Hi Karin, welcome to the team!
Why do you find working with sustainability interesting?
Today, we live in a system that keeps pushing the limits of what our planet can handle. As time goes by, we’re crossing boundaries that could, in the worst case, become irreversible. In our part of the world, we live as if we had 4.2 planets supplying us with resources. Climate change and the loss of biodiversity are often seen as the most critical of our global crises. To me, sustainability is the most important issue of our time. It’s relevant at every level of society, both individual and systemic. It’s about innovation and technological development as much as it is about systemic change, values, equality, and about doing more with less.
What made you interested in nudging and behavioral science in the first place?
We can reverse the trend, but it requires changes in systems, policies, and behaviors. And that’s where behavioral science and nudging come in as concrete strategies and tools for change. I’ve long been interested in the work Nudgd does in areas like mobility, resource consumption, and how, grounded in behavioral science, they drive measurable change. With one foot in communication studies and the other in human ecology, I see nudging and behavioral design as incredibly powerful tools for transformation.
What do you bring to the organization?
I bring my experience from the sustainability field and have a deep understanding of the balance between our global challenges, where the organization wants to go, and what is practically achievable. That enables me to see how Nudgd can translate complex sustainability challenges into tangible projects that align with both strategy and a future within the planet’s boundaries. As a true project manager at heart, I also contribute by optimizing our processes, ensuring clarity, and helping our experts succeed in their important work.
What’s your favorite nudge, and why?
I’m very fond of The Fresh Start Effect, which isn’t exactly a nudge in itself but rather a mechanism that enables behavior change and sets the stage for an effective nudge. It’s based on the idea that when we experience a sense of a new beginning, like starting a new job, a new year, or even a new week, where we’re more open to changing old habits. Generally, we humans are stubborn creatures of habit, but when we get the feeling of turning a page or beginning a new chapter, we soften and become more willing to change. It’s no coincidence that people suddenly decide to start running marathons at 40! I love how we at Nudgd can use our knowledge of psychology and behavioral science to help people shift toward more sustainable behaviors. Beyond running marathons at 40.
What do you do when you’re not working?
When I’m not working, I sleep in and have coffee in bed. I run, read books, and spend as much time as possible with my kids and my newlywed husband (shout out!). A perfect day off might start with sleeping in, coffee and a book in bed, then a soccer tournament with the kids, a run, kids and their friends running back and forth between houses, maybe a cold dip, and finally a spontaneous dinner with wine and candy for dessert while friends drop by.
Welcome to Nudgd, Karin!
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