Clare Roberts
PA CONSULTING GROUP
•CHANGING MINDSETS & BEHAVIOURS USING INSIGHTS FROM NUDGE THEORY
Clare Roberts
7 June 2018
CHANGE
“People don’t
always act
rationally.
In fact they act
irrationally, but in
predictable ways”
“Is the population of
Chicago more or less
than 5 million?
What is the population of
Chicago?”
“Is the population of
Chicago more or less
than 500 thousand?
What is the population of
Chicago?”
Enforcing
Instructing a child to
tidy their room
Playing a ‘room-tidying’
game with the child
Nudging
Counting calories
Erecting signs saying ‘no
littering’ and warning of
fines
Using a smaller plate
Improving visibility of
litter bins
Share with your
neighbour
What behavior
or habit would
you like to
change?
•MAKE IT EASY
NEWTON
GOVERNMENT
BEHAVIOURAL
CHANGE
MAKE IT ATTRACTIVE
• https://www.youtube.com/watch?v=Mbmfv-6YMpM&feature=youtu.be
WE ASKED PEOPLE HOW WELL THEY
UNDERSTOOD WHAT INCLUSION MEANT
FOR THEIR DAY-TO-DAY WORK…
MAKE IT SOCIAL
Could you please re-use your
towels for the sake of the
environment? 35.1%
Could you please re-use your towels
for the sake of the environment? Most
other guests do at least once during
their stay.
44.1%
Could you please re-use your towels
for the sake of the environment? Most
other guests in this room do at least
once during their stay.
49.3%
DEAR HOTEL GUEST…
Reminder
Notification –
trigger.Anticipate challenge.
Reward
Points, public
recognition.Celebrate success.
Reflect
Review
success.Relive feeling of achievement.
Routine
Challenge
effort and
completion.Savour learning.
20 DAYS
Good morning!
Your challenge today is…
[insert name of challenge]
This behaviour certainly improves our working
culture.
Showing a sign of appreciation or making someone smile is my main target, as it has
quite an impact on people
38 participants in seven teams, spread across two
continents
2 habits for each team, repeated everyday for 20
days
1,200 challenges completed (31.5 p/ person)
70% participants completed 80%+ challenges
Getting a fresh idea every day is done on several
occasions around meetings, lunch or in the office. The ideas develop
throughout day to day talks and discussions.
MAKE IT TIMELY
Share your ideas!
What ideas do
you have to
help nudge the
behaviour of
your neighbour?
You cannot force
commitment,
what you can
do…You nudge a
little here, inspire a
little there, and
provide a role
model. Your
primary influence
is the environment
you create.
Peter Senge