Emma Culjat-Vikman

Creating conscious consumers

Emma's ambition

Obviously, that is a huge endeavour that could be approached 100 different ways, but I have started to work towards it by releasing a blog called 'Science In Style'. My blog helps consumers understand how to read packaging and marketing on beauty and fashion products as well as using social media to empower people with information.

Recently, many products have been marketed as being more scientifically sound because they have things like "added molecules", which literally means nothing! However, if you haven't taken a science related class since you were 15 you might have forgotten or even never really learned that. Hopefully, people can use this site as a way to become more conscious consumers (and if I can trick people into learning more about biology and chemistry I will be thrilled).

Scientific literacy is extremely important, even if you never work or study in a scientific field. It makes you a powerful consumer and it helps you think critically about many issues we face today.


Emma is one of the University of Glasgow’s Future World Changers: students with ambitions to improve lives across the globe. Follow their journeys using #UofGFWC.

Emma's progress