Kate is currently a Professor of Marketing and Behavioural Science at the Sauder School of Business, University of British Columbia, Canada. She is Chair of the Ethics and Sustainability Group at UBC and she holds a professorship in Consumer Insights, Prosocial Consumption, and Sustainability. Kate teaches courses in consumer behavior, consumer insights, social influence, marketing strategy, and sustainability/ social marketing at the undergraduate, graduate, and executive levels. Kate was identified as an up-and-coming Young Scholar by the Marketing Science Institute and in 2015 she was honored as one of the top 5 Marketing Researchers in the world by the American Marketing Association. Kate is co-author of the leading Consumer Behaviour Textbook in Canada (Consumer Behaviour: Buying, Having, Being). She currently serves as Associate Editor for the Journal of Marketing Research and is on the editorial review boards of the Journal of Consumer Research and the Journal of Consumer Psychology. She is the Editor of an upcoming special issue of the Journal of Association for Consumer Research called “The Prosocial Consumer.” Kate has been the lead on various large-scale consumer behavior-change projects with clients such as The City of Calgary, Health Canada, My Sustainable Canada, DDB Canada, BC Hydro, Big Rock Brewery, The United Way, and the SPCA, and Celgene Health Care. Kate’s industry collaborations focus on shifting people towards various types of positive, sustainable behavior change.