Green nudges in Nordic cities

In this report, Anthesis and iNudgeyou share the results of behavioural interventions (nudges) implemented to increase the use of reusable cups at cafés and similar locations. Nudges were implemented in Copenhagen, Stockholm and Gothenburg, in collaboration with Original Coffee, Espresso House, Circle K, Nordrest and a Nordea office café. Results reveal varying impact of different types of nudges. In general, direct questions from personnel is much more effective than infographics with various content. Other types of nudges, such as revealing social norms also show potential. How nudges are implemented also matters, as do the setting (closed or open) and systems used for the reusable cups alternative. We discuss the importance of not only increasing the uptake of reusable cups, but also the return. We also discuss conditions for successfully scaling impactful interventions and conclude with recommendations for both businesses and policy makers.