Consumer influence platform Herdify, which counts Who Gives A Crap, the RSPCA and Abel & Cole as partners, is tapping up industry sage Rory Sutherland to support the leadership team with its go-to-market strategy.
Sutherland, will continue in his day job of president emeritus of Ogilvy Consulting and founder of its behavioural science practice, but will provide ad hoc advisory support and ongoing counsel to the team.
Herdify helps brands understand and harness the dynamics of human behaviour to influence consumer decisions. Its platform uses data-driven insights and behavioural science to identify patterns of influence and optimise marketing strategies.
It is claimed that Sutherland’s appointment marks a significant milestone in Herdify’s next phase of growth. Following strong early traction since launching in 2022, the company is now preparing to scale, with expert guidance playing a crucial role in shaping its commercial strategy.
Sutherland has a long-standing relationship with Herdify’s founder and CEO, Tom Ridges, and has frequently explored the power of herd mentality throughout his work. His “Mad Masters” course includes a module dedicated to herd behaviour, an area that aligns closely with Herdify’s mission and approach.
Sutherland said: “For one thing, localism is back – and not before time. But for another thing, Herdify captures what is certainly one of the most important, and definitely underdiscussed, parts of our psychology. If you are wondering what that is, the clue’s in the name!”
Ridges added: “As Herdify helps organisations understand and harness one of the most powerful forces in human behaviour, we’re beyond excited to welcome one of the world’s leading behavioural thinkers as an advisor. Rory’s expertise comes at a pivotal moment as we scale Herdify from our initial successes, and we’re confident his background in herd behaviour will help guide our next chapter.”
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