Björn is a recognized researcher and university lecturer with 20 years of experience in social and human sciences. He is the inventor of the clåss socio-cultural micromilieus, a model that has reached international relevance in corporations, academia and political institutions. Over the past 10+ years, Björn worked with firms and institutions such as Volkswagen, Porsche, Google, Huawei and the University St. Gallen, providing deep insights into their audience’s value systems, decoding societal change and helping them to translate these insights into tangible future strategies. Björn studied mechanical engineering, philosophy, sociology and industrial design. He finished his studies with distinction in an economic research project on the decline of the middle class in Europe. He has been teaching milieu research at Mercator School of Management for several years.