Helena Rubinstein

Head of Strategic Services at Innovia Technology


Pioneering the application of behavioural science to innovation.

For innovations to succeed people must want to use them. So, Helena’s mantra is ‘why don’t people do what they say they do’ and she spends most of her time trying to answer that question. She is one of the world’s foremost behavioural scientists applying behavioural science principles to innovation. At Innovia Technology, she has worked on a wide range of challenges for global corporations including getting people not to drink and drive on behalf of Heineken and improving and accelerating the boarding experience for SouthWest Airlines.

She previously built and led an international brand agency and was a partner at a global communications firm. She is the author of Applying Behavioural Science to Business: Decoding What people Say and What They Do.