The Nudge Unit

The Nudge Unit, officially known as the Behavioural Insights Team, is a group that applies insights from psychology and economics to improve public policies and services. Instead of forcing changes through laws, they design subtle cues or adjustments—called "nudges"—that influence people's choices in positive ways, such as encouraging healthier habits or increasing tax compliance. These strategies work by leveraging natural human tendencies, helping individuals make better decisions effortlessly, ultimately leading to improved societal outcomes.