I’m a sociologist specializing in consumption, markets, and culture. Starting from August 2021, I work as a Senior researcher in circular economy and consumer citizenship at Laurea University of Applied Sciences in Helsinki, Finland. Prior to that, in 2016-2021, I worked as an Assistant professor and subsequently as an Associate professor in consumption studies and intercultural encounters at Aalborg University in Denmark. In addition, since 2017, I hold a title of docent in sociology from the University of Helsinki in Finland. Before that, I worked at the University of Helsinki at a prestigious position of the Academy of Finland fellow. Also, I was employed as a docent at the National Research University — Higher School of Economics in St. Petersburg, Russia. Working as a visiting researcher at universities across the world — The New School — Parsons School of Design (USA), Aalto University (Finland), University of Michigan at Ann Arbor (USA), University of Illinois at Urbana-Champaign (USA), Central European University (Hungary) and University of Genova (Italy) – has broadened my international experience. 

In my research, I have been interested in discovering why consumers behave the way they do and how their behavior is linked to broader social and cultural structures – politics, media, markets, social structure, as well as to broader processes like neoliberalism’s spread, shifts to diversity and sustainability. Some of my current research interests are consumer citizenship, a role of mobile apps in nudging consumer behavior, politics of consumption in the nation states and globally, consumer nationalism and patriotism, identity politics and fashion, critical approach to sustainability and wearable technology and the future. I’m interested in the global dimension of consumption, but the particular areas of my study include Russia and Finland.

I’m curious about methods of social research. I use interpretive methodologies and ethnographic methods that gain deeper understanding of why things happen the way they do. I’ve worked with visual ethnography, research-based film-making and social network analysis in addition to other methods.

I’ve been the principle investigator on a number of large- and small-scale academic projects, supported by various funding bodies, including the Academy of Finland, Finnish Cultural Foundation, Fulbright and Carnegie Corporation of New York, among others. In 2018-2021 I was the PI of the research project on sustainability of wearable technology, supported by the AAU’s Talent Management Program. The project aimed at analyzing both the production of wearables by designers as well as the consumption by end-users. In this project we experimented with methods of data collection and analysis (ethnographic observation, diaries, interviews, big data scraping, social network analysis) as well as with ways of disseminating academic research (artistic film).

Photo (c): Be in open 2018