This article is part of Cities Reimagined: How Evolutionary Behaviour Change Can Guide Urban Transformation, a series exploring how cities can be designed to align with the deep-seated instincts that drive human behaviour. You can find the series introduction here.
The Limits of Nudges in Shaping Urban Behaviour
In cities worldwide, planners often rely on “nudges”—simple reminders or visual cues designed to steer our choices in a certain direction. Ever seen a “take the stairs” sign on an elevator? Or brightly coloured recycling bins lined up in public spaces? Nudges like these work well for quick, one-off decisions. But when it comes to creating lasting change, there’s a lot they might miss.
To understand why some habits seem to stick and others don’t, it helps to look back—way back—to the environments our ancestors evolved in. This is where evolutionary psychology offers a fresh perspective, one that goes beyond nudges and considers the deep-rooted instincts that still shape how we behave today.
How Evolution Drives Everyday Choices in Cities
Consider our instinct for calorie-dense foods. Thousands of years ago, high-calorie foods were crucial for survival in unpredictable environments. But in cities today, surrounded by fast-food outlets, this once-helpful instinct can lead to unhealthy habits. Mexico City has attempted to counteract this by introducing “Mercados Saludables,” or Healthy Markets, which provide accessible fresh produce in high-traffic areas. By aligning with natural preferences and reducing the appeal of processed options, the city gently encourages healthier eating through design rather than direct messaging.
Then there’s the need for movement and exploration. In our evolutionary past, physical activity and curiosity were essential for survival. Melbourne, Australia, channels this drive through its extensive network of green corridors and trails, connecting neighbourhoods with walkable and bikeable paths. These paths naturally draw residents outdoors, making physical activity part of everyday life in a way that feels effortless and enjoyable.
Social Competition and Runaway Behaviours in Urban Life
Our instincts aren’t just about survival and comfort; they also involve social dynamics. Take, for example, the cultural pressures of consumerism in modern cities. Competition for social status, once essential for survival, has found new outlets in material wealth and consumption. Singapore has reframed this by rewarding residents in eco-friendly public housing projects with incentives and recognition, encouraging eco-friendly practices as a mark of social success. By aligning status with sustainability, Singapore transforms competitive instincts into a force for environmental good.
Creating a Sense of Belonging Across Diverse Communities
We’ve evolved to bond strongly with our “in-group” and feel wary of the “out-group”—a useful instinct in early human societies that sometimes creates social divides in today’s cities. But some cities have found ways to bridge this divide. In Cape Town, South Africa, the “Open Streets” initiative temporarily closes busy roads to cars, transforming them into shared spaces where people from all backgrounds can walk, interact, and connect. This approach fosters a sense of community, allowing residents to form bonds and bridge social differences.
Urban Planning for Resource-Rich Environments
Just as our ancestors gravitated toward resource-rich areas, today’s urbanites are drawn to neighbourhoods with quality amenities. Cities can work with this instinct by ensuring resources like green spaces, libraries, and community hubs are distributed across all neighbourhoods. In Medellín, Colombia, the “Library Parks” initiative combines libraries and parks in underserved neighbourhoods, offering educational resources alongside open space. By addressing both educational and social needs, Medellín supports community growth and makes resource-rich environments accessible to all residents.
Moving Beyond Nudges to Evolutionary-Aligned Design
What if cities could make healthy, sustainable, and social choices feel instinctive? In Amsterdam, where nearly half of all commutes are made by bike, the city’s extensive cycling infrastructure isn’t just available—it’s woven into the city’s identity. Bike lanes, traffic signals prioritising cyclists, and safe storage encourage biking as the easiest way to get around, aligning with both the need for efficiency and physical activity.
Facing Practical Realities and Challenges
Of course, even the best ideas face practical challenges. Limited budgets, zoning restrictions, and competing community priorities can make it tough to implement these concepts. And while status-based initiatives can be powerful, they may inadvertently exclude lower-income residents who don’t have the resources for green upgrades or sustainable products.
Addressing these challenges requires flexibility. Cities could offer pilot programs, provide subsidies, or gather data to refine policies over time. For example, in Freiburg, Germany, the city’s eco-subsidies are structured to reach a wide range of income levels, making sustainable choices inclusive rather than exclusive.
Building Cities that Resonate with Human Nature
As our cities grow, our approaches to behaviour change must also evolve. Moving beyond nudges and embracing evolutionary psychology (with a dash of sociology and environmental psychology) can make urban spaces feel more supportive, inclusive, and aligned with human instincts. Instead of “nudging” people toward certain actions, cities can become places where positive choices feel as natural as breathing.
Our next article, Deep Change: Proximate and Ultimate Causes for Lasting Results, will explore how understanding both immediate motivations and deeper evolutionary drivers can help build cities that support long-term transformation. Join us as we dive deeper into what it takes to build cities that are in tune with human nature.
About the Author
With a background in architecture, cognitive science, and environmental design, Josephine specialises in exploring how cities can evolve into spaces that truly support human well-being. Co-founder of the Urban Future Global Conference and an advocate for urban transformation, Josephine combines research with practical insights to help shape cities where people thrive.
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