Katarina Graffman

Katarina Graffman

“People rarely say what they think, know what they feel or do what they say”

Dr. Katarina Graffman’s words capture why we need more cultural #anthropology in our lives. She is a leading voice and expert on #consumer #culture, dedicating the last 20 years trying to help society and companies better understand and operate within it. 🛍️

She also founded and runs the Stockholm-based consultancy Inculture, which provides ethnographic research and anthropological analysis on contemporary culture, trends, and branding. Some of her clients include IKEA, Clas Ohlson, Björn Borg, Volvo and Skanska.

In 2018, she also co-authored a book called “We are what we buy,” with Professor Jacob Östberg 📕