Aaron Driver

Lecturer - UNE Business School

Aaron Driver

Phone: +61 2 6773 3550

Email: adriver3@une.edu.au


Aaron started his professional life as a journalist before working in politics. He later taught marketing in France, and started his own marketing agency here in Australia. Since entering academia, he has specialised in social marketing (using the tools of marketing for the public good). His research focuses on narrative persuasion and behaviour change in the domains of climate change and biosecurity. Aaron teaches marketing at UNE Business School, with a focus on the ability of marketers to solve people’s problems and change culture for the better.


BA Journalism (CSU), MFA (UBC, Canada)

Teaching Areas

MM110 Fundamentals of Marketing

Primary Research Area/s

Narrative persuasion and climate change; Behaviourally effective communications for biosecurity; Social marketing for sustainability


Refereed Journal Articles Published or Unconditionally Accepted for Publication

McLeod, L.J., Driver, A.B., Hine, D.W. & Bengsen, A.J. (2017). Refining online communication strategies for cat management. Anthrozoos. 30, 635-649. DOI: 10.1080/08927936.2017.1370237 SJR-Q2

McLeod, L., Hine, D.W., & Bengsen, A.J., & Driver, A.B. (2017). Assessing the impact of different persuasive messages on cat owner intentions and behaviors. Preventive Veterinary Medicine, 146, 136-142.SJR-Q1.

McLeod, L.J., Hine, D.W., Please, P.M., & Driver, A. B. (2015). Applying behavioural theories to invasive species management: Towards an integrated framework. Journal of Environmental Management, 161, 63-71.SJR-Q1

Books Published

Hine, D.W., McLeod, L.J. & Driver, A. (2019). Designing behaviour change interventions for invasive animal control: A practical guide. Canberra: PestSmart. ISBN: 978-1-925727-05-0.

Hine, D.W., Please, P., McLeod, L.J. & Driver, A. (2015). Behaviourally effective communications for invasive animals management: A practical guide. Canberra: Invasive Animals Cooperative Research Centre. ISBN: 978-1-921777-92-9.

Book Chapters Published

Hine, D.W., Sharp, T. & Driver, A.B. (2019). Using audience segmentation and targeted social marketing to improve landholder management of invasive animals. In P. Martin, T. Alter, D.W. Hine, T. Howard (Eds.), Community-based control of invasive species. CSIRO. ISBN: 9781486308873

Hine, D.W., McLeod, L.J., & Driver, A.B. (2018). Waterworks: Developing behaviourally effective water policies. In L. Noble, J. Williams & S. Harris (Eds.), Water Policy, Imagination and Innovation: Interdisciplinary Approaches. New York: Routledge. 193-210. ISBN: 978-1-138-72937-7.

Hine, D.W., Phillips, W.J., Driver, A.B. & Morrison, M. (2018). Audience segmentation and climate change communication. Oxford Encyclopaedia of Climate Change Communication. DOI: 10.1093/acrefore/9780190228620.001.0001.

Consultancy Interests

Aaron’s consulting activities are aligned with his research interests, with a focus on practical, on-the-ground impacts.

External Profiles