University of Bremen | Germany
Author Profile
🧠Summary
Caroline Grauel is a Strategy & Management Consultant, keynote speaker, and external PhD candidate specializing in the intersection of neuroscience, marketing, luxury, and sustainability. As founder of MINDING LUXURY, she advises global clients and speaks on topics such as consumer behavior, neuromarketing, and sustainable brand innovation. With a unique blend of academic depth and industry expertise, she helps shape the future of luxury through behavioral insights and strategic foresight.
🎓 Education
Caroline holds a Master of Science in Global Management & Governance from the Hamburg School of Business Administration (1.6) and a Bachelor of Arts in Business Administration, with a specialization in tourism and event management (1.9). She is currently an external PhD candidate at the University of Bremen’s Markstones Institute, researching luxury consumers’ purchase intent for sustainable goods. She also completed the INSIDE LVMH Certificate focusing on operations, retail, and customer experience.
đź’Ľ Professional Experience
Since 2020, Caroline has led her own consultancy, MINDING LUXURY, and works as a keynote speaker and guest lecturer. From 2022 to 2025, she served as a Senior Consultant at the Deloitte Neuroscience Institute, focusing on luxury, neuromarketing, and AI-enhanced consumer experiences. Previously, she was Executive Assistant to the Managing Director at Panattoni Europe, driving sustainability transformation, and Chief of Staff for the Cruise Segment at TUI Group, leading international strategic projects and brand alignment.
đź“š Academic Contributions
Caroline is the lead or co-author of multiple peer-reviewed papers, including “Sustainability Preferences of Luxury Consumers: Is All That Glitters Green?” (Future Business Journal, 2025) and has several under review on topics such as applied neuroscience and sustainable luxury. Her work has been presented at prestigious conferences including the Monaco Symposium on Luxury, Neuromarketing World Forum, and the Global Brand Conference. She is also a contributing author to a 2024 Springer book on Generative AI in Marketing.
🧪 Research Interests
Her current research explores how neuroscience and AI can enhance personalization in luxury marketing, with a strong focus on sustainable consumer behavior, emotional branding, and neuroaesthetics. Her PhD research centers on willingness to pay for sustainable luxury, using RIMOWA as a case study in craftsmanship and eco-conscious design.
🎓 Teaching Experience
Caroline has taught Luxury Marketing Management with a neuromarketing focus since March 2025. She has also lectured at Institut Supérieur de Marketing du Luxe – Sup de Luxe (Paris) and Politecnico di Milano GSOM (Italy). Her teaching integrates behavioral science, strategic luxury management, and emerging tech trends.
🛠️ Technical Skills
Caroline brings advanced skills in behavioral analytics, neuropsychological profiling (e.g., Limbic® types), AI integration in marketing, and e-commerce experience optimization. She is proficient in developing consumer-centric strategies grounded in neuroscience and is experienced in sustainability communication, loyalty program design, and omnichannel brand experience.
Publications
Sustainability preferences of luxury consumers: Is all that glitters green?
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Authors: Caroline Grauel, Christoph Burmann, Michael Schade
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Journal: Future Business Journal
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Year: 2025