Guy Champniss is a consultant and a visiting professor of consumer behaviour at in Madrid. Guy is focused on the application of social psychology and behavioral science in consumer contexts, with a specific focus on creating prosocial consumer behaviour. Guy works across a number of sectors, including banking, healthcare, education, market research, FMCG and technology. Guy co-authored (Wiley & Sons), and his award-winning research on prosocial consumer behaviour has been published in Technological Forecasting and Social Change, Energy Efficiency and Harvard Business Review. Previously, Guy worked in the creative services industries – advertising and broadcast media (in the latter, securing two Royal Television Awards). Guy's research in applied behavioural science has been presented at leading conferences (e,.g. EMAC, AMA, ANZMAC) and has been widely published, including in Harvard Business Review. Guy also frequently speaks at conferences on behavioural science and sustainability. Guy holds an MBA (IE Madrid) and a prize-winning PhD in applied experimental social psychology (Cranfield, UK).