Definition – Feel the need

These motivate people to change behaviour by making the brain’s unconscious system feel the need for change rather than having only a rational understanding of the need for change. Often taking the form of eye-openers or “aha-moments”, they are designed to show or illustrate rather than tell the brain how biased it is and warn of the consequences of the status quo. These Inclusion Nudges target emotions, both positive and negative – such as surprise, astonishment, disgust, empathy and excitement. They take good intentions to the next level, producing buy-in for change, action with increased reflection and a new language to challenge the status quo. “Feel-the-Need” Inclusion Nudges are also useful in bringing about compliance and accountability without linking I&D to rewards; instead, they create a follow-the-herd reaction, showing the inclusive behaviour of the majority. Another positive side effect is to keep the I&D facilitator from becoming the target of negative emotions. Instead, the focus is oriented toward the outcome of the Inclusion Nudge when designed as an interactive interventions.


The Inclusion Nudge: Humanize the Numbers by also using photos (ex: of the executive committee, or partners, etc.) to illustrate/convey the data.

Why It Works: Photos (human faces) register differently in our mind than numbers. Use the power of both ways of engaging the full brain to see more accurately.

Sources: Tinna Nielsen, Move the Elephant for Inclusiveness; Lisa Kepinski, Inclusion Institute

The Inclusion Nudge: “Illustrate the Power of Implicit Associations” by using a simple question “Can you think of a famous world-class tennis player?” The purpose is to get leaders to experience the power of implicit associations and make them see the results of their answers. Have the leaders make the link to how this leads to exclusion of a wide range of talents.

Why It Works: This Nudge forces a widening of possibilities to counter stereotyping and implicit associations. It acts first as a ‘Feel the Need’ Inclusion Nudge and then becomes a ‘Frame/Anchor’ Inclusion Nudge to help people see the full talent pool.

Source: Alberto Platz, D. Swarovski Corporation AG, shared in the Inclusion Nudges Guidebook, Tinna Nielsen & Lisa Kepinski, 2015.