What Make Equal does

Make Equal is a Swedish nonprofit foundation (Stiftelsen Make Equal) founded in 2010 by Ida Östensson, operating as a self-described catalyst for equality in Sweden. The foundation identifies gaps in the equality and DEI space and builds concrete tools, campaigns, and initiatives that are subsequently transferred to dedicated long-term homes for ongoing stewardship. Its portfolio includes educational campaigns (Fatta, which drove the Swedish consent law; Okej med dig for preschool consent education), conversation formats (Killmiddag and its English-language derivative Global Guy Talk), workplace tools (Respekttrappan, Osynligt arbete), anti-harassment resources (Näthatshjälpen, Allt vi inte pratar om), an advocacy platform (Allierad), and a girls' and non-binary rights membership association (Flickaplattformen). The foundation does not operate proprietary technology products; its digital surface consists of microsites for each initiative and downloadable PDF resources.

The foundation's business model is mission-driven rather than revenue-driven. Until 2025, a commercial consulting and training arm called Make Equal Culture and Performance delivered paid workshops, lectures, and DEI services to workplaces and organizations, training over 90,000 people and conducting more than 1,600 stage appearances since 2010. In 2025, that commercial arm was sold to Allbright, which now handles DEI bookings. Make Equal itself operates as a foundation, with the remaining work sustained through partnerships — Svenska Institutet distributes Global Guy Talk globally, Region Norrbotten co-publishes Man gör skillnad, and transferred initiatives are stewarded by Prinsparets Stiftelse, Stiftelsen ChildX, and the Fatta association. No revenue, funding, or headcount is publicly disclosed. The organization markets exclusively through organic social channels (LinkedIn, Instagram, Facebook) and earned media, with no paid digital acquisition tracked. Primary customer segments are workplaces and organizations seeking DEI training, public sector bodies supporting gender-equality initiatives, the sports and leisure sector, and educational programs for children and youth.

Name

Make Equal

Legal name

Stiftelsen Make Equal

Website

https://makeequal.se

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Make Equal is a Swedish nonprofit foundation founded in 2010 that acts as a catalyst for equality, building campaigns, workplace tools, and educational initiatives that it transfers to dedicated long-term homes once sustainable. Founded by Ida Östensson, it now operates mission-driven programs across consent, online hate, masculinity, and workplace equity in Sweden.

Ownership category

akta.pro rank

Product category

DEI Training & Advocacy

NAICS

Human Rights Organizations (813311), Social Advocacy Organizations (8133), Educational Services (611)

SIC

Services-Social Services (8300), Services-Educational Services (8200)

akta.pro primary industry

Gender Equality & Women’s Rights Advocacy (BPAGAFAD)

akta.pro secondary industries

Gender Equality & Women’s Empowerment (BPAGABAF), Human Rights & Anti-Discrimination Organizations (BPAGAFAB), Inclusive Education (Disability, Gender Equity, Marginalized Learners) (BPADAKAI)

Keywords

• DEI training workshops
• Equality advocacy campaigns
• Workplace inclusion consulting
• Consent education programs
• Anti-online hate initiatives

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Distribution channels1 record

Marketing channels5 records

Core offering

Stiftelsen Make Equal is a Swedish nonprofit foundation that creates and launches national campaigns, educational method materials, and digital tools to advance gender equality, consent education, workplace inclusion, and anti-online-hate initiatives in Sweden. Its portfolio includes consent-law campaigning (Fatta), preschool consent education (Okej med dig), men's conversation formats (Killmiddag / Global Guy Talk), online-hate support (Näthatshjälpen), workplace equality tools (Respekttrappan, Osynligt arbete), and leisure-sector anti-harassment packages (Allt vi inte pratar om). The foundation historically ran paid DEI training and lectures through Make Equal Culture and Performance, transferred to Allbright in 2025.

Product overview

Make Equal is a foundation serving as a catalyst for equality in Sweden, operating multiple distinct programs and initiatives rather than a single unified product. The portfolio includes educational campaigns (Fatta, Okej med dig), conversation formats (Killmiddag, Global Guy Talk), workplace tools (Respekttrappan, Osynligt arbete), anti-harassment resources (Näthatshjälpen, Allt vi inte pratar om), and an advocacy platform (Allierad). Previously operated through Make Equal Culture and Performance (sold to Allbright in 2025), the organization builds these initiatives and transitions them to long-term homes where they can be sustained independently.

Differentiator

Problem solved

Functional benefit

Brands

• Fatta: Campaign founded by Make Equal and Femtastic advocating for consent in practice and legislation, now run by association Fatta
• Näthatshjälpen
• Killmiddag
• Global Guy Talk
• Osynligt arbete
• Allt vi inte pratar om
• Allierad
• Respekttrappan

