There is no better time to go BEyond traditional notions of success and innovation, and aspire to be greater

Major transformations are driven by a growing consensus that an existing paradigm has ceased to function adequately. Most stakeholders agree we are at a major turning point. There is significant opportunity to improve how we serve customer’s needs, how we motivate our teams with purpose, and how we empower leaders to drive with aspiration. But it is not enough to simply reject the status quo; rejecting one paradigm without simultaneously substituting it with another can be dangerous.

Behavioral science offers that new framework. 

Featured Speakers

Kelly PetersKelly Peters
Co-Founder & CEO, BEworks 

Kelly Peters is the CEO and Co-Founder of BEworks. She is passionate about bringing scientific thinking to business strategy, marketing, and operations.

Kelly has overseen the launch of several new business ventures that capitalized on insights into consumer behavior. Her interest in behavioral science stems back to the late 90s when working on behavioral scoring models in credit risk and online distribution models, evolved through behavioral finance, and finally culminated in 2008 when she embraced behavioral economics as the most reliable approach to executing strategy. She launched what might be the world’s first commercial application of behavioral field experiments while at RBC to help drive adoption of online service channels.

Dan ArielyDan Ariely
Co-Founder & Chief Behavioral Scientist, BEworks

Dan Ariely’s groundbreaking experimental research and prolific writing has made him one of the most prominent leaders in the field of Behavioral Economics; an interdisciplinary science combining psychology, and economics to understand human behavior and decision-making.

Dan’s writing on irrational decision-making in the marketplace has been featured in the most prominent academic journals and in a variety of popular media outlets such as the New York Times, Wall Street Journal, Washington Post, and the Boston Globe, among many others. He has also written three New York Times best-selling books that have become recognized standards in the field: Predictably Irrational, The Upside of Irrationality, and The Honest Truth About Dishonesty.

Martin Whittaker HeadshotMartin Whittaker
CEO, JUST Capital

Martin Whittaker is the founding CEO of JUST Capital. JUST is a nonprofit dedicated to equipping the market with the data, tools, and insights to deliver on the promise of stakeholder capitalism and an economy that works for all Americans.

He is also co-founder and Board member of the CREO Syndicate, a family office investment network; a Board member of the Carbon Disclosure Project U.S.; a member of the Forbes Finance Council and Forbes Contributor; and an advisor to Mission Driven Capital Partners, a private equity firm.

Shy Mindel HeadshotShy Mindel
Co-Founder & CEO, Babyark

Co-Founder & CEO of Babyark, with over 20 years of global business and innovation leadership, across multidisciplinary development projects and operations, marketing and branding, business development and global expansion. Shy holds a BS in Aeronautical Engineering and an ME in Systems Engineering, both from the Technion - Israel Institute of Technology. 

About the Report

Our 2021 Choice Architecture Report provides the inspiring stories of brands who have chosen to go beyond traditional approaches to innovation.

This report will introduce you to:

Topic Headers-01

A prominent food company that turned to behavioral economics in its efforts to change consumers’ habits and mindsets, and put a dent in global food waste while strengthening brand 

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An innovative child product manufacturer that looked to break through the advertising noise and design a marketing strategy that went far beyond traditional market research to appeal to consumers overwhelmed with options

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A world-leading urban development company whose vision of a sustainable future led it to seek behavioral insights to inform the design of a new flex commuting package and revolutionize the way individuals think about travel

Plus - essays and perspectives from the BEworks team on a host of topics relevant to driving innovation with behavioral insights 

If you are curious about how to make the most of the ‘new normal’, achieve sustainability and diversity goals in times of great uncertainty, as well as maximize growth in the midst of accelerating digital transformation – this report is for you.


About BEworks

BEworks’ purpose is to transform society and the economy through scientific thinking. We are recognized as world leaders in the practice and commercial application of Behavioral Economics (BE). Our approach leverages academic literature, behavioral insights, and the scientific method to solve our clients' most complex challenges in a way that is experimentally validated and innovative.  

Dan Ariely, renowned behavioral scientist and New York Times best-selling author of Predictably Irrational and The Honest Truth about Dishonesty, co-founded BEworks in 2010 along with the firm’s CEO and BE pioneer Kelly Peters, and top marketing scholar Nina Mažar.