047: Cerita Bethea on hand towels, Metaverse & the next behavioural science frontier

In partnership with BEworks, one of the very best behavioural science consultancies globally.

Cerita Bethea is Director of behavioural science at The Coca-Cola Company, and a practitioner of over 30 years standing, having also worked at Kimberley-Clark, Toyota and Ford.

Listen in for a lovely case study about washing hands; a nostalgic trip down Covid memory lane. We also project towards the next frontier; behavioural science in the metaverse. Your guess is as good as mine.

Show notes

• Cerita’s academic path into behavioural science – from law to engineering psychology
• From Ford to Kimberly-Clark to Coca-Cola
• How the profession has changed over 30 years, and what still excites Cerita about it
• Kimberly-Clark case study: tackling personal hygiene on the factory floor
• The next frontier for behavioural science: data science, behaviour and decision making in the metaverse
• Getting out of your comfort zone: how does one become a practitioner and what are the pathways to get into the field?
• What would Cerita ask back from the industry?

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Podcast music: Tamsin Waley-Cohen's Mendelssohn's violin concerto