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from TradeBriefs FMCG Daily Newsletter

Sree Vijaykumar

From the Editor's Desk
In 2013, thousands of school pupils in England received a letter from Ben, "a student at the University of Bristol", explaining that employers cared about the reputation of the university a student attended and pointing out that top universities can be a cheaper option for poorer pupils, because they give more financial aid. The letter had the effect that was hoped for. More poor students applied to the better universities. For each extra student in a better university, the initiative cost just Â£45 ($58), much less than universities' own attempts to broaden their intake. And the approach was less heavy-handed than imposing quotas for poorer pupils, an option previous governments had considered. The trial was run by the Behavioural Insights Team (BIT), a company spun out of the British government in 2014. BIT has pioneered the use of psychology to help policymakers change behaviour through "nudges" rather than taxes or laws. That approach is spreading, as governments from Australia to Qatar, and bodies such as the UN and World Bank, follow. More here

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