Experts of the future: How do we turn our good intentions into sustainable actions?
Why did you become a researcher?
I am currently pursuing a MADE PhD, which combines a traditional PhD with an industrial PhD, which means that I gather and present data at Novo Nordisk that informs decisions and solves immediate problems. I also get to apply my knowledge in recycling behaviour within an academic context. To me, this combined role made perfect sense.
What sparked your interest in research?
I am passionate about sustainability and the transformative process it entails. Before starting my PhD, I worked in sustainability strategy within the construction sector, which I really enjoyed. But when this opportunity arose, it was an ideal chance to dive deeply into the field. During the interview, the dynamic between me, my supervisor and Niels and Kim from Novo was very positive, and fortunately I secured the position.
What is the focus of your thesis?
I am part of the Novo Nordisk project called ‘Returpen,’ which aims to encourage users to return their used insulin pens. These single-use pens are typically discarded after a short lifespan, despite being made from high-quality materials. Each year, billions of these pens end up in landfills.
We want to change this by encouraging users to return their pens so the materials can be repurposed. But setting a target is one thing; motivating people to alter their behaviour is quite another.
So, I have been following the Returpen take-back programme to identify the most effective ways to encourage users to return their pens to pharmacies once they are done.
This pilot project began in Denmark in 2020, and our national model, now known as ReMed, is intended for global implementation.
How can your knowledge benefit others?
Our specific project is about insulin pens, however, knowledge of how we influence consumers towards more sustainability is in high demand across many industries.
This is particularly relevant for manufacturing companies, as take-back programmes offer an effective path to implementing sustainable solutions. Our focus is on understanding user incentives to increase the participation, and we have found that returning habits vary by country. We have observed, for example, that what works in one country does not necessarily work in another. In Denmark, for example, users tend to return items to pharmacies, whereas in England, they also send them by physical mail.
Which other researcher do you admire the most?
I have great respect for researchers working across disciplines. A good example is Daniel Kahneman, whose work in behavioural economics and psychology has been groundbreaking in helping us understand human behaviour. We are creatures of habit, and changing those habits is hard. Kahneman’s insights have shed light on the forces driving our decision-making.
Above all, what is the one question you are most eager to answer in your career?
A lot of research measures people’s intentions, but not a lot of research measures whether we follow through. Intentions are good indicators, but there is a phenomenon called the ‘intention behaviour gap’ – between what we think and feel and what we actually do. This gap is something I would love to explore further.
How can companies shift from linear to circular business models without disrupting existing operations? It involves the entire organisation and its value chain. I am especially interested in the human element of this transformation, as it is essential to understand how to engage employees and stakeholders to ensure a successful transition. This links to what academia calls ‘the intention-behaviour gap’ which is the disconnect between what we say we will do and what we actually do.
What is your greatest strength – and weakness?
One of my strengths is thinking outside the box. I have played music my whole life and initially thought I would work as a manager in the music industry when I began studying international business. This background has given me a creative mindset and a strong sense of collaboration. My biggest weakness? I want to do it all.
Which historical person do you admire the most?
I recently watched a documentary on Denmark’s first queen, Queen Thyra from the Viking Age, and I was impressed with her tenacity and courage. She commissioned the Jelling Stone and helped unite Denmark. Her role seems to have been far more significant than we realise today, as she is mentioned on four stones found in Denmark, while Gorm the Old is only referenced in relation to her.