‘Consumers are creatures of habit. If we want them to break routine and live sustainably, we have to do more than just offer sustainable alternatives. ’
Estelle Nieuwenkamp is a researcher in the New Marketing research group at the Centre of Expertise for Sustainable Business, and tutor with the Academy for Marketing and Business Management at Avans, Breda.
Estelle completed a bachelor’s degree in International Management and a master’s in Business Innovation at NHTV Breda. Her fields of expertise include market research, marketing communications, and brand management.
After completing her studies, Estelle worked in market research, in marketing communications, and as a product manager in the fast-paced world of consumer goods. In 2008 she pivoted to teaching at Avans Hogeschool.
Estelle joined the New Marketing research group in September 2021. She is co-author of a study into meaningful marketing in retail, and participated in a project to reduce bread wastage in consumer households. In co-operation with Caradt and COEBBE, her next research project is From Award to Impact, which seeks to identify pathways to impact for creative approaches to the biobased transition.
Research Group: Cultural and Creative Industries
The research group Cultural and Creative Industries investigates the role of artists and designers as creative innovators and drivers of social and economic change. Affiliated researchers analyse the cultural and creative industries from a critical point of view and examine the conditions under which timely forms of aesthetic expression and social connectedness can actually take place within the precarious reality of this field. What economic models are required by artists and designers to create a meaningful practice within the aesthetic, social, and economic intentions of the cultural and creative industries? What skills sets are required for those artists and designers who don’t just want to follow movements, but actually shape novel social and economic models of the future?Read more
‘Our research group investigates the role artists, designers and cultural producers in general can play in developing the aesthetics and poetics of a desirable future.’
‘As a result of my current research, I ask the students the questions “what is your work” and “what works for you.’
‘Performance is about engaging with versions of the self, stretching the gaze to see what others see when they look at you.’
‘How can we disrupt the notion of being human while staying true to being humane?’
‘To be able to research something thoroughly, you have to deeply engage, not just look at it from the outside.’
‘How do we live together, how do we work together? How do we give shape and form to ‘being together’ in the broadest sense?’
‘Interested in human behaviour as the basics underlying the way we design and innovate our society and economy.’
‘Doing research connects my practice with teaching; it strengthens and brings them closer together.’
‘Nowadays a brand is no longer an instrument of marketing, but it is a symbol for inspiring, meaningfull organisations.’
‘Disrupting our contemporary society can be a serious design goal.’