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First Chair Group initiated an analysis of the moral landscape of Danes in the year 2020

First Chair Group initiated an analysis of the moral landscape of Danes in the year 2020

How do Danes perceive ethics and morals in the 2020s? How are these concepts developing? Are there certain concepts under pressure? First Chair Group recently launched an initiative that will map Danish perceptions through an extensive analysis. The analysis will help us learn more about ourselves and our moral landscape in the year 2020.

We have just started a decade where trends and dynamics will force us to have difficult conversations and make some difficult choices. These conversations and decisions will challenge our identity, our organisational culture, our business models, our view on employees and customers: how we perceive each other and ourselves individually. This examination will require that we work together to create safe spaces for discussing new moral challenges and dilemmas that are arising from increasing digitalisation and transparency.

One example is surveillance. How much surveillance is acceptable in our society in general and in our workplaces, specifically? And who may perform it? Surveillance is merely a small thread in the broader analysis.

Two of the members of First Chair Group's think tank are leading the work on this analysis: Hanne Lindblad and Jeffrey Saunders.


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Hanne Lindblad, who as the CEO of Call Me, started a multi-year social dialogue with a campaign about speaking nicely to each other. Jeffrey Saunders was a former Director of the Copenhagen Institute for Futures Studies. 

Hanne and Jeffrey will be working with the CEO of First Chair Group, Jens F. Kofoed, throughout the Spring. They will conduct a quantitative survey and qualitative interviews with experts and laypeople to describe the moral landscape of Danes in the year 2020 and launch a conversation.

First Chair Group plans to publish the results before summer. Anyone interested in the project can stay up to date on the process on this website.



The uses an exploratory analysis that combines several sources and methods to form an objective representation of "the moral landscape of Danes in the 2020s":

  • Desk research – What is the latest research in Denmark and internationally?
  • Trend analysis – How is our view on ethics and morals developing at the moment, and which tendencies could affect perceptions of ethics and morality in the future?
  • The think tank – The think tank will provide input as to how we could work with ethics morals in our organisations and personal relations through semi-structured interviews and workshops.
  • Survey - Through a national quantitative study, we will uncover the views of the Danes on ethics and morals.
  • Interviews – We will conduct interviews with a wide selection of different Danes about where our ethical and moral landscape is going.
  • Voxpop – We will carry out online interviews, where randomly selected people will briefly express their opinion on a specific topic or moral challenge.


Lead Team behind the survey

Hanne Lindblad

Business thinker and transformation coach

The businesswoman and motivator Hanne Lindblad has a long and successful career behind her as a chief executive of large companies such as Carlsberg, Coca Cola Tapperierne, Telia and Call Me. She is known for her bold, visionary and inclusive management style, and was for example behind Call Me’s company transformation, where she worked in-depth on trust concepts on several levels, and during this process, she invited all Danes to take part in a thorough dialogue on “speaking nicely to each other”. These days, Hanne is working on our cultural maturity, including the development of our critical way of thinking and transformation comprehension. She supports younger as well as older managers in putting culture and purpose on the top strategical agenda.

Jeffrey Saunders

Executive Advisor and futurologist

Jeffrey Saunders advises on the use of foresight, futurology and behavioural science methods for handling complex analytical challenges. He is an expert in employment in the future and its implications for organisations and support functions (HR, FM, Corporate Real Estate etc.). Jeffrey used to be the CEO of the Copenhagen Institute for Futures Studies and the head of their strategy & innovation team, a Chief Consultant at SIGNAL Architects, and finally, before Jeffrey moved to Denmark in 2006, he was a national security consultant in the US.
Jeffrey is a popular public speaker across Europe, North America, the Middle East and Asia. He has published numerous articles and reports on commercial property, facility management, outsourcing as well as reports on identity creation and organisational culture in Latin America, the Middle East and Africa.