Sharad Gupta

Sharad Gupta is a Senior Lecturer in Marketing Management at Cardiff Metropolitan University. He has more than 20 years of experience in industry and higher education.

His research looks at how marketing and digital technology affect consumer choices, wellbeing and sustainability. He studies mindful consumption, AI in marketing, consumer insight, augmented reality and the circular economy.

His co-authored research on mindful consumption was published in the Journal of the Academy of Marketing Science. It shows how awareness, care for people and nature, and knowing when enough is enough can support more thoughtful choices. The work offers practical ideas for businesses that design and market sustainable products. It can also inform public policy on responsible consumption.

Sharad is available for consulting and joint projects with businesses, marketing agencies and policymakers. His main areas are AI in marketing, consumer insight, sustainable marketing, B2B strategy and responsible consumption.

He is Senior Editor for Sustainability at Global Business and Organizational Excellence. He also co-chairs the Sustainable and Responsible Business track at the British Academy of Management conference.