EAST
Make it Easy, Attractive, Social and Timely.
Useful for:
Nudge
Communications
EAST is an acronym for Easy, Attractive, Social and Timely - four principles to nudge individuals towards desired behaviours. Used correctly, it makes public policies and communications more compelling, understandable and effective, thus simplifying behavioural change.
Applications:
As a blueprint for behaviour change, the EAST Framework is applicable across a range of contexts including public policy, marketing strategies, and organisational change. Its principles can be used to design interventions that reduce barriers to change, increase engagement, leverage social influence, and optimise timing.
Important reminders:
Before using the EAST framework, consider the context. Adapt each component to fit the circumstances and audience. Ethical use of nudges is vital; prioritize transparency and autonomy. Timing is powerful; align interventions with key moments. Iterate and test different approaches. Utilize the Implementation Plan for structured and effective implementation.
STEPS
Use the EAST principles to inform your strategy.
Easy: Remove any obstacles that may discourage desired behaviour. Make the behaviour the default option and streamline processes. Ensure any communication related to the policy is clear and straightforward.
How can you make the desired behaviour the path of least resistance?Attractive: Make your solution or behaviour appealing. Use eye-catching designs, incentives, or personalised messaging.
How can you make the desired behaviour more compelling, enticing, or rewarding?Social: Leverage social influences to encourage desired behaviour. Make the behaviour appear normative or popular. Create networks or communities that promote accountability.
How can you leverage social norms and peer influence to promote the desired behaviour?Timely: Time your implementation carefully. Take advantage of life changes or events that make people more receptive to new behaviours.
When are individuals most likely to be receptive to your intervention?
Derived from:
Born from a need for more practical and user-friendly insights into human behaviour, the EAST Framework was developed by the UK's Behavioural Insights Team in 2012. It streamlined the more complex MINDSPACE model into a practical guide that policymakers can easily adopt, with the ultimate goal of simplifying behavioural influences for effective policy design.
