From The Daily Economy, May 1, 2026:
In “It’s On You,” Nick Chater and George Loewenstein turn from advocates of “nudging,” subtle policy efforts to shape behavior without coercion, to critics who see it as ineffective and misleading.
The zeal of the convert can be a terrifying force to behold. An acolyte convinced of their own prior heresy will often be a more thorough inquisitor than the native-born believer. This dynamic may help explain why It’s on You by Nick Chater and George Loewenstein is so shrill and devoid of self-awareness.
Having been leading researchers in behavioral psychology and economics who sought to manipulate individuals into ostensibly healthier and smarter choices — the world of “nudge” theory — they are doing a righteous penance by exposing the flaws of their former discipline. They have now decided that only government dictates can be relied upon to improve everything from retirement savings to climate change, and they are on a crusade to expose anyone who believes voluntary action by human beings can be useful for, well, anything.
As the authors recount, the popularity of luring people into making the decisions that policymakers think best, rather than outright coercing them, really took off with the success of the book Nudge: Improving Decisions About Health, Wealth, and Happiness (2008) by economist Richard Thaler and legal scholar Cass Sunstein. Sunstein would later hold an influential policy role as President Obama’s Administrator of the Office of Information and Regulatory Affairs, the chief White House overseer of proposed new federal regulations.
The idea of government officials nudging the human cattle into their government-approved chutes was soon all over the news. It was also popular in academia and in dedicated nudge policy units and working groups in governments worldwide. The authors describe having done extensive work in the area, both experimentally and by offering specific advice to policymakers. Nudge-adjacent proposals proliferated in the late 2000s and early 2010s, including ideas like changing restaurant menus to discourage gluttony and offering gamified incentives to encourage saving for retirement, exercising, and medication adherence.
But the success of nudge behavioralism, after a first flush of success, yielded disappointing long-term results. Upon wider reading and investigation, Chater and Loewenstein grew so disenchanted with their own specialty that they turned against it entirely with the vengeance of the betrayed. They now attack nudge interventions as not just ineffective but actively harmful, in part because people who are concerned about societal problems can be seduced by the supposed effectiveness of nudges, thus eroding support for more aggressive interventions.
And their preferred alternative is a bold one indeed. They claim that the major problems of the day can only be solved by flushing away any pretense of voluntary inducement and going full speed ahead on banning (or mandating) the behaviors and outcomes they want abolished (or to see more of). They now consider it absurd and unjust to expect anyone in America to actually manage how many calories they eat, decide how their retirement nest egg is invested, or pick which health plan they pay for.
Everything must be federally mandated to ensure the just outcomes that the co-authors have already helpfully decided upon. Liberating Americans from the tyranny of making their own choices will leave them, readers are helpfully reminded, with ample leisure time for hobbies and entertainment.
The number of things that would be directly regulated under the plan laid out in It’s on You would be bracingly broad. Under this technocratic utopia, the government would decide which health care plan you will have, how much and under what conditions you are allowed to gamble, how you interact with social media, what vehicle you are allowed to drive, how much you save for retirement, the THC content of the cannabis you consume, and how often you are allowed to fly. That is, if the exigencies of climate change can be strained to allow you the luxury of flying at all. But don’t worry — agoraphobes might be able to cash in their tradable flight allowances on an exchange, if there are enough credits to go around....
....MUCH MORE
Related:
September 12 - AI Apocalypse: Whatever Happened To The Nudge People?
For our younger readers, "nudge" was a fad that came out of behavioral economics wherein people who wanted other people to bend to their will at least had the decency to pretend they weren't trying to coerce/manipulate their intended manipulees.
It was very popular in government circles ca. 2008 - 2023. At it's height in the twenty-teens you couldn't go a week without someone writing something about the topic.
I miss those days.
I'm reminded of nudge because we now have this Jacob Coxon fellow telling us AI will kill everyone and disavowing any suggestion that his motives and presentation are anything but purely altruistic....
In that post venture capitalist Steve Jurvetson links to and riffs off of one of the earliest and most insightful commentaries on the AI doomer crowd's "regulate us before we kill again" hubbub. It was after this episode I began to think Dario Amodei was as sleazy as Sam Altman.
June 26 - "Hidden persuaders When behavioural economics meets politics By Edward Chancellor" which links to a first-rate piece at the Times Literary Supplement. It also has links to quite a few of our posts on nudge and the nudge people. Plus Feynman does a cameo in a hot tub.






