The Little Book of Green Nudges

HOW TO NUDGE: GO EAST

Timely People are creatures of habit, so nudges are most effective at moments of change in people’s lives. We also have a deep tendency to emphasize the present more than the future. You can harness these tendencies by timing campaigns strategically, highlighting the immediate benefits of sustainable actions, and helping people plan ahead.

If you want to encourage a behaviour, make it Easy, Attractive, Social and Timely. 6

In the following pages, we provide ideas in each “EAST” category for nudges you could implement on your campus. Use the icons below to find nudges in eight target areas of behaviour change.

Easy People often take the path of least resistance. You can therefore encourage desirable behaviours by removing small frictions or hassles, by defaulting people into the desirable choice, or by redesigning the way choices are presented to make the desirable behaviours easier. Attractive Humans are more likely to adopt a behaviour when it captures our attention or is in line with our motivation and beliefs. You can draw attention with visual cues that are particularly relevant or noticeable, and leverage motivation by emphasizing the positives and using incentives. Social Human behaviour is hugely influenced by what others around us are doing. You can promote desirable actions by highlighting the fact that other people are adopting them. You can

Energy conservation

Water conservation

Sustainable diets

Reduced material consumption

Sustainable and reduced travel

Reduced food waste

Recycling

Engagement and support for change

also make behaviour more publicly visible, and emphasize opportunities for people to help each other.

The Little Book of Green Nudges 9