in productivity.

“Many companies have started to em brace the importance of thought through work environments. For example, we see much more biophilic design (design close-to nature) in office spaces today than before, which is very positive. “

And for those who wants to try it, small adjustments can make a big difference.

WORKSPACE ProductivITY hacks

Use dedicated areas for different tasks. The brain associates places with tasks, which makes it easier to get in to flow.

Use Human-Centric Lighting and make sure to have access to natural daylight.

Boost the environment with green (diverse) plants and biophilic design.

Low ceiling height makes it easier for the brain to focus on de tails, whereas higher ceiling height enhances creative thinking.

Motion during the workday is important to keep the brain sharp and healthy. Make sure to switch environment on occasion.

Always keep the purpose in mind. Which task will you carry out? Does it require focus or creativity? Choose a space that suits the purpose.

One way to boost creativity is by surrounding yourself with plants and greenery. Photo: Jenny Hammar.

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Delivering care through uncertain times

As the UK’s largest employer, and the fifth biggest in the world, the National Healthcare Service (NHS), was facing major challenges during the pandemic when being forced to readjust the massive organisation multiple times. But by imposing necessary measurements, however difficult, and by innovating new ways of providing care, NHS Eng land proved itself able to handle the pressure and to deliver the best care possible to the people. “There has been a number of challenges, and all has not been perfect, but we’ve learned some really important lessons through working in partnerships, both cross-sectional and across borders,” says Tony Young OBE, National Clinical Director of Innovation at NHS England.

BY: ANNABEL DAISLEY

The NHS is the publicly funded healthcare system in England with 1.2 million full-time employees. Usually regarded as an entity, the organisation is in fact constituted of many different parts. “The NHS might seem like one big organism, but it’s actually made up by thou sands of different organisations that contribute to the whole of the National Health Services,” Tony Young OBE, National Clinical Director of Innovation at NHS England explains. The NHS is the largest employer of professionals on the planet, which helps the organisation deal with uncertain times. “I think that as a system, the NHS stood up and delivered its high-quality care, as promised.”

Effects of the pandemic

“I think before the pandemic, we were more acutely aware than ever about having an age ing population with multiple comorbidities, of ten requiring hospital care. Today, we’ve made lots of advances in outpatient treatments and day-case surgery, to name a few,” Tony explains. Meanwhile, Covid-19 has led to a lot of sacrifices. “Coming out of the pandemic, as we are, you’re left with a workforce that is shattered, exhausted, and who put everything on the line. Not only physically, but they’re also emotionally and mentally exhausted.”

During this period, many patients failed to come forward with their medical conditions due to the fear of visiting hospitals, leading to healthcare workers now being left with a huge backlog. According to Tony, it is key to provide the staff with the support needed. “We need to step forward now and ask ourselves, ‘how can we support our workforce more?’, to help them so work isn’t an issue and to make sure patients are getting the care they need.”

Working in partnership

Finding a solution to the issue is easier said than done. Tony believes that the answer lies in partnerships across borders and cross-section al collaboration. “To solve the issues created during the pandemic, we need to work widely, not with just clinical and management groups, but across sectors and borders. Particularly, we need to start working with industries and partners that could help us do things in new and different ways, things that we wouldn’t have considered before.”

Tony is optimistic about the collaboration between businesses and the NHS, and sees it as necessary. “We have to work in partnership with companies in the life sciences industry, whether they are a drug company, medical de vice and technology companies, digital health companies or diagnostic companies. It’s impor tant that we find the solutions that will help us deliver the best quality care for our patients.”

Providing care closer to home

Besides the challenges that the NHS has faced as a result of the pandemic, they have also sparked a new way of providing care. “The pandemic really catalysed and pushed the system to ask ‘what services can we deliver closer to home?’ and ‘how can we help people live in their communities?’.”

These innovations are not exclusively directed to fight Covid-19, but other innovative services have been born, such as removing ear wax with help of a smartphone otoscope. “Previ ously, you had to go into the hospital and have micro suction of your ear with an operat ing microscope and an ENT surgeon. Now, healthcare assistants can be trained to do the procedure in patients’ homes. This has been

revolutionising, as ear wax is associated not only with deafness, but isolation, loneliness, and falling over, as well as it can result in con fusion and dementia,“ Tony explains.

Future of healthtech and medtech

When looking ahead, Tony believes that the next five to ten years will be especially exciting for the healthtech and medtech industries. “I think we’ll see some really interesting, ground-breaking technologies in the coming years. For example, there is a company that scans suspicious lesions for cancer and gives a triage system to say whether they think it’s likely to be benign or not. The AI is pretty sen sitive and specific, with a 98-99% accuracy.”

According to Tony, the future of the NHS is bright. And even if technology, such as AI, is playing a more important role than before, he believes that healthcare will continue to be built on the humans working in it. “I don’t picture a world of robots, or AI running health care, but that instead, it will reduce the opera tional and administrative burden on healthcare staff. And I hope this will give clinicians the time back to care for their patients, ultimately improving healthcare.”

Tony Young OBE, National Clinical Director of Innovation, NHS Enland. Photo: NHS.

The Swedish Space Corporation unplugs valuable knowledge in the UK

As Sweden’s first state-owned company in the space industry, the Swedish Space Corporation has grown to become a global business, providing advanced space services around the globe. One of its most recently established offices is in Harwell, south of Oxford, where it has been present for two years. Although quite new to the UK, the SSC is already engaged in projects initiated by the European Space Agency. We spoke to John Stuart, SVP of Business Development at SSC, about the journey from Sweden to the UK.

Founded in 1972, SSC is a leading provider of advanced space services, based in Solna and Kiruna, Sweden.“ The company was established as Sweden was stepping into the space business,” says John. Celebrating its 50th anniversary in 2022, SSC is today a global actor, with operations in five countries, offering space engineering, as well as satellite and launch services to commercial and institutional customers.

John began his collaboration with the SSC back in 2013 when he first became a mem ber of the SSC board. “It felt a bit odd to be appointed to the SSC Board of Directors as I’m British and not Swedish, but I felt really honoured to have gained the owner’s support and to be able to contribute my industry knowl edge and skills.” Between 2013 and 2016, John served on the board and since 2016 he has worked as an executive for the company itself.

Setting up in the UK

One of the reasons why the SSC chose to set up its business in the UK was because of the shared values and work philosophy between the countries. “I think the two countries have a similar cultural view, which has made work easier,” says John. Besides this, he also points out: “We also share a common commitment promoting sustainable technology growth.”

Also, the country offers exciting opportunities and areas of expertise. “In the UK, there is a lot of knowledge and interest surrounding the so-called ‘New Space’ market, the emergence of the private space industry, which is a rapidly growing activity. As we are getting more

involved in this, it felt natural for us to come to the UK.” He mentions that there are only one or two other Swedish companies that are active in exploring this new field, and accord ing to John, the UK is very much a space-faring nation wedded to exploring and expanding the space market.

companies set up around the area,” says John. In addition to this, there is a university and national research hub focusing on science and innovation located close by, motivating the pres ence of almost 100 space companies. “It’s also the home of the European Space Agency activ ity in the UK, so it’s really the right place to be.”

Read the full story on fromswedentotuk.co.uk

Space hub in Harwell

The SSC’s UK offices are located in Harwell, outside of Oxford. John says that Harwell is a known space hub, which is why they chose to place the office in this area. “It is a quite significant place from an industry point of view. It is a gathering place, with many space-related

Learn more about SSC’s journey to the UK, along with insights, business cases, and opportunities for Swedish business within clean growth, fintech, life sciences and other UK key sectors.

www.fromswedentouk.co.uk

The campaign “From Sweden to the UK, then the world” is a collaboration between the British Embassy Stockholm and the Swedish Chamber of Commerce for the UK.

“I think the two countries have a similar cultural view, which has made work easier.”

The Swedish Space Corporation chose Harwell, a space technology hub outside Oxford, as its UK location. Photo: SSC.

