Rory Sutherland - Soft Power in a Hard World | Nudgestock 2025
Nudgestock
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Nudgestock is the world’s largest festival of behavioural science and creativity. It’s a day to think differently, where counter-intuitive ideas are discussed, debated, and celebrated by the planet’s boldest thinkers. Nudgestock was conceived by Rory Sutherland and is proudly brought to you by Ogilvy Consulting's Behavioural Science Practice - a unique global team of psychologists and behavioural economists embedded within the Ogilvy network. We bring proprietary tools, proven experience, expert facilitation and the power of Ogilvy’s creativity to unlock the hidden 'psychological power' within our clients' brands.
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Video Description
The world is becoming at best a much bossier place, and at worst the site of major oppression and coercion. Rory's opening talk will explore how in such a world, the understanding and intelligent exercise of 'soft power' and influence are becoming more important than ever before. Rory Sutherland - World-leading proponent of applied behavioural science. Rory Sutherland is the Vice Chairman of Ogilvy, where he has worked since 1988. This attractively vague job title has allowed him to form a behavioural science practice within the agency dedicated to uncovering the hidden business and social possibilities which emerge when you apply creative minds to the latest thinking in psychology and behavioural science. He is the author of three books: the best-selling Alchemy - The Surprising Power of Ideas Which Don't Make Sense; The Wiki Man; and Transport For Humans.
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