Simplicity
Once upon a time people depended directly on nature for their daily survival. In some ways life was easier than it is today, but in most respects it was more difficult.
Scandinavia’s history resonates with the challenging living conditions that we think we have forever put behind us. But people living long ago were also thankful for what they had, the few, the small and the simple things. Poverty and limited resources are now a dark shadow in our past, but still a valuable heritage.
In the course of just a few decades of the past century, the Scandinavian countries have made a dizzying journey from poverty to prosperity. We have built advanced and sophisticated societies, but a sense for the simple and functional that once was a necessity never quite abandoned us.
We cherish it as an idea, as a resource and a value in itself. The feel for and beauty of natural materials, the relief over technical devices that make our daily lives easier, the serenity and good feeling we get from caring for other people and the environment.
Simplicity is also moderation and afterthought. As Scandinavians we are innermost convinced that development is still only possible on nature’s terms.