Pascal Engman –The next best-selling author on the Nordic Noir scene

Following in the footsteps of Swedish crime fiction trailblazers Henning Mankell, Stieg Larsson and Camilla Läckberg, Pascal Engman is the next fixture on the Nordic Noir scene. His novels have been published in 23 countries and sold in 600,000 copies in Sweden alone, making him the best-selling Swedish author of the millennial generation. Now, as Pascal is making his English language debut by releasing the novel Femicide in the UK, The Link sat down with him to discuss his journey to best-selling author, why Nordic Noir has risen to global fame, and what stories Swedish crime fiction can tell about today’s society.

BY: JONAS EKLUND

Pascal describes it as somewhat of a whim, how he one day decided to take a leave of absence from his job as reporter at Swedish tabloid Expressen, to try to write a book. He travelled to Chile, the home country of his fa ther, borrowed a car from his sister and drove from Santiago to Chañaral de Aceituno in the southern parts of the Atacama Desert to seek isolation for his writing. “There were some issues with the car horn on my way there,” Pascal recalls and explains that by first press ing the horn it got jammed. “I ended up driving eight hours with this horn blaring while I was screaming and smashing the steering wheel. I thought to myself that if I still managed to complete a book under these circumstances, I might have a future in literature.”

There, in a small village consisting of only 50 houses and with pelicans patrolling the skies, he finished writing his first novel, The Patriots, in only three months. When returning home, Pascal sent the script to every publishing house in Sweden. “And then one of them picked it up. Before it was even published in Sweden, eight other countries had already bought the publishing rights.” This is when he decided to become a full-time writer.

Exposing the cracks in society

In his writing, Pascal likes to mix fiction with facts. “I like the term ‘infotainment’. That’s the kind of books I like to read; when I learn something about the world, while being en tertained.” And the crime genre is an excellent tool to expose cracks in society, he claims. “You can portray the whole society through crime. You can involve people from different cultural or economic backgrounds in order to

tell the ‘small’ crime stories. But I think that the big stories are about the society we live in and the cracks in it.”

Femicide – examining the incel community

Pascal’s debut novel in English, published in October this year, is no exception. Femicide, first released in Sweden under its original title “Råttkungen” in 2019, examines the so called “incel community” – a global movement con sisting of young men struggling to find a place in modern society and therefore, are looking for scapegoats. “In this case, their scapegoat is feminism or women in general. It’s a very worrying matter because they dehumanise women. And as we know, dehumanisation is a psychological defence mechanism, which in the long run makes it easier to physically harm or even kill other people.”

Upon the UK release of Femicide, The Sunday Times promptly chose the novel its “Star Pick of the Week”, which Pascal calls “incredible”.

He comes across just as humble and modest when he looks back at his successes so far. “When I started writing, I didn’t even know whether I would be published in Sweden. Now, I’m published in 23 countries, and it’s huge.”

Thanking the trailblazers

To explain the Nordic fascination for crime fiction and the global success of the genre as a whole, is not an easy task. Pascal’s guess is that the relatively peaceful past of Sweden, with the latest war fought in 1809, has made Swedes turn to fiction to seek excitement and thrills. “But I also think that Sweden, with its extensive social welfare system, has been able to find its writers from different parts of

society, which has led to a large number of very successful writers.”

Pascal has no real answer to why Swedish crime writers are so successful, saying “it could be mere luck,” but credits the trailblaz ers, from Maj Sjöwall and Per Wahlöö, to Henning Mankell, Stieg Larsson, and Camilla Läckberg, that turned the tradition of Swedish crime fiction into a global phenomenon. “For me as a younger writer, they have actually opened a lot of doors worldwide. So, I’m very grateful for that tradition.”

THIS IS NORDIC NOIR

The Swedish tradition of crime fiction goes all the way back to Maj Sjöwall and Per Wahlöö’s novel series about police detective Martin Beck, published between 1965 and 1975, sometimes referred to as the birth of the Nordic Noir genre. Henning Mankell’s novels revolving around Inspector Kurt Wallander, followed the same tradition with the underlying question of what has gone wrong with Swedish society.

According to the Swedish Publishers Asso ciation, the real break-through for Swedish literature export was in 2008, coinciding with the film adaptation of Stieg Larsson’s novel The Girl with the Dragon Tattoo. Since then, several Swedish crime novelists have reached interna tional best-seller status, including Camilla Läck berg, whose work has been published in 60 countries since the early 2010s. From an export valued to SEK122.6m in 2009, international publishing rights of Swedish literature were in 2021 traded to a value of SEK311.5m.

Photo: Alexander Donka.

Partnership at the heart of innovation

At Saab our ongoing alliance with UK customers plays an important role in the co-development and sharing of technological developments. We are committed to continuing our momentum over the coming years through defence security technologies that keep the UK safe.

Learn more at saab.com/uk

Leveraging LinkedIn a guide for businesses and professionals

Today, business professionals are changing jobs like never before – only in the last few years, the reshuffle on the job market has been so remarkable that it became known as The Great Resignation. For most head-hunters, jobseekers and businesses, LinkedIn is the go-to place when looking for new people and opportunities. The Link spoke to Markus Frånlund, Global Client Executive at LinkedIn, about how to up your LinkedIn-game and maximise your reach.

BY: SAGA PALMÉR

What is LinkedIn?

LinkedIn is the world’s largest professional online network, with +850 million members in over 200 countries and territories across the globe. You can use LinkedIn to find the right job, connect and strengthen professional rela tionships, learn the skills you need to succeed in your career and so much more.

Who can benefit from using LinkedIn?

Well. Everyone! No matter if you are c-level executive or a young professional just starting off your career, LinkedIn can benefit your pro fessional life. Having a LinkedIn profile will help you connect with opportunities by showcasing your unique professional story through your experiences, skills, and education. You can also use LinkedIn to interact with your network and past/present colleagues, read relevant industry and company news, organise events, join group discussions, write articles, post photos or videos.

How can a business benefit from using it?

A LinkedIn Company Page offers a number of different functionalities that help businesses deliver their brand messages on our platform.

You can think of LinkedIn Company Pages as your company’s website or landing page on LinkedIn; you create it on behalf of your com pany, it’s branded and it’s controlled by you (as a business owner and/or a admin/marketer).

Your Company Page is your company’s home base, where members can learn more about your organisations brand, products or services, cultures, career opportunities and more. Com pany pages also offer features for business to write articles, send newsletters and host virtual events.

How can you maximise the reach of your posts – as a business or individual user?

There are a lot of ways to increase the reach of your posts on LinkedIn but in my view, relevance to your audience is always the most important factor. So, do your research. Find out what your audience cares about, the groups they are active in, the hashtags they follow, the people and pages they show interest in and so on. Other tips to make the most out of your content posts could be to create a catching

headline, keeping your posts short, include a call-to-action for the reader, leverage an image or video in your post, use hashtags, tag people or companies, ask open ended question to get a conversation started with your network and consider boosting your posts through spon sored campaigns.

What are your top tips to improve your individual or your business’ profile?

For your own individual profile: Upload a suitable and recent professional photo, have a background or header picture, write an atten tion grabbing headline that explains what you do in brief, make sure to fill out the personal summary, experience and skills sections, ask for recommendations from people you worked with, connect with relevant people to build

your network, and be active on the platform by joining groups, posting articles and comment ing, liking and sharing content that’s relevant to your network.

For your company pages: Complete all com pany page details with in-dept information about your company, add important page ad mins, keep your images and logos up to date, post relevant company updates and news regularly to keep your follower base engaged, use eye-catching visuals or videos, grow your follower audience by boosting your content, build a career page section and last but not least - make sure to involve your employees as their individual networks can help grow your companies online presence significantly.

Markus Frånlund at LinkedIn’s office in central London.

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Email jonas.eklund@scc.org.uk.

Rishi Sunak becomes third UK Prime Minister in

just a few months

On Tuesday 25 October, Rishi Sunak became Britain’s first Prime Minister of colour, following Liz Truss’ departure from Downing Street. One of his first challenges will be to steer the country through an economic downturn, referred to as an ‘existential crisis’ by himself in a speech made in Parliament shortly after being elected. “We now need stability and unity, and I will make it my utmost priority to bring our party and our country together,” A string of senior ministers have kept their offices in the reshuffle, including Chancellor Jeremy Hunt, Foreign Secretary James Cleverly and Defence Secretary Ben Wallace. Appointed to be the new Deputy Prime Minister is Dominic Raab.

