Selves in transition: The lived experience of marketing professionals (phase 2)

Dr. Kajzer-Mitchell was awarded Research for Professional Development funds for a research project that involves interviewing marketing professionals on their sense of self in light of sustainability.

In this project, we explore issues of identity as marketing professionals navigate their working lives in the context of sustainability. Radical revisioning and widespread innovation are often language we see associated with transition processes towards sustainability. What is less recognized is that leaving behind particular ways of working, thinking and doing involves identity transformation and identity struggles. By interviewing marketing professionals, the findings from this study are expected to provide a deeper understanding of the process through which marketers establish, maintain or challenge their sense of self in light of sustainability.