Introducing Cerita Bethea
Today, I’m talking to Cerita Bethea, 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.
My partner BEworks
I'm proud to say that I’m publishing ‘A Load of BS: a practitioner's guide to the BS galaxy’ in harness with my partner BEworks, one of the very best behavioural science consultancies in the world, co-founded by Dan Ariely and Nina Mazar.
BEworks is a multidisciplinary team of behavioural scientists and psychologists working on complex challenges across financial services to healthcare to sustainability, helping businesses reimagine a future in which individuals flourish and prosper. If you're interested in what they're up to, you might check out their BEcurious blog.
Take a look at our full line-up of guests here.
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?
Next time on A Load of BS: A Practitioner's Guide to the BS Galaxy
Next week, I'm talking with veritable BS legend Dan Ariely. Dan is the reason why a number of my past guests got into the field; you may remember Bri Williams mentioning Dan. In a short but wide ranging chat, we talk about the meaning of Dan's half beard, as well as trust, conspiracy theories and insurance. There's a Netflix series if anyone fancies writing it.
Sharing is caring
If you have an interest in how behavioural science is applied in real life, and you think others would benefit from listening to these conversations, then please share the podcast with friends and on social media. Your support is what makes us tick! Thank you ❤️
Till next time,
Daniel
Cerita Bethea on hand towels, Metaverse & the next frontier