The authors point out a host of other illogical decisions we make: We eat more when we have a bigger plate; we switch support to a new political candidate because they surge ahead in a poll, not because we researched their position but because others support them.

Their solution to help people to make choices that are better for them and society is to “nudge” them in the right direction. A large segment of workers, for example, don’t sign up for their employer’s matching 401k contribution, even though they would agree it’s best for their financial future. The solution is to have all businesses automatically sign workers up for the match unless the worker chooses to opt out.

The concept already has worked with recycling. Cities started giving all residents blue bins to put recyclables in. When people noticed all the blue bins on their neighbors’ curbs and had the easy choice of using the free bins and setting them out, recycling became a standard practice.

North Mankato could give a nudge to people to reuse more. Make the scavenging of curbside treasures an honor. The city could host a contest — give awards to the person who found the best or most interesting item during cleanup days. Maybe a “Reuse Master” award for the person with the best collection of salvaged stuff.

After decades of education on Reduce, Reuse and Recycle, it still isn’t cool to do, even if we know it’s smart.

Maybe it’s as simple as Sunstein and Thaler suggest in their book: We just need to trick ourselves into doing the right thing.

Tim Krohn is a Free Press staff writer. He can be contacted at 344-6383 or

email him Tim by clicking here