Tom Maschio has had two anthropological lives. He started off as an academic anthropologist, doing his research on the religious and ceremonial life of an ethnic group in Papua New Guinea. His second anthropological life has been spent studying the rituals, routines and beliefs that make up Western consumer culture. The connection between his two lives is seen in his approach to branding, consumer culture research and ethnographic interviewing. He is always searching anthropological theory and the ethnographic record for creative analogies and metaphors to apply to his case studies of consumer behavior. His goal in doing this is to supply fresh business perspectives to his clients.

Tom is the author of Digital Cultures, Lived Stories and Virtual Reality.