Hi Helena, welcome to the team!
Why do you find working with sustainability interesting?
Climate change is the result of human behavior – our choices and actions towards the planet brought us to where we are now. That’s why, to move forward, we need to focus on changing behavior. I also see sustainability as something that’s often treated as a new concept, when in reality it’s rooted in centuries-old principles: taking only what you need from nature and living with it, not against it. Somewhere along the way, we forgot how to do this. Working in this field feels like an opportunity to help us remember and to design systems that make sustainable choices the natural ones.
What made you interested in nudging and behavioral science in the first place?
Back in 2017, I was at a crossroads, unsure of what direction to take next. During one of my late-night Google searches, I stumbled upon the book Nudge. I bought it the next day, and once I started reading, I couldn’t put it down. Page by page, I realized: this is it. This is how I want to apply my psychology background, not just to understand human behavior but to shape environments and systems that make it easier for people to make better choices and create positive change.
What do you bring to the organization?
I bring deep expertise in behavioral design, applying psychology to create practical, science-based solutions that drive positive change. My experience spans diverse industries and multicultural environments, from workplace settings to global events such as the FIFA World Cup Qatar 2022, where I contributed to nudging fans toward more sustainable and healthier behaviors. Underpinning all my work is a strong curiosity about human behavior, which fuels my continuous learning, experimentation, and innovation.
What’s your favorite nudge, and why?
One of my favorite nudges comes from a project I worked on to reduce food waste in a workplace cafeteria with a buffet system. People often take more food than they can eat, which leads to significant waste. We introduced dynamic feedback messages on a simple white board at the entrance to the cafeteria showing how much food was wasted the previous day, how many people that wasted food could have fed, and a call to action to reduce waste. The result was a 30% reduction in food waste which proves that small, well-designed interventions can make a big difference.
What do you do when you’re not working?
I love spending time with my husband and two kids, going for long walks, gardening, and getting lost in a good book.
Welcome to Nudgd, Helena!
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