Step 1: The EAST® Framework is a practical guide to help policy-makers and practitioners who are interested in using behavioural approaches in their work.  

​

The EAST® framework takes a huge body of the Behavioural Science literature and condenses it into 4 easy to remember key principles. If you want to encourage a behaviour, you should make it Easy, Attractive, Social and Timely.

​

EASY - The most effective way to drive action is to minimise effort
ATTRACTIVE - We are more likely to do something that our attention is drawn towards and that seems attractive. 
SOCIAL - We are heavily influenced by what those around us say and do.
TIMELY - We respond differently to prompts depending on when they occur. 

​

Getting familiar with the EAST® framework won’t turn you into the world’s leading expert on behavioural insights. There are more complex frameworks and typologies, and many subtle and fascinating effects that EAST® does not cover. But if even a small percentage of policies and practices are adopted as a result, EAST® should lead to services that are easier and more pleasant for citizens to use, and more effective and cheaper too.