What is nudging? Nicole Robitaille, assistant professor of marketing at Smith School of Business, says nudging is a strategic application of behavioural science that guides people to make decisions that are in their best interests. “It’s a toolkit,” she says.

In this video, Robitaille explores how marketers can employ nudging and how nudges are all around us. (That default tipping option at restaurants? That’s a nudge.) When done correctly, nudging can have a profound impact on society. Robitaille’s research into organ donation reveals how incorporating subtle nudges during the driver’s licence registration process can yield meaningful increases in donor participation, ultimately saving lives.

Robitaille also addresses key nudging issues. Ethical implementation, for example. She urges marketers to wield nudges responsibly. And she dispels common misconceptions about nudging, emphasizing its limitations to easily solve complex problems.