‘Nudging’ the Way Through a Pandemic

Living each day as it comes has become a normal norm as we traverse through the current pandemic. It has also increasingly made each one of us aware of the essential aspects of life that most of us took too lightly to care which are now mandatory: hygiene, sanitation, and immunity.

Theory

Richard Thaler and Cass Sunstein have received much acclaim for their Nudge Theory in the field of Behavioral Economics. Nudges are understood as ‘small behavioral changes’ that are ‘encouraged to achieve a desirable state’. Nudges are transparent, easy, and should lead to the welfare of the target audience. For example, requiring someone to opt-out of taking insurance cover for an upcoming air flight rather than an opt-in option.

The theory found mention in India’s Economic Survey of 2018–19, where various policies in public domain relied on nudge theory to ‘gently steer people towards desirable action even while preserving their liberty to choose.’ Indian policymakers have used nudge theory in several of its previous policies like Beti Bachao, Beti Padhao and Swachh Bharat Mission. It calls for a change in mindset, which cannot be only enforced by threat or mandate, but rather by highlighting positive aspects around the issue to have long term effects. This is especially true for a population as diverse as we have in India.

Applying the Theory

After two and a half months of stringent lockdown, as states prepare the citizens to ‘Unlock’ from it, it needs to increasingly rely on the power of positive nudges. As people get tired of bans and find their way around it, nudging them to follow the right social practices becomes even more necessary. The burden of responsibility is increasingly shifting to the citizens from the government. For instance, the circles to mark the distance at a grocery store or airport floors are a way to nudge people to maintain distance.

These nudges work from a short and long term perspective.
In the short term, nudges such as washing your hands frequently, wearing a mask as your step out, maintaining distance at public places, sanitizing your hands and surroundings are necessary. In fact, NITI Aayog recently launched a website (http://www.covidthenewnormal.com/) which highlights these important behavioral nudges that are required to navigate through this new normal. Considering the varied population in our country and their high presence in the physical environment, the focus needs to be on merging these nudges from digital to physical spaces as well, especially in places like metro or malls. A simple red caution message on hand railing in a metro coach will encourage people to not touch their face after touching the surface. Placement of sanitizers at a regular distance in public spaces will promote their usage. As schools reopen, children will need to be nudged to practicing more hygienic practices that require reimagining the school infrastructure. Signs and symbols become necessary to reach out to every section of the society to make it an inclusive campaign.

In the long term, nudges such as opting for healthier food options, investing more in your health, making informed decisions on insurance policies, opting for digital payments, way of accessing education, travel, and tourism contingencies, attendance in public gatherings, changes in workspace ought to be encouraged. In fact, in the long term, it will also be required to rethink the way we consume our limited resources. As we encourage mask-wearing and frequent handwashing, it will lead to excessive pollution and water shortage respectively. A better alternative then becomes to nudge for recyclable masks and opting for water conservation practices.

Collective Responsibility

Nudging is based on the premise that humans beings if left on their own will behave irrationally, even when the situation is grim. This is certainly fitting during a crisis such as this where several instances of public gatherings have severely flouted social distancing norms. However, it also requires judicious use of nudge theory because any excessive push will transform it from seeming like encouraging positive behavior to forced meddling. This also makes it important to have usage of positive words rather than a direct negation or denial of something.

While there may seem no end to the crisis at the moment, we as individuals need to encourage all kinds of good habits that will transform into good societal behavior. It is only with this collective effort, that we can pull ourselves out of this situation to move towards a better brighter future.

All views expressed are personal.