What is Nudge Theory?
“The concept
is a relatively subtle policy shift that encourages people to make decisions
that are in their broad self-interest. It’s not about penalising people
financially if they don’t act in certain way. It’s about making it easier for
them to make a certain decision.”[1]
The theory is that this creates a longer lasting change because people don’t
feel pressured to make a change to their life and they feel as though it is
their choice, therefore making it something they want for themselves instead of
something they feel is imposed upon them.
This
principle has been proved to be effective. For example:
“Organ
donation... nudge policy is seen to have worked. Spain operates an
opt-out system, whereby all citizens are automatically registered for
organ donation unless they choose to state otherwise. This is different from
the UK where donors have to opt in. The Spanish opt-out system is one
of the reasons Spain is a world leader in
organ donation.”[2]
How I plan
to use this
I believe
that the issue of plastic pollution and the detrimental effects of it speak for
themselves. If I create a platform for the facts and figures to be shared such
as a poster campaign and an educational PowerPoint then people will be
compelled to act. I plan to show people that our generation can do something
and that small changes do make a difference which should nudge people towards
making small lifestyle changes that they choose, such as using reusable water
bottles and not using disposable plastic cutlery because they already have the
choice, it’s just about making the correct one. The school provides both
plastic and metal cutlery and both plastic cups to fill up or the ability to
fill up a water bottle, I hope that my project can successfully nudge people to
make more environmentally friendly choices instead of choices based on
convenience.
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