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Researcher, Lund University

I am a PhD in Marketing, specialising in the study of consumer culture. I wrote my thesis on the consumption of extraordinary experiences and what the current trend for endurance running can tell us about contemporary neoliberal culture.
In my spare time, I am a digital activist. My goal is to make people better consumers by advising them how to consume less and more sustainably.


  • 2019–present
    Researcher, Lund University
  • 2012–2019
    Doctoral Candidate, Lund University


  • 2019 
    Lund University School of Economics and Management, PhD


  • 2019
    The Sellable Self: Exploring endurance running as an extraordinary consumption experience, Lund University (Media-Tryck)
  • 2018
    On startups and doublethink – resistance and conformity in negotiating the meaning of entrepreneurship, Entrepreneurship & Regional Development, 30(1-2):58-80
  • 2014
    The Ethics of the Brand, Ephemera, 14(1): 1-11
  • 2013
    Emerging Market (Sub)Systems and Consumption Field Refinement, NA - Advances in Consumer Research (41): 311-315