معرفی
Carys Egan-Wyer serves as Senior Lecturer in Marketing at Lund University's School of Economics and Management and holds an Affiliated Researcher position at the Centre for Retail Research, where she acts as deputy director.
- PhD in Marketing
Her research interrogates the intersection of consumption, retail, and sustainability, with critical focus on consumer responsibilisation within ethical consumption frameworks. She examines neoliberal governance mechanisms through lenses of consumer culture, anti-consumption practices, and embodied discipline—particularly analyzing endurance running, leisure activities, and ascetic bodily practices as sites of sustainable identity formation. Her work consistently challenges growth-oriented paradigms in marketing theory and practice.
Recent publications (2024-2025) reveal a concentrated exploration of post-growth marketing alternatives, dystopian-optimist methodologies, and hidden persuasive mechanisms in sustainable consumption. These works demonstrate interdisciplinary fusion of critical marketing theory, sustainability science, and consumer culture studies, with increasing emphasis on actionable researcher activism and circular retail systems.
Her scholarly recognition includes:
- Per Østergaard Award 2025
Egan-Wyer actively leads or participates in eight research projects totaling over 2 million SEK in funding, including Swedish Competition Authority-sponsored investigations into private label impacts on grocery retail innovation and Helsingborgs stads forsknings- och utvecklingsfond-supported circular economy initiatives examining digital product passports and sustainable packaging systems. She also mentors emerging scholars through the Centre for Retail Research.
As deputy director of the interdisciplinary Centre for Retail Research, she coordinates knowledge transfer between academic researchers and industry practitioners, developing practical sustainability frameworks for retail organizations through collaborative workshops, executive education programs, and industry white papers that bridge theoretical rigor with commercial applicability.
