Working recently in India, one question I received was ‘why don’t Swedes greet us with heart?’ This was referring to when Indians visit colleagues in Sweden, or when they start working together in new constellations.
It is an interesting perception, and maybe not a new one. The experience of Swedes as cold, unfriendly and disengaged seems common, and genuinely baffles a lot of non-Swedish people.
Firstly, I would like to say that in general this is not true. It is just a perception. Many of the Swedes I know are kind, generous and affectionate. However, I do have a few theories as to why this perception prevails.
Expressiveness – how much it is appropriate to express emotion is something that we are trained in from childhood. Some cultures train their children to use their entire bodies when they communicate, others train their children to be more reserved. Generally Swedes are trained to be emotionally inexpressive. What they mean is clearly in their words, and not so much their bodies or faces. And this can lead more physically expressive cultures to presume they are cold. So it is important to understand that lack of expression should not be confused with lack of feeling.
Importance of relationships. Swedes do have many close friendships and family ties. However, this doesn’t necessarily extend to neighbors or colleagues. While in other cultures, strong close relationships with colleagues are essential for getting the job done, in Sweden isn’t the case. Relationships help, but they are not essential for carrying out the task. This means Swedes can go to work and be friendly towards each other, but don’t necessarily need to make friends or show a great deal if interest in each others private lives. This can be frustrating for people who come from strongly relationship-oriented cultures.
Independence. Swedish culture is amongst the most individualistic cultures in the world. In Swedish society, this manifests itself in the attitude that every able-bodied person can take care of themselves. This means that the Swedish attitude is generally if you want help you will ask for it. And you usually get it. The fact that help is rarely offered was a hard lesson for me to learn when moving to ‘unhelpful’ Sweden.
The peach and the coconut. Some cultures are like peaches – soft on the outside, easy to get into, open in communication, overtly friendly. Other cultures are like coconuts – hard shelled, difficult to get into and less open to people outside the group. Typically, but not exclusively, Swedish culture is ‘coconutty’ and Indian is peachy. This can mean it’s a challenge for people from peachy cultures to break into Swedish society and easy for them to form the perception that Swedes are cold and unwelcoming. My experience tells me, however, that once you break through the shell, the friendships that you make are very close and lasting. It is easy to assume when you meet a Swede that he or she is shy or introvert. This might be the case, but not necessarily. He or she might just be a coconut.
Watching the Swedes 