Taynara Arruda

Taynara Arruda is a PhD researcher in Management at Royal Holloway, University of London, specializing in Digital Sustainability, Gamification, and Community Behaviour. With a background in digital marketing and sustainable strategy, her work explores how technology-driven engagement can foster sustainable consumption behaviours and social impact.

Her research integrates gamification, digital literacy, and behavioural marketing strategies to empower marginalized communities in sustainability efforts. She is particularly interested in the intersection of digital inclusivity, responsible AI adoption, and ethical digital engagement—leveraging her expertise in data-driven marketing and community-driven innovation.

Taynara holds a Master’s degree in Digital Marketing and a Diploma in Sustainable Marketing from the Chartered Institute of Marketing (CIM). She has years of industry experience as a marketing specialist, designing and implementing automated, impact-driven digital campaigns that integrate social proof, emotional engagement, and responsible marketing to drive long-term behavioural change.

Her work is dedicated to bridging the gap between digital technology and sustainability, ensuring that communities play an active role in shaping solutions for environmental and social justice.

Taynara’s research interests lie at the intersection of digital marketing, sustainability, and community engagement. In particular, she focuses on digital sustainability and the use of gamification in sustainability initiatives. Her doctoral research explores how innovative digital tools—specifically a gamified “Zero Carbon Dashboard”—can foster sustainable consumption behavior and enhance digital literacy among marginalized communities. By integrating game-like elements and data-driven marketing strategies into environmental programs, she investigates how to engage participants emotionally and motivate long-term behavior change. This work highlights the role of social proof and real-time feedback (for example, showing users their peers’ eco-friendly actions) in building a sense of shared purpose around climate action. Central to Taynara’s approach is the idea that communities should be active co-creators of sustainable solutions rather than passive recipients, ensuring that social justice and inclusivity remain core values in sustainability efforts.

Beyond this specific project, Taynara is broadly interested in how responsible digital engagement can drive environmental and social progress. She is keen to understand and promote the ways technology can be leveraged for environmental sustainability without exacerbating digital divides. Her work delves into how marketing innovations and educational tools can empower underserved groups, giving them a voice and agency in the pursuit of sustainability. Ultimately, Taynara’s research aims to bridge the gap between marketing technology and societal good, demonstrating how carefully designed digital platforms and campaigns can contribute to both ecological well-being and equitable community development. Her commitment to these research areas reflects a wider dedication to harnessing marketing and technology for positive, transformative impact in society.

As a digital marketing consultant, Taynara advises organizations on:

• Sustainable Marketing & ESG Strategy – Helping brands integrate environmentally responsible campaigns.
• Gamification & Digital Engagement – Designing interactive, behavioral-driven marketing strategies.
• AI & Automation in Marketing – Implementing AI-driven workflows for improved audience targeting and engagement.
• Social Impact & Community Engagement – Developing strategies for ethical digital practices and inclusive outreach.

Her consultancy work bridges academic research and industry applications, ensuring that businesses leverage digital tools responsibly to drive both sustainability and profitability.

• Member, Digital Organisation and Society (DOS) Research Centre, Royal Holloway
• Member, Centre for Research into Sustainability (CRIS), Royal Holloway
• Member, Chartered Institute of Marketing (CIM)