The Ethics of Nudging

The deepest question about nudges is who decides what counts as a better outcome. Saving more money seems universally good, but what about nudging people toward certain diets, lifestyles, or political participation?

Thaler's answer is libertarian paternalism: nudge toward what people would choose if they had unlimited time, information, and willpower — but always let them opt out.

The strongest case for nudging is that doing nothing is also a choice. A poorly designed environment still nudges people, just toward random rather than helpful outcomes. Deliberate design replaces accidental influence with intentional improvement.