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What is Nudge Theory? â¶Ä¯ 

The idea of a nudge is to make a small change that has a big impact on our behaviour. Governments usually think about taxes, subsidies, and laws, when trying to change behaviour - getting these right is absolutely crucial. The hope is that nudges can help too by making ‘doing the right thing’ easy and natural. 

Can you give us an example of how Nudge Theory could be used in future to help create a more sustainable society?  

Making vegetarian options a default option for publicly provided food, on planes, in canteens etc is one example. Reducing meat consumption globally is crucial for reducing carbon, maintaining biodiversity and sustaining soils - it would be good for our health. 

  

What must be considered to ensure Nudge Theory works successfully? 

Two things: the first is that it is crucial that nudges are transparent and agreed by us, the people being nudged. Any element of manipulation will cause a backlash, and bring nudges into disrepute as well as being the wrong thing to do in a democratic society. The second is that we keep nudges in perspective, and see nudges as assisting, rather than substituting for, the powerful tools governments need to wield to achieve a sustainable future, including laws and taxes. 

What is the most important message you hoped you left with your audience?  

Nudging can help us make ‘good’ behaviours easy and natural but they are just part of the bigger picture: almost every aspect of the way we live will need to be transformed in the next three decades or so.  

Seeing my city in India, grow from what it used to be - a simple, serene and quiet town - into one bustling with activity and commerce, I observed the elements of urban and transport planning in action as well as inaction. Mismanagement, lack of adequate planning, infrastructural shortcomings and issues related to transportation were common. 

This inspired me to work during my PhD on the relationship between travel choices and wellbeing to be able to develop sustainable policies with the arrival of new technologies. 

How are groups in society being excluded from urban transport planning? 

Despite claims of inclusivity in transport planning measures, both at the city level and within vehicle conditions, there often exists a misalignment where the needs and concerns of people are not at the forefront of decision-making processes. This misalignment has tangible repercussions, particularly for vulnerable communities, including but not limited to the elderly, children, women, economically disadvantaged individuals, and people with disabilities. In the UK, transportation companies are currently grappling with a staggering monthly loss of £42 million due to the absence of inclusive services.  

From consultations with the Indian government on electric vehicle accessibility, what challenges have you come across? 

India boasts some of the most comprehensive and forward-thinking policies in the electric mobility sector. However, there remains a need for continued efforts in enhancing accessibility and raising awareness. 

One of the ongoing challenges is retrofitting existing vehicles for electric use and addressing end-of-life waste management concerns, both of which are crucial for establishing a cradle-to-cradle economy in the EV sector. This holistic approach ensures that not only the adoption but also the entire lifecycle of electric vehicles aligns with sustainability goals. 

Why is it important that more women take part in climate discussions in the developing world? 

In developing countries, it is imperative to involve more women in climate discussions for multifaceted reasons. Firstly, gender balance ensures that diverse perspectives and concerns are adequately represented in these crucial conversations, resulting in more well-informed and inclusive climate policies. Additionally, women in these regions often face unique vulnerabilities due to their roles in securing resources for their families, making their active engagement vital for addressing environmental challenges effectively.  

Women also bring innovative solutions to the table, driven by their intimate knowledge of local contexts and experiences. Their participation can contribute to social and economic empowerment, as climate initiatives often offer opportunities for education, employment, and leadership roles. 

What is the most important message you hoped you left with your audience? 

Let us celebrate and elevate the importance of embracing simple, sustainable transportation options such as walking, cycling, and public transport, and let's make them not just practical but also trendy and appealing through effective marketing efforts. 

Events like this one are immensely valuable for facilitating knowledge exchange and resource sharing, enabling us to work together effectively towards a sustainable future.