A brief introduction o nudge ow small changes can make a big fference
he idea behind ‘nudge’ dge’ is an idea developed by two US academics hard Thaler and Cass Sunstein as an approach to proving decisions about health, wealth and ppiness’ ntral to the Nudge concept is that people can be lped to: think appropriately , and make better decisions y being offered choices that have been designed enable these outcomes
he core principles of ‘nudge’
Examples of these ideas in practice sy : very famously they painted a housefly on the urinals the men’s loos in Amsterdam. It made it easier to aim d reduced spillages by 80%! tractive: this can involve simple things like pre- pulating forms, or personalisation. NHS has redesigned scription forms to include more tick boxes and less free xt to reduce errors from poor handwriting. In Woolwich eet artists painted pictures of babies on shop window utters, the idea being that we go soppy over babies. It uced ASB by 18%. cial: we don’t like being the odd one out. Telling people t ‘9 out of 10 people in your area are up to date’ on tax minders increased payments by 15%. mely: encouraging people to change their commuting bits is easier when they have just moved house – cause their journey to work habits are not formed.
he nudge process: test, learn, adapt ere many options we could explore – we probably need to narrow them down Which small things should we influence to make a big difference? Which behaviours would we most like to influence? Who would we like to influence? Nudge allows the ‘test, learn, adapt’ process to see what works best
udge in action
hank you.
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