Welcome to A Win Win World, Beate Undén! 

You are the new Membership Manager for our network Nudging Sweden.
What made you interested in nudging and behavioral science in the first place?

- Originally studying to be a psychologist, I realized that what I really wanted was to use my knowledge to impact behavior on a broad scale, for the benefit of all. I changed my curriculum into a bachelor's degree in psychology, focusing on the impact of values on green consumption. It's very exciting to be part of this new wave of applying behavioral science to the sustainability field, using the insight that humans aren't rational beings that make informed decisions at all times but can, and often need, to be nudged into a behavioral change. 
What added value are you aiming to bring to the organization? 

- Being academically rooted in many of the psychological mechanisms that enable nudging, I hope to contribute somewhat to the scientific depth in the organization. I am also passionate about empowering sustainable solutions for the benefit of all and I am happy to contribute this passion at A Win Win World and Nudging Sweden, both internally in the work team and in the way we do business. 
What is your favorite nudge?

- My favorite nudge right now is probably the one where people recycle their disposable coffee cups to a greater extent if their name is written on the cup.  Using something as fundamental and simple as personal identity and the fact that we appraise objects that we identify with higher, this is such a thrilling example of the great potential and resource-efficiency of nudging! 


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