The 2017 Nobel Laureate in Economic Science is Professor Richard Thaler, the father of nudging. Below is a recording of his Acceptance Speech, held in Stockholm on Dec 8 2017. The title is "From Cashews to Nudges: The Evolution of Behavioral Economics".

Once more: Congratulations, Professor Thaler, and thank you for providing us with many tools to nudge for sustainability.
(More resources on Thaler's research below.)

By following the below link you can download a short presentation we have put together on Professor Thaler and his research.

You can also follow this link to see our founder Katharina Paoli give this presentation (in Swedish) at the nudging breakfast arranged by Nudging Sweden and FORES a few hours before Professor Thaler's speech:

More links

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We are looking for a Swedish speaking intern for a reseach project during November to December 2017. Please see enclosed description for further details. 

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(Image credit: Chatham House (CC BY 2.0), bit.ly/2yaiVRF. Image has been made brighter.) (Image credit: Chatham House (CC BY 2.0), bit.ly/2yaiVRF. Image has been made brighter.)

We congratulate Professor Richard H. Thaler at the University of Chicago – this years Nobel Laureate in Economics. Professor Thaler  is a central figure within behavioral economics and  nudging. The Nobel recognition further solidifies his importance for our understanding of the human mind, and our ability to design a world for the quirks in our brains rather than against them.

– Our work at A Win Win World and the purpose of Nudging Sweden  is of course deeply indebted to Thaler's research and we send him our heartfelt congratulations. We are proud to walk in his footsteps by helping our clients apply his research to gain both ROI and measurable results in their sustainaibility initiatives, says Katharina Paoli, Managing Director of A Win Win World. 

In the interview following the prize announcement, Thaler was asked to comment on in which way he thinks his research has been most helpful.
He replied:

"The most important impact of my research is that economic agents are human and that economic models need to recognize that." 

To Thaler, this was clear from the beginning. As a young graduate student in economics, he started the field of behavioral economics by casually collecting a list of observations running counter to traditional economic theory. He became increasingly convinced that people often behave in ways  that standard economic theory cannot account for. For example, how can a theory positing that people are perfectly rational beings with stable preferences and perfect self-control explain the following weirdnesses? Why do many of us spoil our appetites if cashew nuts are placed on the dinner table, even though we do not want to eat before dinner and would not go and get the nuts if the bowl was in the kitchen? And why is the percentage of  people who would buy a (new) 100-dollar ticket to a play lower for those who had already bought a ticket but lost it than if they had recently lost a 100-dollar bill? Money is fungible; the differences between the two scenarios should not matter, according to standard economics. But in real life they do. 

Thaler set out to explain these violations of 'unicorn economics', as he came to refer to the many fictional assumptions traditional economists employ (Thaler's humorous side is well known). His extensive scholarship includes work on cognitive biases such as framing effects (especially the 'mental accounting' one behind the play ticket difference), the endowment effect (we value things we own more than things we don't) and the sunk cost fallacy (we allow past economic decisions to unduly influence present ones), Moreover, he has designed nudges e.g. for retirement savings that not least draw upon commitments and default rules. (Read more about this below). 

In 2008, Thaler and Law Professor Cass Sunstein wrote the book Nudge: Improving Decisions About Health, Wealth, and Happiness, which kickstarted worldwide interest in the tools now known as nudges. The principles behind the tools were not new, but the highly useful name and the many examples applied to real life were. The proposed ideological framework in the book, libertarian paternalism, also helped people from diverse camps accept the wisdom collected in the book. Together, these factors greatly helped Thaler and Sunstein disseminate their insights into how we all are Humans (Homer Simpson; homer economicus) rather than Econs (Star Trek's Spock; homo economicus) and that we therefore sometimes need help to behave as we really wish to behave.

As a result, our attempts to influence behavior for the better are no longer limited to appealing to our conscious, focused selves. We can also enlist the help of our autopilots. No longer do our toolboxes contain only bans or incentives , but also behavioral insights in the form of nudges – what Thaler also calls SIFs, Supposedly Irrelevant Factors, as another way of teasing his more traditionally-minded economist colleagues. As Professor Thaler once said:

“A good rule of thumb is to assume that everything matters.”

