From Diane Fossey to Consumer Research

When did you discover your passion for science?

But I truly discovered my passion for economics in the USA. After my studies, I went there with a DAAD scholarship and got my first taste, delving into consumer research. When I returned to Hohenheim, I was fortunate to work at a chair as a research assistant that was already dealing with ethical consumption, sustainability, and environmental issues back then.

What fascinated me was: how do people make decisions? What determines their consumption behavior? There were indeed parallels to primate research, as I noticed in conversations with a primatologist friend. We used to laugh when I talked about certain board meetings or faculty council sessions. So, by training, I am an economist, but I am also a social scientist at heart.

Topics like Evolutionary Economics, which deal with female choice, or Socio-Economics and Behavioral Economics, captivate me. That’s how I eventually found my niche and did my Ph.D. in Behavioral Economics.

What was the biggest challenge in your career path?

A critical turning point for me was when the chair, where I had done my Ph.D., was discontinued. Not because of the subject matter, but simply because there wasn’t enough funding. Essentially, every scientist knows the uncertainty of not knowing whether there is a future after the doctorate. This is clear from the outset and isn’t a unique challenge that only I faced.

However, it was a challenge because, at that time in Germany, there was no university researching my topics. So it was only logical that I had to go abroad. Of course, it was a significant leap back then to venture into something new. But as a scientist, you have to be agile, be on the move, be mobile.

Fortunately, my Ph.D. supervisor, who, by the way, was an early feminist, had always worked very strongly internationally. He paved the way for me to Scandinavia, and I took the opportunity. Sometimes I also think that I was very fortunate to be in the right place at the right time.

Did you have a mentor or a role model?

He was the one who introduced me to the topic of sustainable consumption, an area I continue to explore today. How can we influence people to make climate-friendly or biodiversity-friendly decisions on significant matters like mobility, finance, or nutrition? What role does the society play in this? What biases emerge? He was a pioneer in these areas, and much of it was later “rediscovered.”

The most vital support I received from Professor Scherhorn was the vast amount of freedom he gave me for my work. I recall him stating, “These are your responsibilities and your time. If you have queries, my door is always open.” Essentially, he let me take the lead. I wasn’t burdened with mentoring large numbers of students he wasn’t interested in. Instead, I could grow within a working group and receive feedback.

This freedom indeed facilitated my Wrangell Fellowship. Without this liberty, I wouldn’t have been able to publish at such a pace and at such a level. It’s not just intellectual freedom but academic freedom as well. While I did teach, and it was crucial for building my teaching experience, it wasn’t overwhelming. I’m so grateful that the then women’s representative informed me about the fellowship. In retrospect, I’d say it was an immensely crucial component of my academic career.

When did you realise that you would indeed become a professor?

Well, from a young age, it was my wish, but I would have pursued another path as well. I never had the notion that my career path would be entirely straightforward. Such a thing doesn’t exist. I was always aware that I needed to be persistent and flexible. Perhaps even work in places I didn’t initially want to. I knew it would be a challenging journey filled with many compromises and requiring a lot of perseverance.

The turning point for me was indeed the Wrangell Fellowship. It was a significant game-changer. Without that support, I don’t know where I would be today. Thirty years ago, topics like sustainability or behavioural economics were not mainstream, but rather on the fringes of economics. Back then, I wasn’t taken very seriously.

Therefore, being selected for such a fellowship gave me a tremendous boost in motivation. The independence and visibility it granted me, especially the respect, was truly immense. It laid the foundation for my subsequent positions, from “Assistant Professor” to “Associate Professor” in Denmark, and finally the last stop as a professor in Cambridge.

How do you view the Wrangell Fellowship in hindsight?

Before the fellowship, I had considered changing my field to something more mainstream. However, the passion wouldn’t have been there. Another option could have been relocating to the USA. Yet, pursuing further qualifications in Germany without the Wrangell Fellowship would have been impossible. In Denmark, of course, no one was familiar with the Wrangell Fellowship. Still, being selected was in itself an accolade; after all, significant efforts were required to secure the fellowship and to be among the chosen few.

For me, this programme – with its financial security, the freedom it provided, and the acknowledgment of my niche subject – was an outstanding comprehensive package. Merely knowing that my topic was intriguing enough to be taken seriously was incredibly reassuring. I’m profoundly grateful to whoever conceived this initiative. I’ve prominently featured it in my CV, even though it’s unfamiliar to many abroad.

I hold immense respect for Dagmar Höppel, who was then in the Equality Office at the University of Hohenheim, and contributed significantly to the programme’s success. And if the question ever arose back then about the necessity of having a women’s representative, I can wholeheartedly say, “Yes, absolutely!”

Have you ever heard comments or felt disadvantaged because you are a woman?

Denmark’s history as a small country requiring full workforce participation probably contributes to this approach. Yet, if you look closely, at the Copenhagen Business School where I spent nearly 20 years, the top echelons still lacked gender diversity. I believe only 10% were female professors – a disappointingly low number.

What I’ve come to realize is that women’s career paths are often slower, winding, and less straightforward. Ultimately, a lot depends on the support one receives. After my second child, I resumed full-time work within six weeks out of necessity. In contrast, many in Scandinavia take a year-long parental leave, shared with their partners, driven partly by the need to maximize state benefits. Different societal norms and laws provide broader opportunities and varying perceptions of career trajectories. Evaluations, too, are different, and these can cascade into numerous ramifications.

