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

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

3. Introduction and background Amos Tversky 1937 to 1996 Daniel Kahneman 1934

4. Experiment Red Blue Orange Black Yellow Green Mauve Pink

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

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

8. An influential book

9. 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

10. 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

11. 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)

12. 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

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

14. MINDSPACE All you need to know in one word!

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

16. 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

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

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

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

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

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

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

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

24. MINDSPACE Messenger Incentive Norms Default Salience Priming Affect Commitment Ego

25. Income Tax

26. Court Texts

27. Car Tax

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

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

30. 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 http://ratings.food.gov.uk/. http://ratings.food.gov.uk/ 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

31. To Summarise