Clare Roberts

PA CONSULTING GROUP

•CHANGING MINDSETS & BEHAVIOURS USING INSIGHTS FROM NUDGE THEORY

Clare Roberts

7 June 2018

CHANGE

“People don’t

always act

rationally.

In fact they act

irrationally, but in

predictable ways”

“Is the population of

Chicago more or less

than 5 million?

What is the population of

Chicago?”

“Is the population of

Chicago more or less

than 500 thousand?

What is the population of

Chicago?”

Enforcing

Instructing a child to

tidy their room

Playing a ‘room-tidying’

game with the child

Nudging

Counting calories

Erecting signs saying ‘no

littering’ and warning of

fines

Using a smaller plate

Improving visibility of

litter bins

Share with your

neighbour

What behavior

or habit would

you like to

change?

•MAKE IT EASY

NEWTON

GOVERNMENT

BEHAVIOURAL

CHANGE

MAKE IT ATTRACTIVE

• https://www.youtube.com/watch?v=Mbmfv-6YMpM&feature=youtu.be

WE ASKED PEOPLE HOW WELL THEY

UNDERSTOOD WHAT INCLUSION MEANT

FOR THEIR DAY-TO-DAY WORK…

MAKE IT SOCIAL

Could you please re-use your

towels for the sake of the

environment? 35.1%

Could you please re-use your towels

for the sake of the environment? Most

other guests do at least once during

their stay.

44.1%

Could you please re-use your towels

for the sake of the environment? Most

other guests in this room do at least

once during their stay.

49.3%

DEAR HOTEL GUEST…

Reminder

Notification –

trigger.Anticipate challenge.

Reward

Points, public

recognition.Celebrate success.

Reflect

Review

success.Relive feeling of achievement.

Routine

Challenge

effort and

completion.Savour learning.

20 DAYS

Good morning!

Your challenge today is…

[insert name of challenge]

This behaviour certainly improves our working

culture.

Showing a sign of appreciation or making someone smile is my main target, as it has

quite an impact on people

38 participants in seven teams, spread across two

continents

2 habits for each team, repeated everyday for 20

days

1,200 challenges completed (31.5 p/ person)

70% participants completed 80%+ challenges

Getting a fresh idea every day is done on several

occasions around meetings, lunch or in the office. The ideas develop

throughout day to day talks and discussions.

MAKE IT TIMELY

Share your ideas!

What ideas do

you have to

help nudge the

behaviour of

your neighbour?

You cannot force

commitment,

what you can

do…You nudge a

little here, inspire a

little there, and

provide a role

model. Your

primary influence

is the environment

you create.

Peter Senge