Be better by making better decisions for ourselves. The subtle changes that, day after day, allow us to live a fuller and more conscious life. It is possible, of course. What? Through a gentle push that takes the name of Nudging.
What it is and why it works
ll Nudging is part of the industry of behavioural economy and can be defined, in a synthetic way, as a way of influencing people’s decisions and behaviours by giving them value and leading them to create a positive change either for themselves or for their community or for their working group.
Richard H. Thaler and Cass R. Sunstein in their book "Nudge, the gentle push" (2008) present concretely the possibility of designing the best choices of citizens, starting from the evident assumption that human beings are precisely "human", heuristic and emotional.
Knowing automatic reasoning errors, heuristics and cognitive distortions of people, it is possible to create the conditions to develop what is defined as the "architecture of choices" of individuals, with the aim of suggesting and promoting the best possible choices.
It is important to point out that we are not talking about manipulation but about an operation that respects the freedom of people and at the same time facilitates behaviour rather than another.
Our decision-making processes are imperfect: We have difficulty interpreting probabilistic data, we are slaves to emotions, we have problems of self-control and often our will is far from resolute. That's why, sometimes, a "kind little push" could only help.
Work
A healthy work culture can develop by starting and guiding the right decision-making process for us. Emotional and intuitive behaviour shows that humans appreciate incentives, positive reinforcement, communication and feedback which can produce results plus sustainable.
Rather than investing in expensive methods to increase efficiency and productivity, it makes sense to establish a dynamic culture of open communication, circuits of feedback and re-evaluation of working methods to openly take into account shortcomings in human behaviour.
The opportunities offered by the Nudging find their maximum expression and strength in the processes of change and Innovation that by their very nature may encounter resistances of realization.
Model EAST
Scholars of the Behavioural Insights Team have developed a framework for the application of the theory of nudge, drawn up on the basis of the model EAST: Easy, Attractive, Social and Timely.
Once you identify the objective and behaviour you want to change, the application of nudge in change management It happens by creating "pungs" when the new behavior is adopted.
According to the EAST model, the Nudging can be applied following one of these four principles:
Make it easy: simplify the message and push on the choices of default;
Make it attractive: attract attention;
Make it social: make change acceptable and push for the adoption of socially collaborative behaviour;
Make it timely: stimulate people when they are most likely to be receptive.
Ambition with Kindness
In Ambire Benefit Society on Nudging is a method that has been experimented for a long time: our methods are based on the use of Feeback targeted to push people, when appropriate, to improve and stimulate them, maintaining a proactive and empathetic approach to all our stakeholder interior and exterior.
