You could say that the first one began in 2009, when the US government recruited Cass Sunstein to head The Office of Information and Regulatory Affairs (OIRA) to streamline regulations. In 2010, the UK established the first Behavioural Insights Unit (BIT) on a trial basis, under the Cabinet Office. Other countries followed suit, including the US, Australia, Canada, Netherlands, and Germany. Shortly after, countries such as India, Indonesia, Peru, Singapore, and many others started exploring the application of behavioral insights to their policies and programs. International institutions such as the World Bank, UN agencies, OECD, and EU have also established behavioral insights units to support their programs. And just this month, the Sustainable Energy Authority of Ireland launched its own Behavioral Economics Unit.
Selilah stares out over a landscape she has inhabited for 70 years. In the valley below, deep gullies scar the slopes where rains have carried away the soil. Living with three of her four sons, she is struggling to make ends meet in this part of Sidama Zone, Ethiopia, where, she says, there used to be a forest more than 40 years ago.
Now most trees have been felled and water is scarce. Selilah spends two hours a day collecting her two jerrycans (50 liters) from a neighboring kebele (neighborhood), but when that source fails she has to buy water from a vendor at ETB 6 (30 US Cents) per a jerrycan, a huge cut into her income.
In the last 10 years, she says, the rains have changed – they are lighter than before and more infrequent. As a result, production from her meager plot – just 0.25 ha – is declining. After her husband died more than a decade ago, she now only makes ends meet through the daily wage-labor income of her sons. Like many others, Selilah is on the frontline of climate change in a landscape under increasing pressure.