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A Seven-Million Pound Email

Nudge is a concept in behavioural economics, political theory, and behavioural science which proposes positive reinforcement and indirect suggestions as ways to influence the behaviour and decision making of groups or individuals.

Siemens and Nudge Global used Nudge Theory to provide an innovative, technological solution to the problem of people not contributing enough to their pension pots. The results of the project saw a large increase in the number of people contributing a healthy amount to their pensions, at a level that would leave them secure in the future and give them more choices in their retirement and work options.

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