The Nudge Unit (UK Behavioural Insights Team)

The Nudge Unit, officially called the UK Behavioural Insights Team, is a government organization that applies behavioral science to improve public policies and services. It uses research on how people think and make decisions to design strategies—called "nudges"—that encourage better choices without restricting options. For example, changing how options are presented can increase organ donation or energy savings. The goal is to make policies more effective and user-friendly by understanding human behavior and subtly guiding decisions in a positive direction.