For many organisations, brand growth is still closely linked to visibility, differentiation and creative impact. But what if growth does not start with what brands say, but with what people actually do? For Willemijn Sterk, Adjunct Director at Behaviour Club, that distinction is crucial. From road safety to waste reduction and public space behaviour, her work focuses on one fundamental question: how do you design interventions that genuinely change behaviour – and what can br

Jaarbeurs, based in Utrecht, Netherlands, is a renowned venue for trade fairs, congresses, and events, attracting over 2.4 million...