The Nudge Unit has been around since the 1990s and is now grandly called The Behavioural Insights Team. It has subtly and cheaply influenced my behaviour this week.
My Borough wants me to recycle more. A few years ago they sent someone door-to-door to educate householders: an expensive waste of money in my view. This week the refuse collector dropped a leaflet through the letter box: “Recycle more! Win cash!”
The leaflet explains what can and cannot be recycled and has 12 tear-off Golden Tickets. You put one in the re-cycling bag with your name and ‘phone number. If the bag is deemed to have the correct content the ticket goes in a draw. There is one £500 prize and three £250 prizes that will be drawn between the end of next month and March 2016. The cost of the prize money and the leaflets is nugatory and I guess will be much more effective than advertising or personal calling. The prize money comes from a government grant not from council funds, so the Nudge Unit had to first nudge the council in order to nudge me.
Next week I will be in the Czech Republic and I have been looking at transport connections from Prague airport. The official website, in English, is refreshingly frank and manages expectations with astonishing candour. Judge for yourself; here are some quotes copied and pasted;
“There is no train or metro connection to/from the airport.
Use the ATMs in the arrivals hall to draw out Czech crowns rather than changing money at the airport, as bureau de change outlets tend to be overpriced. The same applies to restaurants, with most being rather highly priced.
Be aware that Prague taxi drivers have quite a bad reputation for overcharging tourists.
Passengers with suitcases will be helped upstairs free-of-charge by porters who will work in three shifts daily from 5.00 to 22.00.However, it means reduced comfort for passengers travelling to the airport and possible longer travel time.
It is good to know that due to unpredictable traffic conditions on the Airport Express line’s route, travel times may be prolonged. For this reason, it is advisable to select connections which allow for commensurate transfer time. If your schedule is tight you might rather use taxis.
Compared to other EU airports, passport control can sometimes be quite slow.”
Now that’s being honest with your customers and I like it.