Nudge and behavior change

a novel policy approach based on science

Abstract

In Japan's public policy, nudges have been attracting attention as a new policy method to help people voluntarily make better choices for themselves. Characterized by preserving freedom of choice and being highly cost-effective, nudges are used by over 400 organizations (so-called “nudge units”) around the world in a variety of policy areas, including health and medicine, the environment and energy, taxation, and work style reform. Japan's Nudge Unit, the Behavioral Sciences Team, which promotes the use of knowledge from behavioral sciences including nudges, is an all-Japan organization comprising industry, academia, government, and the private sector, that is working together to discuss a variety of fields, to solve social issues caused by behavior. In the health and medicine fields, we have discussed the use and points to note regarding nudges, using examples such as efforts to achieve synergistic effects between health and the environment, efforts to promote vegetable intake to extend healthy lifespan, efforts to increase cancer screening rates, efforts to train and move the body, and efforts to promote behavioral changes to combat COVID-19. The use of nudges, like other policy measures, can intervene in people's lives and affect their behavior. In recent years, ethical issues, such as inappropriate activities known as “sludge” have been observed. Those involved in the use of nudges are required to adhere to high ethical standards in addition to the requirements of the law. Regardless of whether they are public or private, it is necessary to promote the use of nudges while keeping ethical considerations in mind, taking into account their acceptability to the recipients of the nudge.