1. The Responsibilty Deal Paul Lincoln

2. The Responsibility Deal Five networks - alcohol, food, activity, workplace, behaviour change. Mechanism for dialogue Voluntary action Industry pledges to action Monitoring and evaluation Limited resources

3. Pledges Legally obliged and commitments already in the public domain Key issue – access and availability not yet addressed Early days? Unit labelling Promotions outside schools Retail principles

4. Key Issues Civil Society role How far and how fast Whole sector coverage? Focus on behaviour change- behavioural science and economics etc Choice architecture and ideology and evidence base Ideological and vested interests limiting factor Success or failure is a result!

5. Nuffield Ladder

6. Behavioural economics has been studied for 40 years

7. ‘It turns out that the environmental effects on behavior are a lot stronger than most people expect’ Daniel Kahneman, Nobel Laureate Key insight: you can change behaviour without changing minds...

8. MINDSPACE Messenger we are heavily influenced by who communicates information Incentives our responses to incentives are shaped by predictable mental shortcuts such as strongly avoiding losses Norms we are strongly influenced by what others do Defaults we ‘go with the flow’ of pre-set options Salience our attention is drawn to what is novel and seems relevant to us Priming our acts are often influenced by sub-conscious cues Affect our emotional associations can powerfully shape our actions Commitments we seek to be consistent with our public promises, and reciprocate acts Ego we act in ways that make us feel better about ourselves

9. Behaviour Change Reflective system Automatic system Modern marketing –re-engineering commercial nudges Environment, environment and environment

10. Drawing attention to the stairs – the ‘fun theory’

11. Partnerships

12. The hazards associated with upstream measures

13. Health Protection Measures

14. The end!

16. Incentives Our responses to incentives are shaped by predictable mental shortcuts such as strongly avoiding losses Losses loom larger than gains We overweight small probabilities We mentally allocate money to discrete bundles We live today at the expense of tomorrow Incentives may ‘crowd out’ intrinsic motivations

17. Dilemas