About Linköping
Linköping is the fifth largest city in Sweden, constantly growing and with a population of over 168 000 people. Linköping is a thriving city with a strong economy and a high quality of life. The city is home to Linköping University, one of the top universities in Sweden, which attracts students and researchers from all over the world. Linköping is also a major center for the aerospace and defence industry, with companies such as Saab, Combitech and Sectra based in the city. The innovation supporting system is strong with players such as Linköping Science Park and Lead Incubator, Innovative Materials Arena and Clean Tech Östergötland to mention some. The tech sector has grown exponentially and currently accounts for one in five employees in the private sector. In 2023 the City of Linkoping was awarded a prize for Europes most innovative city from the European Commission. The first – and up till now the only – Swedish city to win this prestigious award. Overall, Linköping is a thriving and dynamic city with a lot to offer. Yet, all these strengths seem to remain unknown to Generation Z and Millenials in Sweden.
Background to the Challenge
Linköpings business sector has grown fast, particulary the knowledge intense companies and manufacturing companies within defence and security. These companies are in constant need for competence from near and far. Linköping City is standing in front of a very expansive phase with the largest urban transformation ever ahead. The city needs to attract even more investments, competence and new companies. Linköping can not be unknown to the workforce of the future.
The Challenge
Your challenge is to penetrate existing statistics as well as brand and communication strategies to deepen our understanding on why Linköping underperforms towards the younger generations. To be able to grasp the whole picture, communication about Linköping from LiU and other key players must also be taken into account. We are also interested in your recommendations for future communication and relationship-building efforts targeted at Generation Z and Millennials. How can Linköping strengthen its position as an attractive city for young people to study, work, and live—both now and in the future?