Pauline Maclaran

Pauline Maclaran is Professor of Marketing & Consumer Research in the School of Management at Royal Holloway, University of London, where she has worked since 2008. Previously, she held the same role at Keele University and had a significant industry career in marketing and business consulting. Her teaching focuses on Consumer Behaviour, Branding, and Digital Research Skills.

Her research critically examines cultural consumption, gender ideologies in marketing, and the intersection of consumer behavior with sustainability. She has co-chaired major conferences like the ACR Gender, Marketing & Consumer Behavior Conference and the European ACR Conference, and organized ESRC-sponsored seminars on critical marketing topics.

Recent publications include the Routledge Handbook of Marketing & Feminism (2022), co-authored books like Gendered Marketing (2022), and chapters on rituals, AI, and green witchcraft in marketing. Her work aligns with UN Sustainable Development Goals, particularly sustainability and gender equality.

Scientific Awards:

• Lifetime Achievement Award by the Academy of Marketing (2019)
• Janeen Costa Lifetime Achievement Award (2024)

She serves on editorial boards for journals such as Marketing Theory and Journal of Customer Behaviour, and has delivered keynote speeches at global events like the Polyphonic Marketing Conference (2019).