From the cause of all evil to marketing for change | CSI UWA webinar

Hear about the evolution of marketing from the “cause of all evil” to “marketing for change”. Drawing from experimental research with consumers in the area of sustainable consumption, the current juxtaposition between the “dark” and “bright” sides of marketing will be discussed. Learn about options for less costly social marketing interventions that rely on consumer imagination and inspiration to encourage product reuse and upcycling to minimise consumer waste.

As part of the CSI UWA Research Webinar series, this presentation aims to change perspectives on marketing from focusing on sales towards a tool that can be utilised to bring positive change by leveraging knowledge accumulated in the past decades about consumer behaviour and decision-making.

Speaker

Dr Liudmila Tarabashkina

Dr Liudmila Tarabashkina is a senior lecturer at The University of Western Australia’s Business School. She is a quantitative and behavioural data scientist focusing on experimental research with consumers. Her research areas include consumer errors in decision making; corporate social responsibility; sustainable consumption with a focus on behaviours that require effort; and avoidance of climate-affected food and ‘ugly’ food.

• Date: Tuesday 10 February 2026

• Time: 1:00 pm - 2:00 pm (AWST) - Presentation followed by Q&A

• Online only

• Free event but registration is essential to access the webinar

Find out more about the CSI UWA webinar series.