Ons BELAID

Ons BELAID is an Assistant Professor of marketing and cultural insights. Her research focuses on alternative organizations, initiated by non-expert consumers and their perpetual hunt for newly alternative life modes. Within this domain, she studies the growing lifestyle movement of “housing cooperatives” and explores topics related to the sociocultural and symbolic aspects of consumption such as consuming utopian spaces, shared possessions, liquid consumption, intergenerational transfer and the role of consumers as self-emancipating agents, seeking refuge from the mundane reality of real estate.