Fear holds us back. Ego makes us want to be right. Together, they shape more of our lives than we realise.

In Episode 94 of The Human Thread, Ashna Kalra sits down with Ritu David, Founder of The Data Duck, for a wide-ranging conversation on human behaviour, radicalisation, consumer psychology, cultural conditioning, fear, ego and the hidden forces that influence our decisions.

From war zones and campaign rooms to boardrooms and businesses, Ritu shares how understanding human behaviour means looking beyond what people do and asking what drives them. She explores how fear, shame, purpose, money and belonging can influence radicalisation, and how understanding these deeper needs can change the way we approach the problem.

The conversation then moves into consumer behaviour, cultural conditioning and decision-making — exploring why people want what they want, how their environment shapes their beliefs, and why the same fears and instincts can exist across completely different cultures.

Ritu also reflects on ego and the need to be right, sharing why having the right solution is only part of the challenge — sometimes the bigger challenge is getting people to move towards it together.

At its heart, this episode is an exploration of the forces beneath human behaviour — the fears, needs, beliefs and egos that quietly shape the way we think, choose and act.

This episode explores how:

Fear and ego influence human behaviour

Radicalisation can be connected to purpose, belonging and unmet needs

Consumer behaviour is shaped by more than rational choices

Cultural conditioning influences how people think and behave

Understanding the “why” can reveal what lies beneath the problem

The need to be right can sometimes get in the way of the right solution

Beneath different cultures, many human fears and instincts remain the same

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(Ritu David, The Data Doc, The Human Thread, Ashna Kalra, Human Behaviour, Fear, Ego, Radicalisation, Consumer Psychology, Cultural Conditioning, Psychology, Decision Making, Behavioural Science, Human Psychology, The Human Thread Podcast)