Turning Students into Stock Market Investors: The Role of Civil Society and Public Schools in Swedish Financialization, c. 1985–2010

This article brings agency to discussions on financialization and financial education in Sweden by zooming in on two barely examined actors and arenas: civil society and public schools, respectively. The civil society organization Aktiespararna (Swedish Shareholders’ Association, founded in 1966) attempted to access and impact school education starting with its launch of youth efforts in the 1980s. Aktiespararna was joined in these efforts by Unga Aktiesparare (Swedish Young Shareholders’ Association), founded in 1990. This study describes the organizational strategies—tools, techniques, and discursive approaches—to reach Swedish upper-secondary school students. The result shows a crucial transition on how young Swedes were expected to relate to investing in stocks: from a special interest to pursue as either side activity or profession, to an inevitable part of everyday consumer life. The Swedish example is especially illuminating because it is general in its overall development from welfare state to market orientation. Yet, it emerges as distinctive in its pace and character. Apart from the apparent brisk, straightforward march from social-democratic hegemony, and one of the most regulated national economies in the mid-1900s, to a highly marketized and financialized society in the 2000s, Sweden holds a sociocultural history of strong popular movements and civil society associations. The article demonstrates important links between this aspect of collective engagement for individual progress and the financialization process.