Find the speakers you want to watch to below. Click 'Add to Calendar' and create your very own Nudgestock 2022 schedule.


Rethinking sustainability
'Trust' in a time of misinformation
Anti-trends: Why we're predictable
Andy Main and Ann Higgins - Ogilvy


Join Andy Main, Global CEO of Ogilvy, and Ann Higgins, EMEA CEO of Ogilvy Consulting, to introduce the day and kick us off.

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Rory Sutherland - Ogilvy


Rory, our Vice-Chairman (Ogilvy UK) & Co-founder of the Behavioural Science Practice is back for his TENTH Nudgestock keynote. This year, Rory will highlight that the power of Behavioural Science is to tell us what NOT to do, often even more so than what to do. This is more easily said than done, but when we get it right, we can achieve massive impact.

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Amal Haouet - Magenta Consulting


Amal is a behaviour change expert who has worked across Mali, Syria, Iraq & Afghanistan. She’ll share the life-saving impacts she has achieved applying behavioural science in some of the most extreme contexts, through her work with MAGENTA and UNMAS. Not least using behavioural science against land mines.

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Paco Underhill - Envirosell Global LLC


Paco Underhill is a world leader in Retail Psychology and in this talk will discuss the five ‘pre-pandemic’ forces that are still with us today. Join us to find out how multi-tasking, the changing status of money, local versus global approaches, and the impact of time on our shopping habits affects how we buy.

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Alex Chesterfield - Financial Services Organisation

Poles Apart: Solving for a divided world

Not only is Alex Chesterfield the Head of Behavioural Science & Risk at one of the largest financial services organisations in the UK, she’s also an expert on the plague of societal polarisation. What can be done to counter our tendency for binary thinking? Why do we pick and stick to sides? Having recently authored ‘Poles Apart’, Alex will share why people turn against each other and, most importantly, how to bring them back together.

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Steven Bartlett - Entrepreneur and Dragon on Dragon's Den

How to create a culture where all people belong

At just 29 years old, Steven is widely considered one of Europe’s most talented and accomplished young entrepreneurs and philosophical thinkers. Having set up Social Chain one of the world’s most influential social media companies when he was just 21 years old, before taking his company public at 27 years old with a current market valuation of over $600M, Steven now sits as one of the Dragons on Dragon’s Den, helping budding entrepreneurs take their businesses to the next level. Join Steven and Rory for a fireside chat where they discuss the importance of setting up an environment where all views are welcome – particularly the ones that challenge our own!

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Thom Noble - Cloud Army. Dean Field - Coley Porter Bell.

How Design Intuitive Are You?

Thom is the co-founder of the neuromarketing agency Cloud Army, and Dean is a creative director at Coley Porter Bell. Throughout the day Thom and Dean will be sharing quiz questions all about how we perceive the world and how our behaviour can be changed. Stay tuned to test your knowledge … and leave the day smarter.

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Chaning Jang - Busara Centre of Behavioural Economics

Behavioural silence: open secrets, lessons, and failures from working in the Global South

Chaning Jang is the CEO of the Busara Center of Behavioural Economics, based in Kenya. In this talk, he'll share his very-weird take on working in the non-WEIRD world. After nearly a decade at the Busara Center for Behavioural Economics, he has "butched” experiments, unintentionally created a NSFW dating site and has a not-so-secret problem with DEI at his own organisation.

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Matthew Syed - Author and former number 1 Tennis Player in England. Iain McGilchrist - Author and former Oxford fellow.

Diversity and the Creative Brain

Matthew is the author of Rebel Ideas and has written extensively on the need for cognitive and social diversity in collective decision-making. Iain is the author of both The Master and His Emissary and The Matter with Things, in which he argues that the two hemispheres of the brain have completely separate and potentially complementary ways of seeing, and interacting with, the world which are increasingly becoming imbalanced. This talk will be an extraordinary conversation between two respective giants in the field of human perception and phenomenology, where they discuss in depth the importance of diversity and the creative brain.

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Casey Wahl - Attuned

Scaling Past Dunbar's Number, Evolution, and Incentive Economics with Nudges to Solve Miscommunication at Scale

Casey Wahl, Founder & CEO of Attuned, believes evolution has limited our ability to build deep, connective relationships, leading to miscommunication, lack of trust, and lousily inclusive work environments. Casey will discuss how nudges, coupled with psychology, delivered at scale, can solve for all the exponential miscommunications that develop in large and growing organizations.

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Sylvia Pan - Goldsmiths, University of London

The Psychology of the Metaverse

In virtual reality circles Sylvia is practically royalty. As a senior lecturer in Virtual Reality at Goldsmiths University of London, she will share her famous research on how we can study people’s moral instincts in the Metaverse. She’ll delve into the psychology of this experience and show how we can use the magic of virtual reality to improve how we connect with one another, now and in the future.

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Ogilvy Consulting and Partners


Join us in the Nudgeverse to interact with other Nudgestockers, or to find out more about the team behind Nudgestock. Or take the opportunity to walk down memory lane with us – celebrating 10 years of Nudgestock. We also have freebies for you in there, as well as videos from our wonderful partners. If all of these are not enough, you can also preview our latest paper: a behavioural perspective of the Metaverse, that aims to decode the way brands can adapt their customer engagement and growth strategies to this brave and daunting new space.

