How can we trigger changes in people’s habits? How can we reduce employees’ resistance to business innovation? How can we act on people’s choices without imposing on them?
The nudge is an intelligent, creative and democratic tool that helps us to influence people’s choices towards behaviour that is more advantageous to their health.
On the other hand, as the nudge theorists Richard Thaler and Cass Sunstein explain, we don’t always choose what is best for our well-being, just look at what we eat, smoke, breath or drink!
So, how can we give people the possibility of improving their behaviour without imposing obligations and prohibitions?

How the nudge works

Nudging is a behavioural economic theory that works on the architecture of individual choices starting from cognitive biases. The nudge drives us to do better, especially when rationality and willpower are useless! It is here that we study the most effective strategy for encouraging people to try an alternative and more attractive option, overcoming prejudice and laziness.

In this interview with Irene Ivoi, our Nudge Design expert, we offer a few examples to see how nudging is translated into practice.

We like nudging, because it always leaves us free to choose, and goes where conventional communication is not enough or is too expensive.

*NUDGE. LA SPINTA GENTILE” (“Nudge: Improving Decisions about Health, Wealth, and Happiness”) BY RICHARD THALER, CASS R. SUNSTEIN