In this blog post, we will introduce the concept of “nudge,” which changes people’s behavior without coercion, and some actual examples.

The amazing change brought about by a flower garden: the power of “nudge”

In the middle of an urban public housing complex, there is a deserted lot. At some point, people began to dump trash there, and the local government was struggling with the problem. Even when cleaning trucks and personnel were dispatched to clean up regularly, the trash would pile up again within a few days, creating a vicious cycle. They tried cracking down on the problem and putting up warning signs, but the situation did not improve.
Then, a public official came up with an ingenious idea. He suggested creating a beautiful flower garden on the vacant lot. At first, there were skeptical reactions, but in the end, the flower garden was created, and surprisingly, no more trash was dumped there. How was such a change possible?
This is a representative example of how people’s behavior can be guided in a positive direction naturally, without coercion or economic incentives. This method of gently guiding people’s choices is called “nudging.”

What is a “nudge”?

‘Nudge’ is an English word that originally means “to poke with the elbow.” However, American behavioral economist Richard Thaler and Harvard University law professor Cass Sunstein gave this word a new meaning. They defined “nudge” as “a way of gently guiding people toward more desirable choices while still leaving the freedom of choice to the individual.”
A “nudge” is a method that does not involve legal sanctions or coercion. It must be easy to avoid and not involve significant costs. For example, creating a flower garden in an empty lot to reduce littering is a “nudge,” but installing CCTV cameras and imposing fines is not. The former appeals to people’s autonomy and emotions, while the latter controls behavior through legal pressure.

Choice architects who design people’s behavior

People who create situations or contexts that influence people’s choices and behavior are called “choice architects.” There are countless choice architects around us. For example, doctors who explain possible treatment options to patients at hospitals and teachers who guide students on effective learning methods at schools are choice architects. They do not force specific choices, but carefully guide people toward choices that will lead to better outcomes.
Thaler and Sunstein emphasize that the role of choice architects is important because people are not entirely rational beings. This is because people often make irrational decisions due to a lack of information or the influence of biases and errors.

Are we really “rational beings”?

Most people consider themselves rational beings, but their actual behavior often proves otherwise. For example, suppose a department store is running a promotion offering a $1 gift with purchases of $20 or more. Many customers will impulsively buy items they don’t need in order to receive the gift. At the time, they think they are being rational consumers, but as time passes, they regret buying useless items.
In this way, humans are easily swayed by temptation and give up long-term benefits for momentary satisfaction. The authors argue that “nudge” is necessary to compensate for these human imperfections and errors in judgment. If policymakers and designers design people’s choice structures well, they can guide people to make better decisions on their own without forcing them.

Is it possible to guide behavior while respecting freedom?

Of course, there are also opposing views on nudging. Those who absolutely defend freedom of choice argue that any attempt to influence or manipulate people’s choices is dangerous. They worry that nudging, though seemingly minor, could become a slippery slope leading to coercive interference.
However, proponents of nudging argue that excessive liberalism leads to people making poor choices, which can result in serious social and personal problems. For example, if an environment that makes it easy to choose unhealthy foods is left unchecked, not only will individuals’ health suffer, but social costs will also increase. Therefore, they argue that while freedom of choice must be guaranteed, a structure that helps people make the right choices “more easily” is essential.

Small changes, big impact

The change brought about by a single flower garden is an example of a powerful “nudge” that went beyond simply improving aesthetics to changing people’s perceptions and behaviors. The fact that people’s behaviors can be changed simply by gentle guidance, rather than enforcement or fines, has significant implications for policy design and everyday life in general.
We make countless choices every day. Nudge is a mechanism that helps us make wiser and more sustainable choices. It is a way to move toward a better society without excessive interference and while respecting freedom of choice. Nudge could be the key to the future we desire.