Behavioural science has never been a static field. From its roots in psychology and economics, it has borrowed ideas, adapted methods and reinvented itself in response to new challenges.

Today, the field is undergoing another transformation, shaped by debates about diversity and inclusivity, methodological pluralism, ethical boundaries, and questions of effectiveness, alongside the growing influence of data science and artificial intelligence.

Drawing on interviews with over 250 experts from academia, industry and policy, Merle van den Akker examines the challenges, frustrations, ambitions and hopes shaping behavioural science, and considers what its future might hold.