Psychotherapist, author and cult survivor Petra Velzeboer has been announced as one of the featured speakers at Mind Ctrl, a new event exploring the psychology of influence and human behaviour.
Taking place at W5 Belfast, the event will bring together marketers, business leaders and behavioural thinkers to better understand how influence works and how it shapes the way people think, decide and act.
Velzeboer, whose work focuses on mental health, behaviour and leadership, brings a unique perspective shaped by her upbringing inside a religious cult before leaving in her twenties. Today she works with organisations around the world to help leaders understand human behaviour, resilience and the power of belief systems.
At Mind Ctrl she will explore how influence operates within groups and cultures, and what marketers and leaders can learn from the psychological dynamics that shape collective thinking.
The event has been created by marketing strategist and Big Marketing Meet-Up founder Treena Clarke, who says the aim is to open up a deeper conversation about influence, a force that sits at the heart of marketing, leadership and culture.
“Influence is one of the most powerful forces in business and society, yet we rarely stop to understand how it really works,” Treena said.
“Mind Ctrl will bring together a fascinating mix of perspectives from psychology and behavioural science to marketing and culture to explore why people believe what they believe and how ideas spread.”
Alongside Velzeboer, the event will feature a diverse lineup of speakers exploring influence from different angles, including behavioural experts, marketing thinkers and industry leaders who will share insights into persuasion, decision-making and human behaviour.
Andy Lambert is the author of Spheres of Influence, focusing on the mechanics of everyday influence. Dr Stephen Herron from Queens University will reveal how many of the tactics used by radical extremist groups mirror familiar marketing principles. Closing the event is Carl Millar, a technologist whose work includes examining the role of misinformation in amplifying influence at scale.
Trena added that the event is aimed not only at marketers but at anyone interested in understanding how ideas, narratives and behaviours shape modern life.
“Whether you work in marketing, leadership, media or communications, influence is part of your everyday work,” she said.
“This event is about stepping back and understanding the forces behind it.”
Mind Ctrl is expected to attract attendees from across Ireland and the UK, particularly those working in marketing, communications and leadership roles.
Early supporter tickets are now on sale at www.mind-ctrl.com and event will be on Wednesday 27th May 2026 at W5.