Annayah Prosser is a lecturer (Assistant Professor) in Marketing, Business and Society at the University of Bath’s School of Management. Her primary research interest concerns how individuals and groups respond to societal crises, such as the climate and ecological emergency. She explores how our group identities can both help and hinder societal transformations and why some groups act in more prosocial and pro-environmental ways than others. She also explores how morality and ethics might influence group interactions and societal transformations. She works in an interdisciplinary, applied and mixed methods manner, utilising perspectives from the environmental social sciences (including psychology, sociology, geography, marketing and politics) broadly. She also has a wide interest in methodological innovations and open science, particularly with regard to advances in qualitative methods, and is currently the deputy director of the Centre for Qualitative Research at Bath.