The importance of Nudging
 

On the occasion of the launch of the new Competence Centre on Behavioural Insights in June 2019, the European Commission invited the father of Nudge, Professor Cass Sunstein of Harvard University, to Brussels. But what exactly is a Nudge, why is this concept important, and how is it used by policy-makers and in the private sector? Who would be better placed than Sunstein himself to explain the growing importance of Behavioural Insights and the vital role of Nudges in policy-making and mainstreaming responsible behaviours?
 
Read his article published for AIM, the European Brands Association, here.

How Brands are Nudging for Good
 

Brands are in a unique position to be actors of change in society thanks to their daily relationship with consumers in the home, in shops, on the go, through digital channels and elsewhere.
So how can brands use this role to inspire citizens to adopt more responsible and sustainable behaviours, whilst of course ensuring liberty of choice? This is where the Nudging for Good plays a role!

The Awards Contest
 

To inspire brands, promote the Nudging for Good concept and showcase great Nudge initiatives, AIM, the European Brands Association, organises the Brands Nudging for Good Awards every 2 years.

After its first Awards edition in 2017, AIM started the contest for the 2019 Awards already in November 2018; it was open to all its member companies and associations. Participants submitted an active or recent Nudging for Good initiative, which was validated in terms of behavioural impact and addressed one of the three categories Health & Well-being, Environmental Sustainability or Social Responsibility. From all of these submissions, BVA – AIM’s specialised partner agency on Nudge and behavioural insights – selected the 10 most inspiring finalist cases. In September, these 10 finalists had the opportunity to present their Nudge cases to the Awards expert Jury who then chose its three favourite initiatives. These three winners were officially revealed during the AIM Brands Nudging for Good Awards ceremony and gala dinner on 17 October 2019 at the Concert Noble in Brussels.

To provide inspiration and guidance for creating original Nudges for Good to be submitted to the Awards contest, AIM has created a Nudging for Good Toolkit, an initiative supported by BVA.