Business has developed a keen interest in behavioural economics over the last decade. Research into choice architecture has largely confirmed what behavioural experts and Nobel prize winners Daniel Kahneman and Richard Thaler have discovered: we are not the rational beings we like to think we are. The vast majority of everyday decisions we make are automatic, and the decisions that are made consciously are flawed by cognitive bias. Cognitive bias is neither good, nor bad - it is quite simply an inherent feature of human decision-making.
Behavioural science offers help in the form of architecture choice interventions, such as nudging. Choice architecture and nudging have been successfully applied in a number of areas, such as increasing the number of people choosing to be organ donors, increasing pensions savings or savings in ethical funds, or maximising the adoption of water purification systems. When it comes to our work, and a focus on aligning behaviour with the UN Sustainable Development Goals, choice architecture is about intentionally designing the physical or virtual environment in which decision-making takes place in order to increase the chances of individuals and groups making sustainable choices. In this way, behavioural science can be harnessed to create sustainable change. We help clients realise their sustainability strategies through designing and implementing interventions in supply chains, with employees and to encourage more sustainable consumption behaviour from customers.
Below you will find more examples and insights from around the world that illustrate the power of behavioural science to inform design principles for interventions aimed at nudging people towards more sustainable choices. We have also included some of the research conducted by our own staff in the field of nutrition and health.
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OECD Toolkit for Applied Behavioural Science
In 2019 the OECD and iNudgeYou published a set of guidelines to help policy makers plan interventions based on a model called BASIC. This toolkit and the BASIC model has been an important inspiration for our project methodology.
You can access the full toolkit here from OECD.
Behavioural Insights at the UN
In 2016 the UN established its Behavioural Insights Unit, and this has been a huge inspiration for BehaviourLab. This is the UN BI team´s first report.
Access the full report here.
EAST Framework from BI Unit, UK
The UK government was the first government to realise the potential of behavioural science to drive to large-scale behaviour change, and set up their Behavioural Insights Unit in 2010. The BI Unit have developed a model called EAST (Easy, Attractive, Social and Timely). EAST is a framework BehaviourLab use under the design and prototyping phase of behavioural interventions.
Read more about EAST here.
Behavioural Insights of Health Choices
GreeNudge´s report on how to nudge consumers towards better health choices - with a focus on nutrition, reduced consumption of tobacco and alcohol, and increased physical activity. The report was financed by the Nordic Research Council, and includes policy recommendations based on key findings.