Now is absolutely crazy. The world figured that it could Netflix and meet deadlines simultaneously, wash its hands for a whole 20 seconds, and stop panicking when it runs out of cheese. All around the same time. From rational thinking to irrational decisioning, the last few years have taken behavioural strategists and scientists on an exciting journey. Coming from nowhere and dominating the business of how we understand human thinking, context and action, behaviour science has finally found its voice in the world. Now, is a great time. It ought to be celebrated. The Now! Fest 2020 is dedicated to Behavioural Science and the Art of Context, with a special focus on the unique cultural and economic perspectives of emerging economies and non WEIRD nations of the world.