Making sense of CultureFrom changing consumer cultures around the world to cultural branding and modern cultural identity constructions.
"Advancing cultural know-how to tackle global consumer questions of today and tomorrow
Hi, my name is Marleen. I am an independent cultural insights specialist and ethnographic forecaster based in Arnhem in the Netherlands. With The Stamppot and Modern Chineseness I help innovative agencies and professionals in branding, content creation, consumer insights and trends to harness culture and to build a strong future-proof cultural strategic foundation to create consumer resonance in different markets. Ánd to help them to acquire the skills and insights to action against cultural appropriation and cultural bias. For themselves or their clients. So that they can generate deep cultural traction.
I use ethnographic consumer research and cultural branding experiments around the world. My mission: Advancing cultural know-how to tackle global consumer questions of today and tomorrow. I am immensely fascinated by how consumers around the world shape their own path towards modernity and why people do the things they do in different cultural contexts.
I travel all over the world, from Shanghai to New York and Stockholm to Cape Town, but prefer to stay longer in one place to get to know the locals and learn more about the culture than described in the media. In addition to my home country the Netherlands, I also lived in China and Australia.
To bridge the gap between brands and global consumer audiences I stay in tune of cultural shifts through in-home research, shopalongs, joining a day or evening out to the cinema, karaoke or having dinner, go to the park during family outings or join consumers when they pick up their kids from school. Next, I stay up-to-date on the latest thinking through my PhD-research about: The modern cultural identity of Chinese millennial consumers unravelled for the development of Western brand stories. I specialise in identifying changing values, needs and motivations through ethnographic consumer research and in cultural interpretation from both a global and local perspective, as I believe it is not “either-or” but “both-and”.
“By uncovering emerging needs and motivations of consumers around the world, I advocate the value of knowing them.
There is a lot of misunderstanding and confusion regarding the best approach to cross cultural boundaries and (re)connect to consumer audiences in different markets. The Stamppot emerged out of the ambition to cut through this noise and help clients and professionals to acquire the skills and insights to action against cultural appropriation and cultural bias. For themselves or their clients. So that they can generate deep cultural traction.
I always explore new ways to apply culture in practice. I work with brand and advertising agencies in a cultural branding experiment to search for ways to design future-proof cultural relevant brand narratives towards Chinese millennial consumers.
From deep dives in Chinese people’s homes to watching a movie in an Indian cinema, giving a guest lecture in Bangkok, spotting trends in New York and studying in Melbourne.
countries I worked IN
countries I lived in
Modern Chinese consumers
- Cultural branding design experiment
- Keynote Modern China, cultural branding challenges and opportunities
- Keynote Behind the everyday lives of Chinese change makers
For more information go to Modern Chineseness.
- Hacking the cultural system (3 days)
- The cultural blind spot (1/2 day)
For more information go to The Stamppot
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