Sweden has changed.Has your marketing?
The Swedish market is changing — fast.
30% of Sweden has foreign backgrounds.
Over 2.2 million people in Sweden are born abroad — more than 20% of the population. Including second-generation Swedes, nearly 30% have foreign backgrounds. This is not a niche. It is a central part of today's Sweden, with its own cultural references, languages and everyday realities.
Different media habits.
Large parts of this audience combine Swedish mainstream media with ethnic news sites, diaspora creators and local community channels. They follow other influencers, other YouTube channels and other TikTok feeds. If your media plan only follows standard reach curves, you risk missing them even at high spend levels.
Different moments of high consumption.
Alongside Christmas and Midsummer, spending spikes during Eid, Ramadan, Nowruz, Orthodox Christmas and Diwali — across gifting, food, travel and fashion. Most brands do not show up in these windows, or do so with generic translated campaigns that do not reflect the culture or the people.
Why our offer exists
Swedes with foreign backgrounds represent significant and growing purchasing power, but are still under-served by mainstream strategy, media and creative work. We help brands understand who they are, how they live, what they celebrate and where they spend their time — and turn that understanding into strategy, creative and media that actually reaches them.
See our services →About us
More about us →Nathanael & Sowe is a Stockholm-based strategy, insights and creative agency, founded by Muntaga Sowe and Nehale Nathanael, two practitioners with first-hand experience of what it means to be part of the audiences most brands fail to reach.
We combine proprietary consumer panels, cultural insights and creative production in one focused offer. Not a diversity agency, but an insights and creative agency that happens to be best in Sweden at a segment most large agencies still misunderstand.
Selected work
Work from our founders' previous agencies.
Elexir Pharma
Building community during Ramadan
Through influencer marketing, a sampling tour across Stockholm, Gothenburg and Malmö, DOOH advertising in key neighbourhoods and a physical event, we created a campaign that combined personal stories, physical presence and digital reach to build long-term trust with a key audience.
Work completed by our founders prior to founding Nathanael & Sowe.
Our thinking
Perspectives on culture, media and marketing in a changing Sweden.
When reality is missing from the feed: why parts of the audience consume media differently
Read more →From traditional diet to Western lifestyle: how migration reshapes health
Read more →What we do
We offer a full spectrum of services designed to help brands understand their audiences, define their positioning, and create compelling campaigns that drive results.