Just me & my certified organic, free range, GF, dairy-free & soy free coconut.

Just me & my certified organic, free range, GF, dairy-free & soy free coconut.

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 "content creator". Or a professional writer. But I work in marketing and consider myself an "above average" consumer. I found that my friends and I loved dissecting & mocking pop culture, over-hyped products and health & wellness scams pitched to us through a VSCO-filtered reality. 

This website is an exploration of why do we follow, like and buy the things that we do?

What is changing in society, why is it happening, and how does it cause ripple effects in the industries I care about? How do shifts in tech, apparel, beauty & media change my digital world and affect my perceptions and purchases?

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.

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...

Currently, I work at a marketing agency in downtown Toronto. I've developed brand strategies, dove into consumer research, and launched cross-country activations and events for a variety of corporate and sport clients. I'm interested in digital marketing and how it can build communities as well as the crossover between online and physical experiences that drive retail success. 

When I’m not writing here or guest blogging at Foodology.ca, I can be found fawning over my fiddle leaf fig tree, sheet masking or planning my next meal with military precision.