The term nudge has become a byword for the application of behavioural science in public policy, changing how governments the world over create policies designed to encourage, or nudge, people to make choices that better benefit themselves and society as a whole. Over the last fifteen years much has been learned about what works, as well as what doesn’t, when it comes to this way of supporting us in making decisions about our health, our money and how we lead our lives.

Magda Osman is Principal Research Associate at the Cambridge Judge Business School, The University of Cambridge, and Visiting Professor at Leeds University Business School. Through her work she has examined the problems, and the opportunities, with this way of creating policy. She talks to those working in the field of behavioural change and examines what has been discovered over the last fifteen years, what concerns remain around this way of doing things and what the future is for the behavioural change methods known as nudge.

Presenter: Professor Magda Osman Producer: Steven Hobson Editor: Clare Fordham

Contributors: Dr Michael Hallsworth, Managing Director, Behavioural Insights Team Americas Colin Strong, Head of Behavioural Science, Ipsos and Professor of Consumer and Behavioural Psychology, Nottingham University Business School Rory Sutherland, Vice Chairman, Ogilvy Laura Dodsworth, author and journalist Professor Neil Levy, Senior Research Fellow, Oxford Uehiro Centre for Practical Ethics, University of Oxford Katy Milkman, James G. Dinan Professor, The Wharton School of the University of Pennsylvania

What's the future of nudge? 28:46 Share

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What's the future of nudge?