If you thought Sweden was a conservative nation devoted to wellbeing and simple style, keep your eye on developments here as Stockholm increasingly becomes a bellwether for the next phase of its emerging influence. An entire nation believes radical transparency is business as usual and that values-based consumer culture is likely to seep into other markets. The capital’s younger, tech-savvy customers are part of a global movement. Sweden could be an unlikely catalyst to unlock sustainability as a convenient and profitable, truth.