Nadia Zainuddin


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Nadia Zainuddin

Dr Nadia Zainuddin is a Senior Lecturer from the University of Wollongong, whose work focuses on the power of Marketing to influence social and behavioural change. She is a critical scholar whose work is oriented around on understanding and critiquing market systems and structures, to decolonise and deconstruct markets and market systems for the betterment of people and society. Her research aims to understand the lived experiences of people more likely than others to experience marginalisation and vulnerability, to inform programmes, interventions, and policy to improve well-being. This work is informed by an intersectional approach, which examines how our various identities combine and collide, overlap and intersect to produce power and oppression.

Conceptually, she is a specialist in the area of value theory, having pioneered work developing and applying the frameworks of value creation and destruction across a range of social marketing and consumption contexts. These include the cost-of-living crisis, cancer screening, wellness, disability, and transportation. Her projects focus on people who are more likely to experience marginalisation and vulnerability, such as women, older people, people with disabilities, culturally and linguistically diverse (CALD) groups, and people in insecure work.

She is a mixed methodologist, trained in both qualitative and quantitative research techniques. Nadia has experience working on funded research projects in partnership with a range of government and industry collaborators, including the Australian Research Council, Australian Marketing Institute, The Scottish Universities Insight Institute, Queensland Health, New South Wales Health, and the Australian Red Cross Blood Service.

Nadia holds a longstanding commitment to provide service to the wider academic and research community. She has chaired the International Social Marketing Conference and the World Social Marketing Conference, guest edited special issues for the Journal of Social Marketing, sits on the Editorial Advisory Board of the Journal of Services Marketing and is an Australian Research Council Detailed Assessor for Marketing. Nadia is also an internationally renowned researcher, having previously undertaken a Visiting Scholar position at the University of Glasgow, and is currently a Visiting Research Fellow at the University of Coventry Centre for Business in Society.

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