E13. Behavioural Biases 101 - Loss Aversion

Today's episode welcomes Claire Holm, Head of Communications and Customer Service at North Devon District Council.

We chat about how loss aversion can be applied to support customer channel shift in local government. In other words, how we can use the science behind loss aversion to nudge people online and free up resources for the most vulnerable. 

We talk about the expectations and feelings of ownership residents have and how reactions can magnify during periods of change. 

We talk about the sheer difficulty of reducing budgets and how once you give someone something and they feel they own it you cannot take it away. 

Claire shares ideas and tangible ideas to use loss aversion, the importance of staying positive and not increasing anxiety

Ultimately to use loss aversion for positive gain. Don’t build messaging around fear.