Behavioural Innovation


Full CV   


Steven JohnsonI’m an independent writer, speaker and consultant specialising in brand-led behaviour change, sustainability and CSR. Over the last decade I have driven the growth of 2 successful agency businesses focused on social change and sustainability.

I am currently working with agencies and brands, including Unilever, Mars, Shell and D&AD to develop, articulate and communicate industry-leading approaches to CSR and sustainability.

Building on a creative communications background, my decision to specialise exclusively in social change and CSR in 2004 has led to a trans-disciplinary skill set covering insight, strategy, communications, service design, innovation and thought leadership.



Speaking engagements:

  • Sustainable Brands, San Diego, US
  • Consumer Behaviour Change Short Course, The Guardian, London.
  • Sustainable Mobility Summit, Calgary, CA
  • World Social Marketing Conference, Toronto
  • Cranfield School of Management Bedford, UK
  • Communication on Design, Bolzano, Italy



  • Unilever: Internal CSR/Sustainability Comms and capacity building
  • Mars: CSR comms strategy for industry stakeholders
  • Shell: Employee engagement and behaviour change
  • D&AD: Brand positioning, capacity building and communications


The Guardian
Sustainable Business Columnist.

Commissioned to write a monthly column on brand, sustainability and CSR for the Sustainable Business section of The Guardian. Also working on the development of a short course on consumer behaviour change.


Considered works with agencies, brands and other organisations to drive innovation in CSR and sustainability. Working on behaviour change and communication projects with agencies and brands in the UK and North America, it became clear how far behind the curve many are when it comes to CSR and sustainability. Considered is a consultancy vehicle established to address that need.

It is based on a conviction that sustainability and purpose represent a business opportunity, not just a moral obligation. Considered uses innovative approaches to develop communication strategies and programmes that simultaneously feed business objectives and social/environmental needs.

Clients: Unilever, Shell, Mars, D&AD, BBDO, Rain43, Bensimon Byrne

Collaborative Change

In 2009, driven by a need for richer, more actionable insights than traditional market research approaches deliver, I developed a proprietary approach to insight and innovation based on co-creation principles. After piloting the method through my existing agency, The Hub, I launched a separate business in 2011 focusing entirely on the use of co-creation to drive insight, innovation and impact in complex stakeholder situations.

  • Developed a proprietary approach to insight and innovation, based on co-creation, design thinking and behavioural science.
  • Applied the approach to a wide range of projects incorporating communications, organizational strategy, NPD, service design, capacity building.
  • Collaborated with advertising/design agencies and clients to build internal capacity around co-creation principles.
  • Two peer-reviewed papers; national and international speaking engagements.

Clients: COI, Department of Health, NHS (national and local), Ontario Ministry of Health, RNIB, RSPCA, Men’s Health Forum, Cancer Research UK, LGA


In 2010 I was honoured to be voted onto the D&AD Executive by an international community of advertising and design peers. D&AD is one the world’s most well-respected creative organizations, best known for its coveted Yellow Pencil awards. Working closely with the management team over the last three years, I have been heavily involved in the development of the organisation’s sustainability and social change positioning.

  • Created the organisation’s positioning and offer in relation to sustainable innovation.
  • Guided development of the White Pencil—the organisation’s first new award in 50 years.
  • Helped mould the organisation’s flagship partnership with Unilever, based on Sustainability Living Plan.
  • Designed and delivered capacity building workshops for agencies and client-side brand professionals around the ‘Considered’ principles.
  • Undertook high-profile speaking engagements to represent D&AD, White Pencil and its sustainable innovation vision.

The Hub
Founder/Creative Director

In 2004 I launched The Hub with co-owner and Managing Director, Helen Flynn. The Hub was a multi-disciplinary social research and design consultancy specializing in social marketing and behaviour change. Placing community- and citizen-led innovation at the heart of the proposition, we worked on a vast range of communications, service and programme design projects at strategic and delivery levels and from problem definition, scoping and insight through development to implementation and impact evaluation.

  • Built a trans-disciplinary team of researchers, designers and strategists around a social change mission.
  • Developed local, regional and national behaviour change programmes that delivered tangible impacts on health, inclusion and inequality issues.
  • Awarded by D&AD, IPA, Design Business Association (Effectiveness Gold), AHC, How-Do.
  • Work incorporated into National Social Marketing Centre best practice ‘Showcase’
  • National and international speaking engagements.

Clients: NHS, COI, Local Government, RNIB, IDeA, LGiD

BishBosh Creative
Founder/Creative Director


Lancaster University
Highwire PhD (Intercalated)

University of Manchester
First Class Honours Degree (Philosophy)

Accrington & Rossendale College
4 Grade ‘A’ A-Levels

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