Valériane Champagne St-Arnaud is a professor in the marketing department at Université Laval and a specialist in marketing applied to eco-responsible issues. As the head of the "Climate Marketing Communication Research Group", her research focuses on optimizing and evaluating the effectiveness of marketing campaigns promoting individual and collective climate action. Coordinator of the Quebec Climate Action Barometer for several years, she has an excellent knowledge of what motivates and hinders the Quebec population to take action on climate challenges. She is also interested in knowledge transfer issues between researchers and practitioners of climate marketing communications.