Madeline is a PhD candidate in the Marketing School at the University of Adelaide. She completed an Honours Degree in a Bachelor of Commerce (First Class) in 2025 and a Bachelor of Arts, majoring in Marketing, in 2024 at the University of Adelaide. Her research examines brand activism and its implications for consumers, brands, and society, with a particular focus on how brands address socio-political issues. She is also interested in the psychological mechanisms underpinning consumer decision-making in the context of activist brands.