For his contribution to making economics more human, Thaler has long been put forward as a future winner of the Nobel Prize in Economics. Together with the 2002 prize given to psychologist Daniel Kahneman, a long-time collaborator and friend of Thaler's and the author of Thinking, Fast and Slow, the international recognition now bestowed upon Thaler means that behavioral economics has finally earned its rightful place as an undeniably integral part of economics. The discipline's tools will now become even more firmly placed in the repertoires of modern policymaking as well as in smart business practices.

A Win Win World and Nudging Sweden very much welcome this development and will continue to expand both Swedish and international efforts to nudge for sustainability. In other words, to do what Thaler asks of all of us when he signs copies of his and Professor Sunstein's book:

"Nudge for good."



Two real-world applications of Professor  Thaler's work are especially well known. The first is his strong contribution to the founding and great success of the Behavioural Insights Team, the world's first so-called 'Nudge Unit'. BIT was launched by ex-prime minister David Cameron to help the UK government increase efficiency in various policy programs. It is now a private enterprise.

The second is Save More Tomorrow, a successful nudge designed by Professor Thaler and Professor Shlomo Benartzi (TED talk about the program here).  An American program for retirement savings, Save More Tomorrow utilizes three facts within behavioral science: our tendency to value the present more than the future, our tendency to want to avoid losses much more than realize gains, and our tendency to not always act as we have planned (think New Year's resolutions that go unfulfilled). Instead of falling into these traps, Save More Tomorrow asks employees not to immediately increase their retirement savings but to instead do so at their next paycheck raise. They stay then stay enrolled in the program, and automatically contribute more and more, without having to make any more choices – unless they opt out, of course. This nudge is helping thousands of Americans achieve more secure pensions.




Go to our Press page (for Swedish version, go here) to see a collection of articles on Professor Thaler written within the first 24 hours since the award announcement.

Want to hear from Professor Thaler directly? Follow the below links:


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How can we get business travellers to choose the train before the plane? 
In the end of September Nudging Sweden are going on a tour with SJ, Sweden's market-leading train operating company. Our founder Katharina Paoli will be giving inspirational talks and teach nudging techniques at the SJ Biz breakfast seminars in Stockholm, Gothenburg and Malmö, Sep 19–21. Hopefully nudging can help Swedish coorporations to make travelling by train the number one choice for future domestic travels. 

Read this brand new interview with Katharina Paoli in the onboard magazine Kupé ( in Swedish), page 71. 

Do you work for one of SJ's big customers? Register here. Are you a student? Do the same – there might still be saved seats for you. (In the "Företag" field, write your department instead.)

Göteborg, 19 sep: Hotel Opera, Nordstan, Nils Ericsonsgatan 23, kl 7.30-9.15 
Malmö, 20 sep: Malmö Börshus, Skeppsbron 2, kl 7.30-9.15 
Stockholm, 21 sep: SJ:s huvudkontor, Vasagatan 10, plan 10, kl 7.30-9.15

#nudging #sustainable #travel #SJ #ontour

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This post is about two radio interviews made in Sweden, and therefore mostly relevant to our Swedish followers. 

Söker du tips på intressant sommarlyssning?
Då rekommenderar vi dessa två intervjuer med Tim Isaksson, projektledare på A Win Win World, för dig som vill lära dig mer om nudging i sommar. 

  1. Radiointervju om vad nudging är och konsumentverkets intresse för nudging från Plånboken i P1.
  2. Ett  podd-samtal med djupare diskussion om ideologi, etik & synergi från podden Är det säkert radio.
Glad sommar! 
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2017's Politicians Week in Almedalen Gotland, Sweden, starts in just over three weeks. Have you attended any previous year? If so, you might – just as most of us – be looking for some help to navigate the djungel of over 3000 events in just a week.  Therefore we hope to nudge you in the right direction, providing this list of highlighed events covering topics such as behavioral design, smart sustainable cities and nudging for sustainability.

