Dr Jeremy Leach Principal Policy Advisor Wealden District Council Let me give you a ‘Nudge’ in the right direction

Introduction and background A ‘Nudge’ – What is it? MINDSPACE – A practical tool you can use starting tomorrow Some examples of nudges nationally and locally

Introduction and background Amos Tversky 1937 to 1996 Daniel Kahneman 1934

Experiment Red Blue Orange Black Yellow Green Mauve Pink

Experiment A bat and ball cost £1.10p The bat costs £1 more than the ball How much does the ball cost?

Experiment Alan: Intelligent – Industrious – Impulsive – Critical – Stubborn – Envious Ben: Envious – Stubborn – Critical – Impulsive – Industrious - Intelligent

An influential book

What is a ‘Nudge’? Definition: ‘Any aspect of the choice architecture that alters people’s behaviour in a predictable way, without forbidding any options or significantly changing their economic incentives.’ Sometimes referred to as: Libertarian Paternalism

Today’s Lunch Sausage Rolls Mini Pizzas Selection of Quiches Scotch Eggs Sandwiches −Ham and Mustard −Chicken and Stuffing −Tuna, Mayonnaise −Egg Mayonnaise −Cheese and Onion

Today’s Lunch Selection of Quiches ( 200 kc) Mini Pizzas ( 233 kc) Scotch Eggs ( 301 kc) Sausage Rolls ( 440 kc ) Sandwiches −Ham and Mustard ( 76 kc) −Egg Mayonnaise ( 103 kc) −Tuna, Mayonnaise ( 115 kc) −Cheese and Onion (226 kc) −Chicken and Stuffing ( 260 kc)

Today’s Lunch Selection of Quiches ( 200 kc) Mini Pizzas ( 233 kc) Scotch Eggs ( 301 kc) Sausage Rolls ( 440 kc ) Sandwiches −Ham and Mustard ( 76 kc) −Egg Mayonnaise ( 103 kc) −Tuna, Mayonnaise ( 115 kc) −Cheese and Onion (226 kc) −Chicken and Stuffing ( 260 kc) NO MORE THAN 4 SANDWICHES PER PERSON

The Behavioural Insights Team or ‘Nudge Unit’ Dr David Halpern Head of the ‘Nudge Unit’

MINDSPACE All you need to know in one word!

M is for Messenger We are heavily influenced by who communicates information

I is for Incentives Our responses to incentives are shaped by predictable mental shortcuts such as strongly avoiding losses Pay before 31 st March to receive a 10% discount

N is for Norms We are strongly influenced by what others do Bag it and bin it most people do

D is for Default We ‘go with the flow’ of pre-set options

S is for Salience Our attention is drawn to what is novel and seems relevant to us £100 or only £99.99

P is for Priming Our acts are often influenced by sub-conscious ones

A is for Affect Our emotional associations can powerfully shape our actions

C is for Commitment We seek to be consistent with our public promises and reciprocate acts

E is for Ego We act in ways that make us feel better about ourselves

MINDSPACE Messenger Incentive Norms Default Salience Priming Affect Commitment Ego

Income Tax

Court Texts

Car Tax

Pay your tax or lose your Corsa Registration Number: Yxxx xxx

Car Tax Pay your tax or lose your Corsa Registration Number Yxxx xxx

You are here Something you should know 97% of food establishments in the Wealden area are scored as 3, 4 or 5 (Satisfactory, Good or Very Good). All ratings across the Country are now available on-line at Very shortly the Food Standards Agency will be advertising the scheme to the public – make sure you do not lose out. If you want to improve your score contact your Environmental Health Officer whose details appear on this letter. Food Safety

To Summarise