Annetta Grant
Bucknell University, Freeman College of Management
“I am nominating Professor Grant due to her profound and lasting impact on my personal and professional development. As my marketing professor at Bucknell University, she transformed what was an introductory course into a pivotal experience that shaped my career trajectory. The skills and confidence I gained under Professor Grant’s mentorship have been instrumental in my journey to becoming a full-time entrepreneur just three years after graduation. My sister and I, both fortunate to have had her guidance, now successfully run our own business – a testament to the foundational knowledge and encouragement she provided.” – Brenden Tuttle
Annetta Grant, 41, is Assistant Professor of Markets, Innovation, and Design at the Freeman College of Management at Bucknell University.
An emerging leader in consumer research, Grant’s research focuses on understanding sustainable consumption practices. Her award-winning research has been published in the leading marketing journals including the Journal of Consumer Research and the International Journal of Research in Marketing. Her research findings have been widely covered in media including in The Atlantic, The Washington Post, The New York Times, NPR, and ABC News, among others.
She has been recognized for her leading research with the Sidney J. Levy Award.
BACKGROUND
At current institution since what year? 2017
Education: PhD in Marketing from Queen’s University, Canada; MSc in Marketing from Queen’s University, Canada; BBA from Université de Sherbrooke, Canada
List of Undergraduate courses you teach: Principles of Marketing; Markets, Innovation, and Design; and Creative Destruction
TELL US ABOUT LIFE AS A BUSINESS SCHOOL PROFESSOR
I knew I wanted to be a business school professor when … Much of what drives my decisions in life stem from a quest for adventure and an insatiable curiosity, so I’m not sure I ever really knew I wanted to be a business school professor, but I do know this profession brings together many of my favorite things. After undergrad studies, I discovered the exciting world of marketing and building brands through my jobs at Cirque du Soleil and Travel Alberta. In grad school, I learned that through research you can continuously find new ways of discovering and understanding the world. Finally, I’ve always been inspired by my mom’s love for teaching—as a kid, I saw her empathetically connect with students, and as an adult, I’ve witnessed past students, even 40 years later, continue to describe the positive impact she had on their lives. Ultimately, I am a marketing professor because this is a profession where I can make a meaningful, enduring difference, where every day I can learn, discover and grow, and where I can share those discoveries with my students and sometimes even the world.
What are you currently researching and what is the most significant discovery you’ve made from it? I’m a consumer researcher who studies sustainable consumption practices. One of my discoveries ultimately helped people reconnect with their homes. In understanding why consumers feel the urge to buy the newest products, I studied home renovations. I found that home renovations TV shows and media often shift how people see their own homes—from a place that reflects who they are to a place that should reflect the latest market trends. Identifying the roots of unease with their homes has helped many people embrace and rekindle a love for their home, while simultaneously helping marketers better understand how to foster lasting connections between consumers and their homes.
I’m equally passionate about my research on how to encourage more sustainable consumption practices. In another study, I identify how consumers become stewards of natural environments. I am excited to keep studying how markets can play a role in protecting and sustaining diverse ecosystems and species.
If I weren’t a business school professor, I’d be … opening a bakery with my sister where I am chief taste tester.
What do you think makes you stand out as a professor? I am so enthusiastic about marketing and learning that my students can’t help but get inspired too! Also, I think of my role as a coach and cheerleader for my students, always there to support and empower them.
One word that describes my first time teaching: Energizing.
Here’s what I wish someone would’ve told me about being a business school professor:
Staying on top of cutting edge thought and practice is important, but engaging and getting students excited about the topic is even more important.
Being in a business school also introduces you to a world full of remarkable people outside the classroom. I’ve been astounded by the generosity of alumni and former colleagues who not only inspire our students, but who profoundly support and enrich my learning.
Professor I most admire and why:
Jay Handelman, my PhD advisor, moves through the world with curiosity and kindness. Leading by example, Jay taught me how to continuously see the world in new ways, and to extend a generous consideration to those around me. He has been the best mentor and supporter, modelling the type of academic and mentor I aspire to be. I could never repay him for all he has taught me, though I try to in chocolates.
TEACHING BUSINESS SCHOOL STUDENTS
What do you enjoy most about teaching business students? I love coaching students through their learning journey. Helping them to experiment, discover, make mistakes, and grow is the most privileged and rewarding part of the job. Watching them continue to grow and flourish a few years after graduation is incredible!
What is most challenging? Helping students see that growth is more important than grades.
In one word, describe your favorite type of student: Curious.
In one word, describe your least favorite type of student: Apathetic.
When it comes to grading, I think students would describe me as … demanding of their best, but fair.
LIFE OUTSIDE THE CLASSROOM
What are your hobbies? Growing up in Gaspé, Québec, Canada shaped my love for the outdoors. I love cross-country skiing, open water swimming in the ocean, fly fishing with my brother, and making snow angels with my nieces. I also love to travel, cook, bake, and try new foods.
How will you spend your summer? Reading, writing, and some travel. Spending time with my family in Gaspé, playing in and by the ocean, is my favorite part of summer.
Favorite place(s) to vacation: Anywhere new where I can discover culture, food, and the beauty of a different place.
Favorite book(s): Braiding Sweetgrass by Robin Wall Kimmerer, her writing will take you to a place where you can smell wild strawberry fields and reimagine a world where humans and nature co-exist.
What is currently your favorite movie and/or show and what is it about the film or program that you enjoy so much? Mad Men! I love seeing the historical evolution of advertising.
What is your favorite type of music or artist(s) and why? I’m a lover of the Canadian indie scene, and love some Canadian classics too like The Tragically Hip and Elliott Brood.
THOUGHTS AND REFLECTIONS
If I had my way, the business school of the future would have much more of this … the Arts and Humanities, critical and ethical thinking, and experiential learning.
In my opinion, companies and organizations today need to do a better job at … building a mutually beneficial alignment between economic and ecological resilience to foster a sustainable future.
I’m grateful for … the unwavering support of my family and friends, extraordinary support from colleagues across departments and Colleges and in my research community, amazing students who enlighten me and push me every day to be a better professor, growing up in Gaspé, snowy days, and my dad’s woodfire.
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