Saturday, June 07, 2025
Saturday, June 07, 2025
by Adam Raelson:
If you’ve worked with Nordic teams, or lived in Sweden, Norway, or Denmark. chances are you’ve heard from locals about a curious cultural force that isn’t in any onboarding guide or HR handbook: Janteloven (Jantelagen, in Swedish).
Loosely translated as The Law of Jante, it’s not a “law” in any legal sense. It’s more of a social code. A kind of invisible rulebook that ultimately says:
At first glance, it might sound modest, humble, or, to the pessimists, condescending even. But Janteloven is far more complex than that. It’s both celebrated and despised. Critiqued, outdated yet still alive, subtle yet pervasive. And for leaders trying to build inclusive, high-performing teams in the Nordics, understanding this concept might just give you a new lens on the uniquely world-renowned and influential ways of Scandinavian collaboration, and even reveal your own cultural perspective of your leadership style.
Coined by Danish-Norwegian author Aksel Sandemose in his 1933 novel A Fugitive Crosses His Tracks, Janteloven was originally intended as satire. It was a takedown of small-town Scandinavian mentality and collective envy.
Satire or not, the concept naturally resonated with the regional society it was intended for. Over time, Janteloven evolved into an unspoken ethos in Scandinavian societies, mirroring attitudes about success, equality, and self-expression. Janteloven is a list of 10 “rules” that discourage standing out, bragging, or thinking too highly of oneself.
A few examples:
Harsh? Definitely. But it’s not taken by Scandinavians literally. Rather, it represents a deeper cultural value: egalitarianism.
In Scandinavian workplaces, Janteloven surfaces in subtle but consistent ways:
For global teams, especially those accustomed to more formal, hierarchical, or status-driven cultures, this can feel refreshing (or confusing or frustrating).
There’s a lot global organizations can admire in Nordic work culture:
Janteloven also has its critics, even within the Nordic countries, and for good reason.
In ideals-driven cultures like in Scandinavia, Janteloven can shape leadership to be more approachable and downplay personal achievements. In contrast, in resource-driven cultures, where individual performance, status, and ambition are often rewarded, Janteloven may create friction in the workplace, where self-promotion is seen as necessary for career growth but is discouraged by cultural norms.
“Janteloven still holds a strong presence in Scandinavia today. Though we might not think much about it, it remains an established part of our culture. It’s something we grow up with without ever really being taught. The idea of the collective “we” is strong in Norwegian working life, and a lot of effort is put into building teams that collaborate well in the workplace. Still, I believe the newer generations in Scandinavia relate to Janteloven differently. There is room to cheer on individuals and celebrate personal achievements, as long as it’s done with humility.”
Elisabeth Gjestland Senior Communications Advisor Norway
It is no surprise that Janteloven developed in Scandinavia, given the historical context of egalitarian values in the region.
Did you know that in Viking times, Viking women could inherit land, manage estates, initiate divorce relatively easily? Women had the right to represent themselves in legal matters at the Thing. The Thing was the local or regional assembly where free men and women came to settle disputes, pass laws, and make decisions. It wasn’t a top-down rule, but more like a proto-parliament, unlike in many other parts of Europe at the time where power was held oppressively by a noble elite.
Later, Protestantism (specifically Lutheranism) came to be the dominant religious force in Scandinavia after the Reformation in the 16th century, and its teachings have deeply influenced Scandinavian social norms and values. Its focus on humility, equality, and the rejection of hierarchical superiority among humans aligns well with Janteloven’s core principles.
However, Janteloven is not a direct creation of Lutheranism or the church. Rather, it’s a cultural phenomenon that developed in Scandinavia over time in parallel, later satirized by Aksel Sandemose.
Janteloven isn’t a one-size-fits-all solution and Scandinavians themselves often take it relatively humorously. But it’s a window into a culture that deeply values “our” consensus over “my” command. And in a global world where collaboration matters more than ever, that’s a lesson worth pondering.
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Originally from the United States, Strategic Columnist Adam Raelson has been living and working in Europe for over 16 years, and his extensive global experience has shaped his approach to communication and building professional relationships.
Having traveled to 74+ countries (and counting!), Adam’s curiosity and thirst for knowledge have fueled his desire to help individuals and organizations work more efficiently, better understand one another, and appreciate the richness of humanity’s cultures. Adam plays a key role in corporate and employee communications as well as employer branding.
Adam is the founder of CultureComms Consulting. Through his consultancy, he empowers organizations, teams, and world travelers to navigate intercultural dynamics with confidence, helping them build stronger, more inclusive teams through tailored workshops as well as strategic or preparatory guidance. Adam’s approach demonstrates how embracing cultural diversity can enhance organizational performance and create lasting connections across borders in today’s interconnected business world.
Written by: Editor
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