Eugene Y. Chan, Ph.D.
Founder & Principal Strategist

Eugene is an award-winning marketing professor and author whose research explores how consumers interpret messages, evaluate credibility, and make decisions under scrutiny. His academic work, including papers published in Financial Times’ Top 50 (FT50) journals, spans consumer psychology, behavioural science, and communication strategy, with publications that bridge theory and practice. As a scholar, Eugene is committed to advancing transparency and accountability in marketing, particularly in areas such as sustainability claims, trust dynamics, and crisis communication. His teaching and writing emphasize evidence‑based approaches that help practitioners understand not just what audiences think, but why they respond the way they do.

Beyond academia, Eugene has built a reputation as a strategist who translates complex research into practical tools for organizations. He has authored multiple books on brand resilience and crisis management, and serves on editorial boards that shape the future of health and marketing scholarship. His expertise is sought by organizations navigating high‑stakes communication challenges, where credibility and trust are paramount. He also frequently appears in media globally, including the Australian Broadcasting Corporation, Canadian Broadcasting Corporation, Men’s Health, Sydney Morning Herald, Boston Globe, Pacific Standard, New Scientist, and the Wall Street Journal.

Eugene’s vision is to make brand communication structurally credible, not just persuasive. By blending scholarly insight with practitioner‑ready design, he empowers organizations to transform scrutiny into resilience and to build trust as their most enduring asset.

Eugene received his Ph.D. from the University of Toronto’s Rotman School of Management, M.A. from the University of Chicago, and A.B. (Hons.) from the University of Michigan. He is currently on the faculty at Toronto Metropolitan University’s Ted Rogers School of Management and as previously taught at Purdue University, Monash University, University of Technology Sydney, and University of Ljubljana.