Dr Sarah Forbes

Dr Sarah Forbes

Department of Marketing
Associate Professor

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 currently teaching the undergraduate module ‘Responsible Marketing and Consumption’ (final year) and the MSc level modules ‘Marketing Research’ and ‘Research Methods/ Dissertation’.

She has previously taught UG level modules such as ‘Social Marketing and Societal Issues’ (final year), ‘Research Methods’ (2nd year), ‘Marketing Research’ (2nd year) and MSc level modules such as ‘Services Marketing’.


Research interests: 

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

Other activities

Key writer and developer of the Fathers in the Workplace Toolkit


Recent publications


Chung, H, Seo, H, Birkett, H & Forbes, S 2022, 'Working from home and the division of childcare and housework among dual-earner parents during the pandemic in the UK', Merits, vol. 2, no. 4, pp. 270-292. https://doi.org/10.3390/merits2040019

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, vol. 35, no. 2, pp. 218-232. https://doi.org/10.1177/08912432211001304

Wells, VK, Forbes, S, Powell, M & O'Reilly, D 2021, 'Segmentation, environmental identity and stages of change: an application to a wildlife trust', Business Strategy and the Environment. https://doi.org/10.1002/bse.2927

Forbes, S & Avis, M 2020, 'Construct Creation from Research Questions', European Journal of Marketing, vol. 54, no. 8, pp. 1817--1838.

Birkett, H & Forbes, S 2019, 'Where’s dad? Exploring the low take-up of inclusive parenting policies in the UK', Policy Studies, vol. 40, no. 2, pp. 205-224. https://doi.org/10.1080/01442872.2019.1581160

Robertson, K, Forbes, S & Thyne, M 2017, 'Perpetration of alcohol related aggression by male and female college students: An examination of overt and relational aggression', Journal of Interpersonal Violence. https://doi.org/10.1177/0886260517696872

Avis, M, Forbes, S & Ferguson, S 2014, 'The brand personality of rocks: A critical evaluation of a brand personality scale', Marketing Theory, vol. 14, no. 4, pp. 451-475. https://doi.org/10.1177/1470593113512323

Commissioned report

Forbes, S, Birkett, H & Smith, P 2020, What motivates employers to improve their Shared Parental Leave and pay offers? Government Equalities Office. <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>

Other report

Forbes, S, Birkett, H, Evans, L, Chung, H & Whiteman, J 2020, Managing employees during the COVID-19 pandemic: flexible working and the future of work. University of Birmingham. <https://www.birmingham.ac.uk/Documents/college-social-sciences/business/research/responsible-business/managerial-experiences-during-covid19-2020-accessible.pdf>

Chung, H, Seo, H, Forbes, S & Birkett, H 2020, Working from home during the COVID-19 lockdown: changing preferences and the future of work. University of Birmingham. <https://www.birmingham.ac.uk/documents/college-social-sciences/business/research/wirc/epp-working-from-home-covid-19-lockdown.pdf>

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