Gen Ito is a visiting professor at the Center for Rule-making Strategies, Tama University. He is also a Senior Consultant at EY Strategy & Consulting as well as a visiting lecturer at Hitotsubashi University Business School（HUB）.

With his expertise in Psychology, he was a researcher at an independent administrative research institution and a R&D focused consulting firm prior to joining EY. Gen completed a doctoral course in psychology at the Graduate School of Humanities and Sociology, the University of Tokyo.

As a Research Fellow of the Japan Society for the Promotion of Science (JSPS), he received several academic awards in the field of social psychology through his research on behavior change. Since then, as an academic-based consultant who designs behavior change measures using cutting-edge scientific knowledge, Gen has been involved in a number of strategy and planning projects in the public and private sectors to realize Behavioral insight Transformation (BX) . He has been involved in behavioral science-based behavior change projects for multiple public agencies and major private companies, including one of the largest government nudge projects in Japan.

＜Publication and Lectures＞

• “Carbon ZERO Climate Change Management” (in charge of Chapter 9, Climate Change and Behavioral Science)
• Psychology World (Journal of the Japanese Psychological Association)
• Lectures at academic conferences (Japanese Psychological Association, BECC JAPAN, etc.)