by Michael Dugher
Andrew Lansley, the health secretary, recently announced the government’s plans to improve public health in the white paper, Healthy Lives, Healthy People. So what exactly is the plan? Well… it’s to “nudge” people more. They want to nudge people to make the right decisions when it comes to their health, rather than the so-called “nanny state” approach taken by Labour, where the “man in Whitehall” was telling people how to live their lives. The idea is that people can be enticed, instead of being coerced, into making better decisions. It is, of course, total nonsense.
“Nudging” is one of the government’s new buzzwords. It was made popular by Professor Richard Thaler, an adviser to David Cameron in the cabinet office’s behavioural insight team or “nudge unit”. And, no, I am not making this up. This is the infamous, supposedly civil service, team that includes former Conservative party staffer, Anna-Maren Ashford, Cameron’s personal image consultant and head of “Brand Dave” before the election.
Labour made huge improvements in public health, but the new government’s white paper comes against a backdrop of the NHS, and indeed other healthcare systems around the world, struggling to cope with the demands of a population that is eating too much, drinking too much, smoking and not doing enough exercise. I speak from some experience, though I gave up smoking several years ago in a moment of good sense. It is curious to remember that the founding fathers of the NHS actually believed that demands on the institution would gradually decline over the years, as people were treated and made healthier and would therefore not need to use the health service as much. Instead, of course, demand rocketed as people began to live longer, as technologies and treatments improved exponentially, and as we grapple with the health problems associated with twenty first century living. (more…)