Is English appropriate when localising for the Nordics?

Carolina Marialva Baldo, Brand Manager at Freedman International, on the unique considerations needed for localisation in the Nordics.

The Nordic region, which comprises the Scandinavian countries, Sweden, Norway and Denmark, plus Finland and Iceland, is celebrated for its cultural richness, linguistic diversity, and high standards of living.

For global brands, this region presents significant opportunities, but navigating its linguistic and cultural landscape requires careful consideration. Here, we’ve broken down the main language and cultural watchouts, discuss the role of English in marketing campaigns in the region, and offer actionable tips for success.

Nordic Languages: Similarities, Cultural Nuances and Marketing Opportunities

Although each Nordic country has its own official languages and dialects, some of them are very similar, sharing the same root and several words. This might explain why many brands tend to treat this market as a whole, instead of focusing on the unique characteristics of each country which influence how brands connect with local audiences.

Localising for international campaigns in Sweden

• Language: Swedish is the sole official language (though it was only recognised 2009!), and 5 official minority languages are also recognized: Sami, Finnish, Meänkieli (Tornedalen Finnish), Romani, and Yiddish.
• Challenges: While Swedish grammar and vocabulary are straightforward compared to other Nordic languages, a literal translation often misses the emotional nuances Swedes value.
• Watchouts: It’s mandatory by law that safety instructions and product information are available in Swedish. Be mindful of the indigenous Sami people and their language influence in Sweden as well as their identity (e.g., reindeer-herding lifestyle) and traditions influencing areas like tourism and cultural representation. The Swedish government actively supports Sami language preservation through legal protections and education initiatives.
• Opportunities: Swedish communication tends to favor straightforwardness and understatement, avoiding overstatements or excessive formality. Understanding this cultural preference is critical for tone adaptation in marketing campaigns.

Localising for international campaigns in Norway

• Language: Norwegian is the official language, but it has 2 variants in the way it’s written: Bokmål (dominant) and Nynorsk (used in specific regions). Sami languages are co-official in some areas, but there’s over a thousand diverse dialects spoken in the country.
• Challenges: Deciding whether to use Bokmål or Nynorsk can be tricky. Campaigns targeting northern Norway might also require Sami adaptation for cultural relevance.
• Watchouts: For printed materials, bilingual or multilingual versions incorporating both Bokmål and Nynorsk may be required, especially for public-sector campaigns. Bokmål is the main written form though, used by approximately 85-90% of Norwegians and in most urban areas and media. So if in doubt – it’s the safer option. Meanwhile Nynorsk, is mandated for certain governmental and educational contexts and is preferred in western and rural regions of Norway.
• Opportunities: Regional adaptation can significantly boost engagement in areas where minority languages are prominent. Depending on the campaign’s reach and inclusivity goals, incorporating Sami may be considered.

Localising for international campaigns in Denmark

• Language: Danish is the sole official language, with Greenlandic and Faroese as official languages in Greenland and the Faroe Islands, respectively.
• Challenges: Danish pronunciation is unique and may require careful transcreation to ensure phonetic clarity in voiceovers.
• Watchouts: Danes value straightforward and honest communication. Marketing messages should avoid exaggeration or overly emotional tones, as these can come across as insincere.
• Opportunities: Danish audiences appreciate humor, more dry and subtle, and authenticity in marketing, which should align with their linguistic preferences. Due to Denmark’s high English proficiency – ranking among the highest globally – English can be used in certain contexts, such as high-end or niche products and services targeting younger or cosmopolitan audiences. For broader appeal, Danish localization remains key though.

Localising for international campaigns in Finland

• Languages: Finnish and Swedish are both official languages. Swedish is more common in specific coastal regions and the Åland Islands. Finnish (or Suomi) is the primary one spoken.
• Challenges: Finnish is structurally different from other Nordic languages as it is not part of the Scandinavian languages, being part of a different linguistic group, and therefore requiring precise localization.
• Watchouts: Product labels, official communications, and public services must often feature both Finnish and Swedish, reflecting legal obligations.
• Opportunities: Including Swedish alongside Finnish can increase inclusivity and appeal in bilingual regions.

Localising for international campaigns in Iceland

• Language: Icelandic is the official language, with a high level of English usage among younger and urban populations.
• Challenges: Icelanders are protective of their language, so accurate and culturally sensitive translations are essential.
• Watchouts: Icelandic is deeply tied to national identity. The preservation of the language is a priority, so careless translations or failure to use Icelandic appropriately may be perceived negatively. Avoid clichés about Vikings, cuisine, and the environment that oversimplify the country’s rich identity.
• Opportunities: Campaigns using Icelandic phrases or folklore can create a strong local connection. Also, ads that incorporate elements of Iceland’s unique natural landscapes or cultural heritage can build emotional connections with the audience.

When is English appropriate for marketing in the Nordics?

Nordic countries are among the most proficient non-native English-speaking regions globally. However, the appropriateness of using English in campaigns varies:

Sweden, Denmark, Norway

• English is widely spoken, with a high proficiency level across the country, especially among younger and urban audiences, making it common in business and marketing.
• English is suitable for premium products, tech, or youth-focused campaigns but should be supplemented with localized content for broader appeal.

Finland

• While English is widely understood, Finnish audiences prefer native-language campaigns, particularly for emotional or community-based messaging.
• Swedish may also be necessary in bilingual regions.

Iceland

• English is common, but Icelandic is preferred for public-sector or emotive campaigns.
• Using Icelandic demonstrates respect for local culture and enhances authenticity.

Key considerations for successful international campaigns in the Nordics

Although the Nordics are often put in the same basket, it’s important to account for the region’s linguistic and cultural diversity while respecting local preferences. Ensuring regional nuances are captured will make your campaign more effective and resonate with local audiences.

• Prioritize authenticity: Nordic audiences value honesty and relatability over flashy or overly polished marketing.
• Jante Law Influence: Aligned with the above, the cultural principle of Jantelagen – an important set of beliefs related to humility, especially in Sweden, where equality principles are highly valued, discourages boasting or self-promotion, which means messaging should prioritize collective benefits over individual superiority.
• Leverage humour thoughtfully: Use subtle, intelligent humor where culturally appropriate.
• Emphasize sustainability: Showcase eco-conscious initiatives, as sustainability is a shared regional priority.
• Consider regional variations: Tailor campaigns for specific regions, particularly in multilingual or minority-language areas like Finland and Norway. While mutual intelligibility among Scandinavian languages allows for some economies of scale, localised versions tailored to each country will improve the ability to resonate with local audiences.

Get your international campaign live in the Nordics

Download your complimentary copy of the Global Campaign Workbook, the practical guide to running international campaigns. 

If you have an international campaign you think needs our help, get in touch today.