Georgie is an award-winning behaviour change communications leader. She has over 17 years of strategic social change experience spanning charities and membership organisations, B Corporations and government, think tanks and brands.
One of her first clients was WRAP (Waste and Resources Action Programme), where she worked on a battery recycling pilot scheme. And Georgie has been fascinated by behaviour change interventions ever since. Over the following years, she has worked with charities including National Trust, Anna Freud Centre, Magic Breakfast, Big Change and B Corporations like Ella’s Kitchen.
Highlights have included working with RSPCA on a campaign to encourage the public to petition for higher welfare duck, with the number of signatures driving Gressingham to change their practice and Tesco agreeing to stock higher welfare duck products. Adept at working with organisations of different shapes and sizes, Georgie managed comms for the UK’s first multi-stakeholder movement for body confidence, coordinating stakeholders including Dove and Superdrug alongside Sport England, children’s charities, educational organisations and academics.
She loves problem-solving, and the idea of iterative learning sits at the heart of Georgie’s approach to change communications. For example, she worked with Hampshire County Council on a two-year waste and recycling behaviour change project, using audience segmentation and MOSAIC to map hot spots in the local area. Pilots led to over half of the audience changing how they recycle and contamination rates falling by 11%.
Having recently studied systems change through a course with the School of System Change, she’s fascinated in going further upstream, with a close eye on practical, tangible action to bring about change.
Outside of work, she’s a mum to two head-strong girls and she can be found lost in a book, (hopefully not lost) in the woods, or teaching herself the guitar. And she’s currently trying to apply behaviour change theories to establish an early morning swim habit…
