National survey
Turning Young People’s Dreams Into Actionable Insight
Young Swedes Future & Dreams
Key Insights
7 out of 10 young people have dreamed of or considered starting a business.
More than 80% believe they would succeed if they started a company - especially those with strong support from family or close relationships.
Young people who feel supported by family and friends are significantly more confident in reaching both career and entrepreneurial goals.
Background
BLING and Nordea carried out an initiative in 2025 aimed at deepening the understanding of young people’s dreams, optimism about the future, and entrepreneurship. The starting point was to highlight both ambitions and the structural barriers that affect young people’s ability to turn dreams into reality. To gain a clearer picture, a data-driven foundation was needed that reflected young people across the entire country. This led to a collaboration with Perspetivo.
A national quantitative study was conducted and 1,021 young people (aged 18–25) answered. The data collection was designed to be representative of Sweden’s young population, and also included enhanced sampling from socioeconomically disadvantaged areas. This approach was used to ensure the understanding of how different factors impact our hopes and dreams.
“We chose to collaborate with Perspetivo because their vision, to elevate and amplify everyone’s voices, truly aligns with what we aim to achieve ourselves. We also appreciated their inclusive approach and the fact that they conducted the survey in three languages, allowing more people to share their perspectives in an authentic and equitable way.”
Adnan Yousef, Co-founder & Partner
Result
The results showed a picture of a generation with strong drive and ambition, but also with clear obstacles that risk limiting it’s potential. The insights show that while motivation and ambition are present, many lack resources, knowledge, and support.
Through the study, BLING and Nordea gained unique insights of how young people in Sweden think about the future, work, and entrepreneurship. With this foundation, initiatives can be designed to meet young people’s actual needs: more accessible knowledge, easier access to capital, more role models, and stronger networks. The result is a robust knowledge base that enables targeted and effective efforts, allowing more young people to turn their ideas into sustainable businesses - regardless of background.
