The UK’s Behavioral Insights Team (BIT)

The UK's Behavioral Insights Team (BIT), often called the "Nudge Unit," is an organization that uses behavioral science to improve government policies and services. Established in 2010, BIT studies how people make decisions and what influences their behavior. By applying insights from psychology and economics, it designs interventions or "nudges" to encourage positive behavior, such as saving money or making healthier choices, without restricting freedom of choice. BIT collaborates with various government departments and even globally to enhance public policies and improve citizens’ lives through evidence-based strategies.