Criminologist Nick Cowen doesn't just analyze crime — he studies how to prevent it. As a professor at the University of Lincoln in the UK, he explores the unexpected factors that influence crime rates. Nick joins Adam to discuss how social norms and incentives helped the UK curb drunk driving, and the two talk through the science behind what actually drives individuals and societies to change outdated and dangerous behaviors.

Available transcripts for ReThinking can be found at go.ted.com/RWAGscripts