Multiculturalism in Scandinavia

on November 10, 2014

Multiculturalism in Scandinavia

By on November 10, 2014

First off we would like to congratulate Envision A/S, our dialogue agency in Denmark, who embarked in the adventure of finding out how Danes, Norwegians and Swedes view advertising. Dialogue International agencies are all passionate and specialized in cultural community; Envision is just one of our many examples. As all agencies in our network, Envision firmly believes the key to a successful campaign is engaging in a dialogue with the target audience or with people who are familiar with the target.

Although the Scandinavian advertising landscape seems very similar because of their steady governments, low level of corruption and relatively low unemployment, these neighboring countries have their individual cultural differences. These divergences should be taken into account as it is the way in which we decode and view advertising and communication.

With the help of Analyse Denmark and Nordic Research Alliance, Envision carried out a survey of Scandinavians’ attitudes towards advertisements and the messages behind them.

dfqEnvision has identified some of the areas in which the gap between the Scandinavian countries is widest. The research also includes an interview with Denis Normark, chief consultant and partner at Living Institute where he works with cultural differences for Danish and international organizations, in order to find out the best way to win hearts and minds across these national borders. Envision has also taken the time to reach out to 14 mixed Scandinavian couples, who take us through their day-to-day living under the same household. Part of the motivation for this research was the fact that Envision spotted a dangerous preconception about identical markets, which explains why campaigns don’t always turn out as expected.


Analyzing small details such as the quantity of coffee each country consumes as well as taking into account more important factors such as their income have resulted in a detailed research paper that will facilitate marketers when launching campaigns in the future. Thank you Envision for your hard work!

Here is the link to the study:

For more information please contact:
Christian Kirkegaard  email:

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