
www.karinwinther.se
Grundare/vd
The challenge with creating purpose driven retailers: How to navigate the risks and rewards of balancing the needs of commerce and culture
Balancing commercial and cultural needs means that a company strives to achieve financial success while acting in alignment with cultural, social, and sometimes ethical values that are important both to its target audience and society at large. This is often a challenge, as commercial interests (e.g., increasing sales, growth, and maximizing revenue) can sometimes conflict with cultural expectations and needs (e.g., authenticity, values, or sustainability).
Karin Winther is a strategic consultant specializing in Gen Z, sustainability, generative AI, and video. Recently named one of Sweden’s 99 leading women in tech and marketing by industry magazine Resumé, she is recognized for her expertise in digital trends, AI, and consumer engagement.
With a background as a journalist and TV presenter at SVT covering fashion and culture, Karin has deep expertise in how brands can lean into authenticity to build relevance and lasting connections.
Her work spans strategy, concept development, and content production for brands in retail, fashion, media, entertainment, food, health & wellness, tech, and e-commerce. Known for a data-driven and experimental approach, Karin has spearheaded innovative projects at some of Sweden’s leading companies, shaping how brands engage with the next generation.
Innovation for Impact
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