Le «nudge», théorie d’incitation comportementale visant à influencer indirectement les individus dans leurs prises de décisions, a le vent en poupe du côté des marketeurs, et désormais des RH avec le concept du Nudge Management.
Comme l’ont démontré les travaux de Richard H. Thaler, prix Nobel d’économie 2017, nos décisions sont influencées par des biais cognitifs, c’est à dire nos émotions, l’environnement, le contexte ou encore notre instinct. Le nudge, très utilisé en marketing, consiste à inciter les individus à prendre de bonnes décisions en jouant précisément sur ces penchants naturels de l’être humain. Par exemple, faire diffuser une odeur citronnée dans les couloirs d’un hôpital incite les 15 % qui ne se lavent pas les mains à s’y résigner. Coller des affichettes avec le nombre de calories brulées à chaque montée d’escaliers encourage à abandonner l’ascenseur. Les exemples de marques utilisant le nudge dans leur politique marketing sont abondants.
Du nudge marketing au nudge management
Plus récemment, le monde du management et des RH s’est lui aussi penché sur le sujet. Au point que Google, Ebay, EDF et de nombreuses autres grandes entreprises ou collectivités ont étudiées le nudge et ses applications potentielles en entreprise, notamment au niveau du management des salariés. La question est de savoir comment améliorer les performances. Ainsi, plusieurs problématiques sont visées par les RH et managers afin de trouver de nouveaux leviers : comment renforcer l’engagement des salariés, comment limiter les risques professionnels, comment adopter de bonnes conduites en termes de RSE, par exemple. Quelques applications concrètes ont depuis quelques temps vues le jour en entreprise, avec par exemple l’aménagement de l’espace de travail pour favoriser l’esprit d’équipe, la proposition de choix par défaut (comme paramétrer les imprimantes sur recto/verso pour économiser du papier), le fait de mettre en avant le bénéfice plutôt qu’imposer des choix (plutôt que de demander d’éteindre son ordinateur en partant, afficher les économies réalisées par les entreprises qui le font). Vous découvrirez plus en détail des applications concrètes du nudge en entreprise dans notre prochain article à paraître la semaine prochaine.
C’est au nudge management, qu’Eric Singler, directeur général de la société d’études et de conseil BVA, en charge de la BVA Nudge Unit, a consacré son dernier ouvrage : « Nudge Management, Comment renforcer la performance et le bien-être au travail avec les sciences comportementales ». Alors que beaucoup d’entreprises affirment placer l’Homme au cœur de leur organisation, Eric Singler souligne qu’en réalité, la plupart des politiques RH des grandes entreprises sont encore fondées sur le principe de la carotte et du bâton. Cette approche s’avère être très simpliste au vu de la multitude de facteurs d’engagement au travail existants. Les entreprises négligent souvent des aspects liés à l’équité du traitement, le sens de la camaraderie, de la mission globale de l’entreprise ou encore l’accomplissement personnel qui sont pourtant partie intégrante des processus de motivation des salariés. Avec l’arrivée croissante de la génération Y en entreprise, dont l’aversion pour l’autorité et la hiérarchie est connue, il devient de plus en plus impératif de revoir ces méthodes de management.
Management incitatif ou manipulation ?
Toutefois, le nudge management peut être perçu comme une forme de manipulation. Le meilleur exemple en entreprise fait référence à la norme sociale, sur laquelle le nudge s’appuie souvent. Notre tendance au conformisme pourrait ainsi contraindre les salariés à faire certains choix contre leur gré. Une personne isolée dans son choix sera beaucoup plus tentée de se ranger à l’avis du plus grand nombre, même si cela va à l’encontre de ses plus fermes convictions. Ce type de management peut s’avérer néfaste pour le bien-être et l’estime des collaborateurs et risque également de nuire à la créativité des équipes.
Les spécialistes du sujet, de leur côté, affirment que l’objectif de l’application du nudge en entreprise est bien d’inciter une prise de décision en toute conscience des salariés, en proposant une approche inhabituelle et décalée, sans que ce soit pour autant une forme de manipulation puisque les facultés non délibératives de l’individu, comme les pulsions, ne sont pas exploitées. Il est important de noter que l’approche nudge est complémentaire à d’autres outils comme l’information, la fiscalité ou encore la loi, elle ne s’y substitue pas. Sa valeur repose autant dans le changement des comportement que dans leur compréhension, les entreprises et managers doivent donc faire preuve de transparence en expliquant notamment les mécanismes et les objectifs du nudge management.
Thomas V.
méthode d’influence des comportements tirant parti de la rationalité limitée , le « nudge » peut être aussi une incitation positive comportementale à la sécurité : http://www.officiel-prevention.com/formation/conseils/detail_dossier_CHSCT.php?rub=89&ssrub=183&dossid=587
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