Chris Graves - Ogilvy

Towards a Sensemaking Genome: Why we need to decode our fellow humans first before trying to change their behaviours

Chris is the President of the Ogilvy Centre for Behavioural Science and half the brains behind Ogilvy’s award-winning cognitive profiling tool. Chris will talk to the limitations of nudging and how, as we learn more about how differently individuals make sense of the world, we can see which nudges may work more or less effectively depending on an individual’s ‘wiring’: the "Hidden Who™". He argues that we need to more effectively decode their Sensemaking Genome™ to determine what framing, word choice and tonality best resonate. And how we have the tools to do just that…

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Katy Milkman - Professor at the University of Pennsylvania

Can text messages save lives?: Nudging vaccinations

Katy Milkman is an American economist at The Wharton School of the University of Pennsylvania. She will talk about how policymakers are increasingly turning to behavioural science for insights about how to improve citizens’ decisions and outcomes. She’ll introduce two mega-studies and share how she nudged over 700,000 Americans to get vaccinated.

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Dan Pink - 5x New York Times Best Selling Author

The Power of Regret: How Looking Backward Moves Us Forward.

Dan Pink is the author of five New York Times bestsellers, including his latest book ‘The Power of Regret: How Looking Backward Moves Us Forward’. In his talk, Dan will talk about how regret is our most misunderstood, and potentially our most transformative, emotion. Drawing on 60 years of science, and a collection of over 20,000 regrets from 109 countries, Dan will explain how to harness our regrets to make better decisions, solve problems more effectively, and find greater meaning in life.

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Shelina Janmohamed - Ogilvy

When fasting leads to food waste: Ramadan, behavioural science and the importance of deep consumer insights

Shelina is one of the world's leading experts on Muslim audiences. She will be puzzling over why fasting in Ramadan - when people eat for far less hours than usual - actually leads to food waste going up by up to a third. If you've ever wondered how to navigate two equally important human imperatives, what Christmas dinner has in common with Ramadan iftar and why harnessing faith communities might be the perfect place to start with wider societal behaviour change, this is the talk for you.

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Rob Henderson - Gates Cambridge Scholar, Psychologist


Psychologist Rob Henderson is best-known for coining the term “luxury beliefs,” whereby holding certain ideas and opinions can help to raise your social status. Are you thinking it to look good, or be good? Rob will share the empirical evidence behind the concept and the unseen costs it inflicts on disadvantaged groups. You may even begin to question if you hold such beliefs yourself…

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Jamie Hamill - Ogilvy. Alex Kibblewhite - Relative Insight.


Jamie is an expert at Ogilvy Consulting's Sustainability Practice and Alex is from Relative Insight, a consumer research firm specialising in comparative linguistics. Despite the growing increase in conversation around sustainability, many environmental issues continue to worsen ... and it's all to do with communication. Jamie & Alex will talk about new research into why communication is to blame, and how to get real about it.

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Paolo Mercado - Ogilvy

Watch, learn and make tea: How behavioural observation uncovers hidden opportunities

Prior to joining Ogilvy, Paolo was the Head of Marketing, Communication and Innovation for Nestlé Philippines. In this talk, Paolo share how he sparked double digit growth for a tea product in the Philippines through the power of a behavioural and ethnographic lens.

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Rory Sutherland and Friends

The Electric Ride: The Psychology of Electric Vehicle Adoption

What do you get when you gather two automotive leaders, one transport sector expert, and the biggest, cleverest personality at Ogilvy (since David himself)? Strap in for The Electric Ride to watch Rory and his motley crew embark to Nudgestock and chat about the role of behavioural science in EV adoption. Guest-starring Pete Dyson, co-author of Transport for Humans: Are We Nearly There Yet?, Dan Jones, Director at Ford UK & Ireland, and Kirsten Stagg, Head of Marketing at Skoda UK. It’s a wild ride, full of unheard zingers, insights, and an ending you’ll never expect…

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Maya Shankar - Google

a slight change of plans

Maya is a senior director of Behavioural Economics at Google and host of the popular podcast “A Slight Change of Plan”. She’ll be chatting to Chris Graves on all things ‘change’ – discussing the learnings she has gathered both from her podcast and work over the years, particularly focusing on managing change from a corporate POV. Maya and Chris will also touch on nudging in the private sector, the criticism this attracts and what she learned from leading the behavioural science team under Obama.

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Melaina Vinski - IBM

The Future of Strategy is Behavioural

Melaina believes, that despite a growing awareness of behavioural insights and its potency as a problem solving tool within business and beyond, executives and decision makers still struggle to drive strategy that accounts for (and aligns to!) the fundamentals of how people behave. Whether it's a product launch, an acquisition, or the introduction of new technology, applying behavioural insights to strategy development and execution can dramatically increase the success of adoption and mitigate delivery risk. In this talk, Melaina will go beyond an introduction to nudges and choice architecture to help executives expand behavioural insights into strategy design, decision-making and execution.

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Eric Johnson - Professor of Marketing at Columbia University, inaugural holder of the Norman Eig Chair of Business and Co-Director for the Center for Decision Sciences.

The Elements of Choice

Eric Johnson is the inaugural holder of the Norman Eig Chair of Business, and Director of the Center for Decision Sciences, Columbia Business School at Columbia University. He will talk about how we do not make choices in isolation. Every choice involves a hidden partner. Someone who, perhaps unwittingly, affected our decision. We know that designers (also known as choice architects) influence what we choose, but we don’t have much idea about how this happens. He'll talk about two ways designers change our choices: by altering how preferences are assembled and by modifying how we search.

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Ogilvy's Behavioural Science Practice and Friends

10 years of Nudgestock

To close out the day, join the Behavioural Science Practice past and present for a look 10 years back and 10 years forward, into the power and potential of behavioural science to shape the world.

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