In this thought-provoking episode of 'inSUBSTANTIA,' host Gabor Farkas welcomes neuroscientist and behavioural economist Dr Ewa Lombard to unravel the intricate workings of the human brain and its impact on our lives. Part 1 of this two-part conversation takes you on a journey through the dynamics of sustainable decision-making, the powerful influence of emotions and stress, and a discussion on the elusive nature of free will. Dr Lombard also sheds light on how financial incentives drive behaviour, the potential of AI to mitigate cognitive biases, and the crucial role of cultural and psychological factors in long-term thinking. They also touch upon the power of storytelling and the challenges of navigating misinformation in today's digital world.