«Häsch you know …?» Nudges in Zurich – Tsüri.ch # MirSindTsüri
«Nudges» help us in everyday life to make more sustainable, healthier and more climate-friendly decisions. Where I come across this “nudge” everywhere on the way home.
November 03, 2021
Hand on heart: Do you sometimes wait for the elevator, even though the stairs would get you there much sooner? Do you skilfully ignore the warnings and hair-raising pictures on the cigarette packets? This unnoticed measure, that the lift is slow at some train stations and this frightening image on the zigipack, is called «nudging». The word comes from English and means “poke”. Nudges should encourage us to shop more sustainably and to live healthier or more climate-friendly. In short: make us better people. Sandro Ambühl teaches at the Institute for Economics at the University of Zurich. In his behavioral economics lectures, he talks about nudges. “It is difficult to find reliable clues as to what a nudge is and what is not,” says the 37-year-old. The example with the Zigipäckli is a borderline case. Because: «Nudges should not incur any costs – neither financially nor psychologically. The latter, however, is with the warnings of the case, »says Ambühl.
A classic nudge is, for example, that fruits are often placed at the entrance in cafeterias and shops. And indeed: The two shops Alnatura and Migros in the main train station place fruit and vegetables right at the entrance. The kiosk is diagonally opposite. In front of the shop are the red and yellow floor markings from the BAG, which show me that I should wait and keep my distance. That too, another nudge.
“What is important for nudges is that you can freely decide for or against something,” explains the lecturer. In the Spettacolo next door, coffee can be obtained in a reusable cup. After use, I can return this in a drop-off box at the train station, right next to the SBB rubbish bin. A nudge that should move us to more sustainable behavior. As I leave the main train station and walk towards the Sihlpost stop, I wonder if nudges want to tell us how we have to live. “Nudges try to change people’s behavior without restricting their freedom of choice, especially without making them,” Ambuehl replied to the question.
While I wait at the tram stop, my gaze wanders over a garbage can with a sloping roof. Ambuehl says: “These so-called shark buckets are also nudges, because when the bucket is full we can’t just put the garbage on top. We have to actively look for another, less full garbage can. ” As I get on the tram, I walk over a sticker on the floor. It says: «Welcome. Here you can use your mobile phone without risk. ” And when you want to get off the tram again: «The world is waiting for you. Enjoy your life and leave your cell phone in your pocket! ” The lecturer is unsure whether this is also a nudge. Because another typical characteristic of nudges: their effectiveness must be proven. Either way: The inscription on the sticker has achieved its function for me (after I took the photo).
Which nudges did you come across in Zurich? And which Zurich phenomenon have you always wanted to know more about? Write your input or question directly Celine.