If businesses aren’t profitable they fail, which is why many are focused on driving profit through reducing costs, which often means people. Yet, in 2022, hundreds of London businesses were persuaded to pay their people more, and surprisingly, were happy to do so. This is positive coercion: societal change where no arms are twisted, and where people don’t so much fall as spring into line. Dan Cullen-Shute, agency chief and living wage activist, will talk about how a new approach to behaviour change is helping to turn London into a Living Wage City - and where else we could apply the principles.