Global: Focus on ... Sweden

Population: 9,381,000
Monetary unit: Krona
Capital: Stockholm
Age breakdown: Under 15, 16.7%; 15-29, 19.3%; 30-59, 39.5%; 60+, 24.5%

Many claim that Sweden's PR industry has finally come of age, emerging from the shadow of its more celebrated advertising and digital industries. According to the Association of Public Relations Consultancies Sweden, the sector has been largely unaffected by the global economic turbulence.


Svenska Dagbladet and Dagens Nyheter are the two main daily broadsheets, supported by economic daily Dagens Industri. Among the tabloids, Aftonbladet and Expressen are the most popular. Television is led by the country's public service broadcaster SVT.

Major brands

Although its two flagship auto brands - Saab and Volvo - have been sold to Chinese investors, Ikea, H&M, Ericsson and Absolut are among brands enjoying continuing global success. Perhaps the most visible comms success story in recent years has been Spotify, the peer-to-peer music streaming service.

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