Katharina Paoli, Managing Director of A Win Win World, will be moderating, speaking and participating in several panels during the week. Interested in having her on your panel? Feel free to reach out to us

By the way, remember to subscribe to Nudging Sweden's newsletter (in Swedish). We are planning an Almedalen Special Edition last week of June. 

Selected events in Almedalen 2017 (all in Swedish)

Monday July 3

10.00-11.00, Swedbankhuset, Volters gränd 8
Alla vill rädda världen, men hur ska de goda idéerna förverkligas?

Katharina Paoli is one of the panelists.​​​​​​​

15.00-16.30, Uppsala universitet, Campus Gotland, Cramérgatan 3, E35
Katharina Paoli is moderating the seminar.

Tuesday July 4

8.45–9.30, Strandgatan 35
Hur kan nudging få oss att göra bättre val?

9.30–10.15, Clarion Hotel Wisby, Strandgatan 6
Nudga, boosta och thinks – hur används beteendevetenskapliga verktyg i cirkulära modeller?

12.45–13.45, Best Western Strand Hotel, Strandgatan 34
Klimatkatastrof eller förnybar fest – vad motiverar till fossilfrihet?

14.10–15.00, Strandvägen, H502, tält
Klimathot, hållbara städer och bättre hälsa – vad är möjligt?

19.30–21.00, Teaterskeppet, Visby Hamn
Att omedvetet ta hållbara beslut – kunskap och teknik räcker inte
Katharina Paoli is one of the keynote speakers.

Wednesday July 5

10-00–10.45, Wisby Strand Congress & Event, Donnersgatan 2
Måltidsvanor i förändring – så påverkar dina matvanor hela samhället

Thursday July 6

9.00-9.45, Invizion Arena, Rigagränd
Hur kan medvetna val hjälpa till att aktivt påverka och styra en förändringsprocess?​​​​​​​
Katharina Paoli is one of the panelists.
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We are delighted to welcome Jessica Viktorsson to the A Win Win World team. As the new Membership Manager for Nudging Sweden, she will make the network even bigger and better. What does she have to say about her passion for nudging, her intentions for the network, and her favorite scientific fields of resilient entrepreneurship, human ecology and environmental psychology? Get to know Jessica!

– I hope to find new ways to disseminate project results from Nudging Sweden members to wide audiences.

– I especially like nudges that make sustainable choices more normal and natural.

Hi Jessica, you have just graduated from Resilient Entrepreneurship at Holma Folkhögskola. Congratulations! Tell us, what is Resilient Entrepreneurship? 

– Thank you! Resilient Entrepreneurship is about being able to cope with change and to reduce vulnerabilities in our ever-changing world. It's about having a sustainable approach in what you do, both regarding purpose and type of business and in terms of organizing your work so that you can be flexible and change direction and adapt to new situations if needed. For me, this is applicable regardless of whether you are full-out entrepreneur or an employee. 

What made you interested in nudging and behavioral science in the first place?

– Studying human ecology and learning about the environmental problems we face made me want to learn why we don't act as much as we should or actually want to, and I wanted to know what can be done to change that. I first heard about nudging when I took a course in environmental psychology. I later realized that this is actually something I could work with as I'd like to make it easier for people to make better and more environmentally friendly choices. 

As the Membership Manager for the network, what added value are you aiming to bring to Nudging Sweden’s members?

– Besides being the contact person all members can turn to, I hope to find new ways to disseminate their project results to wide audiences. Both via outreach in our digital channels and PR opportunities and also via further developing the knowledge-sharing opportunities within the corporate/organizational membership part of the network. For example, the digital member meetings are great opportunities to share insights and develop new ideas!

What is your favorite nudge example?

– I especially like nudges that make it normal and natural to make more sustainable choices. For example using smaller plates to reduce food waste, placing vegetarian choices first at buffets or offering green energy as the default option. These types of nudges are easy to apply and you can easily use them to nudge yourself as well.

Contact Jessica Viktorsson here.

#ActOnClimate   #AWinWinWorld   #Nudging

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How do you reduce the amount of cigarette butts in the streets? 

We used behavioral insights to help reduce the amount of cigarette butts in the street of the City of Gothenburg.  We will soon release the full report from the pilot study but here is a first article from Göteborgs-Posten, one of Sweden's largest newspapers!

