Ap7 - Tänkonomi

Can Hip-Hop Make Us Better Savers?
This episode looked at how money is portrayed in hip-hop, and what that says about financial ambition and saving. By inviting music journalist Fredrik Strage and researcher Anita Radon, we could show how popular culture shapes economic behavior in ways we might not expect.

Midlife Crisis – Sports Car or Pension Fund?
Here we explored the psychology behind midlife spending habits with behavioral economist Gustav Tinghög. The episode questioned the impulse to buy big, and suggested that investing in your future could be a more meaningful—and rewarding—choice.

The Challenge

For many people, pensions feel distant and unengaging—something abstract that’s easy to put off thinking about. AP7, which manages the Swedish state’s default pension fund, wanted to change that. Their goal was to help people feel more informed and in control of their financial future.

The Insight

We don’t always make financial decisions based on logic. Emotions, habits and culture often play a bigger role than we realize. What if we could talk about money by exploring how we think and feel about it, rather than just presenting numbers?

The Solution: Tänkonomi

Together with the agency New Normal, AP7 launched Tänkonomi—a public education initiative and podcast series about behavioral economics. Hosted by Karin Adelsköld, the series explored the psychology behind everyday financial decisions, in a tone that was accessible, warm and sometimes humorous.

As creative lead, my goal was to bring fresh, culturally relevant angles to what can often be a dry subject.