A Nudge to Innovation

  Change Management   Innovation   Leadership   Strategy   ProjectsAtWork  

Change initiatives can be mentally and physically taxing because it is more challenging to be in a “mindful” state of learning something new than in a “mindless” state of doing the familiar. Physical or cognitive “nudges” help — not by forcing adoption of new ideas, but by creatively eliminating obstacles so that it happens naturally.

In 2011, Pelle G. Hansen and his students from Roskilde University came up with a litter-reducing nudge that they tested in Copenhagen. The team handed out 1000 candies to pedestrians. All the nearby streets, including garbage cans, ashtrays, and bike baskets were examined for the distinctive empty wrappers, and the wrappers discovered there were counted. Then the process was repeated, but in the second trial, a trail of green footsteps leading to nearby bins was stenciled on the ground. This led to a 46% decrease in the number of wrappers that were thrown on the ground. “The green footsteps certainly caught people’s attention,” says Hansen. “I think they create an atmosphere where the public feel more conscious about litter . . . and perhaps there is also a subconscious inclination to follow the feet.” Hansen’s remarks echo findings from a recent trial at an office block in Amsterdam that was designed to encourage visitors to take the stairs rather than power-hungry elevators. Beginning at the lobby entrance, …

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