Board of Advisors, University of Amsterdam Business School

UvA Business School Impact Center

Obesity, climate change, plastic pollution, and consumer debts are examples of wicked problems that cannot be solved with isolated, one-off measures. To effectively address these issues, businesses, consumers, NGOs and governments must work together to change their actions, enabling society as a whole to transition into a more desirable state.

With MIST (formerly known as Amsterdam Center for Responsible Consumption), we demystify how these actors’ decisions influence transitions and contribute to large-scale system change. By developing and sharing rigorous marketing research, we ensure that scientific insights, rather than unfounded claims inform the societal debate. MIST serves as knowledge brokers that make impact by enabling evidence-based decision making.

Examples of questions that MIST explores are:

• How to create “social tipping points”?

• Do individual pro-environmental actions make a difference?

• Is a Green Friday better than a Black Friday?

• How do consumers perceive reusable packaging?

• What if we would live in a world without advertising?

Marketing Insights for Societal Transitions (MIST) sits in the marketing faculty of the University of Amsterdam Business School Impact Center.

Want to learn more about MIST and its insightful research, programs and events? You can do so here!