Performative or Principled?

Birmingham Business School, Department of Management Research Seminar Series 2025/2026

Dr Andrew Marcinko (Durham University)

Abstract

Organisations increasingly signal commitments to equity, diversity, and inclusion (EDI) and environmental sustainability — but are these signals authentic or performative? Crucially, even when an organisation's intentions are genuine, they may be perceived as inauthentic due to past failures. This talk explores the role of perceptions of organisational authenticity in shaping stakeholder trust and engagement across these domains. Drawing on social exchange theory, social identity, and signalling theory, I present findings from several studies that examine how organisations are evaluated on their EDI and sustainability efforts. Further, I present experimental evidence supporting a two-sided messaging intervention in situations where prior performance does not align with current aspirations. Finally, I introduce a novel training design framework based on behavioural science. This research highlights the risks of perceived inauthenticity and the conditions under which authenticity drives meaningful organisational outcomes. 

Bio

Dr Marcinko is an Associate Professor in the Department of Psychology at Durham University and serves as Director of Professional Education in Behavioural Science. Andrew’s research explores how organisations foster authenticity, diversity, and sustainability, with a particular focus on the design and impact of equality, diversity, and inclusion (EDI) programmes. His recent work examines how behavioural insights can enhance the effectiveness of training and development in areas such as leadership, teamwork, and resilience.

Beyond academia, Andrew is an experienced executive trainer and consultant. He has collaborated with companies and organisations around the world — including Panasonic, NatWest, Jacobs, the United Nations, NASA, and the Army Research Laboratory — to apply behavioural science to real-world challenges. His consulting and training practice is evidence-based, translating cutting-edge research into practical strategies that help modern organisations unlock performance, innovation, and inclusion.