About Normative

Normative is simplifying sustainability and being the catalyst for next generation change. Our goal is to contribute to a faster transition towards a sustainable society by helping companies get better at measuring their sustainability. We do this by making the environmental and social cost of every purchase in our economy transparent. This will enable humanity to move towards achieving the UN sustainable development goals together.

Passionate leadership team

team member

Kristian Rönn


[email protected]

team member

Adam Wamai Egesa


[email protected]

team member

Morten Rosén
Head of partnerships & sales
[email protected]

Some of our beloved investors

Partner logo


byFounders is an early stage venture fund actively investing in tech startups across the Nordics and Baltics. The byFounders Collective invests and supports the next generation of globally ambitious founders – it’s “for founders, byFounders”.

Partner logo

Eric Wahlforss

Eric Wahlforss co-Founded Soundcloud Limited in 2007 and served as Chief Technology Officer. Eric Wahlforss has worked with the web since 1995 and was the Interaction Designer for Gate5. Under the artist name Forss, he has released electronic music on Sonar Kollektiv and toured across the world.

Partner logo

Luminar Ventures

Luminar Ventures is Sweden’s new seed-stage venture capital fund who aim to provide professional seed stage financing to early stage technology companies throughout Sweden that are looking to disrupt or transform major industries. with digital technologies and innovations

Partner logo

Wave Ventures

Wave Ventures is the earliest investor in the most ambitious young teams from the Nordics. Europe’s biggest student-run VC, as well as the first one in the Nordics. Backed by experienced top-tier serial entrepreneurs and investors.

Our journey

Normative’s journey started in 2014 as a vision to fight for a more sustainable Earth. The focus initially was within the B2C market in the form of a mobile app for consumers.

In 2017 there was a significant pivot from the B2C market onto B2B. This was done mainly in order to have a bigger impact on society.

Normative moved in 2017 from Lund, Sweden, to Norrsken House, a coworking space for 350 impact entrepreneurs in Stockholm. Since the move to Norrsken House, Normative has closed a significant seed investment round by some of the leading venture capital funds in the Nordics. There has been a significant revenue and user growth for the company, which currently is located at a bespoke HQ at Norrlandsgatan in central Stockholm.


Join the team

For more information regarding open positions, visit our careers page.

Open positions