In an innovative experiment, Virgin Atlantic has used behavioral science to ‘nudge’ its pilots into using less fuel. The experiment shows that significant fuel savings can be achieved with very little investment. The pilots were split into four groups: One which was simply told that fuel use was being monitored, one which received monthly updates on their fuel usage, one which received monthly updates plus specific goals, and one which received monthly updates, specific goals and also an incentive of donations being made to charity if they achieved their target. The majority of the savings came simply from the pilots being told that fuel use was being monitored in the first place.