Why Words Like Sir And Ma’am Aren’t Used In Sweden

In 1967 Bror Rexed, the newly-appointed head of the National Board of Health and Welfare, gave a speech to the staff that would permanently and irrevocably change social life in Sweden. I’m no historian, but I doubt there are many speeches in Swedish history that have had such a profound and lasting impact on this country — it was largely this speech that kicked off what has since been known as the “Thou Reform”.

Photo of Bror Rexed, photographer unknown. The image is in the Public Domain.