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Denise Baden

Professor of Sustainable Practice, University of Southampton

My first degree was in politics with economics and in 2002 I completed my PhD in the School of Psychology. I researched in the area of social psychology before moving to Southampton Business School where my research interests centre around sustainability. My particular interest is in how to inspire green behaviours and move beyond preaching to the converted. Emerging from this has been my sustainable hairdressing project ( and the free series of green stories competitions I set up in 2018 This has run 20 free competitions and has resulted in several publications and the #ClimateCharacters project with Bafta and albert.
As well as academic articles, I write contemporary fiction, and my novel 'Habitat Man' was published in 2021 This was followed by ‘The Assassin’ and ‘No More Fairy Tales: Stories to Save the Planet’ in 2022. In 2023, I wrote the play, ‘Murder in the Citizens Jury’.
I am listed on the Forbes list of Climate Leaders Changing the Film and TV industry and speak regularly on sustainability and writing for a cause.


  • 2016–present
    Professor of Sustainable Business, University of Southampton


  • 2002 
    University of Southampton, Psychology