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.