Most Europeans die of cardio-vascular diseases. Amongst the biggest risk factors for developing a cardio-vascular disease are stress, an unhealthy diet, smoking and lack of movement. All those are risk factors that can be significantly reduced by behavioral changes. We therefore believe that it is important for governments and corporations to shape situations, which facilitate healthy behavior. Results from European neighbors demonstrate the success of such approaches in promoting a healthy life-style:

Movement: Simply by painting red stripes onto the floor leading to the staircase, the Dutch humanistic institute for cooperation increased the number of people who took the stairs rather than the lift by 75%.


Most people agree that protecting the environment is important. Nevertheless, we do not always act accordingly. Often, we do not pay attention and have too little awareness for the consequences of our behavior. With small changes in the context, environmentally responsible behavior can be promoted.

Littering: The „Danish Nudging Network“ was able to reduce littering on the streets of downtown Copenhagen by 46% by painting green footprints on the floor, leading to waste bins.

Saving resources: By using slightly smaller plates, the Norwegian organization „GreeNudge“ managed to reduce the amount of food waste by 19.5%.


For society to flourish people need to follow certain rules, communicate with each other, and also exercise their rights. Based on research from social psychology on group behavior, situations can be shaped to promote social and sustainable behavior in a society.

Foreign aid: The rate of vaccinations in Udaipur India could be multiplied using simple measures. Giving vaccination-events a social component vaccination rates were raised from 6% to 18%. Giving out a kilogram of lentils increased the rate to 39%.

Taxes: Outstanding taxes were paid 15% faster when people were sent letters involving social norms („9 out of 10 citizens of Great Britain paid their taxes on time“).

Donations: In cooperation with „Deutsche Bank“, the „Behavioral Insights Team“ managed to collect 600’000€ in a day by sending personalized emails from the CEO combined with small and inexpensive gifts. BIT_Charitable_Giving_Paper.pdf

Unemployment: Unemployed citizens from Essex (Great Britain) were asked to write down their plans for re-entering the job-market in a very concrete way (When? How? Where?). With this small and inexpensive intervention people were 15-20% more likely to not be dependent on unemployment benefits 13 weeks later.