Read the full article here (in Swedish): http://bit.ly/2okiRX9

Thanks to Göteborgs Stad and Demos Helsinki for good collaboration on the project. 

Interested in behavioral insights and nudging for sustainable choices? Join our facebook group Nudging Sweden to learn more!

 #nudge #awinwinworld

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World Water Day Katharina Paoli

Water is vital for life on earth, yet millions still do not have access to clean water. Today, 1.8 billion people use a source of drinking water contaminated with faeces, putting them at risk of contracting cholera, dysentery, typhoid and polio. 

Therefore, we immediately said "Yes, of course!" when we were asked to support and participate in the Walk for Water on World Water Day, March 22.

Walk for Water is an initiative truly determined to improve lives by increasing awareness, minimizing wastage, promoting rainwater harvesting and purifying recycled and contaminated water. Together we can save millions of liters and lives. 

Join the Blue Revolution. Take the Water Pledge, which is also a 2-minute test of how much water you can save by changing your habits just a teeny bit.

Here you can download the blue drop, print it,  take a photo and help us spread the Blue Revolution by uploading you picture on social media. 

#WalkforWater #WorldWaterDay 

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

Frehwater shortages is quickly becoming an issue in countries traditionally spared. Sweden is one example: this year even more places risk suffering through last year's severe lacks of water on Gotland and Öland.

It is upon all of us to take care of our water. Let's use water carefully, let's identify and implement clever solutions, and let's build a global movement of solidarity and crowd wisdom.

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Starting March 1st Katharina Paoli will be the Managing Director for A Win Win World and Nudging Sweden, as Åsa Sandberg leaves the position as CEO. Katharina Paoli and Åsa Sandberg founded A Win Win World together in 2014. We want to say a great thank you to Åsa for 2.5 wonderful years and give her all our best wishes in her future initiatives!
Katharina will lead A Win Win World with a continued focus on initiatives that drives action and measurable results for a sustainable future.
In Swedish: 

Katharina Paoli tar över som verksamhetsansvarig för A Win Win World.
Efter 2,5 år som medgrundare och VD för A Win Win World väljer Åsa Sandberg att lämna föreningen och gå vidare till nya utmaningar. 
Katharina Paoli kommer att driva A Win Win World vidare med fortsatt fokus på beteendevetenskapliga processer, inspiration, utbildning och mätbara resultat för en resurseffektiv hållbar framtid.  Åsa Sandberg och Katharina Paoli startade A Win Win World tillsammans 2014 och föreningen har vuxit till att idag vara en av Sveriges ledande språkrör för nudging och action för en hållbar framtid.

Åsa Sandberg: 
- Det har varit utvecklande att driva upp A Win Win World under dessa år. Det har varit en viktig resa att sätta nudging på agendan i Sverige. Det var naturligtvis inte ett lätt beslut men jag har reflekterat länge och kommit fram till att det är dags för att ta mig an nya utmaningar. Vad jag skall göra framöver har jag inte riktigt bestämt mig för, men jag är otroligt glad över att Katharina väljer att driva vår satsning vidare.

Katharina Paoli tog över som verksamhetsansvarig from 1 mars 2017.
Vi önskar Åsa varmt lycka till.

Bild: Fina minnen från när vi lanserade nätverket Nudging Sweden under Almedalsveckan 2014. Left/Vänster - Åsa Sandberg. Right/Höger - Katharina Paoli
Bild: Fina minnen från när vi lanserade nätverket Nudging Sweden under Almedalsveckan 2014. Left/Vänster - Åsa Sandberg. Right/Höger - Katharina Paoli
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We are happy to announce a new date for our popular nudging course - May 3 in Gothenburg. This time in cooperation with Camino.
Can't make it? For the first time you will also be able to take the course online, at your own pace. 

Read more and register here (SWE)>

Read more and register here (ENG)>

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Do you sometimes feel drained and frustrated when reading the latest sustainability news? We know the feeling. Our new Project Manager & Communications Coordinator Tim Isaksson is passionate about sustainability communication, nudging and measurable action, and he has many thoughts to share on how to build engagement and help people come on board.

