Nudge the rich! The case for targeting the top 10% in behavioural climate policy

Abstract In interventions for the common good, such as in the climate context, the choice of a target group does not directly determine the beneficiaries of the intervention. Instead, efficacy, acceptability, and fairness emerge as core considerations in targeting interventions. This paper examines targeting the top 10% by income and assets in climate interventions in light of the above considerations. Addressing the climate crisis requires significant changes in the consumption patterns of those who consume most. We argue that the behavioural public policy community should do more to specifically address the consumption patterns of the rich.