When it comes to many of the big decisions faced by governments and the private sector, behavioral science has more to offer than simple nudges.
So-called “nudge units” are popping up in governments all around the world. The best-known examples include the U.K.’s Behavioural Insights Team, created in 2010, and the White House-based Social and Behavioral Sciences Team, introduced by the Obama administration in 2014. Their mission is to leverage findings from behavioral science so that people’s decisions can be nudged in the direction of their best intentions without curtailing their ability to make choices that don’t align with their priorities. Overall, these – and other – governments have made important strides when it comes to using behavioral science to nudge their constituents into better choices. Yet, the same governments have done little to improve their own decision-making processes. Consider big missteps like the Flint water crisis. How could officials in Michigan decide to place an essential service – safe water – and almost 100,000 people at risk in order to save US$100 per day for three months? No defensible decision-making process should have allowed this call to be made.