The idea is one of several ‘nudge-plus’ proposals discussed in a new Demos report, Control Shift, supported by insurer Zurich.
It aims to encourage responsible behaviour and address the shift towards greater reliance on the state, instead promoting a public services culture of ‘getting back what you put in’.
Under the report’s proposal, NHS users who could prove their responsible lifestyles – by sharing data from private sector providers such as their supermarket or gym – would be rewarded for lowering their own risk of requiring medical treatment.
For example, the government could top-up benefit recipients’ Universal Credit if they attend the gym regularly.
The government could also engage the private sector and work with online retailers, such as supermarkets, to give shoppers a ‘health tally’ of their weekly shop, nudge customers into choosing fresh fruit and vegetables, and remind people of the health risks of purchasing larger than recommended quantities of alcohol and saturated fats.
Source: Demos
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