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We are currently reviewing the much talked about book ‘Nudge- improving decisions, health and happiness’ by Richard Thaler and Cass Sunstein. Apparently it’s so hot that politicians are even using it to shape policy. The Times comments:

“Politically this is, at the moment, hot stuff. Both the Cameroons and the Obamistas are said to be reading Nudge in an attempt to discover how and when people should be gently manoeuvred into doing the right thing. The planet may depend on this, as may our health and pension prospects. People can be nudged into saving energy, stopping smoking and saving more. Nudging is the new politics. Richard H Thaler and Cass R Sunstein - two Chicago academics - have hit publishing pay dirt with an idea whose time seems to have come.”

At Sledge, we are looking at “Nudging” people in the right direction with the incentive of making them feel happier and healthier and getting more from life. This could involve encouraging people to eat healthier food by putting fruit and vegetables at the heart of a campaign or encouraging people to exercise more and enjoy family time with mass participation in low-tech interactive activities.