Brazil’s Director of Innovation explains how behavioural insights inform government policy
25-11-24
Claudia Martinelli Wehbe, Director of Innovation at Brazil’s Ministry of Management and Public Service Innovation, leads an ambitious programme to enhance government effectiveness through the integration of behavioural insights. In her view, Brazil’s governance needs more than just efficiency reforms—it requires a profound understanding of human behaviour to truly improve the outcomes of public policy.
Currently, the ministry is piloting several key projects focused on sustainability and inclusivity through the newly established behavioural insights unit, CINCO. As part of the ministry, CINCO aims to disseminate knowledge about behavioural science across federal government agencies, applying it in practical ways to transform how policies are designed and implemented.
One area of experimentation is sustainable procurement—examining how governments can make environmentally responsible choices in their purchasing decisions. Another ongoing project is the agroecology initiative, which promotes sustainable farming practices. Additionally, the unit is exploring how behavioural insights can inform inclusive economic policies, aiming to create a more equitable economy for all Brazilians.
“Our focus isn’t just on sustainability,” says Martinelli Wehbe in the above video. “We’re taking a broad approach, applying behavioural insights to various policy areas, including economic and social inclusion.”
For Martinelli Wehbe, understanding human behaviour is not only essential for designing better policies but also for fostering deeper engagement between citizens and the government.
“In the 21st century, we’re advancing technologies such as artificial intelligence, but we still make assumptions about human behaviours that are too simplistic,” she observes. “We need a more nuanced approach to how people interact with governments.”
As Martinelli Wehbe pushes for innovation, she acknowledges that adapting to change within government organisations is no easy task. Recently, she attended Danida Fellowship Centre’s learning programme on organisational change management facilitated by COWI, which she describes as an invaluable experience. The course provided her with new methodologies and tools to help government institutions adapt to rapid changes in today’s fast-paced world.
“Organisations need to be ready for the future,” Martinelli Wehbe explains. “We talk about innovation all the time, but often we overlook how to systematically incorporate change into our structures. This course offered practical strategies for speeding up the change process and getting organisations prepared for the challenges ahead.”
Looking ahead, Martinelli Wehbe envisions that behavioural science will become more mainstream in Brazilian governance. While it is currently only being tried out in specific areas, she believes that, in the next few years, the tools and methodologies developed by CINCO will be part and parcel of Brazil’s public sector management. That is precisely what she aims for.
Read and watch the videos
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Behavioural insights and nudging: A tool for public sector change
Collaboration between Denmark and Brazil on innovation in public policy
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