Alan Tapp

Alan Tapp is Professor of Social Marketing at Bristol Business School, University of the West of England (UWE). He is affiliated with the Faculty of Business and Law (FBL) and the Department of Law, where he leads research in social marketing and behavior change.

His research focuses on influencing public behavior and social norms in key areas such as travel, health, and safety. Specific interests include:

• Driver behavior and road safety
• Travel mode shift, especially promoting cycling
• Physical activity and sport participation
• Public health interventions
• Cultural change around self-harm
• Behavioral science applications in public policy

Alan’s work bridges academic theory and practical implementation, with strong emphasis on real-world impact. He has secured over £3 million in research funding and serves as an expert advisor to the UK and Welsh Governments, as well as local authorities in the South West of England.

He is a frequent speaker at governmental and public sector events and occasionally contributes to media discussions on behavior change and public health. With many years of experience, Alan has taught across multiple levels and disciplines, with recent focus on social marketing education.

Alan was the founder and Director of the Bristol Social Marketing Centre and continues to supervise PhD students and serve as a PhD examiner.

His advisory roles include:

• Welsh Government – Behavioral Science Consultant
• UK Government – Expert Advisor
• Local Authorities in South West England – Consultant