Invitation to New HMT Webinar

The presentation will be delivered at two time slots8.00 CET, and 17.00 CET, to make it possible for everyone on all continents to join.

Register for Thursday 28th of April, 8.00 CET

Register for Thursday 28th of April, 17.00 CET

The understanding of consumer belief systems and narratives is becoming increasingly more important for successful communication of health and wellness brands. This is especially true in the post pandemic world, which is additionally marked by climate anxiety, and where also mental well-being is more and more intertwined with consumers’ lifestyles as well as food choices.

In this unique webinar you will learn how to unlock consumer narratives together with a practical introduction to the storytelling strategies we have developed by collaborative ethnographic research with the Master of Applied Cultural Analysis at Lund University. The strategies will be illustrated by global brand examples.

We will be joined by guest speaker Prof. Håkan Jönsson from the Department of Arts & Cultural Sciences of Lund University and the leader of the Masters of Applied Cultural Analysis program.

Questions? Contact Maria at