Before gaining power, top Conservatives expressed interest in the "nudge" theory of affecting social change.

The approach, proposed by academics Richard Thaler and Cass Sunstein, suggested that bad choices and laziness are a large part of what makes people human.

Instead of appealing to voters' self-interest, such as urging people to save money, turn down the heating or eat more healthily, they suggested politicians must help to make the "right" choices "easier".