Co-creating behavior change: moving bottom-up behavioral public policy two steps forward

Abstract Interest in behavioral public policy has grown rapidly, but some have raised concerns that behavioral interventions may undermine human agency. Many of these interventions rely on top-down processes in which policymakers and experts define both policy goals and the shape of the interventions themselves. This top-down stance raises concerns about paternalism, limited stakeholder buy-in and reduced effectiveness in complex, large-scale societal challenges. In this paper, we argue that co-creation – the active involvement of relevant stakeholders at all stages of policy development – offers a path forward for bottom-up behavioral public policy. This paper moves bottom-up behavioral public policy two steps forward. Step one is conceptual. We clarify how bottom-up co-creation allows behavioral public policy to address agency as both a subjective experience and a social phenomenon founded on participation and active inclusion. Drawing on philosophical and policy scholarship, we argue that concerns about autonomy and paternalism cannot be fully addressed without attending to how citizens are involved in shaping the interventions that affect them. Step two is methodological. We outline how co-creation processes can be systematically integrated with behavioral insights, which mitigates ethical concerns while potentially bolstering intervention effectiveness and public trust. By foregrounding citizens as active partners and contributors, a co-creation agenda can enhance both the legitimacy and impact of behavioral public policy.