047: Cerita Bethea on hand towels, Metaverse & the next behavioural science frontier

A Load of BS on Sport: The Behavioural Science Podcast with Daniel Ross and Liam Botham

In partnership with BEworks, one of the very best behavioural science consultancies globally.
Cerita Bethea is 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.
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?

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Podcast music: Tamsin Waley-Cohen's Mendelssohn's violin concerto