Professor Ross Gordon

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Doctor of Philosophy (University of Stirling), Masters (MSc) in Public Policy (University of Strathclyde), Bachelor of Arts Honours (BA Hons) in Politics & History (University of Strathclyde)

Ross Gordon is a Professor at Queensland University of Technology in Brisbane. Ross currently serves on the WHO Technical Advisory Group on Behavioural Insights and Sciences for Health. 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 a former President of the Australian Association of Social Marketing (2014-2021), and former member of the Board of Directors of the International Social Marketing Association. Ross is an interdisciplinary social change activist with degree qualifications in marketing, public policy, and politics and history. 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, environmental sustainability, alcohol and alcohol marketing, gambling, tobacco control, mental health, and workplace bullying. He is also interested in critiques of neoliberalism and related social activism. Ross uses interdisciplinary and multi-method approaches to his work and has extensive experience using methodologies including 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. He has been a principal or named investigator on projects attracting over $8m in research funds in Australia, UK, Europe and India. He has acted 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 is also currently a Visiting Professor at the University of Wollongong, Coventry University, and The Open University, and a Visiting Academic at London School of Economics and Political Science. He has published over 90 academic journals, book chapters and conference papers including in outlets such as European Journal of Marketing, Journal of Business Research, Marketing Theory, Human Resources Management Journal, Journal of Services Marketing, Journal of Macromarketing, Journal of Social Marketing, Journal of Environmental Management, Energy Policy, BMC Public Health, and Social and Cultural Geography. He has also written numerous client reports and regularly gives invited presentations. Ross co-authors a leading book on using social marketing for social good: Jeff French and Ross Gordon (2019). Strategic Social Marketing: For Behaviour and Social Change, 2nd Edition. London: Sage. 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. Google Scholar:


Additional information

My work focuses on social issues & social change through a critical, reflexive & multi-perspective lens.

My key areas of disciplinary research & practice include: Social marketing, Consumer Culture Theory, Critical Marketing, and Health, Environment, and Well-being.

My key research topic areas include: Energy efficiency, energy justice, sustainability, gambling, alcohol, tobacco control, mental health, workplace bullying, public policy, and critiquing neoliberalism.

My areas of theoretical interest include: Value Theory, Assemblage Thinking, Social Practice Theories, Socio-Ecological Theories, Critical Theory, Symbolic Violence, and Systems Thinking.

The research methodologies that I use include: Ethnography, Visual Ethnography, Narrative Interviews, Focus Groups, Systematic Reviews, Content Analysis, Cognitive Neuroscience (EEG & Eye Tracking), Longitudinal Cohort Surveys, Mediation and Moderation Analysis, Latent Class and Latent Transition Analysis.

If you are interested in any of the above please get in touch.

SELECTED FUNDED RESEARCH GRANTS – $7.9 million in total grant income

> Project title: Bank customers experiencing gambling related vulnerabilities and harm: Exploring an ethics of care

> Funder: Suncorp

> Grant holders: Gordon, R., Badejo, F.A., Cahill, H.

> Funding award & dates: $101,556 (2021-Oct 2022)

> Project title: Supporting CALD Australians to be empowered energy consumers

> Funder: Energy Consumers Australia, ECA Grants Program

> Grant holders: Van Laer, T., Gordon, R., Badejo, F.A.

> Funding award & dates: $102,714 (2020-2022)

> Project title: Assessing Energy Inequity and the Distributional Effects of Energy Policies

> Funder: Australian Government, Department of Industry, Science,  Energy and Resources

> Grant holders: Bedggood, R., Gordon, R., Russell-Bennet, R., McAndrews, R., Letheren, K., Reade, L., Miller, W., Gardener, J., Prouschi, L.

> Funding award & dates: $495,000 (Mar 2020-May 2021)

> Project title: In it to win it - An interdisciplinary investigation of sports betting

> Funder: Australian Research Council Discovery Grant

> Grant holders: Gordon R, Reith G, Waitt G, Ciorciari J, Gurrieri L

> Funding award & dates: $267,000 (Jan 2019-Jan 2022)

> Project title: Exploring the nexus of energy use, ageing, and health and wellbeing among older Australians

> Funder: Energy Consumers Australia

> Grant Holders:Gordon R, Waitt G, Cooper P

> Funding award & dates: $98,934 (Sep 2017-May 2019)

> Project title: Using social marketing to support energy efficiency practices among low income families

> Funder: Energy Australia/Macquarie University Enterprise Partnership Scheme

> Grant Holders: Gordon R

> Funding award & dates: $40,000 (Jan 2017-Mar 2018)

> Project title: Energy Efficiency in the 3rd Age: Pathways and initiatives for low income older people to manage energy efficiency.

> Funder: Australian Government, Department of Resources, Energy and Tourism. Low Income Energy Efficiency Program

> Grant Holders: Cooper, P., Gordon, R., Waitt, G.

> Funding award & dates: $2, 300,000 (Jan 2013- Dec 2016)

> Project title: Selling The Punt: An interdisciplinary analysis of the extent & impact of sports wagering marketing strategies in Australia

> Funder: Australian Research Council Discovery Grant

> Grant holders: Thomas S, Daube M, Gordon R, Hastings G, Derevensky J

> Funding award & dates: $192,483 (Jan 2014-Dec 2016)

> Project title: Workplace bullying research project

> Funder: Beyondblue

> Grant holders: Magee C, Gordon R, Oades L, Caputi P

> Funding award & dates: $100,000 (Jan 2014-Nov 2015)

> Project title: Alcohol policy interventions in Scotland & England

> Funder: National Preventive Research Initiative (ESRC/MRC)

> Grant holders: Hastings G, MacKintosh A, Meier P, Harris F, Gordon R

> Funding award & dates: £1,054,241 (Jan 2012-Jun 2015)

In It to Win It: An Interdisciplinary Investigation of Sports Betting
Primary fund type
CAT 1 - Australian Competitive Grant
Project ID
Start year
Gambling; Sports Betting; Betting Apps
Selling the Punt: An Interdisciplinary Analysis of the Extent and Impact of Sports Wagering Marketing Strategies in Australia
Primary fund type
CAT 1 - Australian Competitive Grant
Project ID
Start year
critical marketing; public health; sports wagering