Sweden joins UN Climate Conference COP27

Sweden joined the UN Climate Change conference COP27, taking place in Sharm el-Sheikh, Egypt from 7 November until 13 November. The 197 participating parties that attended COP27 addressed the “dangerous human interference with the climate system.”

Sweden’s new climate minister Romina Pourmokhtari outlined her climate policy and strategy on 31 October which, amongst else, included the decision to lower the reduction of obligation for biofuel in petrol and diesel to the EUs minimum level.

Sweden’s new Government sets out its first policies

On Monday 17 October, Ulf Kristersson was elected Sweden’s new Prime Minister in a tight race of 176 against 173. He will lead the Moderates in a formal three-party coalition alongside the Christian Democrats and the Liberal Party, supported by the Sweden Democrats. The following day Ulf Kristersson presented the Statement of Government Policy in the Riksdag and announced which ministers will constitute the new Government. One of the biggest challenges for the new government will be to grapple with the rising energy prices, the cost-of-living crisis and soaring inflation rates.

IKEA expands in the North West

On 25 October, SCC patron IKEA announced its expansion plan for the North West of England, stating it is a key region for the company. IKEA will start with three new ‘Plan & Order Points’ as well as an expanded service offering. Apart from this, the bigger IKEA stores will be providing customers with a free, bespoke design consultation with experienced IKEA kitchen and bedroom storage experts. The initiative is a part of their ongoing transformation to make it easier and more accessible to shop.

Sweden and the UK collaborate in Life Sciences

Actors from both the private and public sectors came together on 20 October to discuss the current strategies within the Life Sciences sector in the UK. Jenni Nordberg, Head of the Office for Life Sciences at the Government offices in Sweden, said there is a synergy between the UK and Sweden who have come to prioritise the same values within the field. In May earlier this year, Sweden and the UK finalised a historic 5-year Life Science agreement centred around diagnostics, clinical trials, antibiotics resistance and pandemic preparedness.

Improving diversity, equity and inclusion

79% of dissatisfied employees in the UK say they have experienced an inclusion barrier, according to recent research provided by SCC member Diversio. The main reasons why people felt unhappy with their workplace were related to an inclusive culture and fair management. The Link spoke to Sunil Jindal, Head of the UK and Europe office at Diversio, about why businesses should address these issues and how they can take action.

BY: ANNABEL DAISLEY

Founded in March 2018, by Laura McGee and Anya Klimbovskaia in Canada, Diversio set up the aim to offer companies a platform where they could gather information about diversity, equity and inclusion. “The real ‘aha-moment’ when setting up, was that companies were finding it hard to track these things in particu lar,” Sunil Jindal, Head of UK and Europe at Diversio, says when describing the start of the business.

Today, Diversio has expanded its business across the globe, with headquarters in New York and regional offices in Canada and the UK. “The ethos of the company is that what doesn’t get measured, doesn’t get done.” Based on this mindset, Diversio offers compa nies a platform where they can track how they are approaching diversity, equity, and inclusion (DEI).

ment style, which is often described as male, middle-aged and domineering – these are just some of the sentiments in the report.”

Keys to good leadership

Sunil says that the key to good leadership is to be progressive. “It is important that when an employee expresses feelings, that they feel trust towards the leader and organisation.” He emphasises the importance of unconditional leadership and supporting employees in every single way. “I think the best tip is to support your employees vocally and emotionally, so that they feel seen and heard, and ultimately included.”

Successful leadership comes with being aligned with the core values of the organisa tion, Sunil believes. “Look at your company values and how you are expressing those. Also, don’t think that DEI is something you do once. This is ongoing, you must keep measur ing, tracking, and improving.”

Another part of good leadership is making your employees feel safe in the workplace. “It is important that there is no bias in management, and that nobody is treated differently because of who they are. You should not have to worry about being punished if you speak up,” Sunil says.

Taking guesswork out of the picture

measuring them can be a challenge. “Some things are arguably getting lost in engagement surveys. The first thing is that employees don’t necessarily want to tell their organisation who they truly are, as there is a fear of discrimina tion or recrimination.”

Unhappy employees

In its most recent research, Diversio found a trend showing employees in certain busi ness sectors felt more unhappy with their work environment than others. “Analysing the research and data that we had, showed us that an inclusive culture and fair management were two big reasons why employees feel unhappy.” According to the research, the highest number of unhappy employees were found in financial services, utilities and consumer discretionary.

In contrast, the real estate, energy, and infor mation technology sectors proved to have the happiest employees. The leadership type is one of the most cited reasons why employees feel unhappy, where some characteristics stood out more. “A very old school manage

To take the guesswork out of the picture, you might need to be able to demonstrate, in a clear way, what changes are needed. “For every recommendation we make, resources are provided to support our suggestion, enabling us to pinpoint exactly where and how that recommendation will make a difference.”

For many stakeholders, DEI data is an area of growing interest, as there is a demand for seeing progress in diversity and inclusion. “Investors are now looking at DEI data when making decisions in terms of exercising proxy rights, and investment decisions. So, it’s a direction of travel.”

The way forward

Although many improvements have been made in the areas of DEI, Sunil says that

Still, Sunil is positive regarding how organi sations can tackle the issue. “The quickest way for low-scoring sectors and companies to improve is by implementing, fundamental programmes and policies, including a DEI strategy.” He continues: “When we have seen companies perform exceptionally well is when the DEI strategy is aligned throughout the value chain within the organisation, and it is tightly coupled with the business strategy.”

Ultimately, keeping track of employees’ wellbeing at work, as well as incorporating a DEI strategy that is visible in every aspect of the business, are vital measures to create a good work environment. Sunil is optimistic when looking into the future. “Hopefully, in my life time, we will reach a point where there is no longer a need to have a diversity, equity and inclusion conversation, because it is there by design, by default.”

“An inclusive culture and fair management were two big reasons why employees feel unhappy.”

Sunil Jindal, Head of UK and Europe office at Diversio. Photo: Diversio.

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Email jonas.eklund@scc.org.uk.

Wastefront and Hulteberg receive €2mn Eureka Eurostars funding for oil purification project

On 1 November, SCC member Wastefront, announced that it has been awarded a €2mn grant from Eureka Eurostars. The Norwegian waste tyre recycling company will collaborate with Hulteberg Chemistry & Engineering AB and use the grant to fund an oil purification project named HYFUEL. This marks an important steppingstone for Wastefront who aimed to accelerate the development of its oil quality and move towards more sustainable solutions within the sector.

Sweden tops the European Innovation Scoreboard

Sweden has topped the European Innovation Scoreboard 2022. The scoreboard compares the innovation performance of all EU countries every year, to each other and internationally, and this year Sweden continues to climb the rankings. After measuring 32 indicators, Sweden ranked among top countries in innovation with exceptional performance in lifelong learning and number of employees in innovative companies. Sweden’s upcoming EU presidency in 2023 means a continued effort to strengthen Sweden’s and the EU’s competitiveness and is speeding up green transition. Additionally, the report found that the EU’s innovation performance has improved considerably.

Nexer joins Microsoft Business Applications

Microsoft has recently announced that SCC member Nexer group has joined the Microsoft Business Applications Inner Circle programme. The decision comes after two years of notable growth and impressive achievement from Nexer. The Inner Cirlcle members interact with Business Applications executives from Microsoft and various Inner Circle representatives through virtual meetings taking place monthly. Topics are selected by the community and will focus on how to optimise businesses, providing an opportunity for questions to be answered directly by experts with invaluable information.

Essity announces structural reorganisation

SCC patron Essity has announced a structural reorganisation of its Executive Management Team, in order to strengthen its competitiveness and increase efficiency. The changes will come into effect on 31 December 2022, mainly within the Consumer Goods Americas, Consumer Goods EMEA, Professional Hygiene, and the Health & Medical business units. Magnus Groth, CEO and President of Essity, says the changes will: “streamline the organisation which will increase our efficiency and capability to leverage innovation and digitalisation across Essity and strengthen the focus on our consumer products categories in the Americas.”

