8 // Claudia Speidel

The impact of cultural settings on sustainability narratives: Lessons learnt from Australia’s Indian diaspora

University of Technology Sydney


Claudia Speidel is a marketing strategy consultant and educator. Through qualitative research methodologies, she draws on consumer insights to advise businesses in communication strategy, market positioning, and product development. She has extensive experience in cross-cultural communications throughout Europe and Australia, engaging with a wide range of industries including Fast Moving Consumer Goods, education, pharmaceuticals, and tourism. During her career, she participated in various multi-national communication campaigns and international product launches. Claudia has also worked as a business, marketing, and communication lecturer, developing and delivering subjects at a bachelor’s level.

Originally from Germany, Claudia has lived in six countries and travelled the world for her work and studies. Each country move introduced her to a new culture and language that was not her own and taught her about the challenges and intricacies involved in cross-cultural communications. She often witnessed cultural and linguistic misunderstandings and/or missed opportunities to engage a culturally diverse audience because the messages were not sufficiently nuanced to resonate with specific collective sentiments. It was these migrant experiences and her liminal position between cultures and worldviews that sparked her interest in cultural identities and their impact on attitudes, values, and behaviour which is the focus of her PhD research at the UTS School of Communications. Claudia is currently investigating the impact of the Australian Indian diaspora’s cultural identity on their perceptions and preferences in sustainability.

This episode of The Knowledge Mill was recorded in my office at UTS on October 5, 2023.

Show Notes

University of Technology Sydney

UTS Faculty of Arts and Social Sciences (FASS)

University of Colorado Boulder

Australian Tourism Ad – “Where the bloody hell are ya?”

United Nations Secretary-General António Guterres

United Nations Sustainable Development Goals

Pravasi Bharatiya Divas

Creating Shared Value (CSV; Porter & Kramer)

Triple Bottom Line


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The Knowledge Mill is a podcast about PhD researchers and their work. Each episode features a longform conversation with a PhD candidate, with a focus on how they found themselves doing a PhD and the research they’re undertaking.

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