This episode of POW, the Psychology of Work podcast, features a fascinating interview with Eric Singler, the Founder, President and CEO of the BVA Nudge Unit, recorded at the 2019 ABP Conference following his keynote speech. Eric is also Global Managing Director of the BVA Group, one of the 15 largest consulting and market research firms in the world (www.bva-group.com). Eric is an entrepreneur, a marketing & research expert, a pioneer in applied behavioural sciences, an author and a lecturer. After starting his career as a marketer for an international company, Eric founded his first company in 1989, IN VIVO – now PRS IN VIVO (www.prs-invivo.com) part of the BVA group – in the field of marketing research. But beyond entrepreneurship, Eric is passionate about the contribution of behavioural Sciences to public and private entities to drive performance. He discovered Daniel Kahneman’s work – and more generally behavioural economics – in the mid-2000s and became a pioneer in applying the lessons of behavioural economics and 'nudge' to meet the challenges of behavioural change for public policy, Fortune 500 companies, NGOs and international organisations (including the French Government and the UN). Eric is also the founding president of the NudgeFrance association and the author of 3 books about the application of 'nudge theory': “Nudge Marketing”, “Green Nudge” and “Nudge Management”. Eric regularly gives conference talks at business schools, universities (Dauphine, INSEAD, HEC, Toulouse) and is also an inspiring speaker in international conferences in Europe, the United States, and Asia (TMRE, Ilex). He is a graduate of Sciences Po Paris in Economics and Finance, the University of Dauphine in Marketing, and the Sorbonne in political and social communication. In this episode Eric discusses how he discovered the value of behavioural science for addressing business problems, when nudge is best applied (and how to 'nudge for good'), barriers to implementation of behavioural science, the ethics of nudging and when a nudge becomes a 'sludge', and describes how BVA Nudge Unit helped the UN encourage men to sign up for the #HeForShe movement addressing gender equality.