'Nudge Unit' Expands in AsiaPac and UK

The Behavioural Insights Team (BIT), set up by the UK government and often known as the 'Nudge Unit' is expanding with the opening of new offices in Singapore and Manchester, and additions to its existing team in Sydney.

The Unit also has established operations in London and New York.

Set up by former UK Prime Minister David Cameron in 2010 after he had read Richard Thaler and Cass Sunstein's book Nudge: Improving Decisions about Health, Wealth, and Happiness, the unit's remit is to apply the authors' theory that people's habits can be changed without government regulation, instead nudging them in the direction they 'should' go. Two years ago, the unit was spun-off into a mutual joint venture, with innovation charity Nesta, the unit's employees and the government each owning a third of the new business. Since the sell-off, satirical magazine Private Eye has criticised BIT for charging government departments 'eye-watering rates' for work the magazine says it used to do itself, and for the salaries of its directors.

In September, BIT will open the Singapore office and relocate Samuel Hanes from his role as UK Director for Economic Growth and Productivity to serve as a Director leading the team there. The Manchester office, which opened in May 2016, is led by Felicity Algate, previously the Director for Consumers, Sustainability and Local Government in the London office. In addition, BIT is doubling the size of its Sydney office, which will work closely with its team in Singapore to deliver projects across the Asia Pacific region.

Rory Gallagher, MD Australia & Asia-Pacific, who will also oversee BIT Singapore comments: 'The year ahead looks very exciting with Behavioural Insight Units and projects being expanded in New South Wales, Victoria and in the Commonwealth. The team is looking forward to working with our partners across the region to tackle complex social and economic policy challenges, such as employment, productivity, educational attainment, domestic violence and reoffending'.

Web site: www.behaviouralinsights.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.