BoKlok appoints new Sales and Marketing Director

Emma Plumridge has been appointed the new Sales and Marketing Manager of BoKlok. In a press release on 24 October, the company confirmed she would take over after her predecessor Jerrie Kristiansson. Jerrie remains in the company but will assume the role of Senior Advisor. During the past 12 years, Emma has worked for Stubbings Property Marketing Consultancy which has cooperated closely with BoKlok since 2019. Graeme Culliton, BoKlok’s UK Managing Director, says: “Emma has first-hand knowledge of our customers and how they perceive our offering. She has been instrumental in tailoring the BoKlok brand to the UK residential home market and building our sales and customer care approach.”

Invenio brings innovation to industry

GUEST WRITER: HANNA BRODDA

As we enter Invenio Growth’s headquarters, we understand the essence of “Where in novation meets industry”, which is Invenio’s tag line. It situated in an historic building from the time when ornate was power located in the old town of Stockholm, just a couple of blocks away from the Royal palace. In the open office activity is buzzing and the feeling of innovation is immediate. Invenio Growth is the company that has grown out of a venture capital sphere and creates prerequisites for traditional compa nies to embrace innovation in a structured way. The Link has caught up with our SCC patron Invenio Growth to hear more about the business and their venture into the UK.

As Invenio Growth is situated in the epicenter of global corporations, VC funds and innovation from the start-up scene, the company help drive the strategic direction for their clients.

“We help our clients to find what is next in their industries and then guide explor

ing the most innovative partners to help our clients to future proof their operation. The right partners can be one or several start-ups developing what the traditional company needs”, says Carolina Wallenius, chairwoman of Invenio Growth.

“We find that traditional companies and start-ups generally don’t cross as the networks are not there. Our expertise is to help with the strategies aiming to future proof and then find the right tools to imple ment innovation. It could be by creating a cluster of relevant start-ups in a CVC fund (Corporate Venture Capital) or creating a lighthouse. A lighthouse is an incubator run by a large corporation. We help both in the design of such as operating them.”

ous concurrent factors build on structure and culture. “Innovation climate can be exported and incorporated in corporate cultures”, explains Wallenius.

Wallenius believes that the UK and the Nordics have a lot in common, especially culture-wise. “The ties between our coun tries are clear, and many Swedish compa nies choose to expand in the UK.”

With its roots in the venture capital world Invenio Growth has proven assessment models as well as experienced associates when supporting to identify the innova tive start-ups. The models charged with the prerequisites for the specific challenge identified. This methodology combined with a huge network of start-ups in different sec tors is key to success.

Challenges for large corporations

There is a global trend to include roles as for example Chief Innovation officer in the leadership teams in medium and large corporations. Companies have identi fied the need to stay current and be in the forefront of the development and trends in their industry. But according to Invenio it’s common for the leadership to struggle with the role and the mandate for the role of the innovation responsible person.

Innovation from the Nordics

Invenio Growth is expanding to the UK as many of their clients work globally. The company has associates based in London and is now actively searching for an office space. Wallenius expands on how Invenio Growth with its deep knowledge and con nections in the innovative start up world can bring that to the UK market. The Nordic countries are always top three on the EU ranking of most innovative countries, with Sweden as the winner for several years.

Invenio Growth brings the Power of Innova tion to the UK, as they’d like to think the top ranking is not by chance and rather numer

When recruiting the companies look for entrepreneurs with a mind of a start-up, meaning less focus of current structures and more on problem solving. Invenio explains how challenging it could be for the organizations to bridge the mind sets of a traditional organization and leadership style and the dynamic mind set of an entrepre neur that becomes an intrapreneur. Invenio helps bridge the traditional structure and the new innovative initiatives and help the clients to transforming.

Experience shows that the intrapreneursand innovation officers seldom have network with people in similar positions.

Carolina Wallenius, Chairwoman at Invenio Growth.

Photo: Arne Hackenberg.

“We find that traditional companies and start-ups gener ally don’t cross as the networks are not there. “

They often feel isolated regarding the prob lems they face jobwise. With the purpose of providing intrapreneurs a network of people with similar challenges Invenio has formed a network for intrapreneurs. The network meet in structured meetings 5-6 times a year. Invenio provides a moderator. The group of innovators set a theme for each occasion and team members can bring up specific challenges if it has a general interest for the group. Invenio’s associates have long and extensive experience with this kind of structured networking and the outcomes and provided value is significant.

The intention is to set up such a network in the UK leveraging from the experience in Sweden. The fist sessions in the UK are planned for spring 2023. “Our job is to provide strategies to future-proof and find the right tools to implement these with our clients. We help our clients transform and to bridge the traditional structure and the innovative initiatives”, says Carolina Wal lenius.

Four

areas to improve conditions for innovation

Invenio Growth has identified the main ar eas where they very often help their clients to increase innovation:

Strategy, many traditional companies find it difficult to see outside their everyday business and do not always appreciate the company’s own intrapreneurs. Management and innovation leaders (intrapreneurs) need to find a common ground and manage each other’s ambitions.

Venture and start-up universe, finding new partners or companies to acquire that have the innovation traditional companies lack is a given. Entrepreneurs often see solutions in new dimensions and by being inspired by each other, both parties can “future proof” their companies. Invenio creates these col laboration spaces in different ways.

One example is “Light House” events where the traditional companies meet and work with start-ups in a specially designed incubator. This is often a long-term com mitment where Invenio takes care of all the details and their customers get long-term relationships with start-ups.

Insight and Analytics from data. Turning data into insight means revealing the hid den treasures. Using data scientists to find and analyse data to see trends and anoma lies gives insights and are very often key to innovation.

Sales and communications, when com panies innovate and define new market offerings new business models are needed.

To match innovation and new ways of ad dressing the market external guidance is often needed. For example, when tradi tional services are digitized, new ways of developing bundled offers that combine the existing offer with the digital services are needed.

THE PATRONSHIP

The SCC patronship consists of a core group of SCC member businesses committed to supporting the Swedish-British business com munity. The patronship comes with a range of benefits – if you would like to know more, please contact membership@scc.org.uk.

Carolina, accompanied by her dog Boris. Photo: Arne Hackenberg.

“Our job is to provide strategies to futureproof and find the right tools to imple ment these with our clients.”

BOOSTING creativity: tech forum 2022

21 September

Technological development is the architecture of the future, and requires a human-centric approach to fuel creativity, innovation, entrepreneurship and dreams.

Peter Sandberg (SCC) welcoming the guests.

The post-reception was held in the garden of Drapers’ Hall.

Ida Hansson Brusewitz (Dagens industri).

At Boosting Creativity: Tech Forum 2022, established stakeholders and entrepreneurs met aspiring startups and creatives for a full-day event at Drapers’ Hall in central London.

Justin Hackney (Mad Cow Films, Realdreams) and Greg Pidcock (sketch Parlour). Theo Blackwell (Mayor of London’s Office) and Felix Richter (Mother).

Pierre Baisle (Digital Catapult), Louise Dyrendahl (EY), Dr Jo Twist OBE (UKIE), Ben Roth (Volvo Cars UK) and Hélène Barnekow (Ascension).

The event brought together leading innovators and creatives from different fields.

Nordic Private Equity Forum 2022

20 October

On 20 October, the SCC hosted the Nordic Private Equity Forum 2022 at White & Case’s offices in central London. Bringing together stakeholders from the Nordic and UK-based asset man agement communities, who discussed the state of the market right now, as well as the future.

Jakob Lindquist (CORDET Capital Partner), Jan Olsson (Deutsche Bank), Jan Jensen (White & Case), Maria Perez Hultström (Priveq) and Fredrik Bolander (Lincoln International).

Peter Sandberg (SCC), Alex Branford (Europa Capital) and Ellinor Schrewelius (Verdane).

Anna Haupt (Industrifonden), Christina Brinck (Volvo Group Venture Capital) and Ingrid Beyer (Hadean Ventures) in the panel “The State of Investing in Nordic Tech”.

