Bodine van Styrum
“I’m concerned with human behavior and how to change it from a positive perspective.”
Bodine van Styrum is a behavioral scientist and entrepreneur with a background in psychobiology. With her knowledge of the human brain and behavior, she investigates, among other things, what drives and deters employees to work more sustainably, or what consumers actually need to consume more sustainably.
What runs like a thread through both Bodine’s career and life is her fascination with human behavior. Every day, she searches for deeper explanations of why people do what they do.
Bodine first studies neurobiology and obtained her Master of Science for “Brain and Cognition in Society” in 2019. After college, she works for three years for Open Now, an “agency for positive change,” where she collaborates as a behavioral scientist on science-based communication strategies for organizations that want to make a positive impact on the world. The latter is a no-brainer for her. Ever since her childhood, sustainability has played an important role.
“I saw ‘An Inconvenient truth’ in the movies as a child with my parents and that made such an impression; an important seed that was planted then and partly shaped my further course.”
During her student days, she discovered more and more about issues such as climate change, environmental pollution, biodiversity loss and its far-reaching consequences. She sees that there is still much to learn and that more awareness among people about this is important. Time to change this, she thinks, and right after graduating she starts the ‘Broeicast’; a podcast about sustainability. In it, she and her fellow podcasters bring confrontational facts from all kinds of industries to light. In a positive way, with great examples of how things can be done differently.
“Sustainability was anything but a ‘sexy’ topic; we wanted to change that. So with the podcast, I was actually already concerned with human behavior and how to change it from a positive perspective.”
In 2023, she founded SustainabilitySpot, which helps sustainability managers develop support in their organizations. She does this by giving them insight into the psychological factors – beliefs, drivers and barriers – of employees to working sustainably. These insights and her advice help managers increase employee commitment to sustainability and thus achieve their sustainability goals more quickly.
Also as a keynote speaker, she takes sustainability managers “on a journey” through the wonderful world of the human brain during her lectures. She also speaks to a wider audience about lifestyle. How can we close the gap between wanting to do well and acting accordingly? She helps by identifying conscious and unconscious obstacles and offering prospects for action.
Bodine van Styrum is a behavioral scientist and entrepreneur with a background in psychobiology. With her knowledge of the human brain and behavior, she investigates, among other things, what drives and deters employees to work more sustainably, or what consumers actually need to consume more sustainably. What runs like a thread through both Bodine’s career and life is her fascination with human behavior. Every day, she searches for View more…
"85% of consumers want to buy sustainably, but we don't see that intention reflected in behavior."
"Social and cultural background and environment are also important factors. As humans, we naturally want to belong, not deviate."
Conscious and unconscious behavior
If you imagine that 95% of our human behavior happens unconsciously, it is not hard to imagine that change in our behavior does not just happen overnight. It also perhaps creates the expectation that once we are aware of something and recognize that it’s wrong, we automatically adjust our behavior. But it’s a whole lot more complex than that, Bodine says.
“There are all kinds of factors that affect behavior and therefore behavior change. It has to do with habits, biases, social and cultural environment and financial opportunities.”
A good example is the bio-industry. Many people know by now how terrible it is and hardly anyone wants it. Moreover, plenty of studies show that a (mostly) plant-based diet is healthier for us. So why do we all still eat so much meat? ‘Knowing’ is patently not enough.
“It’s often not about eating meat as such. It may have to do with convenience or the idea that meat substitutes are expensive. But social and cultural background and environment are also important factors. As humans, we naturally want to belong, not deviate. Abandoning meat on principle can be quite a big social barrier.”
Moreover, according to Bodine, behavioral change is only part of overall systemic change. With supermarkets 80% full of unhealthy, unsustainable products that are advertised in abundance – or even sold as a responsible choice – then you’re not making it easy. So not only behavior, also policy will have to change. But behavioral change remains one of the most important conditions, which is endorsed in the IPCC report (compiled by hundreds of researchers worldwide).
“This states that behavioral change has the potential to reduce 30 to 70 percent of our emissions.”
Engaging in behavior change is thus crucial. Bodine focuses on sustainability managers because they have a large ‘circle of influence’, both inside and outside their organizations. With SustainabilitySpot and as a speaker, she helps them create support for sustainability among their employees. In doing so, she identifies the various unconscious factors and patterns of employees that can create a barrier. Because, she says:
“Only when you know what drives people and why something creates resistance can you map out a route to the ‘target behavior.'”
