Governments expect a great deal from citizens at an administrative level, but the successful tackling of many societal challenges also depends on citizens displaying certain behaviours. Consider, for example, using energy in a climate-conscious way or casting a vote in elections. In this light, it is logical that governments are increasingly paying attention to what is known as citizens’ “capacity to act” (doenvermogen)—or, in order not to place the responsibility solely on citizens, the “feasibility” of what governments ask of them. An important strategy for governments to increase this feasibility is to make the desired behaviour easy. But what exactly do we mean by “ease”? And what effect does it have on people?
In this essay, we explore the concept of “ease” from a behavioural science perspective. We examine its effects on behaviour and discuss both the advantages and the possible downsides of ease. To do so, we draw on practical examples from the context of the Dutch Tax Administration.
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