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Brands challenge themselves to Nudge for Good

How can brands help consumers adopt more sustainable and healthier lifestyles? The answer: one of the most powerful tools is “nudging” – a concept from the world of behavioural science which looks at influencing people’s behaviour positively and without restricting choice.

AIM – The European Brands Association – is launching an on-line open-source Toolkit to help marketers “Nudge for Good” by using the power of their brands to make it easy and desirable for consumers to adopt healthier and more sustainable lifestyles. The initiative was developed together with the Nudge unit of BVA and its CPG unit IN-VIVO.

According to Richard Bordenave of BVA “the toolkit is a world first where nudging is used by the private sector for the common good. Brands are in a privileged position to nudge consumers based on their consumer insights and their scale and reach: in the consumer’s home, through marketing communication and at the point of sale.” The nudge methodology proposed in the toolkit is based on the BVA approach which has received multiple awards, including Best Case History Esomar 2014, Golden Marketing Trophy 2014, Excellence Award Esomar 2015.

Francesco Tramontin of Mondelēz International, chairman of the AIM-Nudge task force, underlines that “the long-lasting relationship of trust that brands have with their consumers provides them with opportunities and responsibilities. Consumers are increasingly interested in environment and health. We believe that through nudging techniques brands can make it easy for people to overcome the gap between intention and action. AIM will recognise best examples of nudging for good through Nudge Awards to be launched in the autumn of 2016.”

In the toolkit AIM has set criteria for what qualifies as nudging for good. The toolkit contains a number of case studies from brand manufacturers to illustrate how nudging can be applied in support of public policy goals relating to healthier diets and active lifestyles, less waste and litter, resource efficiency, good hygiene, etc. Examples include:

• how packaging design can help limit calorie intake;
• how appealing to consumers’ altruism can lead to less littering;
• how well-crafted labels coupled with memorable slogans can nudge you to save energy when washing your clothes.

During the development phase of the toolkit, AIM has been engaging with European policy-makers, academia and NGOs to ensure their perspective was taken into account. An independent Advisory Committee, including academics, the European Consumer Organisation BEUC and WWF, as well as the UK Prime Minister’s Office, is providing oversight and challenge.