The Behavioral Insights Team

The Behavioral Insights Team (BIT), often called the "Nudge Unit," is a group originally set up by the UK government to apply behavioral science to public policy. Its goal is to improve decision-making and encourage positive behaviors among citizens, such as saving money or adopting healthy lifestyles. BIT utilizes insights from psychology and economics to design interventions, or "nudges," that subtly influence people's choices without restricting their freedom. By understanding how people think and behave, BIT aims to create policies that lead to better outcomes for society.