We've all heard of nudge.
It's the idea that by changing the default option,
by doing one little tweak, policymakers can nudge individuals towards making better choices.
By exploiting our predictable irrationality, we could increase healthy eating,
raise tax compliance, even save the planet.
But what if by framing these problems as ones that individuals to solve,
it distracts from more effective structural fixes?
What are these solutions who are being pushed by people and companies who didn't really want the problems to be fixed at all?
What did Nudge get wrong?
This is The Economics Show with Samaya Keynes.
I'm joined today by Nick Chater, Professor at Warwick University,
former member of the UK's Nudge Unit, or the Behavioural Insights team,
and co-author of the new book It's On You,
how corporations and behavioural scientists have convinced us that we're to blame for society's deepest problems.
I'm in the studio in London.
Nick is joining me from Oxford.
Nick, hello.
Hello.
Nice to be here.
It's great to have you.