Contact Information
jklynes@uwaterloo.ca
EV3 4237
LinkedIn: Jennifer Lynes' LinkedIn
Dr Lynes's research focuses on the intersection of sustainability and marketing, with a particular emphasis on how organizations communicate information about sustainability. She holds an advisory position with the Privy Council’s Program of Applied Research on Climate Action (PARCA) and is a sustainability consultant for Tennis Canada.
For over two decades she has demonstrated leadership in sustainability through her research, teaching and long-standing support of community initiatives. This includes 10 years as both a Chair and board member for REEP Green Solutions, six years as director of Canada’s leading program in Environment and Business and three years as co-director of Canada’s first undergraduate program in Sustainability & Financial Management.
As a founding member of the Sustainable Concerts Working Group, her work with the live music industry has included collaborations with ‘the greenest of the green’, such as musician Jack Johnson and Guelph’s Hillside Festival. More recently, her work has focused on sustainability in sports, including a partnership with Tennis Canada to develop and implement strategies for their 2030 sustainability goals.
Key terms: behaviour change, marketing for sustainability, environmental communication, community-based social marketing, motivations/barriers related to corporate environmental initiatives.
Sectors: electric vehicles, demand-side energy, commercial air travel, fashion, cosmetics, tourism, hospitality, live music and sporting events.
Her work has been featured in Nature Energy, The Globe and Mail and on CBC’s The Current.
Courses Taught
- SFM 101: Introduction to Sustainability and Financial Management
- ENBUS 211: Marketing for Sustainability Professionals
- ENBUS 309: Behaviour Change & Sustainability
- ENBUS 315: Fashion, Consumption & Sustainability
- ENBUS/SUSM 630: Enterprise Marketing/Marketing for Sustainability
Select Publications
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Rebecca Pottage*, Jennifer Lynes and Sadaf Mollaei (2026). Danger ahead! How Canadians respond to information about the risks of eating meat. Frontiers in Sustainable Food Systems.
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Sadaf Mollaei*, Goretty Dias and Jennifer Lynes (2026). Developing consumer segments in Canada for a shift towards sustainable diets. Journal of Consumer Marketing. 43(1): 81-97.
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Hajar Alviri*, Jennifer Lynes and Komal Habib, (2025). Beyond green chemistry: a comprehensive review of how sustainability has been integrated into cosmetic research. Global Sustainability.
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Sadaf Mollaei*, Leia M. Minaker, Jennifer K. Lynes, Goretty M. Dias; (2023). Perceptions and determinants of adopting sustainable eating behaviours among university students in Canada: a qualitative study using focus group discussions. International Journal of Sustainability in Higher Education 18 December 2023; 24 (9): 252–298.
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Julie Cook*, Jennifer Lynes, Sarah Fries*. (2021). Exploring Mistakes and Failures in Social Marketing: The Inside Story. Social Marketing Quarterly, 27(1), 13-31.
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Font, X., & Lynes, J. (2018). Corporate social responsibility in tourism and hospitality. Journal of Sustainable Tourism, 26(7), 1027–1042.
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Weber, S*., Lynes, J., Young, S.B. (2017), Fashion interest as a driver for consumer textile waste management: reuse, recycle or disposal, International Journal of Consumer Studies, 14(2), 207-215.
*indicates graduate student
Degrees
- Doctor of Philosophy, Faculty of Environmental Sciences, Griffith University, Australia
- Master of Environmental Studies, Environment & Resource Studies, University of Waterloo
- Bachelor of Commerce, Marketing, University of Guelph