Kaj Morel

Dr. Kaj Morel is Professor of Unthinkable Marketing at the Centre of Expertise Wellbeing Economy and New Entrepreneurship of Avans University of Applied Sciences in The Netherlands. His research focuses on meaningful marketing and the purpose economy. Specifically, research is conducted on the application of new economic principles for (retail)business and marketing. The aim is to make business professionals more aware of their responsibility and potential to create a balanced combination of economic prosperity, ecological well-being and human well-being by developing alternative business perspectives, marketing practices and practical instruments to support them.

Morel also runs his own consultancy company De Zaak van Betekenis and is founder and board member of the Purpose Economy Foundation in Twente (Dutch: Stichting Betekeniseconomie in Twente).

Previously, he obtained his PhD from Delft University of Technology. He worked for over 12 years as an assistant professor of Consumer Behavior and Consumer Research at the universities of Delft and Rotterdam. From 2009 to 2016 he combined a professorship of Identity Marketing at Saxion University of Applied Sciences with working at and heading De Betekenisfabriek, a consultancy firm specialized in identity marketing.