People are much more
likely to do something
if it’s easy and low-hassle.
Simplify: make sure that information, messages or requests are clear and simple to understand
Friction: remove even the smallest amount of extra effort, or add it to encourage people not to do something
Defaults: set the easy path as the healthiest, safest or best option
Personalise: use the recipient’s name to make it relevant
Salience: make key points stand out
Messenger: experts and named individuals beat anonymous or distrusted sources
Lotteries: make incentives more attractive with prize draws
Emotion: plays a central role in decision-making
People are drawn to that which catches their attention, and that which is attractive to them.
Habits: intervene before they become established
Key moments: Prompt people when they are likely to be most receptive
Planning responses: Help people plan their response to future events, ask them to write down their plans, identify barriers they may encounter and then plan how to overcome them
Interventions are more effective before habits have formed, or Behaviour has been disrupted for other reasons.
Norms: research and understand what others are actually doing
Networks: use the power of recommendations from friends
Promises: encourage people to make a commitment to others
Eyes and faces: people are influenced when others are present or watching – images of eyes or faces help to encourage behaviours
People are strongly influenced by what others are doing or have done.
Created by the Behavioural Insights Team - also known as The Nudge Unit -
the E.A.S.T. mnemonic forms an effective mental checklist.
It can form an essential part of the comms pro’s toolkit too.
Establish your purpose, define the outcomes you're looking for,
know your audiences and then plan your approach around E.A.S.T.
If you want to encourage a behaviour you should make it
Easy, Attractive, Social and Timely
Download a PDF of the infographic
Content adapted from the awesome book Inside the Nudge Unit by David Halpern
The E.A.S.T. framework is an accessible, simple way to encourage effective and efficient behaviour change.
Seemingly small changes can make a big difference.
Navigate today to a bold new way.