Dr Kimberley Hardcastle

Kimberley is an Assistant Professor in Marketing at Newcastle Business School (AACSB), Northumbria University, leading one of the largest Business & Marketing degree programmes in the North of England. Prior to entering academia, she has worked in various marketing and business management roles in the F & B service sector. She has a PhD in Marketing and is a researcher, writer, speaker & advisor in branding, sustainable consumer behaviour, AI, algorithms & platforms. In particular, she is keen to understand how brands can use successfully proven influential buyer strategies to help consumers create good sustainable habits, her research also extends to examining the societal implications of emerging technologies.