Tove Malmqvist

Tove Malmqvist leads evidence‑led research and advisory work at GlobeScan, focused on enabling behaviour change through a deep understanding of consumer values, motivations and barriers. She works closely with global teams and partners to support organizations across GlobeScan’s Consumer Engagement and Sustainable Living offerings, including consumer attitudes and behaviour research, insights for product and programme design, message and campaign testing, and thought leadership. She was a core architect of GlobeScan’s Healthy and Sustainable Living research programme at its launch in 2019 and continues to lead its development, translating global insights on the barriers and enablers of behaviour into practical guidance that supports healthier and more sustainable everyday choices.