Abstract

Our target article distinguishes between policy approaches that seek to address societal problems through intervention at the level of the individual (adopting the “i-frame”) and those that seek to change the system within which those individuals live (adopting the “s-frame”). We stress also that a long-standing tactic of corporations opposing systemic change is to promote the i-frame perspective, presumably hoping that i-frame interventions will be largely ineffective and more importantly will be seen by the public and some policy makers as a genuine alternative to systemic change. We worry that the i-frame focus of much of behavioral science has inadvertently reinforced this unhelpful focus on the individual. In this response to commentators, we identify common themes, build on the many constructive suggestions to extend our approach, and reply to concerns. We argue, along with several commentators, that a key role of behavioral public policy is to clarify how to build support for systemic reforms for which there is a broad consensus in the policy community, but which are opposed by powerful special interests.