Associate Professor Joy Parkinson is the Research Director of Social Marketing @ Griffith, Griffith University (Australia). She is a consumer behaviour expert working in health services and health behaviour change. She takes a marketing approach to health behaviour change to understand what motivates and prevents people from adopting desired behaviours. Her expertise is in design, implementation, and evaluation of health services, including digital services and service design for minority and vulnerable consumers. Her partnered work includes co-creation of transformative services with consumers as experts and health professionals to develop services that have engaged over 11, 000 participants resulting in improved health and wellbeing. Her award winning research has appeared in top-tier academic journals and books.