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Barnet to trial "nudge" theory

Leon Walker, Regen.net, 21 August 2008

A London council is to pilot policies based on a new theory of behavioural economics in a bid to tackle litter, reduce carbon emissions and increase recycling rates, it has emerged.

The London Borough of Barnet has been given a reported £100,000 by the Department of Communities and Local Government to try out new "nudge economics" policies.

In a "nudge" economy, citizens are prompted to take decisions to the benefit of society as a whole such as choosing to recycle, rather than simply throw rubbish away by the small financial gains making that choice gives them.

The theory came to light in Nudge: Improving Decisions About Health, Wealth and Happiness by US economists Cass Sunstein and Richard Thaler.

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