About

This blog, named after Oliver Twist, a symbol of social justice and resilience in the face of adversity, is about sharing insights, case studies, and reflections on how marketing can be harnessed as a force for positive change.

My name is Luca Sabia. I am a Chartered Marketer and a member of the Chartered Institute of Marketing (CIM) and the European Social Marketing Association (ESMA). With over twenty years of hands-on experience, social impact has been the defining thread throughout my professional journey. From leading CSR initiatives for publicly listed companies to advising charities focused on social justice, health, culture, and education, I have consistently integrated ethical innovation into business practice. My commitment also extends to researching how digital innovation transforms branding and community engagement, with a particular focus on the psychology of trust. I contribute as a columnist on digital innovation, society, and impact for both general and specialist media outlets, including this blog.

This passion has guided me in nurturing the next generation of global business leaders as Assistant Professor of Marketing and Digital Marketing at Coventry University—where I also serve as Course Director for the Postgraduate Marketing Programmes—as a mentor at the Social Mobility Foundation (SMF) and Durham University, and has led to my election as a Fellow of the Royal Society of Arts (RSA).