Pelle Guldborg Hansen

“The ABCD of Choice Architecture”

Summary

How do you increase the share of guests ordering vegetarian meals from 6% to 87%? Convince 75% of conference participants (up from 6%) to pay a CO2compensation fee? Or boost supermarket sales of blueberries by 67%, cauliflower by 45%, plant-based meat by 46%, organic pork by 20%, and pointed cabbage by 41%?

All without changing consumer attitudes and beliefs, or making price adjustments?

The secret lies in effective choice architecture informed by insights from behavioural science.

In this keynote, Pelle will reveal the ‘ABCD’ framework of impactful choice architecture—showing how small changes to decision environments can lead to big behavioural shifts. Drawing on field-experimental results from food contexts conducted by his research centre, he’ll illustrate the principles of the BASIC framework (Hansen & OECD, 2017), which has delivered proven success across diverse sectors such as public administration, healthcare, and pro-social marketing.

Join Pelle to explore the science behind designing decisions and discover how to create behaviour change beyond persuasion.

Biography

Pelle Guldborg Hansen, PhD, is a behavioural scientist and researcher at Roskilde University, known for his practical work in applied behavioural science. As founder of the Danish Nudging Network and director of iNudgeyou, he has spent over a decade advancing solutions for real-world behavioural challenges. His PhD focused on game-theoretic modelling of social norms, forming the basis of his expertise in behavioural economics.

Pelle advises organizations like IBPPA, GAABS, and the Danish Government, and his BASIC framework, published by the OECD in 2019, highlights his international impact. A published author and sought-after speaker, he shares insights on how behavioural science drives meaningful change."