Culturicity | About Matt

I’m Matt Ellerton. I help organisations shift culture by changing what people actually do - especially when the work is pressured, messy, and full of trade-offs.

Through Culturicity, I work with organisations on culture change, behaviour change, leadership, and internal communication. I've also held in-house roles in large, complex organisations, so I bring both an external perspective and an inside understanding of how change really lands.

I’ve worked across global and regional environments, including extended time living and working in Hong Kong, Singapore and Germany. That matters because culture work is rarely neat - it’s often cross-functional, cross-cultural, and shaped by a lot of unspoken assumptions.

I’m based in the UK and open to consulting, interim and permanent roles.

How I see culture

Culture isn't your values statement. It's the default behaviour people fall back on when time is tight, priorities clash, or something feels risky.

It shows up in the everyday stuff:

who makes decisions, and how quickly
whether people speak up or play safe
how conflict gets handled
what gets rewarded, tolerated, or quietly avoided
whether the customer is really present in day-to-day choices

That's why I'm sceptical of culture work thats stays at the level of messaging. I'm more interested in the habits, decisions and signals that shape what people actually do.

How I work

I’m not interested in behavioural change as theatre. I’m interested in whether anything actually shifts.

That means I use small, practical experiments to test what helps people behave differently, then build on what works.

I call this the Culture Experiment Loop.

It’s simple, evidence-led, and designed to make progress visible.

The Culture Experiment Loop >>