In social marketing, a successful nudge should ideally be:

In the context of social marketing, a successful nudge is considered to be subtle and non-coercive because the aim is to influence individuals' behavior in a way that feels natural and voluntary rather than forced or manipulated. This approach allows individuals to feel in control of their decisions, thereby making it more likely that they will respond positively to the nudge.

Subtle nudges can be integrated seamlessly into an environment, guiding people toward desired behaviors without overwhelming them or creating resistance. For example, placing healthier food options at eye level in a cafeteria encourages better choices without explicitly telling individuals what to eat. This method respects people's autonomy while helping them make beneficial choices.

In contrast, tactics that are obvious and overt may lead to aversion or resistance, as individuals might feel they are being pushed into a specific action. Compulsory and enforced measures disrupt personal choice and can create negative feelings towards the message being conveyed. Excessively complex strategies can cause confusion and disengagement, making it difficult for individuals to understand the desired action or how to align their behaviors with that action.

Thus, the subtlety and non-coercive nature of nudges are essential to their effectiveness in social marketing.