Introduction

Behaviour guides action. There is tremendous power in the ability to change or influence behaviour of oneself and others. Growing interest in understanding the subtleties of behaviour change since the late 1990s got a major thrust with 2002 Nobel Prize in Economics to Daniel Kahneman for his work on decision-making and behavioural economics. Ever since the publication of the book, “Nudge” by Richard Thaler (Nobel Prize in Economics in 2017), behavioural economics has become the go to discipline for governments, top companies and even start-ups.

Over the past decade more than 200 “nudge units” have been established by governments around the world to inform public policy. Top companies have started employing PhDs and researchers in behavioural science to improve customer and employee experiences. Future belongs to individuals and companies who can practice the application of behavioural science to design products, environments and experiences to change behaviour of people in an ethical manner.