Ownershift is a think tank enabling women's financial autonomy through a measurable increase of women's ownership within our lifetime.

What we do

The Ownershift movement is about women enabling power over their life decisions.
We are a non-partisan think tank that focuses on being a knowledge hub for women's ownership and a accelerator of the movement for powershift through ownership.

  • Ownershift is an active player in driving opinion change through research and facts. We have a research team that creates one thematic Ownershift report each year besides the update of Who owns Sweden? which is updated annually.
  • We have a PR-, public affairs-, speakers- and trainers
    team that works all year round spreading the knowledge from our reports tirelessly aiming to shift public opinion
    and changing behaviors as well as defining and forming alliances in favor of societal change.
  • We have a board and administrative function securing a smooth operation within which impact-oriented activities run.
  • We have content- and business development function
    from which new formats and ventures will spring.
  • We have a sponsorship team that works with the
    business world to drive change together.
  • We have a creative- and communications studio that
    can help our sponsors maximize their gain in joining our mission.
  • We have a group of non-formal advisors that support the founders in developing the most impactful ways of working possible, as well as the smartest organisational form, in order to enable the ownershift movement turning into a global one.
  • We are in close connection to a movement that is everyone's, not ours, but one that we feed with knowledge and inspiration. The women's ownership movement.

Ownershift Team

Emma Knaggård Wendt, Secretary General

Stephanie LaRobadiere, Project Manager  

Ulrika Rosén, Project Manager

Mikaela Hegg, CFO

Emma Heikensten, Lead Researcher

Anna Nordén, Lead Researcher

How it began

After the decision to start Ownershift, in April 2018, a series of working dinners with carefully chosen experts defined the role of the think tank in addressing acceleration of women's ownership.

At the Ownershift dinner series in the spring of 2018, economics Dr. Emma Heikensten, pr-professionals Elin Hammarberg & Jennie Sinclair, investor Louise Samet and lawyer Caroline Snellman together with Sundåker and Waxin decided that Ownershift should be research-based, opportunity oriented, pragmatic, active and fun.

These principles have led the way for a rapidly growing number of people engaged in the movement.

The group decided that action was urgent, and after realizing that there was no compiled data on gender and ownership in Sweden, the newborn think tank created and released their first report in 2019. "Who owns Sweden?" got impactful media attention, and ownership is now an essential part of the Swedish equality conversation in all sectors.

Ownershift’s founders, entrepreneurs Charlotte Sundåker & Linda Waxin have initiated and aggregated the collective that today is the Ownershift movement.

Charlotte Sundåker is, in addition to Co-founder of Ownershift, the co-founder and CEO of planet centric business development firm Planethon, board advisor, and former CEO of global progressive education group Hyper Island.

Linda Waxin is Co-founder of Ownershift. Waxin is also a concept developer and writer, brand and board advisor, previously an hr-tech entrepreneur and CEO of PR agency Edelman.

Together they have gathered the experts and executors necessary to initiate an ownershift, and organised the ways that these experts can work together toward a big, common world-changing vision.

In the picture Co-founders Charlotte Sundåker and Linda Waxin.

Board of Directors

Mikaela Hegg, Chair of the Board
CFO Legal Works Group

Caroline Snellman
Lawyer & CEO LW Advisory part of Legal Works Group, Vice Chair Tjejzonen

Ulrika Rosén
HR Business Partner Simployer

Anna Nordén, PhD.
Assistant Professor in Economics, Jonköping University


The Ownershift purpose is to enable a measurable increase of women’s ownership within the span of a lifetime. We firmly believe that we would have a better society for all if power through ownership were more equally distributed between men and women.

We push for shifts in all kinds of ownership, such as; land, real estate, patents, capital and companies. The purpose is to give women more power over their life decisions, as well as making women integral in forming our societies on all levels.

We shape our practical methods based on relevant research about behavior around risk and motivation. We use the power of knowledge, money and a revolutionary spirit to make rapid changes. We are not making women adjust to the current system, we aim to create a new system on top of the current one.