Nudge, think or shove? Shifting values and attitudes towards sustainability: A briefing for sustainable development practitioners.
Involve/DEA. (2010). Nudge, think or shove? Shifting values and attitudes towards sustainability: A briefing for sustainable development practitioners. See http://www.involve.org.uk/assets/Uploads/Nudge-think-or-shove-round-table-briefing.pdf
AbstractPursuing sustainability requires widespread shifts in public behaviour. This briefing
builds on a recent House of Lords round table to consider three broad approaches to
influencing public behaviour: ‘nudge’, ‘think’ and ‘shove’. We consider the benefits and
drawbacks of each, and explore how the three approaches can complement one
another. We find that: ‘Nudge’ is effective for specific, limited shifts in behaviour such as recycling. ‘Think’ is effective at building support and legitimacy for the big,
transformational changes that we need in society, such as decarbonising the
economy. ‘Think’ can be particularly powerful in building people’s ability and
motivation to participate in and drive those transformational changes.
‘Shove’ often helps to create the conditions under which ‘nudge’ is most
effective. Building on these insights, we start to sketch out an optimal mix of ‘nudge’, ‘think’ and ‘shove’, which uses the best of all three approaches to transform social values and attitudes towards sustainability at the pace we need.