“If you want to encourage a behaviour, make it Easy, Attractive, Social and Timely”,
This is the advice from the Behavioural Insights Team (also known as the government’s Nudge Unit). Their EAST report covers four simple principles for applying behaviour insights:
- Make it Simple (use defaults, reduce hassle, simplify messages)
- Make it Attractive (attract attention, offer incentives)
- Make it Social (show that most people perform the desired behaviour, use networks)
- Make it Timely (prompt people when they are likely to be most receptive)
A copy of the report is available to download from their website here.