Department of LifeSciences
Imperial College London
Silwood Park Campus
Vian Sharif is a part-time PhD candidate at Imperial College and Imperial College Business School. Her experience in industry encompasses 14 years of communications expertise, including seven years working in media relations for a number of the world’s leading global luxury brands, and seven years at global investment firm Investec Asset Management handling global brand development, media relations, advertising and the development of corporate social responsibility programmes.
Her PhD will be one of the first to address demand reduction for illegal wildlife products through behaviour change with a particular focus on bringing together existing research and conceptual frameworks employed in brand management and communication strategies for global brands with those in conservation. By applying existing knowledge of consumer engagement, behaviour and brand attachment to better understand consumers of illegal wildlife and their decisions to buy, the research aims to bring new insights to the field of conservation on consumer decision-making to inform the tailoring of effective demand reduction strategies through behaviour change. Outputs will include addressing how successful marketing and communication strategies could be applied to consumers of illegal wildlife with a view to achieving demand reduction in consumer markets.