Jon Fairburn is Professor of Sustainable Development at Staffordshire University. He is a geographer by training but teaches and researches at Staffordshire Business School. He was responsible for leading the Business and Management (UoA 17) submission to REF 2021 as well as writing one of the supporting case studies. He has carried out applied research for over 20 years for government agencies, the EU and has also worked with the World Health Organization for over 10 years.