Behavioural insights policies in Canada: support for nudges vs nudging

Abstract Over the past twenty years, behavioural insights and nudges have gained prominence in public policy design. Public opinion research on this subject has largely considered two questions: (1) who supports nudges? and (2) where is support for nudges strongest? Using data from two nationally representative surveys fielded in 2023 and 2024 (N = 2020 and N = 1991), we take up these questions in Canada—a ‘principled pro-nudge’ country. We measure opinion toward 30 nudge policies across three policy domains—15 that provide a benchmark to other country studies, coupled with 15 that reflect policies that were implemented by Canadian nudge units. We also analyze open-ended responses to a question that asks what individuals think of nudging (if they think of them at all). We find that approval for nudges is high, with 71% of respondents supporting nudges that have been implemented in Canada. Second, we identify similar gender, ideological and identity-based patterns for support as observed in countries with different social and market structures. Third, analyzing open-ended responses that gauge respondents’ thoughts on BI, our findings highlight the complicated nature of public opinion toward BI, which includes optimism alongside uncertainty and skepticism.