Mark O’Hare (Preqin) speaking about the state of the Nordic private equity markets.

Josefine Karlsson (KKR) and Jan Johan Kühl (Polaris).

Master of Ceremonies Gabriel Mellqvist (Dagens industri) moderating one of the panels.

Cecilia Amyot (Neuberger Berman) and Simon Faure (IH International Advisors).

Brits warming up to the

experience’

Ask any Brit two years ago, and they would have not heard about to bacco-free nicotine pouches. Let alone, they would have probably felt quite estranged by the thought of putting this Swedish “snus” inspired product under one’s lip. Today, with the pouches available in more than 20,000 stores across the UK, Brits seem to be warming up to the idea of replacing cigarettes with this less harmful newcomer. The Link spoke to SCC patrons Swedish Match and Haypp Group about the de velopment of the nicotine pouch category, and its potential to help the UK become a smoke-free society.

BY: JONAS EKLUND

There are about 6.9 million adult smokers in the UK. According to the UK organi sation Action on Smoking and Health, ASH, smoking is the primary cause of preventable illness and premature death, accounting for approximately 74,600 deaths a year in England. “It is our clear impression that most smokers do want to change their behaviour,” says Cecilia Kind strand Isaksson, Director Public Affairs at SCC patron Swedish Match, manufac turing and offering tobacco consumers reduced risk alternative products.

Inspired by traditional Swedish “snus”, a tobacco product that is placed under the top lip, Swedish Match is entering new markets with ZYN, its brand for tobaccofree nicotine pouches. “In all new markets, our focus is to convert current tobacco and nicotine users. ZYN contains nicotine, which is an addictive substance, and we do not want our products to be used by young people. For us, there are still a lot of smokers that we need to reach and convince them to try ZYN, and we will continue with that endeavour.”

Similar to Swedish Match, SCC patron Haypp, a leading group consisting of ten e-commerce brands, has made it its mis sion to be at the forefront of the trans formation from smoking to less harmful product alternatives. “Our position as a business is to inspire healthier enjoyment to millions,” says Gavin O’Dowd, CEO of Haypp Group. “Within the UK in particu lar, we see an increasing overall consum er demand for reduced risk products.”

Growing awareness

When Swedish Match entered the UK market a couple of years ago, the aware ness of nicotine pouches was, according to Cecilia, next to nothing amongst the British population. She says that this is now slowly changing and while the cat egory is still in its infancy, there are signs on the horizon that the public awareness of the product – and its use as an alterna tive to tobacco – is growing.

tine pouches are available in more than 20,000 stores nationwide. There is not a Tesco, Sainsbury’s or a WHSmith that I walk out of without seeing a range of these products in the stores. And that’s fundamentally different compared to one and a half years ago.”

According to a recent study by ASH, 40% of the UK population was aware of the product existing. Amongst people who smoked or used other forms of nicotine, 12% had tried nicotine pouches and 2.4% had both tried, and still use them. “These numbers might not seem very high. From experience we know that it will take time for smokers to acquaint themselves with the product and find the alternative that fits them best,” says Cecilia.

With e-cigarettes dominating the market, Gavin is seeing a potential and a growing demand for other less harmful products, such as nicotine pouches. “Today, nico

Warming up to the “Swedish experience” And Brits seem to be, slowly but surely, warming up to the “Swedish experience” and see the benefits of using nicotine pouches. Gavin believes that it is the dis cretion of the pouches that surprises peo ple the most, and that awareness is built by word of mouth through friends and col leagues who have given up smoking with the help of the product. “That creates the confidence for others to follow suit.”

“Considering that nicotine pouches are used differently from vape and cigarettes, we have factored in that it will take time for Brits to fully understand this new category. But we also know that there are benefits of using nicotine pouches, such as the fact that there is no smoke coming from the product, which is a benefit both

‘Scandinavian

CECILIA KINDSTRAND ISAKSSON

“It is our clear im ression that most smokers do want to change their behaviour.”

for the user who does not need to inhale smoke, or for the bystander. Furthermore, the toxicological profile of the product is on the other side of the risk continuum compared to cigarettes,” Cecilia adds.

Equally important as e-cigarettes

According to Gavin, e-cigarettes have helped 3 million people in the UK to quit smoking over the last ten years. “I think e-cigarettes have done an amazing job as we have seen smoking rates decline radi cally. In the future, it will not be the case of a single product which is the solution for everything. Instead, I think there will be a suite of products and that nicotine pouches will be one of them, subject to the needs of the individual and their per sonal preferences.” Cecilia agrees: “We believe that nicotine pouches will play an equally important role as e-cigarettes in helping the UK become a smoke-free society,” she says. “The more reduced risk products available on the market, the faster this transition will go.”

Government supporting

very supportive around the concept of harm reduction. In fact, the NHS is actively advocating the use of e-cigarettes as a way to quit smoking, as research shows that they are far less harmful than cigarettes and has proven to help people lay off smoking for good. “The more people they can get away from cigarettes into less harmful products, the more pressure it is going to take off the health care system and some other aspects of society as well.”

Whether the NHS will add nicotine pouches as a recommended alternative to smoking is, according to Cecilia, yet to be seen. “I believe that in order for that to happen, nicotine pouches needs to dem onstrate their usefulness to public health, that being, it is clear the category is help ing smokers who want to continue using nicotine move away from cigarettes.”

As more science based evidence is coming out, there is, according to Gavin, no reason the nicotine pouch category wouldn’t get the same government sup port as e-cigarettes.

Reaching its potential

For the category to keep growing and reach its full potential, Cecilia calls for more regulation. “One important key to success is to get this category properly regulated in order to ensure both a high level of health protection and an opportu nity for nicotine pouch manufacturers to be able to market the product in a truthful and evidence-based way to the consum ers.” She says it is evident that most smokers do want to change their behav iour, but that it takes time for them to do that. “But we are in the UK market for the long run and believe that the category has a fantastic growth potential, in the same way as we have seen in other countries such as the US.”

Looking at the development the last cou ple of years, Gavin confirms that there is a growing demand for the product in the UK. “If we are having this chat in three to four years, 15-20% of smokers will have moved to nicotine pouches based on the current trajectory. That sort of growth levels indicate that there’s definitely an appetite for it here.”

harm reduction Gavin says that the UK government is

Nicotine pouches, as a harm reducing alternative to smoking, is growing in poularity in the UK. Photo: Swedish Match.

GAVIN O’DOWD

“Within the UK in particular, we see an increasing overall consumer demand for reduced risk products.”

Next Generation Leaders Mentorship Programme 2023

Now open for applications

We are proud to be launching the next cohort of the SCC’s successful Next Generation Leaders Mentorship Programme, which is now open for applications. The programme offers a great opportunity for young professionals to be mentored, inspired and supported by senior and established professionals from the Swedish-British business community.

Connecting young talents with experienced business professionals

The twelve-month programme connects young and ambitious talents with experienced international business professionals from across all fields and sectors. The mentors are all experts in their fields and have international business experience, typically from a Swedish-British set ting. The programme includes a series of joint group workshops and seminars, facilitated by Course Director Dr. Aarti Anhal, and involving both mentors and mentees. In addition, mentors and mentees meet for one-to-one mentoring sessions over the course of the year.

The programme will provide you with tools to:

Accelerate your personal and professional development

Gain unique insight into the London business community and business culture

Advance towards your existing career goals and aspirations

Identify new areas of professional interest and/or career paths

Develop new business skills, knowledge and tools

Develop your personal brand and grow your professional network

Mentors in the 2023 programme include

Darren Wilson Chief Executive Officer LKAB Minerals

Kristina Nordsten Director of Strategy Insights & Planning London & Partners

What I’ve learned especially, is how to build up stronger networks. I think this is great for advancing your career, for learning about how you can progress yourself, but also learn what others have done successfully.