Bodine knows from experience how important this is, and that resistance is often also created by the ‘frame’ and the language used. It can feel to people as if something is being taken away from them, while so many wonderful things are coming in its place. It just depends on what you emphasize. For example, Bodine previously did not easily talk to friends about sustainability.
“That wasn’t exactly fun or ‘cool.’ I now approach it in a fun, light-hearted way, so they don’t start thinking ‘here she comes again!’ For example, the other day I asked friends along to a protest, under the guise of ‘Protest and Prosecco.’
Book Bodine as a speaker?
Would you like to book Bodine as a speaker for your event? Ask about the possibilities and her availability.
Why invite Bodine as a speaker for your event?
1. Behavioral Scientist
Through Bodine’s training and experience, she knows how important behavior change is to the sustainability transition. Even the globally distributed IPCC report now even addresses the effect of behavioral change. Bodine’s stories therefore always rely on a foundation of scientific research.
2. Diverse
People have different roles, including that of consumer and employee. They are, not entirely coincidentally, roles in which you can make a lot of impact as an individual. Bodine’s story therefore resonates with a wide audience because “behavior change in all roles is necessary.”
3. Les menselijke psychologie
Bodine clearly and simply explains how the human brain works and reacts to crises, such as climate change. As a professional, manager and individual, you will understand how resistance to change arises and how you can remove it. In yourself, your colleagues or employees.
4. Entrepreneurial
Bodine runs her own business and therefore understands the perspective of entrepreneurs. She provides concrete, practical tools that organizations can really use to get their employees on board.
5. Purpose-driven
Bodine wants to leave something good in the world, so her enthusiasm and inspiration are strongly felt. At the same time, she recognizes the challenges that lie ahead in terms of behavior change, but ‘how do you eat an elephant? Piece by piece. A metaphor, by the way, that is quite out of place for this personal advocate of a plant-based diet.
1. Behavioral Scientist
Through Bodine’s training and experience, she knows how important behavior change is to the sustainability transition. Even the globally distributed IPCC report now even addresses the effect of behavioral change. Bodine’s stories therefore always rely on a foundation of scientific research.
2. Diverse
People have different roles, including that of consumer and employee. They are, not entirely coincidentally, roles in which you can make a lot of impact as an individual. Bodine’s story therefore resonates with a wide audience because “behavior change in all roles is necessary.”
3. Les menselijke psychologie
Bodine clearly and simply explains how the human brain works and reacts to crises, such as climate change. As a professional, manager and individual, you will understand how resistance to change arises and how you can remove it. In yourself, your colleagues or employees.
4. Entrepreneurial
Bodine runs her own business and therefore understands the perspective of entrepreneurs. She provides concrete, practical tools that organizations can really use to get their employees on board.
5. Purpose-driven
Bodine wants to leave something good in the world, so her enthusiasm and inspiration are strongly felt. At the same time, she recognizes the challenges that lie ahead in terms of behavior change, but ‘how do you eat an elephant? Piece by piece. A metaphor, by the way, that is quite out of place for this personal advocate of a plant-based diet.
Keynotes
Want to book Bodine as a (keynote) speaker, panelist or sidekick for a conference, lecture or event? Below you will find a selection of keynotes. Custom program? Ask for the possibilities.
Creating sustainable support
Behavioral science for leaders and managers with sustainability goals
The biggest challenges for sustainability managers and leaders are creating support, increasing engagement and motivating employees to make sustainability part of their work. How well do you actually know your people? Do you know where their resistance comes from or what their personal motivations are? In this interactive lecture – tailored to your organization and challenges – I’ll take you into the world of behavioral science. You’ll learn a bit about the human brain, but more importantly, how to apply these insights in a practical way in your organization.
Type of lecture:
Interactive, customized.
Between wanting and doing
How can you live more sustainably and what is holding you back?
Did you know that much of our behavior has little to do with knowledge, but much more to do with the context, culture and social structure in which we live? That is why you sometimes get tempted by an impulse buy, a hamburger at a fast-food chain or a cheap piece of clothing. And then feel guilty about it, because you know it harms people, animals and the planet. How can you live more sustainably and how do you close “the gap” between wanting and doing? You’ll find out in this keynote.
Type of lecture:
Interactive, customized.
