Some people are present when they converse. Ulrika Norberg is one of them – she has a passionate way of talking and her gaze is energetic and curious. Seemingly effortless, she combines seriousness with laughter. The day of our interview Ulrika Norberg has had a busy day: she took the early morning train from Helsingborg to Stockholm. If she’s tired she is not letting it show. – You have to try and live as you learn. I’ve stopped flying domestic and take the train instead. It means longer journeys to Stockholm but it equals a better conscience, Ulrika Norberg explains. So, who is Ulrika Norberg? For the last twelve years, she was the editor in chief at Femina – the biggest women’s magazines in Sweden. Although it wasn’t her plan to stay on the editorial board for so many years, the recurring challenges made her stay. – When I enter a project, I supply myself with an overview of the organization. Afterwards, I do my very best to evolve it. At Femina, the challenge was to take the magazine at the top, which we succeeded with two years after I took over. We constantly had to customize the content to our target group, and our tight team managed to do so. To be part of a team and at the same time be able to lead them to success is the best combination, I feel my best watching people grow, says Ulrika Norberg. However, after twelve years at Femina, Ulrika Norberg decided not to follow the magazine in the move from Malmö to Stockholm. Now, her future spells freelance. The challenge ahead is to develop a platform suitable for her and what she wants to accomplish. – I let this new journey take time. It has to feel right. I still have to work out exactly what I want to do and what feels the most important. Otherwise, there’s no point in doing it, Ulrika Norberg says. “I let this new journey take time. It has to feel right.”For many readers at Femina, Ulrika Norberg was well-known for her chronicles and articles regarding women’s issues, both in Sweden and internationally. This subject is important to her, and is one of the things she will try to continue writing about ahead.How come you’re involved in women’s issues? – I started working at my first newspaper when I was around 20. From a male co-worker, I got handed a floral dress that I was told to wear. The whole situation was so absurd I couldn’t even contradict. I’ve also encountered pats on the head and inappropriate caresses. When you realize you get treated a certain way because of your gender, it is impossible not to get involved. Thankfully, things have changed for the better over the years – but that doesn’t mean there’s not great work left. Foto: Heléne Linsjö You have two young daughters. Do you think your involvement in women’s issues have grown stronger because of that? – Both yes and no. As a parent of two daughters, I would be lying if I said that the way our society look doesn’t worry me. But at the same time, my children are much more self-assured than I was at their age. They would never accept being patted on the head at work, and they already talk about equality and politics in a natural way around our dinner table. That makes me feel both reassured and fascinated, Ulrika Norberg says.When talking about female empowerment, we enter the subject role models. It’s a wide term according to Ulrika Norberg, and to call herself a role model would feel “incredibly pompous”. Do you think women are afraid of calling themselves a role model?– Maybe. But for me it’s not about being afraid, I simply don’t feel the need to brag about having affected people. I see it as a sign of humility. I know deep down when I’ve done a good job, and for me that is enough, Ulrika Norberg says. And over the years, Ulrika Norberg has really gotten beautiful messages from her readers. – My passion for writing has always been my drive. And when you’re passionate about something, people notice and appreciate it. One woman once wrote to me and said that I helped her understand that the impossible is possible. That warms your heart, Ulrika Norberg continues. With help from social media, Ulrika Norberg has gained the opportunity to keep in contact with her readers. Some has has been loyal for years and are excited to follow her coming journey. What can we expect from you next? – I’ll continue to try to work on my own platform and find out what I want from it. Also, I’d like to write a book. And of course, sometime in the future, I see myself leading some sort of team again, Ulrika Norberg says. Facts about Ulrika Norberg: Age: 54 Family: Husband, two kids and two bonus kids Lives: Laröd, Helsingborg Sustainability advice: Choose carefully in your everyday life. Go by train if possible, eat more vegetarian, be aware of the origin and material when buying clothes, et cetera. And prioritize second hand – it’s fantastic when items are pre-loved!