Nudge nudge…
Need a nudge? This seems to be the buzzword of the moment. The Conservatives view themselves as the British champions of this movement, and many other groups are embracing this as a method for change. Although not a new concept (first analysed in 1950s it was widely investigated by social psychologists in the 70s), it has only recently risen to prominence due to its popularity amongst certain high profile politicians.
Nudge influences change in a similar way to viral social change (small alterations leading to large changes), the difference being that instead of relying on individual acknowledged action, nudge works by embracing inertia and people’s increasingly hectic lives. The premise assumes that in today’s world, people lead increasingly complex and busy lives, and therefore do not have the time or inclination to analyse their choices. By framing the choice in a particular way (think of opting out of mailing lists, cancelling direct debits, giving a default option or offering incentives), people and organisations have the ability to choose for the consumer.
This has various implications for the VCS. It can be a useful tool for marketing and fundraising (for example by having a subtle annual increase in subscription or regular donation levels written in when people signup). It also has vast potential for those organisations already providing services to people; people tend to stick with what they know, even if what they know is changing. Whilst it may be challenging to begin this kind of movement, nudging has the potential to influence people without them even realising it. Cynical? Maybe. Useful? Definitely.
Discuss
How will this affect your organisation? Have you considered it during your strategic planning? Can you share any interesting relevant links? Start the discussion by posting a comment here!
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