Apply by 1 December 2022 Learn more at scc.org.uk

Anneli Pinchard HR Director Saab Group Marketing and Sales

Dominic Fernandez-Ares Managing Director Stena UK

Lisa Christie Director Public and Regulatory Affairs Vattenfall UK

Richard Hildebrand Co-Founder TandonHildebrand

London - based scholarships available for talented Swedish youth

The SCC is pleased to announce five scholarships as part of its Scholarship Programme 2023/2024. Thanks to gener ous donations from partners and scholarship donors, the SCC will be able to welcome a new cohort of young tal ents, to spend one year working at the SCC London office. With Brexit making it more difficult for expats to move to the UK, this is a rare opportunity for aspiring youth interested in Swedish-British business. The programme offers a unique occasion for the scholars to gain work experience, create invaluable connections and try out life in London.

HEAR it FROM OUR SCHOLARS

A year at the SCC in London is a tremendous opportunity to start an international career and widen your network among inspiring and ambitious men and women in the most international of all cities.

Hannah Carlsson Business Services Department

Sten A. Olsson Foundation for Research and Culture Scholar 2022/2023

I cannot emphasise enough how quickly, and how much I am learning. The possibility to take ownership over a project or a set of tasks really propelled my development.

Events & Programmes Department

Fund for Swedish Youth Abroad Scholar 2022/2023

THE scholarships

GULL & STELLAN LJUNGBERG FOUNDATION

SCHOLARSHIP FUND FOR SWEDISH YOUTH ABROAD

THE STEN A. OLSSON FOUNDATION FOR RESEARCH AND CULTURE

Learn more about the scholarships and how to apply on scc.org.uk.

SPARBANKSSTIFTELSEN FINN

ELOF HANSSON FOUNDATION

Axel Paulsson

LEARN MORE

YOUNG PROFESSIONALS Business insight

27 OCTOBER

On 27 October, the SCC’s Young Professionals hosted a Business Insight with Niko Ek, Regional General Manager Europe at Scandinavian Airlines. During the evening, topics such as the fu ture of aviation and sustainability were discussed as well as Niko sharing valuable insights into the aviation industry.

YOUNG PROFESSIONALS NORDIC AFTERWORK

2 november

On 2 November, the Young Professionals of the SCC and the other Nordic Young Professionals chambers organised an Afterwork, at The Harcourt. During the evening a lot of new con nections were made across the Norweigan, Finnish and Danish chambers.

Elsa Hammarskiöld (Joe & The Juice) and Beata Ankarcrona (SCC).

It was great to see many connect across the chambers.

Philip Gregory (Nelboe Equestrian Clothing), Adnan Luwalira (Zappi), Jesús Afework (Neuro Leadership Institute) and Jonathan Pike (CBW).

Leo Jönsson (Regents University), Carl Sacklén (S&P Global), Carl-Otto Berglund (Regents University) and Ethan Rudd (SSAB).

Svetlana Wolff (SAS), Elin Wisenius (Bluedog) and Niko Ek (SAS).

The guests listening to Niko Ek (SAS) presentation about the aviation industry.

Roundtable Discussion with Stefan Ingves

27 SEPTEMBER

On 27 September, the SCC had the honour of welcoming Stefan Ingves, Governor at the National Bank of Sweden, Sveriges Riksbank, for an insightful discussion on the state and future of the Swedish economy. A special thank you to SEB for gen erously hosting the event.

executive forum & dinner

3 november

On 3 November, the SCC was joined by Peter Jelkeby, UK CEO for IKEA and Gregor Craig, President and CEO of Skanska UK, at the Swedish Ambassador’s Residence. The evening brought together senior business leaders, who got the chance to meet, network and take part in a discussion on the rising inflation rates.

The roundtable discussion was held at the SEB office in central London.

Peter Sandberg (SCC), Stefan Ingves (Sveriges Riksbank) and Anders Engstrand (SEB).

The roundtable room filled quickly with guests interested in Stefan Ingves’ analysis.

Dean Rosenfield (Saab) and Gustaf Bergström (Business Sweden).

Therese Whitcomb-Eriksson (Embassy of Sweden), H.E. Mikaela Kumlin Granit (Swedish Ambassador to the UK) and Peter Jelkeby (IKEA).

Peter Jelkeby (IKEA), Jan Olsson (SCC) and Gregor Craig (Skanska).

Upcoming events

The SCC is one of the most active foreign Chambers in the UK, offering a mix of virtual and in-person roundtables, forums and summits.

Business Breakfast with Börje Ekholm, President and CEO, Ericsson

5 December | Deutsche Bank, London

Welcome to a Business Breakfast with Börje Ekholm, President and CEO of Ericsson, for a discussion on technology, connectivity and sustainability.

Nordic M&A Forum 9 March | Linklaters, London

The Nordic M&A Forum 2023 will be discuss ing the year ahead for Nordic cross-border M&A and financing, and brings together stake holders from across the industry, from banks, asset managers, private equity and advisory firms, from both the City and the Nordics.

Outer Thinking: Swedish-British Summit 2022

1 December | Nobu Hotel London

At Outer Thinking, we will be joined by busi ness leaders, entrepreneurs, politicians and academics from both Sweden and the United Kingdom, discussing the world today and how we together can tackle the greater trends facing us – from the new security order and the fragile confidence in governments, to the need of soft power leadership and the fight for talent and innovation.

Young Professionals: Annual Christmas Dinner 2022

15 December | TBA, London

Welcome to the Young Professionals Annual Christmas Dinner. Join us and celebrate this festive holiday in true Swedish fashion, with a three-course meal in “julbord”-style. Upon ar rival, you will be greeted with mulled wine and gingerbread, and the dinner will be accompa nied by Aquavit, high-quality wines, beer, and as always, unique networking opportunities.

Impact

19 May | TBA, London

With growing calls for a green recovery and so cietal acceleration in fighting climate change –business, policy makers and consumers need to walk hand in hand. Join us at Impact 2023 to hone in on the key issues and solutions in helping us reduce our footprint, and together reaching the United Nations sustainable devel opment goals.

Annual Christmas Luncheon: Waiting list in operation

2 December | The Landmark, London

The Swedish Chamber’s Christmas Luncheon has a long history dating back over a century. The Luncheon will feature a traditional Lucia procession, a grand charity raffle, first-class entertainment, great company, and unique networking opportunities. To make it even bet ter, the Luncheon is followed by an after-party that will keep the festivities going. This event is currently sold out, and to be placed on the wait list please contact events@scc.org.uk.

Ecosystem Exchange: Fintech 2023

8-9 March | TBA, London

Participants will be selected to take part in two half-day sessions, where they will be coached through masterclasses, inspirational speeches, and “speed networking”. Important stakehold ers, experts, and specialists within the industry will be on-site, ready to provide insights, give advice, and connect - all needed for a success ful growth journey in the UK. The programme is organised by the SCC, on behalf of the Depart ment for International Trade (DIT).

MORE EVENTS ONLINE

The events calendar is continuously updated with more events. Visit scc.org.uk/events or scan the QR code.

Swedish-British Summit 2022: Outer Thinking 1 December | Nobu Hotel London, London

The world is facing an array of fundamental challenges, from global economic turmoil and the cost of living crisis, to a new security situation and the unthinkable war in Europe to relate to. Sweden and Britain celebrate centuries of friendship and trade, and our business and political spheres are tightly interlinked as a result of it. At the SwedishBritish Summit 2022, we look at our joint future ahead, the challenges, and how we can learn from each other.

“Outer Thinking” is about 21st century leadership, bringing together business leaders, entrepreneurs, politicians and academics from both Sweden and the United Kingdom, to address the greater trends facing us, from tech to climate change, the future workforce or global trade.

For more information and bookings, visit scc.org.uk/events

Sponsored by

Andrew Tuck Editor in Chief Monocle

Katrine Marçal Reporter Dagens Nyheter

Dr. Ben Spencer Member of Parliament for Runnymede and Weybridge

Anna Kinberg Batra Investor and Board Executive

Annika Winsth

Chief Economist Nordea Sweden

Tom Standage Deputy Editor The Economist and Editor of The World Ahead

Air Chief Marshal Sir Stuart Peach GBE KCB ADC DL

Anton Dahlberg Olympic Sailor

Susanna Campbell Non-executive Director Kinnevik AB

Jonathan Reynolds MP, Shadow Secretary of State for Business and Industrial Strategy

Camilla Dewoon Head of Communications & Sustainability, Scania

Ebba Årsjö Paralympic Skier

25+ speakers, including...

