Better Choices, Better Deals, otherwise known as the Government’s consumer empowerment strategy, show how insights from the behavioural sciences can be used to help empower consumers, enabling them to make better choices and get better deals. It is a collaboration between the Behavioural Insights Team and the Department for Business, Innovation and Skills (BIS).
One of the most important changes introduced by Better Choices, Better Deals, was the midata programme, which BIS continues to take forward. Midata helps consumers access, control and use data held about them by businesses. We believe that, as this programme grows, it has the potential to transform those markets in which businesses hold information which consumers might be able to use to make better choices for themselves.