Nudges, behaviour change and complex systems

Since the release of Thaler and Sunstein's famous Nudge book in 2008, the popularity of nudge theory has skyrocketed, with over 200 Nudge units now operating worldwide. The appeal is clear: small, low-cost interventions yielding measurable effects on large populations. But have we leaned too heavily on these individual-level strategies? Critics argue that while nudges are effective, they often neglect the bigger picture—overlooking the systemic factors driving human behaviour.

In this talk, we'll explore the potential of tools from systems analysis to bridge the gap between the current practice and the potential of applied behavioural science to develop and implement value-creating systems-level change.