Professor Ross Gordon

Professor Ross Gordon


Ross Gordon is an interdisciplinary social change activist. His work focuses on social issues and social change, through a critical, reflexive and multi-perspective lens. His discipline expertise lies in social marketing, consumer cultures, and critical marketing teaching and research. He works across various social change topic areas including energy efficiency, climate action and environmental sustainability, alcohol, gambling, tobacco control, mental health, and workplace bullying. He is also interested in critiques of neoliberalism and related social activism. Ross has experience using longitudinal quantitative surveys, systematic reviews and meta-analyses, focus groups, depth interviews, ethnography including visual methods, content analysis, and cognitive neuroscience. He also has considerable experience in research, designing, implementing and evaluating behaviour and social change programmes.

Ross has been a principal or named investigator on projects attracting over $7.9m in research funds in Australia, UK, Europe and India. He has acted as an expert advisor to the Australian Government, the UK and Scottish Governments, the European Commission, WHO, Energy Consumers Australia, NSW Health, and a range of other stakeholders on various topics relating to social change. Ross currently serves on the WHO Technical Advisory Group on Behavioural Insights and Sciences for Health. Ross is a keen player and follower of sports including playing football, some tennis and cycling, loves travelling, enjoys current affairs, and is a big music fan and occasional techno DJ.

“The philosophers have only interpreted the world, in various ways. The point, however, is to change it” (Karl Marx).

Under capitalism…“You will be organized, you will be an organism…You will be a subject, nailed down as one” (Deleuze and Guattari).

My research works from a critical perspective to focus on behaviour and social change. Growing up in Glasgow I witnessed poverty, health inequalities, and political oppression.

My passion is to change this. I’m interested in how we can tackle complex social problems to uphold human rights and to protect flora and fauna, people and planet. We need to change the system – and work towards a post capitalist future.


Books by Ross Gordon

Strategic Social Marketing: For Behaviour and Social Change

French, Jeff, Gordon, Ross (2020) Strategic Social Marketing: For Behaviour and Social Change.[ 2nd ed.] (2nd).

Selected journal articles by Ross Gordon

Badejo, Foluke Abigail, Gordon, Ross, Mayes, Robyn (2021) Transforming human trafficking rescue services in Nigeria: towards context-specific intersectionality and trauma-informed perspectives Journal of Services Marketing. []
Gordon, Ross, Harada, Theresa, Waitt, Gordon (2021) Molar and molecular entanglements:Parenting, care and making home in the context of energy capitalism Environment and Planning D: Society and Space, 39 (3), pp.534-552. []
McAndrew, Ryan, Mulcahy, Rory, Gordon, Ross, Russell-Bennett, Rebekah (2021) Household energy efficiency interventions: A systematic literature review Energy Policy, 150, pp.Article number: 112136. []
Zainuddin, Nadia, Gordon, Ross (2020) Value creation and destruction in social marketing services:A review and research agenda Journal of Services Marketing, 34 (3), pp.347-361. []
Waitt, Gordon, Cahill, Hayden, Gordon, Ross (2020) Young men’s sports betting assemblages: Masculinities, homosociality and risky places Social and Cultural Geography. []
Gordon, Ross, Zainuddin, Nadia (2020) Symbolic violence and marketing ECRs in the neoliberal University Journal of Marketing Management, 36 (7-8), pp.705-726. []
Kariippanon, Kishan, Gordon, Ross, Jayasinghe, Laknath, Gurruwiwi, Glen (2020) Collective reflexivity in social marketing through ethnographic film-making: The Yolngu story of tobacco in Yirrkala, Australia Marketing Theory, 20 (1), pp.123-143. []
Bogueva, Diana, Marinova, Dora, Gordon, Ross (2020) Who needs to solve the vegetarian men dilemma? Journal of Human Behavior in the Social Environment, 30 (1), pp.28-53. []

World Health Organisation (WHO) reports by Ross Gordon

Young people and COVID-19: Behavioural considerations for promoting safe behaviours.

Altieri, Elena, Kim, Melanie, Augusta Carrasco, Maria, Chadborn, Tim, Gauri, Varun, Gordon, Ross, George, Gavin, other, and (2021) Young people and COVID-19: Behavioural considerations for promoting safe behaviours. Policy brief

Behavioural considerations for acceptance and uptake of COVID-19 vaccines

Sunstein, Cass, Altieri, Elena, Kim, Melanie, Augusta Carrasco, Maria, Chadborn, Tim, Gauri, Varun, George, Gavin, Gordon, Ross, Houéto, David, Kutalek, Ruth, et al. (2020) Behavioural considerations for acceptance and uptake of COVID-19 vaccines: WHO technical advisory group on behavioural insights and sciences for health, meeting report, 15 October 2020

Research projects


  • Ross Gordon

    Ross Gordon is a Professor at Queensland University of Technology in Brisbane. He is also on the management committee of the QUT Centre for Justice, and serves as QUT Business School & QUT Centre for Justice ECR Programme Director. He is also President of the Australian Association of Social Marketing (AASM),...