Skip to main content

Dr Wendy Hein

  • Overview



    Wendy joined the Marketing group in the Management department at Birkbeck in 2011. Her research interest focuses on gender and feminist perspectives in consumer research and marketing, and innovative research methods in this field. She is also interested in transformative research and policy interventions linked to this research.

    She has published findings from her ethnographic study of young men’s consumption practices in Scotland. Since 2012, inspired by her role as co-ordinator in the UN PRME gender equality working group, she has been engaged in research on gender equality and equity in marketing and consumer research, with a particular focus on feminisms, power and critical studies in men and masculinities. She worked as part of the FP7 TRIGGER project awarded to Birkbeck, exploring in particular gender cultures within research and science.

    At Birkbeck, Wendy is co-chair of the Marketing Subject Development group and programme director of the MSc Marketing. She teaches Consumer Behaviour and Public Relations, and convenes various marketing modules at postgraduate level. Wendy supervises several PhD students, particularly in the context of gender, identities and feminisms, marketing, consumption and organisations.

    Alongside research, Wendy has several years work experience in diverse marketing positions across industries, countries and organisations, ranging from events marketing and PR to working as a marketing executive in international companies such as Ryanair Ltd. She was involved in developing and applying ethnographic research for entrepreneurial discovery, and continues her work as a consultant for established and start-up companies, as well as for teaching, education and policy.



    Web profiles

    Administrative responsibilities

    • Co-chair Marketing Subject Development Group
    • Programme Director MSc Marketing
    • Co-chair of Athena Swan committee, Department of Management
    • Module convenor and lecturer: Consumer Behaviour and Public Relations

    Professional activities

    • Advisory Board member of GENMAC (Gender, Markets and Consumers)

    • Policy Board Member of Macromarketing Society, co-chair of gender track

    • Member of Association for Consumer Research

    • Member of the American Marketing Association

    Honours and awards


  • Research


    Research interests

    • Gender, relations, feminisms, politics and equity in marketing and consumer research
    • Critical, macromarketing and transformative consumer research
    • Ethnography, qualitative and innovative methodologies

    Research overview

    Wendy’s research interests, broadly speaking, focus on marketing and consumer research, and more specifically, on gender, feminism and gender equality as part of this. She has conducted ethnographic work on young men’s consumption practices in Scotland, where she focused on men, masculinities and gender relations connected to consumption, and is currently involved in several projects that relate to gender equity in marketing.

    She co-ordinates the marketing subject discipline for the UN PRME gender equality working group, where she works on an ongoing repository of teaching material and various contributions to edited book collections. Together with Elisabeth Hirschman, she co-chaired the first gender/equality track at the 2015 Transformative Consumer Research conference, and was involved in the FP7 Transforming Institutions by Gendering contents and Gaining Equality in Research (TRIGGER) research at Birkbeck. She has published findings and methodological implications from her work, and has presented at international conferences such as Gender, Marketing and Consumer Behaviour, Consumer Culture Theory, Macromarketing and Association for Consumer Research (ACR), and American Marketing Association (AMA) conferences.

    Research Centres and Institutes

  • Supervision and teaching

    Supervision and teaching


    Wendy is particularly interested in supervising projects that focus on the following broad topics:

    Gender, relations, feminism, politics and theory in marketing and consumer research: this may relate to gender issues, such as gender equality, discrimination in both micro and macro settings; power with and through marketing and consumption; the gendered body in marketing and consumption; the construction of gender relations and practices through consumption, and; theorisations and critique of gender (equity/equality) in marketing and consumer research.

    Consumer Culture Theory(CCT): this may include topics broadly relating to contextual, symbolic and experiential aspects along the consumption cycle; such as consumer and marketplace cultures; consumer identity projects; sociohistoric pattern of consumption, and; mass-mediated marketplace ideologies and consumer interpretation.

    Critical, historical and macro-marketing: including socio-cultural histories of marketing and consumption and their relation to current understandings of markets and marketing; and consumer/marketing roles in system production and re-negotiation (including issues of consumer/marketing ethics, social responsibility and sustainability).

    Transformative marketing and consumer research: (how) do marketers/consumers affect lives, environments and broader structures?

    Ethnography, qualitative methodologies and alternative representation: includes considerations of the role of emergent technologies, relating to digital, mobile and visual in marketing and consumer research; critical engagement with interpretive and transdisciplinary methodologies (including gender and feminist implications in research); alternative representation and non-representation of consumer and marketing research, such as through film and multimedia.

    Current doctoral researchers



    Teaching modules

    • Consumer Behaviour (BUMN007H7)
    • Public Relations (BUMN055H7)
  • Publications



    Book Section

    Conference Item


  • Business and community

    Business and community


    TRT roundtable participant on brands and activism:

    Birkbeck's summary of FP7 TRIGGER project, including 'gender cultures':

    The new beer drinker is female - media commentary: