Herdify helps brands understand the dynamics of human behaviour to influence consumer decisions, using data-led insights and behavioural science to identify patterns of influence and optimise marketing strategies. 

Sutherland (pictured centre) has a long-standing relationship with Tom Ridges, founder and chief executive at Herdify, and has explored ideas around herd mentality in his previous work.

The appointment will help Herdify in its next phase of growth, with the company having launched in 2022. Sutherland will provide ad hoc advisory support and ongoing counsel to the team. 

Ridges said: “We’re beyond excited to welcome one of the world’s leading behavioural thinkers as an adviser.

“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.” 

Sutherland added: “Herdify captures what is certainly one of the most important, and definitely under-discussed, part of our psychology. If you are wondering what that is, the clue’s in the name.”