paternalism” – encouraging governments to structure processes and systems in such a way that the most socially beneficial choices are the easiest to make. BRAIN MAP The MINDSPACE framework was developed by a UK government office with input from academics and behavioural scientists. Working through each letter of the mnemonic – M for messenger, I for incentives, and so on – can generate practical ideas that instigate real behavioural change. Our client, Kimberly-Clark, adopted the framework and added an extra letter to create MINSPACER. The all-important ‘R’ – for reciprocity – asks how people might act for others, not just for themselves. Together, they popularized – in an eponymously titled book in 2008 – the idea of a “nudge”, a behavioural intervention which pushes people in the right direction.