It's On You

Two leading academics explain where behavioural science went wrong and argue we should stop blaming personal failure for society's ills.

'A stirring call to action' - TIM HARFORD
'A masterclass' - DARON ACEMOGLU
'An excellent book' - NASSIM NICHOLAS TALEB

Two decades ago, behavioural economics burst from academia to the halls of power on both sides of the Atlantic, with the promise that correcting individual biases could help transform society. The hope was that governments could deploy a new approach to addressing society's deepest challenges, from inadequate retirement planning to climate change—gently, but cleverly, nudging people to make choices for their own good and the good of the planet.

It was all very convenient, and false. As behavioural scientists Nick Chater and George Loewenstein show in It's On You, nudges rarely work and divert us from policies that do. For example, being nudged to switch to green energy doesn't cut carbon, and it distracts from the real challenge of building a low-carbon economy.

It's On You shows how the rich and powerful have repeatedly used a clever sleight of hand—blaming individuals for social problems, with behavioural economics an unwitting accomplice, while lobbying against the systemic changes that could actually help. As two original proponents of the nudge principle, Nick and George now argue that rather than trying to "fix" the victims of bad policies, real progress requires rewriting the social and economic rulebook for the common good.