Former Future Generations Commissioner for Wales, Sophie Howe, has taken up a new role with expanding communications agency Lynn Group.
She joins the Cardiff-based consultancy, which focuses on behavioural science to supports its clients, as its first global strategic partner.
Ms Howe will worked alongside founder and chief executive of Lynn Group, Shayoni Lynn, a strategic communications consultant specialising in data, behaviour change and evaluation. Current clients include the Welsh Government, NHS England, Cardiff and Southampton councils and Cavendish Square Group.
Ms Howe said: “It is imperative that public and private sector organisations recognise and embed behavioural science led communication, protected from misinformation, into all work designed to shift environmental, cultural, social, and economic norms. As someone who knows all too well the importance of communications to achieving positive change, the benefit of behavioural science informed communications is vital if we are to achieve important behavioural change to save our planet. Also the growing trend of mis and disinformation is producing a markedly negative impact on the speed and extent of this change, creating real-world harm to millions and affecting the implementation of crucial policy.
“Therefore I am delighted to be partnering with Shayoni and the Lynn team, who are pioneers in the field of evidence based communications. Together I believe we can achieve transformative change, which delivers on our purpose, to improve and save lives across the world.
Ms Lynn said: “Leaders like Sophie are rare; a trailblazer with vision, courage and tenacity. Sophie has profoundly changed the future of Wales for the better. I am thrilled that she is joining Lynn as global strategic partner, bringing with her a wealth of experience and recognition that behavioural science informed communications, free of both dis and misinformation, should top the global agenda for every key decision maker, both in the public and private sectors.”
Ms Howe stood down as the Future Generations Commissioner earlier this year. She has been succeeded in the role by Derek Walker the former chief executive of Cwmpas.
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