A simple guide for influencing behaviour in public policy. This resource helps policymakers apply behavioural insights effectively, emphasising the importance of context and tailored approaches to address diverse policy challenges.

The Behavioural Insights Team (BIT) identified that policymakers and practitioners benefit from a simple and memorable framework when considering behavioural approaches in public policy. Drawing on BIT's own research and broader academic literature, they developed the EAST framework, which outlines four key principles for influencing behaviour: 

• Make it easy
• Make it attractive
• Make it social
• Make it timely 

Effective application of the EAST framework requires a deeper understanding of the specific problem and its context. Behavioural interventions are not universally applicable; strategies that succeed in one policy area may not translate effectively to another.

This guide serves as a practical resource for policymakers, offering insights into how behavioural science can be harnessed to address policy challenges. It highlights the importance of context and provides actionable strategies for integrating behavioural principles into public policy design.