It's On You: How they rig the rules and we get the blame for society's problems
Jan 2026 · Random House
Ebook
336
Pages
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infoThis book will become available on January 27, 2026. You will not be charged until it is released.
About this ebook
‘A stirring call to action’ – TIM HARFORD
‘A masterclass’ – DARON ACEMOGLU
'An excellent book' – NASSIM NICHOLAS TALEB
Two decades ago, behavioral economics burst from academia to the halls of power, on both sides of the Atlantic, with the promise that correcting individual biases could help transform society. The hope was that governments could deploy a new approach to addressing society’s deepest challenges, from inadequate retirement planning to climate change—gently, but cleverly, nudging people to make choices for their own good and the good of the planet.
It was all very convenient, and false. As behavioral scientists Nick Chater and George Loewenstein show in It’s On You, nudges rarely work, and divert us from policies that do. For example, being nudged to switch to green energy doesn’t cut carbon, and it distracts from the real challenge of building a low-carbon economy.
It’s on You shows how the rich and powerful have repeatedly used a clever sleight of hand: blaming individuals for social problems, with behavioral economics an unwitting accomplice, while lobbying against the systemic changes that could actually help. As two original proponents of the nudge principle, Nick and George now argue that rather than trying to “fix” the victims of bad policies, real progress requires rewriting the social and economic rulebook for the common good.
‘A masterclass’ – DARON ACEMOGLU
'An excellent book' – NASSIM NICHOLAS TALEB
Two decades ago, behavioral economics burst from academia to the halls of power, on both sides of the Atlantic, with the promise that correcting individual biases could help transform society. The hope was that governments could deploy a new approach to addressing society’s deepest challenges, from inadequate retirement planning to climate change—gently, but cleverly, nudging people to make choices for their own good and the good of the planet.
It was all very convenient, and false. As behavioral scientists Nick Chater and George Loewenstein show in It’s On You, nudges rarely work, and divert us from policies that do. For example, being nudged to switch to green energy doesn’t cut carbon, and it distracts from the real challenge of building a low-carbon economy.
It’s on You shows how the rich and powerful have repeatedly used a clever sleight of hand: blaming individuals for social problems, with behavioral economics an unwitting accomplice, while lobbying against the systemic changes that could actually help. As two original proponents of the nudge principle, Nick and George now argue that rather than trying to “fix” the victims of bad policies, real progress requires rewriting the social and economic rulebook for the common good.
About the author
Nick Chater (Author)
Nick Chater is a professor of behavioural science at the Warwick Business School. He was awarded the Rumelhart Prize for lifetime achievement in cognitive science in 2023. Nick has advised the UK Government and co-founded Decision Technology, a research consultancy.
George Loewenstein (Author)
George Loewenstein is one of the founders of behavioural economics, neuroeconomics, and behavioural public policy. He is one of the world’s most highly cited economists. He is currently the Herbert A. Simon University Professor of Economics and Psychology at Carnegie Mellon University. George has advised many leading companies and government bodies.
Nick Chater is a professor of behavioural science at the Warwick Business School. He was awarded the Rumelhart Prize for lifetime achievement in cognitive science in 2023. Nick has advised the UK Government and co-founded Decision Technology, a research consultancy.
George Loewenstein (Author)
George Loewenstein is one of the founders of behavioural economics, neuroeconomics, and behavioural public policy. He is one of the world’s most highly cited economists. He is currently the Herbert A. Simon University Professor of Economics and Psychology at Carnegie Mellon University. George has advised many leading companies and government bodies.
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