Michael Hallsworth is managing director, North America at the Behavioural Insights Team. The team was set up by the then UK prime minister in 2010 as the first government institution dedicated to the study and application of behavioural sciences. It’s now a world-leading consulting firm whose mission is to help organizations to apply insights in support of social purpose goals. Previously, Michael lead BIT's global work on health and tax and was a senior policy advisor in the Cabinet Office of the UK government.