Our Mission

NudgeLAB was founded in 2016 as a master thesis topic at Rotterdam School of Management. Since then, 75 students have completed their master theses under this topic with great enthusiasm.

We have come to know these students as passionate people who want to find meaning in their work and do good for themselves, others, and the planet. Their passion is contagious, and it has inspired the vision of NudgeLAB: to change consumer behavior, one step at a time.

The latter part of the vision—”one step at a time”— is important because we learned not to try and boil the ocean. To be visionary, we need to think big and global, yet to be effective, we need to act small and local.

After 75 completed projects, we are ready to scale up NudgeLab and live according to our mission. We want to take the energy and passion of NudgeLab and share our ways of working and insights into consumer behavior change with the world.

Our mission is to ensure that everyone takes good care of themselves, others (fellow human beings and animals, and current and future generations alike), the planet, and the universe (no resource depleted or species extinct, no place a waste dump or a scrap yard). We believe that everyone has a role to play in creating a more sustainable and equitable world.

Read more

Read more about our mission in our insight posts.

Our Values

Our values are:

  • Sustainability. We develop programs that have an impact on the sustainability of consumer behavior, following current insights into what is sustainable and healthy.
  • Transformation. We acknowledge that we need to change, but change can only come gradually, and we are okay with that.
  • Collaboration. We focus on the consumer but acknowledge that we can only do it together with all stakeholders in the consumer journey, and everyone may have a different interest and a role to play.
  • Insightfulness. We are always ready to share our insights into the stakeholder landscape and the triggers and barriers of consumer behavior.

NudgeLab has come to life thanks to the hard work and dedication of 75 passionate and talented students. However, changing consumer behavior is serious business requiring significant knowledge in various expertise areas. We are now seeking collaboration with passionate people and experts who can help us scale up and achieve our mission. Join us and let us know how you can help us change consumer behavior, one step at a time.

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