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This chapter begins by showing the limitations of traditional means of influencing citizen behaviour, using the example of a failed attempt to encourage the inhabitants of a housing estate to increase their recycling. It then proceeds to introduce the idea of ‘nudge’ and ‘think’ strategies. These ‘softer’ forms of intervention involve working more closely with citizens, understanding how they think, and encouraging them to make better decisions. Nudge – a concept pioneered by Cass Sunstein and Richard Thaler – is about framing choices and using social cues to help citizens decide what to do. Think constitutes a broad set of tools, stretching from consultation to handing over decisions to citizens. This chapter argues for the efficacy of these approaches, which will be explored and tested in depth throughout the following chapters.
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