How to communicate with the Nordic markets

#1

View the Nordic countries as separate markets

Each country in the Nordic region comprises its own, individual market and has its own specific target group. For this reason, it is essential to adapt your communication specifically to the region and language in question.

Localisation has to do with tailoring your text with a view to accommodating the culture, language and style of a different market. However, the overarching purpose of the material is – of course – still to communicate the desired message. So remember that the localisation must align with your company’s linguistic style guide.

Need advice about setting up a style guide? Click here to see our guidelines.

#2

Use a suitable opening and form of address in written texts

If you are looking to address your target group directly, it is important to think about the level of formality you want to apply to your communication. The conventional forms of address “hr.” and “fru” (Mr and Mrs) are typically used in letters from public agencies and are therefore often viewed as formal. Companies based in the Nordic countries therefore tend to address customers by their first name or first and last names. In most cases, however, neither name nor title will be necessary.

Another aspect to consider is which type of opening or greeting is best suited to the communication in question. In Danish, there are two commonly used openings: “Kære” (dear) followed by the name of the recipient is typically used in formal and highly personal contexts, while the simpler “hej” (hi) is much more widely used and perceived as conveying a neutral tone.

Are you unsure about how to refer to yourself, as the sender, in written communication? Generally speaking, the Nordic languages will use the personal pronoun “we” rather than “I” to establish a professional relationship between sender and recipient – which, however, does not come across as excessively formal.

#3

Don’t forget that “less is more” in the Nordic region

You may have seen American advertisements, where the voice-over is entirely devoted to praising a given product to the heavens. Give that a wide berth when communicating in the Nordic Region!

The culture in the Nordic countries is much more open to a modest approach; even though it may seem a little bland, it is a good idea to drop some of the flashy superlatives and instead to express yourself concisely and clearly.

#4

Understand Nordic politeness

Are we impolite in the Nordic region? This is a myth that deserves to be quashed without delay. The fact of the matter is that we do not use language to express politeness in the same way as is the case with English, for example. But that does not mean that the Nordic people are rude. We simply have our own ways of expressing politeness in writing.

You should therefore be aware that translations into the Nordic languages will often exclude a variety of polite turns of phrase, which the different languages generally view as superfluous. 

Examples of polite constructions in the Nordic languages:

The Norwegian word “vennligst” (please) can be used to add a dimension of politeness to a sentence, but given that Norwegians delight in short, direct communication, there is a risk that the text may be seen as excessively formal in tone.

Politeness is straightforward in Swedish. “Tack” (thank you) as the concluding word in a sentence is often sufficient to establish a friendly, civilised tone.

The biggest reason why the Nordic region is viewed as impolite is that the various languages have no direct equivalent to the English word “please”.

#5

Be inclusive in the language you use

By using gender-neutral, non-discriminatory language, you can neatly avoid the risk of your text being considered offensive. For this reason, it is always important to think about the type of language you use in your written communication.

Over the years, interest in and the use of gender-neutral pronouns has become increasingly widespread, as these pronouns encompass all individuals. The Danish Language Council recommends using “de” (they) or “hen” to refer to people in a gender-neutral manner. The word “hen” (a common pronoun for he/she) officially entered the Swedish dictionary in 2015, and this pronoun is also used in Norway.

It is not only the use of pronouns you need to take into account with regard to trends in the Nordic languages. Some job descriptions should also be kept gender neutral – for example, “politibetjent” (police officer) rather than “politimand” (policeman) in Danish.