Why do people still leave the lights on, even when they know it wastes energy? Why do we put unwanted food straight in the waste bin instead of saving it for later? And why do some policies fall short, even when they are built on sound logic and good intentions?
The answers often lie not in what people know, but in how they think, feel and behave. This is exactly where behavioural science plays a vital role.
Behavioural science helps governments design policies that are not only well-intentioned, but also effective because they are grounded in how people behave, not how we wish they would. By understanding the psychological and social influences that shape everyday decisions, policymakers can craft interventions that are more relevant, more resonant, and ultimately, more impactful.
To understand why people make certain decisions, we must examine the small, everyday barriers that get in the way of better choices
This shift is gaining momentum globally. In the Middle East and North Africa region, behavioural science is increasingly being applied to address pressing challenges, from climate resilience to digital transformation, to health and well-being.
The UAE is leading the way. Behavioural insights are being embedded into policymaking across priority areas such as sustainability, education, financial inclusion and health. These efforts are underpinned by a growing local evidence base and a firm commitment to innovation.
To understand why people make certain decisions, we must examine the small, everyday barriers that get in the way of better choices. By identifying and addressing these friction points, we can make it easier for people to take actions that support their well-being and protect the environment.
We have seen, for instance, how simple interventions such as reminder messages about optimal AC temperature settings or prompts to reduce food waste can shift household behaviour in meaningful ways. The most effective nudges do not demand significant effort; they make the next step feel clear and manageable, turning better choices into everyday habits.
Behavioural insights help design policies that feel intuitive and human-centred, rather than abstract or burdensome. They are not about changing people but about revisiting the context in which people make decisions.
When applied across services, the benefits of behavioural science grow. Interventions can be tested and refined in real time. Services can become easier to use and more responsive. And policies can be tailored to meet the specific needs and motivations of different communities.
This people-first approach aligns with the UAE’s broader innovation agenda and the national drive to enhance quality of life and public service delivery. Behavioural science helps ensure that these ambitions are grounded in real-world human experience.
We also see growing interest across the region. Governments, researchers and private-sector partners are coming together to explore how behavioural science can deliver practical solutions to complex challenges. This collaborative ecosystem is key to embedding culturally relevant, evidence-based approaches.
The coming years could prove pivotal. With the right partnerships and a continued focus on real-world impact, the region is well-positioned to lead in designing policies that work for people, with people.
BX2025, the first-ever Behavioural Exchange conference in the Mena region, will accelerate this momentum. Hosted in Abu Dhabi by the UAE’s Behavioural Science Group, in collaboration with the Behavioural Insights Team and the Centre for Behavioural Institutional Design at New York University Abu Dhabi, BX2025 will convene leading global thinkers, policymakers and practitioners. The event will explore the role of behavioural science in shaping more inclusive, resilient and responsive governance.
The future will not be driven by technology alone. It will be defined by how well we understand and serve the people at the heart of every decision.
By putting human behaviour at the centre of policy design, we can build a future that is not only smarter but also more sustainable and more attuned to the needs of our communities.
LA LIGA FIXTURES
Friday Athletic Bilbao v Celta Vigo (Kick-off midnight UAE)
Saturday Levante v Getafe (5pm), Sevilla v Real Madrid (7.15pm), Atletico Madrid v Real Valladolid (9.30pm), Cadiz v Barcelona (midnight)
Sunday Granada v Huesca (5pm), Osasuna v Real Betis (7.15pm), Villarreal v Elche (9.30pm), Alaves v Real Sociedad (midnight)
Monday Eibar v Valencia (midnight)
Other workplace saving schemes
- The UAE government announced a retirement savings plan for private and free zone sector employees in 2023.
- Dubai’s savings retirement scheme for foreign employees working in the emirate’s government and public sector came into effect in 2022.
- National Bonds unveiled a Golden Pension Scheme in 2022 to help private-sector foreign employees with their financial planning.
- In April 2021, Hayah Insurance unveiled a workplace savings plan to help UAE employees save for their retirement.
- Lunate, an Abu Dhabi-based investment manager, has launched a fund that will allow UAE private companies to offer employees investment returns on end-of-service benefits.
Which honey takes your fancy?
