covid-19 “new normal”...holiday. social norms framing prompts behavioural interventions...
TRANSCRIPT
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COVID-19 “New Normal”
Mohammad Abdul HamidBehavioural Insights Consultancy
nudge.com.my
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the ‘new
normal’
“Basically, our lives may not be the same anymore for the nextfew months or years. We will be living according to the ‘newnormal’. Whatever we used to do before, we can’t anymore. Thefight is still on and we are doing well so far”.
Prime Minister Tan Sri Muhyiddin Yassin (NST, 10th April 2020)
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Objective
To trigger & promote discussion on the
“new normal”
✓ from behavioural insights perspective
✓ proactive approach
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Impacts of COVID-19
2020 GDP growth between -0.5% and 2% (BNM)
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Prof Nick Powdthavee
Warwick Business School
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“Previous” normal “Interim” normal “New” normal
Opportunities:1) Set new & better normal2) Self-nudges3) Accelerate some of policy actions
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Work from home
No social gatherings
Essential travels only
Lower fuel & electricity
consumption
Less emission – lesspollution
Better for the environment
Consumption
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Policy maker
Individual
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Source: OECD
Guidelines
Guided by BI implementation “procedure”
1) EAST framework (BIT)
2) BASIC framework (OECD)
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1. BehaviouralInsights
“An inductive approach to policy making that combines insights from psychology, cognitive science, and social science with empirically-tested results to discover how humans actually make choices” (OECD).
Source: OECD
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2. Understanding human behaviours
- The way we think (slow & fast)- Our biases
Source: OECD
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3. Self-nudging
• “empowering interventions that enable people to design and structure their own decision environments—that is, to act as citizen choice architects”. (Reijula & Hertwig, 2020)
Self-control strategies1. Modify physical and social aspects of a
person’s external world 2. Modify mental aspects of a person’s
internal world.
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Tackling new normal with BI
What is the problem?
What are the behavioural
drivers?
Design intervention
Adapted from OECD (2019)
Test
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“If you want to encourage a behaviour, make it Easy, Attractive,
Social and Timely (EAST)”. (Service. O et al, 2014)
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Example #1: Work from home
Prompts (eg. a weekly & daily planner – To-do list, progress update/report, reminders of deadlines)
Put phone on silent mode or away from work station
What is the problem? • Productivity
What are the behavioural
drivers?
• Self-control
Design intervention
Policymakers can partner with employers
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Goals1o Improve health of citizens
2o Improve savings
What is a potential
behaviouralintervention?
Eat out Food delivery
Take-away Cook @ home
Options
Which behaviourneeds changing?
Best option
Example #2: Lifestyle
Source: Berita Harian
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No Option Key points
1 Eat out Restricted due to COVID-19
2 Take away Business has to go on. Convenient.
3 Delivery Business has to go on. Convenient.
4 Cook @ home Require efforts & time.
Because role of policymakers is quite limited in changing the architecture of the environment (options 2 & 3), self-nudging is likely more effective to achieve the goals.
Policymakers can guide citizens for self-nudging, conduct test on target groups etc.
How to make it easy?
Example #2: Lifestyle
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Example #3: Lifestyle
Goals 1o Recharge/happy time
2o Promote local tourism
Policymakers can work with industry partners to encourage/ “nudge” more people to opt for
local holiday.
Social norms Framing Prompts
Behavioural interventions
Cuti-cuti Malaysia @ Staycation
Overseas vacation
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Purchase of goods More people turn to on-line
purchases.
1o Safety & security
2o Effectiveness (cashless transaction)
Example #4: Consumption
Public policy goal:
sustainable consumption
BehaviourBehavioural
interventions
Reduce use of plastic
wrappings
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Urban transportGoals
1. Less pollution
2. Sustainable consumption
3. Efficient
Options
1. Own transport
2. Public transport - inconvenient (for some)
Example #5: Consumption
Source: Berita Harian
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Example #5: Consumption
• Identify target groups
• Which behaviour needs changing?
• Develop intervention
• Test
Source: CityLab
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Recommendations
• Identify BI/nudges in the new normal environment that can achieve/improve outcomes.
• Educate the public on self-nudges. Given the BI tools, citizens can also implement nudges for their own wellbeing.
• Test & implement BI for the new normal.
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