Virgin Atlantic just used behavioral science to ‘nudge’ its pilots into using less fuel. It worked
Virgin Atlantic | June 22, 2016
In an unusual experiment that could have major implications for the role of corporations in fighting climate change, Richard Branson’s Virgin Atlantic Airways recently teamed up with economists to try to “nudge” the company’s pilots to use less fuel, using a variety of behavioral interventions. And it apparently worked. The intervention was so cost effective, the researchers say, that it “outperforms every other reported carbon abatement technology of which we are aware.”