The person who coined the term ‘nudge’, Cass Sunstein, said, ‘By knowing how people think, we can make it easier for them to choose what is best for them, their families and society.’ Isn’t it great that there are people who know what is best for you? And who can change your thinking and behaviour without you even being aware of it? Rest assured, there are many behavioural scientists and their advocates embedded and advising within the UK government, nudging you towards what is best for you.