Al Ghaf Honey
The Al Ghaf tree is a local desert tree which bears the harsh summers with drought and high temperatures. From the rich flowers, bees that pollinate this tree can produce delicious red colour honey in June and July each year
Sidr Honey
The Sidr tree is an evergreen tree with long and strong forked branches. The blossom from this tree is called Yabyab, which provides rich food for bees to produce honey in October and November. This honey is the most expensive, but tastiest
Samar Honey
The Samar tree trunk, leaves and blossom contains Barm which is the secret of healing. You can enjoy the best types of honey from this tree every year in May and June. It is an historical witness to the life of the Emirati nation which represents the harsh desert and mountain environments
Safety 'top priority' for rival hyperloop company
The chief operating officer of Hyperloop Transportation Technologies, Andres de Leon, said his company's hyperloop technology is “ready” and safe.
He said the company prioritised safety throughout its development and, last year, Munich Re, one of the world's largest reinsurance companies, announced it was ready to insure their technology.
“Our levitation, propulsion, and vacuum technology have all been developed [...] over several decades and have been deployed and tested at full scale,” he said in a statement to The National.
“Only once the system has been certified and approved will it move people,” he said.
HyperloopTT has begun designing and engineering processes for its Abu Dhabi projects and hopes to break ground soon.
With no delivery date yet announced, Mr de Leon said timelines had to be considered carefully, as government approval, permits, and regulations could create necessary delays.
Porsche Taycan Turbo specs
Engine: Two permanent-magnet synchronous AC motors
Transmission: two-speed
Power: 671hp
Torque: 1050Nm
Range: 450km
Price: Dh601,800
On sale: now
WHAT ARE NFTs?
Non-fungible tokens (NFTs) are tokens that represent ownership of unique items. They allow the tokenisation of things such as art, collectibles and even real estate.
An NFT can have only one official owner at one time. And since they're minted and secured on the Ethereum blockchain, no one can modify the record of ownership, not even copy-paste it into a new one.
This means NFTs are not interchangeable and cannot be exchanged with other items. In contrast, fungible items, such as fiat currencies, can be exchanged because their value defines them rather than their unique properties.
Director: Laxman Utekar
Cast: Vicky Kaushal, Akshaye Khanna, Diana Penty, Vineet Kumar Singh, Rashmika Mandanna
Rating: 1/5
MATCH INFO
Manchester United v Brighton, Sunday, 6pm UAE
More Iraq election coverage:
UAE currency: the story behind the money in your pockets
The five pillars of Islam
1. Fasting
2. Prayer
3. Hajj
4. Shahada
5. Zakat
Killing of Qassem Suleimani
More from Rashmee Roshan Lall
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AI traffic lights to ease congestion at seven points to Sheikh Zayed bin Sultan Street
The seven points are:
Shakhbout bin Sultan Street
Dhafeer Street
Hadbat Al Ghubainah Street (outbound)
Salama bint Butti Street
Al Dhafra Street
Rabdan Street
Umm Yifina Street exit (inbound)
Europe’s rearming plan
- Suspend strict budget rules to allow member countries to step up defence spending
- Create new "instrument" providing €150 billion of loans to member countries for defence investment
- Use the existing EU budget to direct more funds towards defence-related investment
- Engage the bloc's European Investment Bank to drop limits on lending to defence firms
- Create a savings and investments union to help companies access capital
The rules on fostering in the UAE
A foster couple or family must:
- be Muslim, Emirati and be residing in the UAE
- not be younger than 25 years old
- not have been convicted of offences or crimes involving moral turpitude
- be free of infectious diseases or psychological and mental disorders
- have the ability to support its members and the foster child financially
- undertake to treat and raise the child in a proper manner and take care of his or her health and well-being
- A single, divorced or widowed Muslim Emirati female, residing in the UAE may apply to foster a child if she is at least 30 years old and able to support the child financially
RESULTS
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The specs
Engine: 2.0-litre 4cyl turbo
Power: 261hp at 5,500rpm
Torque: 405Nm at 1,750-3,500rpm
Transmission: 9-speed auto
Fuel consumption: 6.9L/100km
On sale: Now
Price: From Dh117,059
