BIT

The Behavioural Insights Team, also known as The Nudge Unit, exists to improve people’s lives and communities. We work in partnership with governments, local authorities, businesses and charities, often using simple changes to tackle major policy problems. BIT is a UK-based global social purpose organisation that generates and applies behavioural insights to inform policy and improve public services, following nudge theory. Using social engineering, as well as techniques in psychology and marketing, the purpose of the organisation is to influence public thinking and decision making in order to improve compliance with government policy and thereby decrease social and government costs related to inaction and poor compliance with policy and regulation. Originally set up in 2010 within the UK Cabinet Office to apply nudge theory within British government, BIT expanded into a limited company in 2014 and is now owned by Nesta.