A FEW years ago, I came across something called the EAST framework. It stands for Easy, Attractive, Social and Timely. It came out of the United Kingdom's Behavioral Insights Team, often referred to as the 'Nudge Unit.'
A FEW years ago, I came across something called the
framework. It stands for Easy, Attractive, Social and Timely. It came out of the United Kingdom's Behavioral Insights Team, often referred to as the 'Nudge Unit.' Its goal was simple: Find practical ways to help people make better decisions without forcing them. The team was looking for ways to change behavior — not by scaring people or making rules more complicated, but by making better choices agreeable. Simplify The idea is straightforward.
. For example, in Quezon City, signs reminding riders to wear helmets were placed right before intersections — not too early, not too late. The message also said, 'Protect your future — most riders in QC wear helmets.' It was short, used social proof and was timed just before the risky behavior. The city also partnered with influencers and ran short, emotional videos on social media that made safety feel urgent and important.
isn't magic. It doesn't replace good leadership, clear policies or solid systems. But it makes change easier. In daily life, in business and in public service, small design choices can lead to real behavior change. The author is founder and CEO of Hungry Workhorse, a digital, culture and customer experience transformation consulting firm. He is a fellow at the US-based Institute for Digital Transformation.
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