Creating sustainable support
Behavioral science for leaders and managers with sustainability goals
The biggest challenges for sustainability managers and leaders are creating support, increasing engagement and motivating employees to make sustainability part of their work. How well do you actually know your people? Do you know where their resistance comes from or what their personal motivations are? In this interactive lecture – tailored to your organization and challenges – I’ll take you into the world of behavioral science. You’ll learn a bit about the human brain, but more importantly, how to apply these insights in a practical way in your organization.
Type of lecture:
Interactive, customized.
Between wanting and doing
How can you live more sustainably and what is holding you back?
Did you know that much of our behavior has little to do with knowledge, but much more to do with the context, culture and social structure in which we live? That is why you sometimes get tempted by an impulse buy, a hamburger at a fast-food chain or a cheap piece of clothing. And then feel guilty about it, because you know it harms people, animals and the planet. How can you live more sustainably and how do you close “the gap” between wanting and doing? You’ll find out in this keynote.
Type of lecture:
Interactive, customized.
Interview with Bodine van Styrum
For Good: What does "good" mean to you?
“In its purest form: without harming people and the environment, but I also, know how incredibly difficult it is to live like this in the current system. A recent episode of ‘Tegenlicht’ explained that we in the West are only prosperous at the expense of others. We can buy lots of cheap clothes because somewhere else in the world people are exploited. We eat cheap meat because mega-stalls exist. We need to redefine our prosperity on the one hand and, on the other, see it as separate from the harm we do to others with it.
At the same time, though, there is a trend that many people no longer want to work for such companies. Rutger Bregman’s School of Moral Ambition initiative is a great example of this; using your talent and ambition for something good.”
Do you have an example or inspiration of your own?
“In general, people who do everything in their power to counter injustice and in this are not afraid of what others think of them. A good example is Sara Dubbeldam, who single-handedly brought a case against Primark because they were greenwashing, subtly trying to cover it up. She eventually won the case on appeal as well. Clearly shows that one person can make a difference.
But fortunately there are also organizations that understand how to initiate real change. For example, Lego has set individual emission targets for each employee, and if you meet them you get a bonus. That’s how you make people personally responsible and involved. They are literally building the future!”
Walk the talk: how are you of value?
“I try in many ways to inspire people around me to make sustainability a part of their daily decisions. It is an ongoing quest that involves resistance no matter what. I don’t hide that either. I tell it like it is, but also show that despite that resistance it is possible to initiate change.”
For Good: What does "good" mean to you?
“In its purest form: without harming people and the environment, but I also, know how incredibly difficult it is to live like this in the current system. A recent episode of ‘Tegenlicht’ explained that we in the West are only prosperous at the expense of others. We can buy lots of cheap clothes because somewhere else in the world people are exploited. We eat cheap meat because mega-stalls exist. We need to redefine our prosperity on the one hand and, on the other, see it as separate from the harm we do to others with it.
At the same time, though, there is a trend that many people no longer want to work for such companies. Rutger Bregman’s School of Moral Ambition initiative is a great example of this; using your talent and ambition for something good.”
Do you have an example or inspiration of your own?
“In general, people who do everything in their power to counter injustice and in this are not afraid of what others think of them. A good example is Sara Dubbeldam, who single-handedly brought a case against Primark because they were greenwashing, subtly trying to cover it up. She eventually won the case on appeal as well. Clearly shows that one person can make a difference.
But fortunately there are also organizations that understand how to initiate real change. For example, Lego has set individual emission targets for each employee, and if you meet them you get a bonus. That’s how you make people personally responsible and involved. They are literally building the future!”
Walk the talk: how are you of value?
“I try in many ways to inspire people around me to make sustainability a part of their daily decisions. It is an ongoing quest that involves resistance no matter what. I don’t hide that either. I tell it like it is, but also show that despite that resistance it is possible to initiate change.”
Podcast Broeicast
-
Bodine voor Polestar Global
Chairperson at the TET Event
2024
A selection of companies that Bodine van Styrum already had impactful collaborations with….
-
Bodine van Styrum gives an inspiring and impressive lecture at DEMO Festival.
DEMO Festival -
Bodine van Styrum gives an inspiring and impressive lecture at a meeting of Utrecht University.
Utrecht University -
Bodyne Styrum gives an inspiring and impressive lecture at a meeting of Polestar.
Polestar -
Bodine van Styrym gives an inspiring and impressive lecture at a meeting of High Potential Academy.
High Potential Academy -
Bodine van Styrum gives an inspiring and impressive lecture at a meeting of the Dutch food industry federation.
FNLI
