Dr Nadia Zainuddin is a behaviour and social change researcher. Her work focuses on the power of Marketing to influence social and behavioural change. Her research aims to understand the lived experiences of people, in order to inform programmes, interventions, and policy to improve well-being.

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 also has a strong track record of academic governance, providing significant and extensive service contributions to the wider academic and research community. She is the current President of the Australian Association of Social Marketing, the peak body representing social marketers in industry, academia, and government in Australia. She has chaired the International Social Marketing Conference (the leading Australasian social marketing conference) and the World Social Marketing Conference (the leading international 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 on the review panel of the Princess Alexandra Hospital Research Support Scheme, and is an ARC 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.