The Behavioural Insights Team (Nudge Unit)

The Behavioural Insights Team, also known as the Nudge Unit, is a organization that applies findings from psychology and behavioral economics to influence people's decisions subtly, without restricting options. By understanding how individuals think and behave, they design policies and interventions—called "nudges"—that encourage smarter choices in areas like health, finance, and public services. Their goal is to improve outcomes and efficiency in government and organizations by making the right choices easier and more intuitive, ultimately benefiting individuals and society without heavy-handed regulation.