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Podcast: Nudge
Episode: Why naming a dish “field-grown” doubled sales
Description: How would you encourage sustainable behaviour?
You might assume logical messages work best.
Stuff like “the average three-hour flight creates ~250–400 kg of CO₂”.
But today’s guest on Nudge has tested logical messages.
And they don’t work.
Today on Nudge, Toby Park from the Behavioural Insights Team explains how renaming a meat-free dish doubled its sales. Why targeting home-movers made Americans 400% more likely to cycle. How social norms can increase sales by 20%. And the reframing led the majority of Brits to choose energy-efficient fridges.
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