Ken Peattie

Ken Peattie is a distinguished Professor of Marketing and Strategy at Cardiff Business School, Cardiff University, where he has been employed since 1986. His academic career spans over three decades of research and teaching focused on sustainability, ethics, and social responsibility in business contexts. He has established himself as a leading authority in sustainability marketing, corporate social responsibility, and social enterprise research, with significant contributions to both theoretical frameworks and practical applications.

• BA Hons Degree in Management and Geography from Leeds University (1983)
• Industrial experience: 3 years with Kimberly-Clark UK in Marketing, Distribution and Information Systems
• 2 years in strategic planning within UK electronics industry

Professor Peattie's research interests center on sustainability marketing, corporate social responsibility, social marketing, and social enterprise. His work explores how management and marketing practices can be oriented toward ethics, environmental sustainability, and social responsibility across diverse contexts including Fair Trade, consumption reduction, fire prevention, and low-carbon behaviors. He has developed theoretical frameworks examining the interplay between CSR, sustainability, leadership, and ethics, while also investigating practical applications of social marketing principles in novel contexts.

His recent publications demonstrate an evolving research trajectory from theoretical development toward increasingly applied research addressing specific sustainability challenges. The articles reveal a consistent focus on the intersection of temporal and spatial dimensions in sustainability marketing, practical implementation of CSR across diverse cultural contexts, and innovative business models for social enterprise. His work increasingly examines urban environments, consumer behavior patterns, and the practical challenges of implementing sustainable practices in real-world settings.

• 2010 Business Book of the Year award by the German Academic Association for Business Research for 'Sustainability Marketing: A Global Perspective' (co-authored with Frank-Martin Belz)
• 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

Professor Peattie has supervised numerous PhD students focusing on corporate social responsibility, fair trade, social enterprise, and sustainability marketing. From 2001 to 2013, he directed the ESRC-funded BRASS Centre, securing over £13 million in research funding. As a Principal Investigator for Cardiff University's Sustainable Places Research Institute (PLACE) from 2010 to 2020, he collaborated with researchers across 11 different schools. His research has been supported by major organizations including Defra, BIS/DTI, the Welsh Government, and the Environment Agency.

Professor Peattie directed the ESRC-funded Centre for Business Relationships, Accountability, Sustainability and Society (BRASS) for over 11 years, establishing it as the UK's largest social science research center dedicated to business sustainability and CSR. From 2010 to 2020, he co-directed Cardiff University's interdisciplinary Sustainable Places Research Institute (PLACE), which integrated researchers from diverse disciplines to address sustainability challenges. He has also been actively involved with various research networks and initiatives focused on sustainability policy and practice, contributing to the development of interdisciplinary approaches to complex sustainability issues.