My research primarily focuses on the (im)possibility of sustainability within the prevailing order and oppositional counter culture. I have published widely on the interactions among Markets, Marketing and Society; with my focus on critical marketing; dark marketing and transformative consumer research. Current research projects include a critique of gender politics in marketing, another considers the experiences of lead users of electric vehicles while another collaboration involves a forthcoming research monograph on the darker side of marketing communications for the Routledge ( Hill & McDonagh) Critical Marketing Series.