Academy · CHANGE · NUDGING

Nudging - steering behaviour without forcing it.

Nobel laureate Richard Thaler showed that small adjustments to the environment and choice architecture can profoundly influence behaviour — without restricting freedom of choice. This programme teaches you to apply those insights in practice.

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WHAT YOU GAIN

Participants design environments that make desired behaviour the path of least resistance

Framing and defaults are used deliberately to facilitate better choices

Behavioural interventions are structured ethically and with evidence-based rigour

THE CORE PRINCIPLE

People do not act rationally. They act from context, habit and defaults.

Kahneman's System 1 thinking is fast, automatic and strongly influenced by how options are presented. The famous fake fly in airport urinals reduced spillage by 80% — not through rules or fines, but through a simple environmental adjustment. Nudging works on the same principle: behaviour follows context.

Organisations that understand this design processes, systems and communication so that desired behaviour is the natural choice — and undesired behaviour requires more effort.

Defaults — what the standard option is largely determines what people choose
Framing — how information is presented determines how it is interpreted
Salience — what stands out directs attention — and attention directs behaviour
Social proof — what others do is the most powerful nudge of all

From insight to design

01 - Behavioural diagnosis

Which behaviour do you want to encourage?

Participants analyse a concrete behavioural challenge from their own context: what is the desired behaviour, what are the current barriers, and which contextual factors are at play?

02 — Nudge design

Redesigning choice architecture

We design concrete nudges based on proven techniques: adjusting defaults, rethinking framing, increasing salience, deploying social proof. Practical and immediately applicable.

03 — Ethical framework

Nudging without manipulation

Participants learn Thaler & Sunstein's ethical framework: nudges that are transparent, respect freedom of choice and are oriented towards the genuine interests of those affected.

"A nudge is any aspect of the choice architecture that alters people's behaviour in a predictable way without forbidding any options or significantly changing their economic incentives."

Richard Thaler & Cass Sunstein — Nudge (Nobelprijswinnaar Economie 2017)

Format

⏱ 1 day or modular I 👥 Leaders · HR · Change agents · All employees I 🏢 In-company or virtual I 📐 Tailored to your context I 🌐 NL, EN & FR

ACADEMY · CHANGE

Influencing

The direct complement to nudging - conscious influence through Cialdini's 7 principles.

ACADEMY - TALENT

Behavioural change

When nudging needs to be embedded in a broader organisational strategy for behavioural change.

Want to explore whether this programme fits your context?

A short exploratory conversation is usually the best starting point.

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Reviews

"The training was tailored to the cases that participants had sent in. This meant the new insights could be applied to our real work situations straight away."

Matthias Desesoi, Beleidsmedewerker, Actiris