Our money
🛒 Salling Group makes it easier to choose European brands. Denmark’s largest grocery chain is introducing a black star symbol next to prices in Bilka, Føtex, and Netto to highlight products from European-owned companies. The move comes after customer requests for better transparency on product origins. Salling Group emphasizes that this is not a boycott of non-European brands but simply an added service for those who prefer to shop European. The new labeling system will be rolled out in March. Read more about this from our reporter, Laura Matheson.
🛒 Growing boycott of American products in Denmark. More consumers are choosing to avoid American goods, a trend that has gained momentum since President Trump’s inauguration in January. Shops report customers actively rejecting products like pretzels and cheese puffs, while a Facebook group dedicated to boycotting U.S. goods has attracted nearly 15,000 members in just a few weeks. Experts see this as part of a broader consumer shift, where purchasing decisions are used as a political statement. Some stores are responding by stocking fewer American brands and promoting local alternatives.
🚛 Higher wages and better benefits for transport workers. A new labor deal will raise wages by 2,285 DKK per month by 2027, with annual increases. Pension contributions will rise, and employees will get more flexibility, including extra leave for sick children and caregiving. A senior scheme allows up to 46 self-funded days off annually. The deal, covering 45,000 workers, is expected to boost real wages and improve workplace well-being. The agreement awaits final approval.
⚖️ Push for more rights for sex workers in Denmark. A new proposal suggests sex workers should have the same labor rights as other employees, including access to unemployment benefits, sick leave, and pensions. Supporters argue that sex work is legal and should come with basic protections, while critics warn that formal recognition could lead to further exploitation, especially of young people. The recommendations also call for better workplace safety, anonymous crime reporting, and a national research center on sex work. The proposal has been sent to government ministers for review.
🌱 Denmark’s largest land conversion project begins. As part of the Green Tripartite Agreement, 15% of farmland will be converted to nature and forests by 2030. The government has set aside 43 billion DKK for the initiative, starting with the purchase of farmland near Kolding to create a wetland that reduces nitrogen runoff.
🎨 Art to mark 80 years of Denmark’s liberation. To commemorate the end of the WWII occupation, the government is investing 2.8 million DKK in public art and cultural projects. Municipalities can apply for funding to create exhibitions, concerts, and visual art installations reflecting on freedom and remembrance.
State of the markets
⚔️ U.S. pressure on Ukraine raises concerns in Europe. The U.S. has proposed access to Ukraine’s mineral resource profits as repayment for military aid they already supplied, although not at a fair or equal “price.” They’ve even threatened to cut off access to Starlink (owned by Elon Musk), a crucial satellite communication system for Ukrainian forces. The move has alarmed European leaders, who now question their reliance on American military support. With European defense spending expected to rise by nearly 1.9 trillion DKK annually, there is growing pressure to invest in European-made equipment rather than relying on US suppliers, especially after concerns that American technology could be shut down for political reasons. Some argue that Europe must develop its own intelligence and military infrastructure, particularly in areas like missile defense, drones, and satellite communications, to avoid becoming vulnerable to external pressure.
💰 Denmark’s top CEOs earned 643 million DKK in 2024. The latest financial reports from 21 major companies reveal that executive pay remains high, with the best-paid CEO earning over 50 million DKK. While company size is the biggest factor in determining salaries, industry also plays a role, with pharmaceutical and shipping executives among the highest earners. Meanwhile, Denmark’s biggest companies reported a combined profit of 272 billion DKK last year, up significantly from 102 billion in 2019. Despite rising profits, questions remain about how much influence individual CEOs actually have, as market conditions often play a bigger role in financial success.
🤖 Companies double AI adoption relative to EU in one year. In 2024, 28% of businesses in Denmark used artificial intelligence, double the European average of 14%. This rapid growth highlights Denmark’s strong focus on digitalization, supported by government initiatives like the Danish Digital Growth Strategy 2025. While AI adoption is expanding across industries, Denmark remains ahead of most European countries in integrating AI into business operations, automation, and decision-making.
