Meet Astrid

“As a child, I was always observing people, catching the smallest details but, more importantly, always wondering why people were doing what they did. I used to make up entire stories about people, imagining their names, what they did for a living, and what they liked. And I was always drawing and writing. Little did I know that I would grow up to make a living by decoding human behaviour and coming up with tangible ideas that help people make better decisions and shape behaviour for good. Still, fascinated by people and behind the drawing board.”

My journey into the world of behavioural design has been nothing short of a rollercoaster. It all started with this burning curiosity about why we do the things we do—or sometimes, why we don’t do the things we know we should. This curiosity wasn’t just a fleeting thought; it became the backbone of everything I’ve built, from SUE | Behavioural Design Consultancy to the academy that followed.

Mixing my background in social sciences with a career in advertising gave me this unique lens to see the world. However, when I discovered behavioural economics and the psychology of influence it was like I was handed a key to unlock the mysteries behind human behaviour, and with it, I found my calling. Transitioning from advertising to founding SUE was fueled by my desire to not just understand human behaviour but to actively influence it for the better, crafting strategies that could really make a difference.

The SUE | Behavioural Design Academy was born from a need I saw growing every day, a hunger for deeper understanding of human decision making, judgment and behaviour. I remember thinking, “We need to get this knowledge out there, to everyone.” Not just any knowledge, but insights that could be applied practically.

It wasn’t enough to host keynotes and workshops; the goal was to democratize this knowledge, making it accessible to anyone keen to learn. This vision of bringing behavioural design to a wider audience was ambitious, but it was also necessary. It was about empowering people with tools to not only understand themselves and others better but to use that understanding to craft a brighter future. People are looking for ways to apply these insights, whether to tackle personal challenges, enhance business strategies, or address societal issues.

Writing “The Art of Designing Behaviour” was like pouring my heart and soul onto paper. Seeing it become a number one bestseller? That was beyond my wildest dreams. It wasn’t just a personal victory; it was a sign that people are really craving this knowledge, ready to use it to shape their lives and the world around them.

At the core of everything I do is this belief: if we can get to the heart of human behaviour, we can design solutions that not only tackle business or societal issues but also enrich individual well-being. It’s not just theoretical; it’s a hands-on, let’s-make-things-better kind of philosophy. It’s a call to action—not just for businesses and policymakers, but for anyone and everyone.

Reflecting on my journey, I can’t help but think about the impact of female entrepreneurship. Carving out this niche, shattering stereotypes—it’s about showing that innovation and leadership know no gender. It’s a message I hope resonates and inspires.

Despite being seen as an ‘expert,’ I’m the first to admit I don’t always get it right. The more I’ve delved into behavioural design, the more I’ve realized how it shapes my own life. I often joke that I’m my own ongoing behavioural experiment. Not every hypothesis proves correct, and not every intervention works as planned. But every outcome, success or failure, is a lesson that enriches my understanding and, in turn, the insights I share with others.

So, here I am, still on this incredible journey, still learning, still experimenting. And if there’s one thing I hope to leave you with, it’s this: we’re all in this together, navigating the complexities of human behaviour, and with the right tools, insights, and mindset, we can design a better future for all of us. And the great thing? You can learn this!


P.S. Behavioural Design on my 7-year-old daughter also doesn’t always work. The second question I get asked most often. But she’s a smart, sweet girl so I think she is more than all right. We’ll see what may help her when she is in her teens. I’ll keep you posted.

The Bestseller

The Art of Designing Behaviour

In “The Art of Designing Behaviour,” I take you through the ins and outs of behavioural design. I’ve spent years getting to the heart of why people do what they do and figuring out ways to help them choose better. My journey through social sciences and a ton of real-world experience have given me a unique perspective on creating strategies that promote positive choices and actions. This book is my attempt to close the gap between the academic discoveries and how to make it work in the real world. I’ve filled it with practical strategies that anyone can use to make a real difference. With a mix of stories and case studies, I aim to make the complex world of human behaviour a bit easier to grasp, giving you the tools to impact your world positively. “The Art of Designing Behaviour” isn’t just another book—it’s a guide for anyone looking to make meaningful changes, professionally and personally. It became an instant bestseller, something I could not dream of happening. I hope it will inspire you, too, and ignite the spark to start discovering the power of Behavioural Design. You can get your copy here and here.



Event Bios

Standard (125 words)

Astrid Groenewegen is the co-founder of SUE | Behavioural Design, an innovative consultancy and academy dedicated to applying behavioural insights to solve real-world challenges. With a rich background in social sciences and a distinguished career in advertising, Astrid has carved a niche at the intersection of human behaviour understanding and practical application. Her pioneering work led to the development of the SUE | Behavioural Design Method, democratizing complex theories for broader application. Astrid is also the author of “The Art of Designing Behaviour,” a testament to her dedication to bridging academic research and actionable strategies. Her efforts have not only elevated her as a thought leader in behavioral design but also underscored her role in empowering women in entrepreneurship and leadership, showcasing the transformative power of insights into action.


Short (55 words)

Astrid Groenewegen, co-founder of SUE Behavioural Design Academy, is a social scientist dedicated to translating behavioural psychology into actionable strategies. By developing the SUE | Behavioural Design Method and authoring “The Art of Designing Behaviour,” she bridges the gap between academic research and practical application. Her mission is to make behavioural psychology practical for businesses, society, and individuals, aiming to shape better decisions and behaviours.


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astrid groenewegen
astrid groenewegen
astrid groenewegen
astrid groenewegen