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My name is Elina and I am the founder of Papermint Creative. I hold a BA in Psychology from Melbourne University in addition to extensive experience in the marketing and merchandising arenas. With a multicultural background (Sweden & America), my passion for traveling and exploring foreign cultures, has always had a special place in my adventurous heart! Over the past decade, I've therefore lived and traveled across the globe while pursuing both my academic and professional goals (yes, there were a fair few beach-bum-days as well!). I'm grateful to say that such a wide and worldly exposure provided me with an invaluable understudying of other people, cultures and beliefs.
From my involvement in marketing during this time however, I realized that many marketers were oblivious or unaware of the fact that their target groups often differed on a wide multicultural spectrum - with different needs, wants and purchasing motivations. Therefore, I spend a lot of time investigating what cultural considerations I have to take while working on each new marketing project. It may require a little extra effort on my part but I truly believe that this approach results in better communication between the company and the consumer - ultimately leading to greater satisfaction on both ends.