Nudging, also known as gentle pushing or nudging, is a behavioural economics strategy that aims to influence people's behaviour in a subtle and indirect way, without resorting to prohibition or coercion. It is a method that is used in various areas, including business, healthcare and environmental protection.

The idea behind nudging is to "nudge" people in a certain direction by shaping their choices in a way that takes into account their preferences but also encourages the desired behaviour. This is often done by shaping the choice environment or by providing information in a way that makes certain choices seem more attractive.

A classic example of nudging is the arrangement of food in a supermarket. Healthy foods can be placed in a way that makes them more accessible than unhealthy options, increasing the likelihood that customers will make healthier choices. Another example is the use of images of severely damaged lungs on cigarette packs to discourage smoking.

Nudging is based on findings from behavioural economics, in particular the fact that people often do not act purely rationally, but are influenced by emotions and habits. By taking these factors into account and providing subtle incentives, positive changes in behaviour can be encouraged.

However, it is important to note that nudging raises ethical questions. The line between steering behaviour in a positive direction and manipulation is often difficult to draw. It is therefore crucial that nudging is done transparently and in line with people's interests.

Overall, nudging is an interesting and controversial strategy to influence people's behaviour and it is used in different contexts to bring about positive change.