Nudge theory pioneer answers his critics

Reshaping the way governments govern

Just over 10 years ago, nudge theory was introduced to the world by Cass Sunstein and Richard Thaler. Their radical argument was that the government could preserve the freedom of citizens whilst at the same time helping them make better financial, health and happiness choices. The initial success in the USA and UK led to over 500 nudge units across the globe, including institutions like the World Bank and the UN. However, critics challenge its effectiveness and even the main claim that nudges by the government are freedom-promoting. In this exclusive interview, Cass Sunstein defends the ideology and effectiveness of his theory.


How can governments help us make decisions whilst keeping our liberty and autonomy? “Choosers are human, so designers should make life as easy as possible, according to Cass Sunstein, the most cited Law Professor in the world, on how government can encourage better and easier decisions. Sunstein has written a huge nu

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