Dr. Madelief Bertens studied (neuro)psychology and (medical) cultural anthropology at Radboud University. Her interest lies in understanding human behavior. Why do we do what we do? And how do people become aware of their own behavior and make the ‘right’ choices? For her PhD in health sciences at Maastricht University, she developed gender- and culture-sensitive interventions with the target audience to promote sexual health. For the past 10 years, she has been a senior lecturer and lecturer-researcher in the communication program at The Hague University of Applied Sciences, where she primarily teaches courses on behavior change and the development of marketing and government campaigns. Since late 2023, she has also been affiliated with the Purposeful Marketing chair, focusing on ‘responsible consumption’.

“It’s my life, so it’s also my meatball!!” – What to do with feelings of resistance to reducing meat consumption?