The idea of defaults—and their powerful impact on human behavior—was popularized in the book “Nudge” by Harvard professor Cass Sunstein (BFF Board of Advisors member) and Nobel Laureate Richard Thaler. Put simply, humans tend to go along with the status quo; whatever is the default is what most people will select simply because choosing another option requires expending effort, time, or money.
This subtle yet powerful change can have a profound impact on human behavior, leading to a massive reduction in the consumption of animal products and paving the way for a more plant-centered food culture.
Over the past decade, our team, in collaboration with partners and researchers, has conducted extensive investigations to identify the most effective methods to shift to plant-based foods across various dining settings. Through careful experimentation and analysis, we have developed a comprehensive collection of tips and tools known as plant-based default strategies. These evidence-based recommendations provide practical tools for nudging people towards more plant-based eating choices, making plant-based options the natural and preferred choice in various environments.
There are many ways to “nudge” diners to better choices. Here are the top five.
Plant-based default strategies are transforming food across entire industries and sectors—from universities to corporate cafeterias, sports venues, schools, events, cities, coffee shops, restaurants, and more. Explore how various industry sectors are embracing plant-centered dining by incorporating plant-based defaults.
The widespread adoption of plant-based nudges and defaults demonstrates their broad appeal and ease of implementation across various sectors. People of all ages, faiths, professions, cultures, and ideologies are discovering the effectiveness of behavioral nudges in both the private and public sectors. To explore the diverse food settings that are implementing these strategies for serving more sustainable menus, visit the Nudge Adoptions List.
Nudge Adoption ListWe train and collaborate with businesses, educators, food service staff, policymakers, and everyday people to promote and implement plant-based nudge strategies throughout our food system. As part of a growing network of experts, advocates, and changemakers, we are accelerating the transition to plant-based food systems and normalizing plant-based defaults across food culture. We empower a global network of NGOs and changemakers scaling climate-smart food service solutions.
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