SUFFICIENCY THROUGH NUDGING

This paper explores how to support a society transitioning towards a more sustainable way of life. The goal of social transformation is sufficiency, the reduction of consumption and resources. Here it is focusing on consumers: Against the background that people often do not act ecologically against their knowledge, the paper examines the potential of nudges as a form of support. Nudging has the ability to motivate consumers to change their behaviour with little effort and without bans. Difficult to justify though, is the paternalism of individuals. If the principle is exploited, it can even manipulate individuals in a direction that is not in line with one’s own values. This is why nudges cannot do without a broad public discussion about their moral responsibility. Above all, nudges must be wanted by the majority and designed as support. They cannot be judged in a generalized way. Their value depends on the elaboration of each. Here design can support shaping the nudges in practice. Where there is thought to be no balance between effective use and paternalism, design finds new solutions through its way of experimenting.