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Nudging for Good Toolkit
Community of Practice for better self- and co-regulation
22 January 2016
Today’s topic
• What is Nudge and Nudging for Good ?
• The AIM-BVA Nudging for Good toolkit
• Success factors (and we’re not there yet!)
• Q&A and discussion
AIM Mission
To create an environment of fair and vigorous competition for brands,
fostering innovation and guaranteeingmaximum value to consumers now
and for generations to come.
Nudge – behavioural science
Nudge by definition“A Nudge is any aspect of the choice architecture that
alters people’s behaviour in a predictable way without
forbidding any options or significantly changing their
economic incentives.”
R. Thaler & C. Sunstein, in “Nudge“ (2008)
AIM-Nudge transposition: How a brand, on the basis
of consumer insights, makes it easy and desirable for
people to change behaviour or habit and adopt a
healthier and/or more sustainable one.
An international success
Different policy options as seen by DG JUST
Information provision Nudge Subsidy
Tax
Ban
Injunction
Libertarian Paternalistic
Behavioural Economics studies in the European Commission
Completed (11)
On-going (4)
Just launched (2)
Car CO2 labelling
Online
Gambling
European
Consumers
Centres
Cross-Border
HealthCare
Directive
Common
European
Sales Law
MIFs for credit
cards
Online Advertising on
Children
Food
Information
Energy Labelling Package Travel Switching of bank
accounts
Terms and
Conditions
Environmental
footprint
Energy
Labelling 2
Eco Search
PRIPs
RTD Portal
Source: DG JUST Nov 2014
How to decrease littering in the streets in Copenhagen ?
10Nudge Marketing – Conférence BVA Nudge Unit – 23 juin 2015
+96 000
Additional registration in 1 year
Source: UK Behavioural Insights Team, 2013
How to increase organ donation in the UK ?
An AIM initiative supported by BVA
14Nudge Marketing – Conférence BVA Nudge Unit – 23 juin 2015
Brands are in a privileged
position to be actors of
change in society….
….thanks to their
daily relationship
with consumers in
the home and
elsewhere.
Building trust and brand equity for the long term
« Brands that have been part of our life for dozens of years cannot build sustainable
prosperity on the back of unsustainable or unhealthy consumption »
« By adding a social dimension to its value proposition, a company differentiates itselffrom others who cannot. It opts to operatefor the long-term economic performance…
and it does so in cooperation withconsumers ».
Hubert Weber,CEO, Mondelez Europe
Professor Alberto Alemanno,
HEC, NYU, Young Global Leader of the
World Economic Forum
Our toolkit: making good practice widelyavailable via www.nudgingforgood.com
Module
“Consumer insight”
Detailed chapters
Nudges & Behavioral
Economics
Module
“Case studies”
Module
“Nudge Process”Module
“AIM’S Project”
AIM-BVA Nudging for Good toolkit: Six steps process to design a nudge
4DESIGN3 5EXPLORE2DEFINE1IMPLEMENT &
MEASURE6DEFINE EXPLORE
DESIGNPRE-SELECT EVALUATE
IMPLEMENT
AND
MEASURE
We could give a call to invite our packaging supplier! The pack
remains our maintouch point after all…
PREPARING THE LABCould we measure the
water consumption levels linked with our product
usage?
It’d be great having the input of an NGO like the European Water Foundation on this! Let’s invite
them to the NudgeLab workshop.
19Nudge Marketing – Conférence BVA Nudge Unit – 23 juin 2015
Great case studies…
…to create emulation among marketers
How Ariel helped consumers save energy by nudging them to wash at 30°
instead of 40° or 60°
The percentage of consumers washing at 30° went from 2% in 2002 to 17% in 2007,
and 85% of those consumers declared that they changed behaviour thanks to the campaign
Success factors
1. Top management commitment
30 CEOs for Europe on AIM BoardThree Board sessions over 12 months
including on the business case
Success factors
2. Establish legitimacy and credibility for the voluntary initiative
• Get support from the experts• Talk to your potential critics early.
Seek advice from politicians, regulators, academics, NGOs
• Set up an independent advisory board
Success factors
3. Scale up from a solid foundation• Collect great cases to create
emulation• Engage in partnerships• Make your tools open source• Consider awards• Measure impact