Products and services

• Osynligt arbete (Invisible Work) Digital method material designed to make invisible unpaid work visible in the workplace, providing tools and resources for organizations to identify and address unacknowledged labor. Intended for Swedish workplaces and HR/DEI teams.
• Fatta National campaign co-founded with Femtastic advocating consent in practice and legislation, credited as a driving force behind the Swedish consent law (samtyckeslagen). Now operated by the Fatta association.
• Okej med dig (Okay With You) Methods and tools for consent education in preschool, including a popular book. Operated today by Stiftelsen ChildX for early-childhood educators across Sweden.
• Killmiddag Structured Swedish-language conversation format in which men discuss masculinity and emotions in a safe environment across themed sessions, hosted at killmiddag.se.
• Global Guy Talk English-language version of the Killmiddag conversation format, distributed worldwide through the Swedish Institute (SI) to enable international discussions of masculinity and emotions.
• Allt vi inte pratar om (Everything We Don't Talk About) Method package comprising short films, mapping tools, exercises, and conversation games that helps sports and leisure organizations counteract macho culture, sexism, and harassment.
• Näthatshjälpen (Online Hate Help) Information platform describing various forms of online hate and providing concrete tools for individuals, relatives, and organizations to handle online harassment. Now operated by Prinsparets Stiftelse (the Prince Couple's Foundation).
• Allierad (Allied) Platform designed to enable a broader and more diverse set of people to be active and engaged for a more equal world.
• Flickaplattformen (Girls Platform) Membership association advocating for the rights of girls, young people with trans experience, and non-binary individuals. Operates a presence on Instagram at flickaplattformen.
• Respekttrappan (Respect Ladder) Practical and interactive seven-step tool for building respectful and equal workplaces, distributed as a downloadable PDF resource from the Make Equal website.
• Man gör skillnad (Man Makes a Difference) Method material on gender equality with norms around masculinity as the central theme, developed in collaboration with Folkhälsocentrum and Kulturenheten at Region Norrbotten together with Make Equal, and hosted at mangorskillnad.se.
• Make Equal Culture and Performance Consulting and training company of the foundation that delivered DEI lectures, workshops, and stage performances training 90,000+ people since 2010. Sold to Allbright in 2025, where DEI bookings are now handled ([email protected]).

Quantifiable outcome

• Trained over 90,000 persons in equality and diversity since 2010.
• +4 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• AllbrightcoreStrategic or Co-development Partner · 1 January 2025Make Equal Culture and Performance, the foundation's training and consultancy business unit, was sold to Allbright in 2025. Allbright now handles bookings for DEI lectures and workshops. The sale represents the culmination of the foundation's model of transferring successful initiatives to their long-term homes.
• Prinsparets Stiftelse (Prince Couple's Foundation)minorStrategic or Co-development PartnerNäthatshjälpen (Online Hate Help), developed by Make Equal to support individuals targeted by online hate, was transferred to Prinsparets Stiftelse for ongoing stewardship. The initiative had attracted over 10,000 monthly visitors after five years with no marketing.
• FattaminorStrategic or Co-development PartnerFatta is a campaign co-founded by Make Equal and Femtastic advocating for consent in practice and legislation. It was so successful in driving the Swedish consent law that Make Equal established its own association to manage the work going forward. The campaign continues as a member association.
• Stiftelsen ChildXminorStrategic or Co-development PartnerOkej med dig (Okay With You), which provides methods and tools for consent in preschools including a popular book, was transferred to Stiftelsen ChildX for ongoing management.
• Svenska Institutet (SI)minorStrategic or Co-development PartnerThe Swedish Institute distributes Global Guy Talk, the English-language version of Killmiddag, worldwide. Killmiddag is a format for men to discuss masculinity and emotions in a safe environment, and its international expansion is facilitated through SI's global network.
• Folkhälsocentrum och Kulturenheten, Region NorrbottenminorStrategic or Co-development PartnerMan gör skillnad (Man Makes a Difference) is a collaboration between Folkhälsocentrum, Kulturenheten at Region Norrbotten, and Make Equal. The method material focuses on gender equality with norms around masculinity as the central theme.
• FemtasticminorStrategic or Co-development PartnerCo-founded the Fatta campaign alongside Make Equal, advocating for consent in Swedish practice and legislation. Fatta was so successful it became its own association.
• FlickaplattformenminorStrategic or Co-development PartnerFlickaplattformen (Girls Platform) is a member association advocating for girls, young people with trans experience, and non-binary individuals. It is listed as one of Make Equal's initiatives on its website.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• UN Women: United Nations entity dedicated to gender equality and women's empowerment. Comparable as the leading global advocacy and policy institution for gender equality, though operating at a global scale.
• Swedish Gender Equality Agency (Jämställdhetsmyndigheten): Swedish government agency coordinating national gender equality policy. Comparable as the leading Sweden-based gender equality institution, though operating as a public agency rather than a foundation.
• European Institute for Gender Equality (EIGE): EU agency providing research and policy support on gender equality. Comparable as a publicly funded institution advancing gender equality standards and evidence-based policy, relevant to Make Equal's policy-advocacy orientation.
• Plan International Sweden: Swedish affiliate of a global gender equality and children's rights organization. Comparable as a Sweden-based nonprofit working on girls' rights and gender equality, though operating internationally with a broader development mandate.

Direct peers

• RFSU: Swedish sexual and reproductive health and rights organization. Comparable as a Sweden-based nonprofit advocacy and education organization working on consent, gender equality, and related issues — directly aligned with Make Equal's Fatta and Okej med dig campaigns.
• Kvinna till Kvinna: Swedish foundation funding women's rights organizations globally. Comparable as a Sweden-based nonprofit foundation focused on gender equality, though operating internationally rather than domestically.
• Prinsparets Stiftelse: Swedish royal foundation that took over Make Equal's Näthatshjälpen initiative. Comparable as a Sweden-based nonprofit foundation addressing social issues including online hate and equality.
• Allbright: Swedish DEI-focused organization that acquired Make Equal Culture and Performance in 2025. Now operates the foundation's former training and consultancy business, making it the closest direct peer for workplace equality programming in Sweden.

Emerging players

• Womankind Worldwide: UK-based international women's rights organization. Comparable as a grantmaking and advocacy nonprofit in the gender equality space, though focused on developing-country partnerships rather than Swedish domestic campaigns.
• Föreningen Fatta: Member association spun out of Make Equal's consent campaign. Comparable as a Sweden-based nonprofit in the gender equality and consent space that originated from Make Equal's own initiative portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/makeequal
• LinkedInlinkedin.com/company/make-equal
• Instagraminstagram.com/makeequal/?hl=en

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Make Equal