The nudge is a concept from behavioural economics and marketing, which aims to subtly influence the choices and behaviours of an individual, using soft persuasion techniques. The term "nudge" can be translated as "coup de pouce" in French. It is based on the idea that small incentives or encouragements can have a significant impact on the decisions made by individuals. The interest is that these nudges are both sufficiently visible without being intrusive. The right balance needs to be found.
The nudge is based on the theory of behavioural economics, developed by researchers Richard Thaler and Cass Sunstein, who summarised their studies in a book "Nudge", Nobel Prize in Economics. The theory is based on the recognition of biases in human behaviour, such as loss aversion, procrastination or preference for the status quo. By understanding these biases, the nudge aims to design interventions that guide individuals towards more beneficial choices, both for themselves and for society.
Nudges can take different forms. For example, ashtray surveys reduce cigarette waste by encouraging users to throw their cigarette butts in one of two bins that symbolise a choice of a question asked just above. We can also mention the basketball-shaped bins in the city of Le Havre in France. These bins have been installed for their playful side and are aimed at families while making the city cleaner.
Companies also use nudges in the field of marketing, online or in-store, to influence customer choices. For example, displaying similar products next to a selected item can encourage the consumer to make additional purchases and thus increase the value of their basket.
Nudges are in all areas, from politics to mass consumption, to the environment. But the "nudge" technique is also used in companies, particularly in the objective of getting employees back to the office. Indeed, these incentive mechanisms can be put in place by workplace and human resources departments in support of hybrid work policies. Good communication is necessary so that the maximum number of employees become aware of the nudge as early as possible.
For example, you can organise a breakfast on the first Friday of each month, which may influence your employees' decision to come to the office on the least frequented days!
It is essential to design nudges with transparency and respect for the safety and freedom of choice of individuals. In addition, it is crucial to carefully assess their impact on society and the environment.
The nudge is an approach aimed at influencing the behaviour of individuals in a subtle way by using measured incentives. It is based on an understanding of human behavioural biases and can be used in various fields, including the return to the office, in order to encourage employees to return to their place of work.
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