Remembering Justina Baršytė, whose vision gave life to TealHelix
It is with deep sadness that we share the news of the passing of Justina Baršytė, the coordinator and founding visionary of the TealHelix project. Justina was not only the person who conceived the idea that grew into TealHelix, she was also its heart, its guiding light, and a source of inspiration for people who had the privilege to work alongside her.
As a researcher and educator, Justina dedicated her work to understanding how people make decisions and how those insights could be used to make the world a better place. Her research brought together marketing and psychology to explore how consumers can be supported in making more sustainable, healthier, and more meaningful choices. Her contributions were recognised in some of the most respected academic journals, including the International Journal of Research in Marketing, Psychological Science, Journal of International Business Studies, Journal of International Marketing, and Journal of Business Research.
But beyond her academic excellence, Justina was known for her clarity of vision and mentorship. She led with integrity and compassion, bringing people together and empowering them to contribute their best. Those who worked with her remember her as a creative thinker, always encouraging her colleagues to look beyond the obvious and to pursue innovation with purpose.
In TealHelix, Justina’s influence is deeply woven into the project’s foundations. Her belief in the power of behavioural insights to support sustainable food systems continues to guide our work and our mission. The project stands as a testament to her forward-looking ideas and her commitment to creating real-world impact through science.
While Justina is no longer with us, her vision endures.. in the research she inspired, in the people she mentored, and in the community she helped build. Every step we take forward is a continuation of the journey she began.
The TealHelix consortium dedicates this project to the memory of Justina Baršytė. A thoughtful leader, a kind teacher, and a visionary whose ideas will continue to shape our path forward.