PM David Cameron's ‘nudge unit' – recently described as the ‘wackiest and most vogueish corner of government' – has gained such notoriety that it now receives more requests for help from across Whitehall than it can meet.
The claim is made in the first annual report of the Behavioural Insights Team (BIT), formed in the early days of the coalition to find ‘intelligent ways to encourage, support and enable people to make better choices for themselves'.
