EAST is a framework that provides policymakers with an easy-to-follow guide for using behavioural insights.

The EAST framework distills a range of behavioural science evidence into four intuitive principles— make a behaviour Easy, Attractive, Social, and Timely. We developed the framework in response to demands from practitioners for a guide that was accessible yet reliable.

First published in 2014, the current version of EAST was revised and updated in 2024 to reflect a decade of advancements in behavioural science