IN/LAB Squared - Mentorship Program
- Louise Barkenäs
- Aug 31
- 3 min read
Media leaders gain new insights – learn from the media consumers of the future
When IN/LAB launched the mentorship program IN/LAB Squared this spring, several top executives from the group were matched with young external talents — in some cases with an age gap of over 60 years. The goal: to explore the future of journalism through mutual learning. The result has been overwhelming.
“When it comes to how we view the present and the future, it's easy to get stuck in familiar thought patterns. We need to be challenged—constantly,” says Agnes Stenbom, founder and CEO of IN/LAB, Schibsted’s innovation lab and the creator of IN/LAB Squared.
Launched this spring, IN/LAB Squared paired several of Schibsted’s senior leaders with young external talents—sometimes with an age gap of over 60 years. The goal: to explore the future of journalism through mutual learning. And the result? Overwhelmingly positive.
IN/LAB Squared goes beyond traditional reverse mentoring. The name “Squared” reflects the idea of exponential growth—participants growing by engaging with completely new perspectives. The setup is built on equality: no one is the mentor; everyone is both a learner and a teacher. The core focus is to understand future users and generate new insights.
“I’ve been genuinely overwhelmed by the response. There was real magic in the room when people with such different life experiences met. What the senior participants valued most was the chance to speak with, not about, young people—and to better understand their media habits,” says Louise Barkenäs, Acting Head of IN/LAB.
Among the participants were Siv Juvik Tveitnes, CEO of Schibsted, paired with Fares Bitari (22 years old), an industrial engineering student at KTH.
“I was truly impressed by the younger participants—their drive, background, and clarity of purpose. Talking to smart, engaged young people—our future media consumers—gave me completely new perspectives. These are exactly the kinds of conversations leaders need, but rarely get,” says Siv Juvik Tveitnes.
Fares Bitari found the experience equally valuable: “The mentorship helped me think long-term in my career and reflect on what truly motivates me. It wasn’t about climbing fast—it was about finding a path aligned with my values. The conversations gave me insights I could never get in a classroom, and the open dialogue with such an experienced leader was incredibly rewarding.”
Key outcomes from the evaluation:
87% of participants rated the program as “excellent”
75% said they gained “a wide range of new perspectives”
The conversations sparked:
A deeper understanding of how young people consume media
Reflection on journalism’s credibility and objectivity
Inspiration for purpose-driven career choices
A better grasp of Schibsted’s history and evolution
Increased self-awareness and optimism about the future
Participants described the program as meaningful, well-organized, and refreshingly original—and many expressed interest in joining a future edition.
“We're now evaluating whether this is a concept to scale—for example, by involving more functions and brands within Schibsted. At the same time, we hope this pilot inspires others. The media industry needs more spaces for fresh thinking, unlikely conversations, and innovation if we’re to remain strong for the future,” says Louise Barkenäs.
🎥 Watch some of the participants’ insights and reflections in this video, watch below!
📋 Participants in the Mentorship Program:
Kjersti Løken Stavrum, CEO of the Tinius Trust & Chair of the Board, Schibsted
Siv Juvik Tveitnes, CEO, Schibsted
Fredric Karén, EVP Sweden, Schibsted
Einar Hålien, Group Editor, Schibsted
Kalle Jungkvist, Senior Advisor; former Editor-in-Chief, Aftonbladet New Media
Lena K. Samuelsson, Senior Advisor; former Editor-in-Chief, Aftonbladet and Svenska Dagbladet
Martin Ahlquist, Media Consultant; Vice Chair of the Swedish Press Club; former Managing Editor, Svenska Dagbladet
Louise Barkenäs, Acting Head of IN/LAB
Belenn Bekele, Program Manager, IN/LAB
Molly Grönlund Müller, Community Researcher, IN/LAB
Esam Touma, BSc student in Economics, Stockholm School of Economics; Content & Community Specialist, IN/LAB
Fares Bitari, MSc student in Industrial Engineering, KTH
Amanuel Yemene, MSc student in Computer Science, KTH
Alcina Munene Persson, BSc student in Media Technology, KTH
Aysha Qureshi, BSc student in Psychology, Stockholm University
Malva Froster Delbom, BSc student in Social Work, Södertörn University; affiliated with Löparakademin
Thank you for reading! Reach out to louise.barkenas@schibsted.com regarding any questions about the program!