Inside the Nudge Unit

Inside the Nudge Unit

How small changes can make a big difference

David Halpern

It is not for government to make these choices for people, or even to produce the citizens’ ‘trip adviser for life’. But governments –and potentially others –can help to generate such data, as the UK’s ONS has shown. They can, in the words of the 2010 Coalition Government, help find ‘… intelligent ways to encourage, support and enable people to make better choices for themselves’.

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