Dr Sarah Forbes

Dr Sarah Forbes

Department of Marketing
Lecturer in Marketing

Contact details

Room 248, University House
University of Birmingham
B15 2TT

Dr. Sarah Forbes is a lecturer and academic researcher at Birmingham University Business School. She is a member of the Responsible Marketing group, Work Inclusivity Research Cluster and an Associate of the Centre for Responsible Business. Sarah’s research focuses on encouraging voluntary behavioural change and her methodology research has received recognition with prizes awarded by Harvard University and the Academy of Marketing. She is a member of the Government Equalities Office WAGE research programme on family friendly working and a member of the Academy of Marketing and Australasian Association of Social Marketing.


  • BCom (Marketing), University of Otago
  • PGDipCom Marketing (Distinction), University of Otago
  • PhD, University of Otago


Sarah is lecturing Services Marketing to MSc students and Social Marketing and Societal Issues to BSc students.


Research interests: 

  • Family friendly policies in the workplace
  • Environmental psychology and community
  • Social marketing and ethics
  • Direct to consumer medical products 

Other activities


Peer Reviewed Journal Publications:

Chung, H., Birkett, H., Forbes, S. & Seo, H. (2021). COVID-19, Flexible Working, and Implications for Gender Equality in the United Kingdom. Gender and Society, 35(2), 218–232. 

Forbes, S., Birkett, H., & Smith, P. (2021). What motivates employers to improve their Shared Parental Leave and pay offers? Retrieved from Government Equalities Office, London: UK: https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/952934/What_motivates_employers_to_improve_their_Shared_Parental_Leave_and_pay_offers.pdf

Forbes, S., & Avis, M. (2020). Construct Creation from Research Questions. European Journal of Marketing, 54(8), 1817-1838. 

Birkett, H., & Forbes, S. (2019). Where’s dad? Exploring the low take-up of inclusive parenting policies in the UK. Policy Studies, 40(2), 205-224.

Avis, M., Forbes, S., & Ferguson, S. (2014). The Brand Personality of Rocks: A critical evaluation of a brand personality scale. Marketing Theory, 14(4), 451-475. 

Forbes, S., Robertson, K., & Lawson, R. (2013). Source Gender of health information: Does it matter? European Advances in Consumer Research, 10, 104-110.

Lawson, R., Forbes, S., & Williams, J. (2011). Patterns of Trust in Sources of Health Information. New Zealand Medical Journal. 124(1328); 98-105.

Robertson, K., & Forbes, S. (2011). Maximum consumption: Heavy quantity drinking amongst university students. Australasian Marketing Journal. 19(3); 196-202.

View all publications in research portal


Sarah Forbes is a policy expert for the following topics:

  • Paternity Leave
  • Parental Leave
  • Shared Parental Leave
  • Parenting
  • Fatherhood
  • Fathers
  • Equal Parenting
  • Family Friendly Policies

Alternative contact number available for this expert: contact the press office