Two years ago, on my 30th birthday, my world was turned upside down by a thought-provoking question posed by a friend: "Will you be satisfied with your life sixty years from now? How much are you willing to sacrifice to live your dreams?" It was a shocking and profound moment that marked the beginning of a new chapter in my life.
Five years prior, after completing my Master's degree in business and with hopes of settling down, I made the difficult decision to put my dream of pursuing a Ph.D. on hold and instead fulfill my mandatory military service in my country. Following that, I got married and worked diligently as an employee to make ends meet. However, I didn't stop there. I took the leap and launched my own business, which flourished and allowed me to find a sense of stability.
Although it seemed like the end of the story, my 30th birthday brought a realization that my journey had just begun. In a single moment, I started to see all the years of challenges and achievements as stepping stones toward a new path. "Do not settle now. Not yet!" I told myself with determination.
For as long as I can remember, I have cherished the dream of studying abroad at a prestigious university. Now, in my 30s and armed with over 10 years of professional experience, I feel more confident than ever to embark on my research journey in business and management.
And the incredible news is that my dreams have become a reality…
I am now a proud Ph.D. student at the University of Bath. What's even more fortunate is that I have the unwavering support of AAPS CDT, an organization that perfectly aligns with my values. Together, we are working towards a future where businesses prioritize environmental friendliness, leaving a positive impact on the world for generations to come.
Thank you for being a part of my story, and I am truly grateful for the opportunity to share this exciting chapter with you.
The automotive industry is under growing pressure to reduce its environmental impact and meet net-zero emissions targets. Companies are responding by adopting a range of new technologies and strategies, from electric vehicles and cleaner supply chains to the use of artificial intelligence (AI) to improve efficiency and sustainability. However, while these initiatives are technically ambitious, it is not always clear how they are perceived by the public or presented in the media — and this perception can shape their success or failure.
This PhD explores how sustainability strategies in the automotive industry, especially those involving AI, are discussed and received in the public domain. Rather than focusing on the technical side, the research investigates how different strategies are talked about in the media, how public discourse changes over time, and which themes gain traction. Understanding this evolving conversation can help the industry communicate more effectively, improve public trust, and make more informed strategic decisions.
The PhD will follow a paper-based format and will consist of three academic papers. The first paper, already drafted, analyses how the role of AI in supporting net-zero goals is portrayed in automotive industry news articles. Using text mining techniques, it identifies key themes, how they have changed over time, and which topics have been overlooked — such as ethical or social concerns. The findings reveal shifts in language, strategic priorities, and geographic influences in how AI is positioned as part of the net-zero transition.
The remaining two papers will be defined during the course of the PhD, allowing the research to adapt to new developments or emerging questions. Overall, the project aims to contribute not only to academic understanding but also to practical decision-making in the automotive sector. The outputs will include data-driven insights, analysis of public discourse, and evidence-based recommendations that can support policymakers, sustainability teams, and industry leaders as they navigate the transition to a more sustainable future.
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