The use of behavioural insights in public policy has traditionally focused on small, low cost ‘nudges’ to improve communications, increase compliance and enhance the way government services are delivered.
In this paper, BETA looks beyond these nudges to identify a smaller set of policy areas where wider scale behavioural change could be achieved. These 'richer veins' are areas where behavioural insights can offer high financial and social impact, such as consumer choice, financial decision-making and personal wellbeing.