Changing Behaviour Through 'Nudges' Rather Than Taxes Or Laws

Since the middle of the 20th century, psychologists have shown that humans are sensitive to social pressure, and that our decision-making process is biased.

Behavioral science has proved that it is possible to shape brand perception and customer behaviour to sell more stuff.

Why don't we use those insights to achieve policy goals?

After Cass Sunstein and Richard Thaler published Nudge in 2008, a data-driven approach to policymaking started to gain ground. The book attacked "the assumption of rational decision-making inherent in most economic models".

In 2010, the British government established the Behavioural Insights Team (BIT) following Thaler's advice.

BIT has marked the start of a global trend. More than 52 countries, the World Bank and the UN are currently turning to "nudging" to achieve their goals, while saving lots of money.

The secret? Making things easier.

A fascinating piece on how the little things around us – like pre-filled forms or the way food is displayed in the cantine – influence our decisions.