Jennifer Lynes

Associate Professor
Jennifer Lynes headshot

Contact Information
jklynes@uwaterloo.ca
EV3 4237

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 () 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 , 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 and Guelph’s . More recently, her work has focused on sustainability in sports, including a partnership with 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 NatureÌý·¡²Ô±ð°ù²µ²â, 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

  • 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.
  • 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.
  • Julie Cook*, Jennifer Lynes, Sarah Fries*. (2021). Exploring Mistakes and Failures in Social Marketing: The Inside Story. Social Marketing Quarterly, 27(1), 13-31.
  • Font, X., & Lynes, J. (2018). Corporate social responsibility in tourism and hospitality.  Journal of Sustainable Tourism, 26(7), 1027–1042.
  • 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 À¶Ý®ÊÓƵ
  • Bachelor of Commerce, Marketing, University of Guelph