Nudge to Nourish
Personalized behavioral tools to promote healthier, more sustainable eating habits among Israeli consumers.
Partners
Collaborators
The Problem
Unhealthy eating habits contribute to a growing burden of chronic disease and environmental harm. While public health efforts have increased awareness, they often rely on information campaigns and voluntary guidelines that are not always effective in changing actual behavior—especially in real-life settings like supermarkets or food delivery platforms.
Our Approach
We take a behavioral science approach to improving nutrition by addressing the real-life environments in which people make food choices. Rather than relying solely on knowledge or awareness, our strategy focuses on making healthier options easier, more appealing, and more likely to be chosen—without removing personal freedom or requiring major effort. We work with partners to identify key decision points in daily life, and design interventions that align with the way people naturally behave.
Behavioral Solutions
Our solutions draw from successful global behavioral nutrition strategies and are tailored to the Israeli context using the COM-B and EAST frameworks we developed nudges that make healthier options more visible and appealing simplify decision-making through defaults and menu redesign encourage social motivation through comparison and visibility and provide timely reminders and cues to support better choices these tools are implemented in digital food platforms supermarkets and public institutions with the aim of influencing food selection at the moment of choice.
Results and Impact
Behavioral tools influenced healthier food choices across settings, increasing the selection of nutritious options. The interventions show promise for scalable impact on public health and sustainability.
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