The wind metaphor aptly captures my experience. In some countries, I faced headwinds, while in others, I enjoyed tailwinds.

Do you have any tips for young female scientists?

In addition, I have been working for a scientific magazine as an editor for 35 years. I started as a scientific assistant when I just came back from the USA, because I spoke good English and they were looking for someone. Until today, I am still an editor there and have thus gained a completely different network. All men, great men, who are now well-known professors at major universities.

That’s why I advise every female scientist: Look where you can get involved. Trust yourself to do it. And even if you have one publication less because you don’t have time for it, it can sometimes earn you more. Just the motivation that I got from colleagues, from people outside of my own university, to look over something and bring in new inspiration or thoughts. That is worth its weight in gold! Tips that you get through such networks, also from completely different disciplines, are totally underestimated.

Of course, you should not do it during a phase when you have small children at home. But there is a time before and after that. I reduced my editor activity to 10 percent while the children were small, but then I was able to fully re-engage.

That is also fun, and I have learned a lot. How are political decisions made in ministerial administration? How do they tick? What incentives are there? Who are the real decision-makers? What do the power constellations look like? This is important background knowledge to classify some things and in the end, you also gain credibility.

Is it more difficult to pursue the scientific career path today?

Things are different now. Of course, there are still phases, especially when someone has children, which are challenging. But this applies to all working women, not just those on an academic career path.

Opportunities today are more abundant, and there are more support programmes available. Female scientists, in particular, are in demand, with targeted initiatives in place. It’s also more commonplace these days to make a temporary shift – into politics, a think tank, or a startup, and test oneself there. The options are numerous. However, the readiness to move abroad or accept a less-than-ideal position seems to have waned. Many are seeking stability and continuity, but that’s not how academia operates.

When I received the offer from Cambridge, I had to consider if I was really prepared to leave my successful lab in Copenhagen to start afresh in my late 50s. Starting anew at a different university, without any immediate contacts. That certainly required a bit of entrepreneurial spirit and a willingness to take risks.

I took the leap because I yearned for a fresh experience. With my children having flown the nest, I was ready for a new challenge. Hence, my advice to young scientists: Seize the opportunities presented to you! Dare to take a risk, and you will reap the rewards.

How do you reflect on what you´ve achieved?

What I’ve accomplished is truly remarkable, and I couldn’t be more content. Though I always aspired to become a professor, there was no certainty that it would come to pass. Ultimately, everything has unfolded even better than I could’ve hoped for. I now find myself at a top-tier university surrounded by exceptional colleagues and presented with incredible opportunities.

Over recent years, I’ve built up my lab, welcoming a blend of young individuals, many of whom are women, bringing an international and interdisciplinary flavour. The privileges of being at an elite university are not something I take for granted; I value them deeply.

In the grand scheme of things, I consider it a profound luxury to be able to pursue my profession. After all, what’s more gratifying than dedicating one’s entire day to researching a subject close to the heart, discussing it, and engaging with others on the same? Hence, I can only say, it’s been utterly worth it! Naturally, nothing comes “for free” – I had to invest in this journey and carve out my own path.

But where else can I find this degree of independence and freedom? It doesn’t start just when one becomes a professor; it begins as early as the postdoc phase. A crucial factor for me has always been the autonomy to manage my own time. For this, I was willing to compromise on other aspects, such as job security or salary. Being a professor is a fantastic profession, especially for women, and I’ve never had a moment of regret.

I’ve always advocated for the need for more female role models. Only recently, it dawned on me that I’ve become a role model myself.

Current research

At the core of my research is always the question: How do people behave? What can we do to change their behaviour? For instance, to promote sustainable consumption. What stimuli are necessary for this, and which minor interventions can guide them in the right direction? I study patterns, such as dietary habits or mobility behaviours. How can we adjust these for better climate protection? What infrastructure is required to facilitate this? Until a few years ago, I constantly had to justify why we should make our consumption habits more sustainable. That’s no longer the case.

After 30 years in consumer research, I’ve come to understand that people only change when they are content. Yes, occasionally, sacrifices are made, but they don’t last. Our immediate environment, especially our families, must be thriving. Pricing is a significant influencer, as are laws, especially in conjunction with price. It’s possible to enforce bans and set new standards, but prohibitions also pose significant risks – the debate around the heating law of the coalition parties in Germany serves as an example. Such actions can propel populist parties, leading to quick setbacks.

Currently, we’re embarking on an extensive study aiming to make meals at the cafeterias of the 31 colleges of the University of Cambridge more sustainable. We’re experimenting with making vegetarian dishes the new standard. However, we’re not banning anything, as this tends to garner higher acceptance. We prioritize maintaining the freedom of choice. We live in a world with increasing regulations and controls. Hence, preserving freedoms wherever possible is paramount. Our experimental approach gives us a clear insight into potential effects or unintended consequences.

In other projects, I delve into topics like energy or biodiversity. The primary goal is usually to reduce conflicts. Our methodology is empirical, employing experiments and extensive fieldwork. The human model we operate with suggests: We aren’t perfectly rational but often carry biases or look for mental shortcuts. We get tired, distracted, and overwhelmed – all of which influence our decisions. If this is the case, how can we leverage this to change behaviour? It requires a lot of adaptability to make it work.

Academic Career of Lucia A. Reisch

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