Stefan Flothmann, Global Director of Mindworks — the cognitive science lab of Greenpeace — joins Alberto Lidji to discuss the use of neuroscience + behavioural science to make campaigns more effective

Do One Better with Alberto Lidji in Philanthropy, Sustainability and Social Entrepreneurship

Learn what one of the world’s great campaigning organisations is doing to engage with its audiences more effectively, in a manner that is inclusive and empowering.

Stefan has been with Greenpeace since 1993 and has been driving Mindworks over the past few years. He describes Mindworks as a bit of a garage project within Greenpeace, with freedom to innovate and create new ways of working.

At Mindworks, they dig into the latest cognitive science and social psychology to develop new ways and tools to engage people, to do audience research and to shift mindsets that, in turn, help to transform systems.

Their latest project is called ‘The Disrupted Mind’, which they started in response to COVID-19 and it aims to find out what opportunities can arise from a crisis; looking at how to change mindsets and explore how a given crisis can be used to drive positive change.

Insight coming out of this research shows that crises are actually a good time to change mindsets. In normal life, most people have quite a fixed world view; people don’t like surprises and don’t much like to go outside old habits.

When a crisis hits, however, most people are thrown into a state of disorientation and their world view can crumble. It is at this point where one can intervene and say to those who have been impacted: What about changing this or doing that? There is an opportunity to leverage crisis moments for the better.

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