– If people, companies and organizations feel they are swimming into the wave, make them feel that they’re riding it instead. If someone needs help to jump into the water, assist them with a research-based nudge.

As a climate strategist with a background in the research fields of both nudging and climate communication, Tim is a great addition to our team’s knowledge base. He is also the founder of Disrupt Disruption, the world’s leading database on climate-related nudges. In this interview we took the liberty of asking him some tricky and quite big questions.

Hi Tim,
What do you think is the most pressing sustainability problem facing global society today – and how do we solve it?
- Since communication influences everything, I’d have to choose the way traditional climate communication polarizes people. This includes the focus on who to blame rather than on seriously and constructively debate the solutions.

Take the 'global society' frame in your question, for example. It is problematic. Many people mostly care about local matters and don't connect the global perspective to their everyday lives. The lack of tailored sustainability communication is part of common but incorrect expectations regarding how the human brain works, including the false notion that everyone thinks more or less like yourself.
And who are “we”? Unless who this “we” refers to is properly explained – and unless care is taken to avoid telling people what to think – it can quickly become exclusive. 
OK, so how to address this problem in practice?
- By research-based, values-up, inclusive communication that starts where people are rather than where you want them to be. By highlighting relevant and meaningful solutions and conveying more positivity and hope, rather than passing blame and judgment and going all-in Dr. Doom. And by emphasizing and exemplifying how the best business sense is to ride the wave of the inevitable economic and cultural transition that is underway – and preferably also to steer the ship that makes that wave – rather than to swim against it.
Let me return to the unrealistic expectations on the brain. By using nudging to make certain individual-scale behavior changes effortless and more or less automatic, we can help make it easy for people to make sustainable choices in their busy everyday lives.

What brought you to start working with sustainability?
- For me it is simple: working on meaningful issues is the surest way to find meaning. And meaning adds to happiness – which is another reason for why I hope that everyone, to various extents of course, will soon work with the sustainability transition as part of their normal work tasks. I’m very happy to be in a position to help make that happen.
What is it about A Win Win World as an organization that speaks to you?
- Definitely the approach and courage to constantly work on the frontier of science, as well as the constant look upwards and the willingness to partner up with experts from all over. This is of course a highly inspiring and productive environment in which to enable organizations and companies to unleash their potential. To replace talking with walking. To discover and realize win-wins.
In short, since I thoroughly cherish the company of forward-thinking, clever people who see the whole picture, it feels great to be part of the A Win Win World team!

#ActOnClimate #AWinWinWorld #Nudging

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Veckans Affärer Supertalanger 2017 Åsa Sandberg

We are proud to announce that our Co-Founder Åsa Sandberg has been appointed one of Sweden's 101 Super talents of 2017 by the highly recognized business magazine Veckans Affärer (Business Week).

"With the goal to make the world better through collaboration. Lectures on how companies, organizations and municipalities can use nudging (to influence people's behavior in a desired direction without using a whip nor carrots) for sustainable development.
Also, Managing Director of TEDx Gothenburg."

They are all young, driven and smart. In the search for the next generation of business leaders, Veckans Affärer has since 2007 appointed 101 Super talents of the year. Among other criteria we also find: future potential, in-depth knowledge and the ability to act in tune with important societal trends. Three important key skills that A Win Win World continuously strive to master and include in our core, in our services and in our value proposition.
The Win Win World recipe for success? Research-based practices, creative ideas and a clear process combined with action and measurable results. Our goal is to help more people make more sustainable choices, get to action and find solutions for a resource efficient sustainable future.
- I am pleased and honored to be one of the Super talents of 2017! It's a great feeling when your work is recognized, says Åsa Sandberg.
Link to the full list of Super talents of 2017 (Article in Swedish)

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The editorial page of one of the leading newspapers in Sweden writes about #nudging and suggests that we might need a friendly nudge in the right direction. We absolutely agree! This is exactly the method that A Win Win World uses in our behavioral design projects. And the results are fascinating! Article in Swedish here >

#ActonClimate #Nudge

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