The UK government is really keen on getting drivers into electric vehicles. Like, really keen. It’s so keen in fact, that it’s not only banned the sale of new combustion engine vehicles, but is carrying out “behavioral science messaging trials” to find the best words and phrases to encourage drivers to make the switch. Before we get to the winning phrase, here’s a breakdown of what the UK government did. Starting on March 6, 2020, the UK government started displaying messages to people who had just renewed their vehicle tax online. In the UK, drivers pay vehicle excise duty, which…
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