About us
Our mission
The Institute for Sustainable Practices in Research and Enterprise (INSPIRE) is dedicated to advancing sustainability through the power of human insight and organizational innovation. We focus on understanding and influencing behaviour—whether of consumers, employees, businesses or governments—to create a more sustainable and equitable future. Our work bridges rigorous academic research with real-world application.
What we do
At INSPIRE, we tackle the behavioural side of sustainability. We investigate how people make decisions about the environment, consumption, health and social responsibility—and how those decisions are shaped by culture, values, marketing and institutional structures. Our research supports the development of:
- Responsible business practices
- Sustainable consumption habits
- Inclusive and ethical public policy
- Equitable transitions to low-carbon economies
How we work
INSPIRE brings together interdisciplinary scholars from marketing, behavioral science, public policy, sustainability studies and beyond. We collaborate with:
- Government agencies working to shape sustainable policies
- Private sector partners interested in responsible innovation and ethical branding
- Nonprofits and community groups that serve as changemakers in local contexts
We co-develop research, pilot interventions and share insights through workshops, publications and policy engagement.
Our focus areas
Consumer Behaviour and Sustainability
Responsible Branding and Marketing
Behavioural Interventions for Climate Action
Organizational Change and Employee Engagement
Sustainable Economic Systems and Equity
Dr. Eugene Chan
Co-Director, INSPIRE
Associate Professor, Marketing Management, Ted Rogers School of Management
Eugene Chan is a behavioural scientist and marketing scholar whose research explores how psychological, social and cultural factors influence decision-making around sustainability, consumption, ethics and public policy. He has published over 50 peer-reviewed journal articles in top marketing and psychology journals and is frequently invited to speak on the behavioural foundations of sustainable practices.
As Co-Director of INSPIRE, Chan leads projects that bridge academic research with real-world impact—supporting responsible innovation in both public and private sectors. He brings expertise in experimental design, consumer behaviour and values-based branding, and has received multiple grants from SSHRC, CIHR and international funding bodies.
Dr. Sui Sui
Co-Director, INSPIRE
Professor, Global Management Studies, Ted Rogers School of Management
Sui Sui is an expert in international business, entrepreneurship and sustainability. Her research focuses on how firms—both small and medium enterprises and large corporations—engage in sustainable practices across global markets. She has published extensively on topics such as Corporate Social Responsibility, international expansion and sustainable entrepreneurship, with particular attention to how immigrant, female and Indigenous leadership shape firm performance, internationalization and environmental responsibility.
At INSPIRE, Sui serves as Co-Director and leads partnerships with government and industry, using data-driven insights to inform sustainable business strategy and inclusive economic development. She has collaborated with international institutions and government agencies on policy-relevant research.
