Hi, I'm Colette
I write about how society and culture shape the marketing, media and retail trends impacting my life (and Instagram feed). Serving you the proverbial avocado toast with a side of self-deprecation and snark.
I'm not a professional writer. I'm a Toronto-based marketing manager by day, and an "above average" consumer & shopper 24/7. I realized that my friends and I loved dissecting (& mocking) pop culture, identifying the direct to consumer brands that use sans serif fonts, and debating the legitimacy of health & wellness "trends" pitched to us through a VSCO-filtered reality.
My website is an exploration of why do we follow, like and buy the things that we do? I'm most interested in how these trends manifest in the retail, beauty and health & wellness industries and am deeply invested in these trends as both a marketer and as a consumer.
Hopefully this website will push you to look at the ordinary things in a different way. And maybe you'll go ahead and buy that turmeric latte - but at least you can laugh at yourself as you post a picture of it on Instagram Stories.
Currently, I work at a national marketing agency where I develop brand stories, campaigns and strategies, digest consumer research, and run cross-country activations and events for corporate, entertainment and sport clients. I'm passionate about the power of digital in building communities and the crossover between online and physical experiences that drive retail success.
I was born in Boston, raised in Singapore and Vancouver and now call Toronto home. I share this bit of history as these places are reflected in some of my more notable characteristics. From Singapore, the tiny island of the skyscrapers and never-ending malls, I get my competitiveness (see "kiasu") and I consider eating and shopping an Olympic-worthy sport. My West Coast upbringing means that I find Ontario's use of milk bags repulsive and I'm unable to navigate a city without the presence of mountains. And while I identify as American only by birth, I admit to feeling an odd sense of pride in Marky Mark...
When I’m not writing here or guest blogging at Foodology.ca, I can be found watering my fiddle leaf fig tree, sheet masking or planning my next meal with military precision.