Sofia Ulver

Livsmedelsdagarna, Tylösand / Stockholm 10 Sep 2020

Den Postpandemiska Konsumenten: 20 Sep 2020 Cityindex Webinar om Stadskärnor

Cityindex är den första heltäckande kartläggningen av omsättningsutvecklingen för de kommersiella verksamheterna i Sveriges stadskärnor. Årets rapport presenteras här av Christina Friberg, expert stadsutveckling hos Fastighetsägarna och Emma Hernell, Vice VD på HUI Research. Programmet gästas av Sofia Ulver, Konsumtionsforskare och docent vid Lunds Universitet.

Vårt Urbana Liv: On Air 20 Okt 2020

Den 20 oktober handlar Kunskapsbanken On Air om levnadsmönster, sociala strukturer och behov som är under ständig förändring. I ett samtal pratar Sofia Ulver, docent i marknadsföring och forskare på konsumtionskultur och arkitekt Johan Sundberg om hur hemmet kommit att spela en extra central roll, vilken roll staden och mötet kommer spela framöver när mångas köksbord övergått från frukostflingor till kontor på kort tid. Kunskapsbanken är ett initiativ från Sparbanken Skåne och ett tillfälle att träffas digital eller fysiskt och inspireras av kloka personer. I tider av coronaviruset covid-19 ses vi enbart digitalt. Kunskapsbanken är ett sammanhang där ett ämne diskuteras utifrån två olika perspektiv. Det kan vara praktiskt och teoretiskt, lokalt och globalt eller seriöst och banalt. Mats Nilsson leder samtalet.

Trends in drinking culture

At the Swedish liquor and wine supplier association SVL’s 20 year anniversary 14’th of November 2018, I spoke about contemporary, larger ideological movements–the neoblue, the neogreen, and the neobrown–that overlap with very specific consumption patterns in terms of for example drinking cultures. At the picture from the left; @Anna De Geer, CEO @SVL; @ÅsaBritt Hermansson, CEO @Nielsen Sverige, @KeremYazgan, director of communication and sustainability at @Axel Johnson AB; me; @George Soleas, President and CEO for the alcohol monopoly LCBO in Ontario, Canada; @Rolf Cassergren, chairman SVL; @EricaBertilsson, director of sustainability @ArvidNordquist, @KajTörök, director of information and sustainability @MAX burgers, and @SaraNorell, director of assortment and sustainability @Systembolaget. #qualityoverquantity #sustainability #craftconsumer #alcoholfree #lessalcohol #socialresponsibility #systembolaget #suschoice #susfood

The Era of Conflicting Megatrends, Property Expo, Gothenburg, Sep 2018

In this presentation I talk to large real estate companies, investors, politicians and retailers about conflicting megatrends in society  that influence the way we live, consume, produce, innovate (and vote!). I frame the most central conflicting logics as Trust Economy vs. Attention Economy.

“The Future Political Role of Brands” Kindred Group Summit, Milan, Italy, May 2018

What responsibility does a brand have in the larger society? How can brands in historically stigmatized and “problematic” industries (such as gambling) think of their own existence, and navigate in an increasingly critical but also addicted consumer society?

The Garden Conference 2017, “The Neogreen Revolution”

At this conference the 24’th of October, in Linköping, Sweden, I spoke to a broad audience ranging from the Swedish Ministry of Agriculture and University deans and professors, to farmers from all over Sweden, about the neoprene revolution and how it has influenced the way consumers in an increasing way live and breath sustainability. I also talked about the “wild turn” in food consumption and how it has created a coalescence between  kitchen and nature/garden.

Livsmedelsforum 2017- Aktuell Hållbarhet “The Art of Selling Sustainable Food”

At Livsmedelsforum 2017 the 19’th of October in Malmö, I talked about the “Art of selling sustainable food” but more from a communication than a retail perspective. I first accounted for the latest quantitative research insights (from other researchers) regarding this topic and then talked about the main life theme (in my own research) of our time–namely what I call the neogreen revolution (which I wrote a report about for Jordbruksverket in 2012)–and how the food trends manifest this in such illustrative ways. Since 2005 I have been interested in the increased consumer interest in food, eating, and cooking–the “foodies”–and since 2012 I have engaged in more systematic research about (or among!) them. My focus has been on how the content of what gives status changes over time and who has the illocutionary and interpretive precedence to state what is “right”, “appropriate” and “what we should spend money on” in the foodie culture. Ranking institutes, restaurants, food critics and large media production companies such as Netflix, with their by now (among foodies)  iconic “Chef’s Table” has immense power here. And what the chefs portrayed in these various scapes are bringing forth, inspires micro trends, but also more lasting value shifts, on the global foodie market. In an upcoming Routledge anthology on Taste I and my PhD candidate Marcus Klasson delve into these Chef’s Table themes and from this emerges postmodern heroes with renaissance visions to save the world. The art of selling  sustainable food is–except from BEING sustainable–very much about understanding this symbolic world of foodies’ influencers and frame one’s communication according to its meanings.

Keynote at “Is there a Future for the Future?”, New York, USA, May 2016

For the second year I was invited to speak as keynote at the Swedish-American Executive Women’s Forum. 2016 the theme is “Is there a Future for the Future?” and I spoke about where we were, are, and are heading in terms of gender in consumer society. Other co-speakers were  Jay Newton-Small (TIME journalist and author),  Anna Kinberg Batra ( leader Sweden’s Moderate Party), Adiba Barney (CEO, Silicon Valey Forum) and Linda Björk (author and speaker).  Arranged by the Swedish-American Chamber of Commerce, and hosted by PwC, New York.

“The Comeback of Craft”, Vaasa, Finland, March 2016

The 15’Th of March, at Loftet, in Vaasa, Finland, I spoke about how shifts in consumer society  led to the comeback of  craft consumption and production, as well as consumption and production of craft…in other words craft prosumption. If industrial society alienated us from our own nature, postindustrial society welcomes us back to terroir (the soil), boisoir (the forrest), and merrior (the water).  It may be involved in new processes, new flows, and it may be embraced by contemporary desires of postindustrial capitalism, but the craft is nevertheless at the core. Or rather; is the core.

On “the Nexus of Consumer flows and City Concentrism”, Västerås, March, 2016

The 9th of March I spoke in Västerås, Sweden, about the nexus of consumer flows and the mistaken death-sentence of city centers. City centers are more loved and desired than ever, they are just–for obvious reasons–damn hard to transform in a heartbeat …

SVT, Swedish Television: New Year Special “The Consumer Year 2015!”

For an hour I, Professor Per Kristensson and comedian Karin Adelsköld talk about what the consumer year 2015 will look like. Biometric gadgets, eccentric exercise forms, authentic food and exclusive membership clubs are on the agenda. The best part was that Tareq, the popular TV chef, cooked some yummy food for us.

HD Sydsvenskan Fekt14, Malmö: News, Advertising and Consumption

How does political consumption effect the consumer experience of editorial and advertorial context?

“Gröna Idéer”, Dunkers Kulturhus, Helsingborg

What characterizes today’s and the future’s consumer? What is s/he occupied with, locally and globally, and how does this influence the large environmental, social and ethical challenges we are up against?