behavioural insght and policy, david halpern
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Behavioural insight & policy
David HalpernNo10 / Cabinet Office
19th March 2011
Behavioural insight is one of several new emphases in government thinking
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Big Society & decentralisatio
n
Well-being
Cost efficiency
Transparency & payment by
results
UNCLASSIFIED
Behavioural insights
Coalition agreement
“There has been the assumption that central government can only change people’s behaviour through rules and regulations. Our government will be a much smarter one, shunning the bureaucratic levers of the past and finding intelligent ways to encourage support and enable people to make better choices for themselves.”
3UNCLASSIFIED
The Behavioural Insight Team
BITDavid Halpern (Director)Owain Service (DD) + 6OGDs
OCS / ERG
Well-being agenda
Advisory PanelGus O’Donnell (tbc)Richard Thaler (Chicago)Peter Tufano (Oxford)Theresa Marteau (Cambridge)Julian Le Grand (LSE)Peter John (UCL)Nick Chater (Warwick)Dan Goldstein (LBS)
Steering BoardJeremy Heywood (No10)
Steve Hilton / Rohan Silva (PM)Polly Mackenzie / Julian A (DPM)
Robert Devereux (Head of Policy Profession)
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0 2 4 6 8 10 12 14
I ron deficiency
Unsafe sex
I llicit drugs
Physicalinactivity
Low fruit andvegetable intake
Overweight
Cholesterol
Alcohol
High bloodpressure
Tobacco 12.2%
10.9%
9.2%
7.6%
7.4%
3.9%
3.3%
1.8%
0.8%
0.7%
WHO, 2000UNCLASSIFIED
Health: behavioural factors explain the majority of years of healthy life lost
Information is generally not the problem
Fisher & Fisher, 1992; Psychological Bulletin
77%
70%
61%
59%
59%
58%
49%
44%
35%
Eating more fruit and vegetables
What do you think ‘eating a healthy diet’ involves?
Germany
UK
Italy
Neth
EU 25
Spain
Sweden
France
Ireland
Eurobarometer 64.3 2005. Base c1,000 interviews in each country
-80 -60 -40 -20 0 20 40 60 80 100
Italy France **DenmarkSweden
NetherlandsBelgiumAustria
Lithuania**Estonia **
LuxembourSlovenia*
GreeceSpain
IrelandHungary
LatviaSlovakiaMalta **FinlandCzech
CyprusEngland
Germany
Women Men
% Overweight % Obese% Obese
UK
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MINDSPACE
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Social norms to encourage tax payment
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Taking out ‘friction costs’ to drive insulation
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Personalised texts for fines
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Reducing NHS Bedford
‘Did not attends’
Active commitment = filling out your own appointment card and repeating back the time and date
(Also included norms, displaying the number of people who turned upon time)
Commitment devices used to reduce ‘did not attends’
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Sorting out unlicensed cars
Big policy issues – not just marginal
Economic growth
Reduced regulation
Social mobility
Crime
Health
‘Big Society’
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Well-being and harnessing the ‘hidden wealth of nations’
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...economic growth is a means to an end. If your goal in politics is to help make a better life for people – which mine is – and if you know, both in your gut and from a huge body of evidence that prosperity alone can’t deliver a better life, then you’ve got to take practical steps to make sure government is properly focused on our quality of life as well as economic growth, and that is what we are trying to do.
25th November 2010
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Measuring subjective wellbeing
ONS is sampling 200,000 Britons to ask:
- How satisfied are you with your life nowadays?
- How happy did you feel yesterday?
- How anxious did you feel yesterday?
- To what extent do you feel the things you do in your life
are worthwhile?
Plus dashboard complement to GDP; Green Book changes; and ‘social value’ test
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Rich nations are happier...
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A key puzzle is why our life satisfaction is not increasing
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The Easterlin paradox
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Across UK: satisfied in Sevenoaks.
Top 10
% 'Very Satisfied' with Life
Sevenoaks 37Chester 28South Cambridge 28Teignbridge 27Rutland 27Tonbridge & Malling 25Bristol 25Aberdeen 25Warwick 24Cardiff 24
Bottom 10
% 'Very Satisfied' with Life
Huntingdonshire 9South Derbyshire 10Havering 10Luton 11Kingston upon Hull 11 Salford 11East Ayrshire 11Sheffield 12Waltham Forest 12Life Carlisle 12
From Whitely et al, 2004 http://www.esrc.ac.uk/esrccontent/news/september04-2.asp
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A wide variety of factors are associated with SWB – though the causality is sometimes complex
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The formal economy is only a part of our lives
0
200
400
600
800
1000
1200
1400
1961 1983 2001
Sleep
Med, education
Out leisure, shops
Home leisure
Shelter, nutrition
Services (upper)
Services (other)
Manual
Sleep
Medical, education
Sport, shopping, travel
Home leisure
Shelter, nutrition
Professional servicesOther servicesManual
We spend on 23% of our waking time in paid work
down 1hr 15min from 1960’s – with clear
evidence of convergence across class
The ‘economy of regard’ is at least big as the ’real
economy’
Source: Data from Geshunny, UK time budget studies; Halpern, 2010UNCLASSIFIED
Across the world, most dramatic transformations of public services harness ‘hidden wealth’
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Sweden Patient Hotels
Singapore Yellow Ribbon program
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London 10% vs 79% recidivism
Conclusions
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Media - wary early on
“David Cameron’s Vanity Project”
Media has become supportive
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Conclusions
Behavioural insights offer practical, low cost policy tools
Well-being data will raise the profile of ‘social’ drivers
Use experimental approach
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Annex
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Defaults are the most famous of a growing range of applications
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Salience, social norms and ego to reduce energy consumption
UNCLASSIFIEDSigned at beginning of form
Signed at end of form
A study in the US found that moving signature
boxes to the beginning of application forms primed
customers to increase self-reported miles driven
by 10%.
Priming of honesty and consistency to increase declarations
UNCLASSIFIED 36
Experiments in giving (restaurant)
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Messenger We are heavily influenced by who communicates information
IncentivesOur responses to incentives are shaped by predictable mental shortcuts such as strongly avoiding losses
Norms We are strongly influenced by what others do
Defaults We ‘go with the flow’ of pre-set options
Salience Our attention is drawn to what is novel and seems relevant to us
Priming Our acts are often influenced by sub-conscious cues
Affect Our emotional associations can powerfully shape our actions
Commitment We seek to be consistent with our public promises, and reciprocate acts
Ego We act in ways that make us feel better about ourselves
MINDSPACE is being widely applied...
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Life satisfaction
1981-2007
Ingelhart et al 2008
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Percent ‘Very happy’
1981-2007
Ingelhart et al 2008
Social trust (national trends)
0
20
40
60
80
0 20 40 60 80
1981-3
19
97
-20
01
Sweden
Mexico
Argentina S.Africa
France
USA
UK
Spain
Japan
IrelandW.Ger
Belgium
Italy
DenmarkNorway
N.IreAustralia
Iceland
S.Kor
Netherlands
Finland
Decreasing
Increasing
Lowtrust
Hightrust
UNCLASSIFIED
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