Nicole Ye Yang
Nicole is a scholar interested in the culture of good life and how in everyday life we suffer from and navigate our own version of “good life”. As a transformative marketing and consumer researcher, I work closely with interdisciplinary collaborators, consumers, practitioners, and student nonprofits to grasp different realities and design research with societal impact.
As a qualitative marketing and consumer culture scholar, Nicole use ethnographic and netnographic methodologies to develop immersive and authentic understanding of marketplace cultures and everyday lived experiences. Nicole is optimistic with the the ideal of nonviolent social change and that a tiny dose of positivity and change matters to people around you.
Some of my current research seeks to understand how people navigate difficult life conditions and experiences of (In)Security and Vulnerability, the modern chase after Eudaimonic Wellbeing in a consumer society, and lastly but not least important the organisation of care in an interdependent world which are not limited to humans.
Nicole’s passion on Care and Interdependence is also inspired by her Buddhism practice and learning:
A flower cannot be by herself alone. A flower is full of non-flower elements. It is clear that the flower has to be inter-be with everything in the cosmos. She cannot be by herself alone. To be by oneself alone is impossible. So we begin to see the interdependence of everything.
Thich Nhat Hahn, 2011