Ogilvy Consulting’s behavioural science festival Nudgestock headlined by Michael Gove

Ogilvy Consulting’s annual behavioural science festival will welcome a number of former heavyweights to discuss the intersection of marketing, psychology and economics. Among them, ex-cabinet minister Michael Gove will be taking to the stage at the 2025 Nudgestock event.

Nudgestock derives its name from Nudge Theory. The concept comes from behavioural economics, decision making, behavioural policy, social psychology, consumer behaviour, and related behavioural sciences that proposes adaptive designs as ways to influence the behaviour of groups or individuals.

Ogilvy Consulting is no stranger to this theory, as a New York City-based British advertising, marketing, and public relations agency. Each year, then, the group’s advisory wing puts together a programme of prominent figures to discuss how ‘nudging’ can make a difference across a myriad of different fields.

This year, Ogilvy Consulting’s Rory Sutherland will be joined by ten leading authorities across marketing, psychology, neuroscience and behavioural economics. The speakers will unpack the challenges of this year’s theme – power – deconstructing the critical impact power has on consumer relationships, habits and behaviours.  

"The power of marketing isn't simply about market share or ad spend; it's about using creativity and counter intuitive thinking to shape perceptions, influence behaviour, and ultimately, drive societal change. The most potent brands understand the need for creativity that can change behaviour and innovation, but in business the power to say no far outweighs the power to say yes,” argued Sutherland.

Guests include Doctor Martha Newson, an anthropologist and psychologist discussing how companies can cultivate belonging within communities and brands; Professor Charles Spence, demonstrating how sensory cues can influence consumer behaviour and brand perception; and Takwa Khelifi, who will discuss how to change a nation's food behaviour via counter intuitive thinking.

Michael Gove

But top of the billing, according to Ogilvy Consulting, is Michael Gove. The incumbent editor of The Spectator, and former cabinet minister for the last Conservative government, will join Sutherland on stage to discuss how the powers of persuasion, bias and influence apply to the newsroom and 10 Downing Street. 

Gove commented, “Power is a double-edged sword. It can corrupt, it can consume, but it's also the only instrument we have to effect real change. The challenge is how to master it and wield it with purpose and precision, without succumbing to it’s temptations. Whether it's the power to shape narratives or enact public policy, the principles remain the same: use it wisely, use it justly, and never forget the responsibility it entails.”

Admitted to the House of Lords after being nominated in Rishi Sunak’s final honours list, having also served in various cabinet positions under David Cameron, Theresa May, and Boris Johnson. This included a four-year spell as secretary for education, during which time he used his power to terminate the previous government's Building Schools for the Future programme, and remodel A-Level and GCSEs to put more pressure on final examinations.