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What is Nudging for Good?

Nudge comes from the academic world of behavioural science and looks at influencing people’s behaviour positively and without constraints, based on Behavioural Insights. As coined by Richard Thaler and Cass Sunstein in 2008, Nudging is becoming a key tool for policy-makers, but has also gained increased support among the branded goods industry.

From a brand perspective, Nudging is a way for a brand, on the basis of consumer insights, to make it easy and desirable for people to change behaviour or habit and adopt a healthier and more sustainable one.