Developing a coaching approach as a leader

For many years, we have seen interest for coaching, and the coaching approach in business lead ership, grows in Sweden and the rest of the world. So, what is the coaching approach? Coaching is about finding each individual’s strength, to reach their full personal and professional potential.

BY: JESSICA HILL HOLM, HR CONSULTANT & COACH, HILL HOLM COACHING & CONSULTING AB

Coaching is a conversation method and an approach, where the purpose is to help indi viduals come up with answers and solutions themselves, seeing the individual as the only expert of their own life. The “coach” can be anyone from a leader, to a teacher, consultant, or a parent. Hence, the coaching approach is something everyone can benefit from, and that can be used both privately and at work.

Today, people are increasingly seeing the value it brings to individuals, teams, and organisations. By using a coaching approach as a leader, you don’t need to come up with all the answers yourself. Instead, you and the employee you coach form a team. You join hands, and together you explore the best solutions for this particular employee. Your mission then, as a leader, is to bump into the exploration process, and to ask questions that help the employees in finding the answers themselves. In coaching leadership, your work as a leader is primarily to support and guide individual employees and your team. You help them define their own goals. You ask, what do your employees want to contribute with? What steps do they need to take to reach those goals?

The coaching approach brings many advantag es for both you, as a leader, and your employ ees. Research has shown that it creates more independent employees, increases productiv ity and motivation, optimises performance in individuals, as well as in teams, and creates a sense of meaning for individuals and teams.

As a leader, this approach helps you under stand all employees’ strengths and challeng es. It helps you get to know your employees on a deeper level, and to work better with the group. Through this knowledge you, in your role as a leader, can offer better support to each employee in reaching their full potential. So how do you bring the coaching approach into your leadership style?

1. Set a clear goal

A key in coaching leadership is to have a clear definition of the desired result – if we know where we are going, we can help each other get there. A skilled coaching leader can clarify goals for the organisation and translate the goals into more concrete terms. An experi enced coaching leader also helps employees put their goals and visions into words.

2. Ask questions, instead of giving answers

Help your employees find solutions by asking questions, instead of providing the answer to a problem directly. When doing this, it is essential that you take the time to really listen to the answers and to be open and genuinely interested in them. There will be moments where you, as a leader, will need to give clear explanations and direct answers, however, we often give away answers as a routine, leading us to miss out on opportunities for growth. When you, as a leader, let the employees come up with the answers themselves, it is usually more successful than when you pre sent ready-made solutions. Asking open-end ed questions to elicit ideas and suggestions

from your employees will make them more self-directed. To succeed with coaching in the workplace, it is essential to remember to only ask questions in situations where there is not already a given or “right” answer, and where the employee has a chance to influence the situation.

3. Give feedback

Continuous and concrete feedback is one of the essential tools in the coaching approach. Give constructive and positive feedback when helping your employees to develop – letting them know what they are doing well and what they can improve. As a leader, it is vital to create a dialogue around feedback, as well as to to listen in; what does the employee think? Feedback becomes more motivating when linked to a target image or desired goal. It is also essential to follow up on the feedback you have given your employees, for example, when you notice that a person has strengthened their actions or made changes after receiving constructive feedback.

Having more autonomous employees and teams with a greater sense that their work is meaningful are two of the many benefits of coaching leadership. It also generates organisations to transform and develop to become better. So set aside time in the calen dar for yourself and start practicing clarifying your employees’ goals and visions, asking questions, and giving feedback. Once you get started, you will be more of a coaching leader than you were before.

Jessica Hill Holm, HR Consultant & Coach, Hill Holm Coaching & Consulting AB.

NEW members

The Swedish Chamber of Commerce for the UK is the ultimate business platform for Swedish and UK businesses, representing some 400 companies from across all sectors and industries, and from start-ups, SMEs, unicorns to large corporations. Membership comes with a suite of benefits for you, your colleagues and your business. But first, a warm welcome to our newest members.

BCB MEDICAL

BCB Medical is the Nordic market leader in gathering and analysing clinical data. Its aim is to ensure that current and future generations live healthier lives. The company gathers real-world data for medical effectiveness and treatment quality through an integrated software. By doing this it aims to revolutionize the way clinical data impacts people’s lives.

COMOTION

Comotion’s main areas are 3D visualisation, design, and digital products. One of the company’s digital platforms is Zelectify which is now launching in the UK. Zelectify enables users to create an online “selector” where the visitor can retrieve information and see if a property is available or sold.

SIGMA CONNECTIVITY

Sigma Connectivity is a global tech-house with the mission to innovate and create value as well as growth from its connected solutions and devices, which makes the company and its partners unique. With one of Europe’s most advanced design, test, and verification labs, the company meets its clients’ specific needs by bringing smart, connected products to market.

HILL HOLM COACHING AND CONSULTING

Hill Holm Coaching & Consulting supports new and existing leaders in global organisations to develop and reach sustainable results. Hill Holm Coaching & Consulting is passionate about creating conditions for learning and positive change and finding each individual’s full potential, both private and professional. The company was founded by Jessica Hill Holm and she is an ICC certified executive coach.

CADOGAN FINE ARTS

Cadogan Fine Arts is a small business specialising in Nordic Art from the eighteenth century to the present day. The company advises private and corporate clients when purchasing and selling art.

DNB BANK ASA

DNB is Norway’s largest financial services group and one of the largest in the Nordic region in terms of market capitalisation. The Group offers a full range of financial services, including loans, savings, investment banking and advisory services, insurance, and pension products for retail and corporate customers.

KPMG

KPMG is a world leading professional services firms, with more than 230,000 employees around the globe, including experienced experts within advisory, audit, tax & legal. KPMG’s purpose is to turn knowledge into value for its clients, people, and the capital markets, delivering a globally consistent set of services based on deep technical and industry know-how.

RANGE SERVANT

Range Servant, a Swedish golf-range manufacturer, with more than 40 years of experience creating equipment, such as ball dispensers, washers, pickers, and more, is opening its doors in the UK, in January 2023. Range Servant will help British range operators run a more profitable business, by offering high-quality equipment, personalized service, and tailor-made solutions to fit each customer’s needs.

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IN OTHER NEWS

Got news for us? Email jonas.eklund@scc.org.uk.

Vattenfall reaches milestone in delivering the Norfolk Boreas Wind Farm

Vattenfall recently signed a contract with LS Cable System and DEME Group to become the new exporter of cables for Norfolk Boreas Wind Farm. The agreement will connect the wind farm to the National Grid and: “includes the design, engineering, procurement, manufacturing and testing, of around 360km of High Voltage Direct Current (HVDC) export cables.” Catrin Jung, Head of Offshore Wind at Vattenfall, stated that she looks forward to working intimately with LS Cable & System and DEME Group and believes the project will be a success for all parties involved.

The Swedish Government presents new budget

On 8 November, the Swedish Government presented its new budget, which aimed to make reforms worth SEK40bn. Besides this, the general state grants are to be increased to municipalities and regions by SEK6bn next year. The budget also included investments in the Swedish defense as well as a reduction in tax on petrol and diesel. In order to draw in money, the government chose to reduce aid by SEK7.29 bn in the upcoming year.

Readly collabs with Disney

SCC patron Readly announced on 4 October, that they will be working together with Disney to release more than 80 different magazines to Readly subscribers. According to The National Literacy Trust, 26% of children read magazines and comics daily, only making it a natural step for Readly to offer some of the most-loved Disney comics. “We are delighted to welcome these much-loved titles to our platform and boost the joy of reading with Disney,” says Ranj Begley, UK MD and Chief Content Officer at Readly.

Nexer wins silver in the Swedish Design Awards

Tech company, and SCC member, Nexer was awarded a silver medal for their employer brand concept “Onwards & Upwards” by the Swedish Design Awards 2022. The annual competition gives leading companies in graphic design and communication the opportunity to be recognised and awarded for their contribution to technology services. Beatrice Silow, Communications and Culture Manager at Nexer, says the purpose of “Onwards & Upwards” is to highlight the entrepreneurial and purpose-driven mindsets of employees and recruitment.

