“Nudge is not new; but the tools and techniques have been popularised, so the understanding is now more widespread. My concern though is with the way that nudge is talked about, and change applied in the APS. If we think about behavioural change as akin to art, then nudge is a useful brush that we’re fond of using. Unfortunately, we have become so fascinated by the brush that we have forgotten how to paint and the reason we’re painting in the first place.”