Skip to main content
Professor Ken Peattie

Professor Ken Peattie

Head of Marketing and Strategy, Professor of Marketing and Strategy, Director of BRASS


I am the Head of the Marketing and Strategy Section, and have been at Cardiff Business School since 1986.

My key areas of research interest relate to sustainability and marketing, corporate social responsibility, social marketing and social enterprise and I have published widely on these topics with an aim to exploring ways in which the practice and teaching of management and marketing can be made more orientated towards ethics, environmental sustainability and social responsibility.

Since 2010 I have acted as one of the Principal Investigators and Co-Directors of Cardiff University's interdisciplinary Sustainable Places Research Institute (PLACE) which draws together the work of researchers interested in sustainability from across 11 different schools.



BA Hons Degree 1983 in Management and Geography from Leeds University

Industrial experience - I worked for three years in Marketing, Distribution and Information Systems with Kimberly-Clark UK, and also spent two years working in strategic planning within the UK electronics industry.

From 2001 to 2013 I acted as full-time Director of the ESRC-funded Research Centre for Business Relationships, Accountability, Sustainability and Society (BRASS). BRASS was the UK's largest social science research centre dedicated to issues of business sustainability and corporate social responsibility and attracted over £13 million in research funding during its lifetime.

In 1997 I spent six months as a Visiting Scholar with the University of Tasmania in Australia.

Additional activities

I have been widely involved in a range of policy and educational initiatives relating to sustainability and CSR and have completed projects for a variety of organisations including Defra, BIS/DTI, the Welsh Government, the Environment Agency, Cynnal Cymru (the Sustainable Development Forum for Wales), the Chartered Institute of Marketing, the ACCA,  the ESRC, Business in the Community, Forum for the Future, Future Foundation, Cambridge Programme for Sustainable Leadership and the National Centre for Social Marketing.

I am also on the Editorial Board member of Journal of Marketing Management; Business Strategy and the Environment, Greener Management International, Management Research News, Social Enterprise Journal and Journal of Business Ethics.

Honours and awards

In 2010 my book 'Sustainability Marketing: A Global Perspective' co-authored with Frank-Martin Belz was awarded the Business Book of the Year award by the German Academic Association for Business Research.

2000 Marketing & Public Policy Conference, Outstanding Paper Award.

1998 Marketing Intelligence & Planning, Outstanding Paper Award.

1992 Marketing Education Group Conference, Best Paper in Marketing Education.






















Teaching commitments

Marketing and Society (MSc in Strategic Marketing)

Research interests

  • Corporate social responsibility and business ethics
  • The impact of social and environmental concern on corporate and marketing strategies
  • Social marketing
  • Social enterprise
  • Research into the application of social marketing principles and techniques to novel contexts including sun-safety, Fair-Trade, consumption reduction, fire prevention and low-carbon behaviours
  • Explorations into the interplay between CSR, Sustainability, Leadership and Ethics
  • Theoretical work on the future development of social marketing and social enterprise.

PhD supervision research interests

  • Corporate social responsibility
  • Fair trade
  • Social enterprise
  • Social marketing
  • Sustainability marketing
  • Human rights

Research projects

Current projects include work on:

CSR and human rights in multinational corporations.

Fairtrade Towns as novel marketing systems.

Human rights and extractive industries.

Sustainability and management culture.

Sustainable supply chain relationships.