Nudge Unit

A Nudge Unit is a team of behavioral scientists who help governments and organizations design policies and programs that gently influence people's choices without restricting options. They use insights from psychology and economics to "nudge" individuals towards healthier, more sustainable, or more beneficial decisions—like encouraging savings or healthier eating—by framing choices in a way that makes positive behaviors easier and more likely, while preserving freedom of choice. Essentially, they aim to improve societal outcomes by subtly guiding behavior through thoughtful design rather than mandates.