This paper shows that, by understanding how people react and behave in different situations, we can design policy to go with the grain of how people behave rather than against it, both improving outcomes and respecting people’s autonomy. Improving the health of citizens and communities is a clear case of where we need to apply this type of thinking. The paper sets out numerous examples of where local authorities, charities, government and private sector organisations are already developing responses that encourage healthier behaviours. It also points to where more could be done. And finally, in many areas – including organ donation and smoking cessation – this paper demonstrates how the Behavioural Insights Team has been working with partners to introduce new and innovative policy solutions.