BoKlok celebrates 25 years since its first community was established

Saab and Heart Aerospace signs collaboration agreement

In a commitment to innovative technology and sustainable aviation, SCC patron Saab has partnered up with Swedish electric aircraft company Heart Aerospace. “This underlines our commitment to innovative technology and solutions for sustainable aviation. Heart is a pioneer within commercial electric aviation and we look forward to contributing to the future of aviation with our experience of developing solutions at the forefront of technology,” says Micael Johansson, President and CEO of Saab. The $5mn investment will make Saab a minority shareholder amongst Breakthrough Energy Ventures, EQT Ventures, European Investment Council, Lower Carbon Capital, Mesa Air Group, United Airlines Ventures and Air Canada.

On October 29, SCC member company BoKlok celebrated 25 years since its first inaugurated community was established. Situated in Ödåkra, Sweden, the Malmån community comprised 30 apartments and was developed out of sustainable materials. The apartment model was produced by three women, one architect, an engineer, as well as an interior designer from member company IKEA. The target group for this build, was a single nurse with children, and their needs for a sustainable as well as affordable home.

IKEA and Shelter join forces to defeat housing issues in the UK

On 17 October, SCC patron IKEA announced its plans for a new long-term partnership with the housing and homelessness charity, Shelter, in the UK. The organisation will advocate for half a million people, impacted by the housing emergency, aiming to influence the standard of living by 2030. The partnership is launching amidst a mounting housing crisis in the UK, with around a million households on social housing waiting lists and rising homelessness figures, expected to worsen as the cost-of-living crisis spirals. The aim is to influence a systematic change and appealing to the government to build 90,000 social homes by 2030.

Anders jensen

President and CEO of Viaplay Group

Having already conquered the Nordics, Viaplay is ready to expand its horizons. Combining creative thinking, bold investments, and a touch of Nordic Noir, the streaming service and SCC member is aiming to enter the hearts and homes of the UK audience. The Link spoke to Anders Jensen, President and CEO of Viaplay Group, about the ambitious plans and the British love for Nordic storytelling.

BY: SAGA PALMÉR

“The UK is one of the most dynamic media markets in Europe. Although, it is very com petitive, it is not as innovative as it could be. I believe Viaplay can play a part in changing that,” says Anders Jensen, President and CEO of Viaplay Group.

Starting his journey in retail back in the 1980’s, the now 53-year old CEO has already ticked off several industries, top positions, and countries. “It’s been quite a ride. I first went into consumer retail right after finishing school, working at Swedish department store

Åhléns. Since then, I’ve been working in three different industries, seven different countries, and living in five of them.”

Making it in the media

Growing up, Anders was a big fan of movies and series, but never saw himself working in the industry. “I’ve always been interested in entertainment. As a kid, I was a complete content nerd, absorbed by the world of movies and series, but it was always on a personal level, and never something that I thought that I would pursue professionally.”

Despite having no technical background or education, Anders moved over to the telecom industry after the start in consumer retail and it was his career in telecom that later brought him into the media sphere. “I got the opportunity to start working for a telecom operator in the late nineties, responsible for their internet strategy, whatever that was at that time. It was a fantastic opportunity that led me through the telecom industry’s most intense growth years and into the media industry, where I’ve stayed for the rest of my career.”

Initially working with media distribution at the Danish telecommunications operator TDC A/S, Anders switched focus from distribution to content when he was recruited by MTG, becoming Executive Vice President and CEO of Nordic Entertainment. In 2018, MTG was split into two companies and Anders named President and CEO of the newly founded Nor dic Entertainment Group, which, since May 2022, is operating under the name of Viaplay Group.

Nordic success story

Today, Viaplay is a household name in the Nordic countries, and one of the main dis tributors of both linear television, radio, and VOD content. Anders believes in creating a balance between the old and the new ways of producing media, and believes it has been the main key to Viaplay’s strong position.

“The most important thing we’ve done is not to think only about the new. Today, many speak about old and new media as separate things, whereas we have been experiment ing with new platforms, like streaming, while maintaining the high quality of our already

“The UK is one of the most dynamic media markets in Europe. However, although it is very competitive, it is not as innovative as it could be.”

Anders Jensen. Photo: Radek Dranikowski.

established services, such our linear channels and radio stations. This makes Viaplay a quite unique European media company.”

The strategy turned out to be a success, yet, Anders says that it was neither easy, nor undisputed. “Imagine, you have this old and established media platform, where you are making a lot of money and, in the meantime, you see this new opportunity coming towards you, that you know will be the future. But, this new platform will initially cost you a lot of money – because you have to invest in it be fore you get any return. This is risky, especially if you’re a public listed company. So it was not an easy journey, but worth it in the end.”

This wasn’t the last bold move Viaplay was set to make. In 2020, Viaplay announced a 5-year expansion strategy, including plans to enter 10 new markets, both in and outside of Europe. Having already entered The Nether lands, Poland and the Baltics in 2021, Viaplay had its eyes on the UK – and its vision be came reality when it launched on 1 November 2022.

No way around the UK

Having already lived two years in London, Anders views the UK as an important part of Viaplay’s expansion plan. Although recognis ing the strong competition on the market, he says it is necessary to enter if Viaplay wants to be a significant international player. “It was not an easy decision to enter the UK, because of the competitiveness and the structure of the market. But if we want to be one of the most significant media companies in Europe, there is no way around the UK.”

No matter how hard the competition, Anders believes there is room for more players on the UK media scene, and sees a clear gap that Viaplay could fill and be successful. When it comes to content, Viaplay offers a unique combination of award-winning Viaplay Originals and third-party content, including series such as ‘Cell 8’, ‘Partisan’ and ‘Pørni’, combined with popular British and Nordic sports rights. Anders highlights that Viaplay offers something for everyone, at a reason ably low price.

Anders can think of several reasons why the UK audience would be interested in consuming Nordic content. “If you’d look at the top programmes in Sweden and the UK, the sense of humour we prefer and how we work, you’ll find a lot of similarities. Also, Nor dic storytelling has been trending for some time now, and is working really well here in the UK.”

Entering new areas

The British-Swedish similarities is reflected through several of Viaplay’s productions, such as its first UK drama commission ‘Rebus’, based on Ian Rankin’s internationally bestsell ing Rebus detective books.

Apart from the humour and Nordic Noir, Sweden and the UK unite in their love for sports. Having acquired UK sports streamer and TV channel operator Premier Sports, Viaplay will offer its UK subscribers a wide range of different sports and leagues, such as LaLiga, Rugby Football League and Scottish League Cup, which now will be rebranded as Viaplay Cup. “The love of sports in general, and football in particular, is uniting the people of our countries. We are investing a lot in buy ing sports rights – apart from the traditional sports, such as men’s football, we see great potential in sports that are not broadcasted widely in the UK, like ice hockey and women’s football. In my view that is going to boom completely led by streaming and the many opportunities it brings.”

Anders says that Viaplay will continue building its legacy as the number one Nordic story teller, rather than trying to compete with

content that is already offered by others. Currently producing original content in several new markets, the plan is to start doing the same in the UK. “Although we wouldn’t go to the UK without high ambitions also for British storytelling, we will focus on making a few productions of very high quality, and instead aim to be the best at bringing the most Nor dic and European content into the UK.”

Looking ahead, Viaplay plans to continue its expansion globally. North America is next in line, as the streaming service plans to launch in the US and Canada in early 2023. Viaplay is also available through its branded content concept Viaplay Select, which today includes distributers in Japan, Australia and nine coun tries in Latin America. By this time next year, its services will be direct to consumer in at least 13 countries and available for more than 200 million households. In the meantime, Viaplay continues to bring the Nordic stream across the North Sea.

“If we want to be one of the most significant media com panies in Europe, there is no way around the UK.”

The UK is one out of seven countries where Anders has worked and lived. Photo: Radek Dranikowski.

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