Tünde van Hoek
For nearly a decade, Tünde has been helping ministries and large organizations tackle their toughest behavioral challenges. From nationwide campaigns to subtle workplace interventions, she knows how to translate behavioral science into practical strategies that change human behavior. In recent years, she has focused her expertise on cybersecurity, founding BehaviorBirds to move the field beyond its obsession with what she calls “the A-word” (aka, awareness). She combines scientific research with actionable design, starting from a simple truth: you can’t change behavior without first understanding it. Known for her spontaneous, high-energy presence and keen scientific eye, Tünde brings both insight and enthusiasm to every stage she steps on.
Session
Cybersecurity training often assumes that awareness leads to action. But despite years of phishing simulations and mandatory e-learnings, 95% of cyberincidents can be traced back to human error. Drawing from behavioral science and real-world examples, this talk reveals why knowledge alone rarely changes behavior. We’ll challenge the common assumption that people act rationally when they’re informed and aware, and show the audience how a more realistic model of decision-making opens the door to smarter, more effective interventions. Because in cybersecurity, what people do matters more than what they know.