Nudge e comunicazione pubblica per la salute e l’ambiente. Mitigare il rischio e praticare la sostenibilità

This paper explores nudges as a communicative alternative for institutions in situations of environmental and health risks to cope with emergencies by increasing social responsibility. Specifically, it presents the results of a study on 20 national and international cases, which, on the one hand, explored the architectures of choices and applied communication strategies, and, on the other hand, assessed the effectiveness of these tools in risk mitigation, going to the strength of their thrust toward greater economic, environmental and social sustainability. The research showed how nudges are an inherently economic tool that is useful in risk management, including in enhancing social equity and global justice through the empowerment of communities and/or specific groups in vulnerable situations.    Keywords: environmental public communication, nudge, public health, sustainability, risk communication, empowerment. Parole chiave: comunicazione pubblica ambientale, nudge, salute pubblica, sostenibilità, comunicazione del rischio, empowerment.