Common for the researchers is that they want to focus on the specific Nordic context. Special consideration is on the political dimension where the Nordic welfare model in different ways, set limits and create the conditions for a market dynamics that differs from for example, North America or England, where much of the theories of consumer society originated.

Focus is on four main areas:

1) The Nordic consumer
2) The state and the market
3) Commercial contexts that arise from point 1 & 2.
4) Wider socio-cultural aspects of the Nordic context, with specific focus on the differences between the different countries 

Participants: Aalto University and University of Lapland in Finland; Norwegiean School of Economics in Bergen, Norway; Syddank universitet, Odense and Copenhagen Business School in Denmark; and Lunds, Göteborgs och Stockholm University in Sweden.

Time: Started in 2012