Nudging for Good
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"Helping people to adopt healthier
and more sustainable lifestyles"
Free

Welcome to the International AIM Brands Nudging for Good Awards 2019

To inspire brands, promote the Nudging for Good concept and showcase great nudge initiatives, AIM, the European Brands Association, organises every 2 years the Nudging for Good Awards. The 2019 edition took place on 17 October at the Concert Noble in Brussels.

Nudging looks at influencing people’s behaviour positively and without constraints, based on Behavioural Insights.

Introduced by Cass Sunstein and Richard Thaler in 2008, Nudging is becoming a key tool for policy-makers. Also among the branded goods industry this concept gains increased support. Brands have a unique role to play in helping people to improve their behaviours and adopt more responsible and sustainable lifestyles. Explore the Nudge concept with our Nudging for Good Factsheet!



Meet the 2019 Nudging for Good Awards winners

On 17 October 2019, AIM, the European Brands Association, organised its Brands Nudging for Good Awards in the Concert Noble in Brussels. In the presence of representatives from the European institutions, the branded goods industry, NGOs and academia the three best brand Nudging for Good initiatives for 2019 were awarded.

The winning projects from Procter & Gamble, Nestlé and Essity were selected from 10 finalist cases by an expert Jury which was chaired by Harvard Professor and co-creator of the Nudge concept Cass Sunstein and comprised of representatives from academia, NGOs, international and consumer organisations. For more details about the winning Nudge initiatives, please click on the pictures below or check out our Awards Press Release:


DIAMOND AWARD
Pampers recycling initiative
by

DIAMOND AWARD
NUTRIPLATO initiative
by
COUP DE COEUR
“Hygiene has no gender” initiative
by

 



 
Awards After Movie

 
Awards Brochure
 
Awards Photo Gallery

 
 

Meet the Awards Jury


Cass Sunstein
Jury President
Harvard Law School

Monique Goyens
BEUC – European Consumers Organisation
Zara Ingilizian
World Economic Forum
Sille Krukow
Krukow – Behavioural Design Team
Marie-Eve Laporte
Sorbonne Business School
Faisal Naru
OECD
Kavita Prakash-Mani
WWF International
Eric Singler
BVA Nudge Unit

 
 
 

Meet the Finalists


2019 AWARDS FINALISTS
Video clip – premiere: 17 Oct 2019


DANONE
With Playmobil, Danone adds fantasy to the quest for goodness!

ZEWA ESSITY
Hygiene Has No Gender – #CareWellLiveWellTogether
HEINEKEN
When You Drive, Never Drink
MARS
Uncle Ben’s® – Ben’s Beginners™
NESTLE
Nutriplato – Nestlé’s Spain flagship initiative to impact on children’s healthier life
PEPSICO
Walkers Oven Baked – Deliciously Baked for 50% Less Fat
PERNOD RICARD
The Drink To Drink Between Drinks
PROCTER & GAMBLE
Pampers is giving diapers a new life
SAVENCIA
@Vegg&Cheese – A Nudge towards a flexitarian diet & healthier consumption behaviours
UNILEVER
Knorr Meal Kits – Helping people to eat more veggies

 
 
 

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.

 


Thank you to our sponsors

 
 

All you need to know about the Awards contest
 

 
 

 
 
Read the contest rules and information here
 

Rules of Engagement

 
For any further information or questions,
please contact Eva Schneider at eva.schneider@aim.be

 

Copyright 2019 - AIM & BVA group
  • About
  • Creating Nudges
  • Consumer Insight
  • Case Studies
  • Awards
    • AIM Nudging for Good Awards 2019
    • AIM Nudging for Good Awards 2017
  • AIM Initiative
  • Contact

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