Ethical Issues of Nudges that Promote Altruistic Behavior : Alienation of Integrity, Deprivation of Moral Growth, and the Non-neutrality of Designers.
Ryo Sugaya
First Published: August 1, 2025
[in Japanese]
Abstract
In recent years, the behavioral intervention method called “nudge” has been widely used in society. Originally, nudges were designed based on paternalistic principles to increase the welfare of decision makers. However, more recently, nudges have been used not only to promote actions that benefit the decision makers themselves, but also to promote altruistic actions that benefit others. This paper examines the ethical issues that arise when nudges are used to promote altruistic behavior. First, referring to Bernard Williams’ concept of “integrity,” the paper reveals the fundamental limitations of nudges in promoting altruistic behavior. Then, this paper points out two additional challenges, which rejects the expected counterargument that makes much of the outcomes produced by nudged altruistic behavior. The first is that nudges may undermine the moral growth of individuals, and the second is that the biases of the nudge designers themselves cannot be completely ruled out. From the above discussion, this paper concludes that there is no justification for nudges as an appropriate means of inducing altruistic behavior.
Key words
nudge, promotion of altruistic behavior, Bernard Williams, ethical development
