EAST: Four Simple Ways to Apply Behavioral Insights

The Behavioral Insights Team is a center of expertise founded by the British government in 2010, serving the country’s administrations as well as philanthropic foundations. Its mission: to apply the advances of behavioral sciences in order to develop more effective public policies, in service of the common good. After having conducted over 1,000 projects and experiments, the agency has synthesized its learnings into this report. In particular, it formalizes four effectiveness principles for inducements to behavioral change: making them easy, attractive, social, timely—what they refer to as “EAST”.