The Behavioral Insights Team (UK)

The Behavioral Insights Team (BIT), also known as the "Nudge Unit," is a UK-based organization that applies psychological research to improve public policy and services. By understanding how people make decisions, BIT designs strategies or "nudges" that encourage healthier, more responsible behaviors without restricting choices. Their goal is to make policies more effective and cost-efficient by subtly guiding individuals toward better outcomes, such as increasing tax compliance or improving public health, while respecting individual freedom.