THE OPEN ATLAS
Building the founding collection.
A small first Atlas is now being assembled from real marketplace memories and field observations. Submissions are open while the public collection is prepared.
Contribute a founding entry →Marketing scholar · Consumer behavior, identity, place & technology
Founder, Human Atlas Lab
Every place leaves a mark.
I map them.
Research on how brands, stories, identities, and marketplaces live in the places people inhabit — and how those places shape what consumers trust, choose, and carry forward.
Marketing in place
The word “market” meant a place before it meant anything else.
A square where people met. Marketing that remembers this builds belonging, trust, and marketplaces worth returning to. I study it through four connected lenses.
View the one-page infographic →01
Where we've been
Nostalgia marketing, heritage brands, and the stories consumers carry.
ENTER →
02
Where we are
Servicescapes, place branding, identity, and belonging in the marketplace.
ENTER →
03
Where we'd like to be
Experiential marketing, co-created value, and transformative consumer research.
ENTER →
04
Where we're emerging
Platforms, AI-mediated consumption, and virtual worlds as servicescapes.
ENTER →
Signal & Belong
FIELD NOTES · A NEW SHORT FILM EVERY MONTH · LAUNCHING SOON
01 · MEMORY
What places keep from the past.
02 · BELONGING
Who a marketplace invites to stay.
03 · EXPERIENCE
When participation changes the consumer.
04 · FRONTIER
How platforms and AI become places.
The Open Atlas · Launching soon
Tell me about the market you still miss.
Help build the founding Atlas with a place, person, smell, ritual, or detail you still carry. The public collection will launch with a small set of real, permissioned entries.
Contribute a founding entry →FOUNDING COLLECTION IN DEVELOPMENT
A living record of the places that shape how we consume, belong, and remember.
Research
Four streams of inquiry, one atlas of the marketplace.
Consumer memory, servicescapes and belonging, transformative experience, and platform-mediated consumption — connected by a place-based view of consumer behavior.
Read the first field essay →Speaking
A keynote that moves through four places.
Past, present, aspiration, frontier — a documentary arc for marketing organizations, civic leaders, and classrooms, grounded in research and field observation.
Book a keynoteWhat is live now — and what comes next
LAUNCH EDITION · BUILT TO GROW
SIGNAL & BELONG
Field Notes launch soon.
Short documentary observations connecting place, consumer behavior, and marketing theory. After launch, a new Field Note will publish every month.
Preview the series →RESEARCH
The first field essay is live.
Read the opening essay on servicescapes, belonging, and what a neighborhood counter can teach us about the environments where brands actually live.
Read the first field essay →Work with the lab
Human Atlas Lab studies where your brand actually lives.
Four engagements, one per place. First research artifact: Atlas, Volume One — forthcoming.
