We all know that saving is important and is something that we should be doing. And yet, overall, we're doing less and less of it.
Svi znamo da je važno štedeti i da je to nešto što treba da radimo. A ipak, opšte uzev, to radimo sve manje.
[The Way We Work]
[Način na koji radimo]
We know what we need to do. The question is: How do we do it? And that's what I'm here to teach you.
Znamo šta treba da uradimo. Pitanje je: kako da to uradimo? Ovde sam da bih vas tome naučila.
Your savings behavior isn't a question of how smart you are or how much willpower you have. The amount we save depends on the environmental cues around us. Let me give you an example.
Vaša štedljivost nije pitanje toga koliko ste pametni niti koliko imate snažnu volju. Iznos koji uštedimo zavisi od činilaca iz sredine oko nas. Daću vam primer.
We ran a study in which, in one group, we showed people their income on a monthly basis. In another group, we showed people their income on a weekly basis. And what we found was that people who saw their income on a weekly basis were able to budget better throughout the month. Now, it's important to know that we didn't change how much money people were receiving, we just changed the environment in which they understood their income. And environmental cues like this have an impact.
Sproveli smo istraživanje u kome smo, u jednoj grupi, pokazivali ljudima njihov prihod jednom mesečno. U drugoj grupi smo ljudima prikazivali njihov prihod jednom nedeljno. Otkrili smo da je ljudima koji su gledali prihod svake nedelje bolje išlo planiranje budžeta tokom celog meseca. Bitan podatak je da nismo promenili koliko su novca dobijali; samo smo promenili sredinu u kojoj su razumeli svoj prihod. Ovakvi činioci iz sredine imaju uticaj.
So I'm not going to share tricks with you that you already know. I'm not going to tell you how to open up a savings account or how to start saving for your retirement. What I am going to share with you is how to bridge this gap from your intentions to save and your actions. Are you ready?
Neću sa vama podeliti trikove koje već znate. Neću vam ispričati kako da otvorite štedni račun niti kako da počnete da štedite za penziju. Ono što ću podeliti sa vama jeste kako da premostite jaz između svojih namera da uštedite i svojih postupaka. Da li ste spremni?
Here's number one: harness the power of pre-commitment. Fundamentally, we think about ourselves in two different ways: our present self and our future self. In the future, we're perfect. In the future, we're going to save for retirement, we're going to lose weight, we're going to call our parents more. But we oftentimes forget that our future self is exactly the same person as our present self. We know that one of the best times to save is when you get your tax return.
Evo prve stavke: iskoristiti snagu obavezivanja. U suštini, razmišljamo o sebi na dva različita načina: naše sadašnje i buduće ja. U budućnosti smo savršeni. U budućnosti ćemo štedeti za penziju, smršati, više ćemo zvati roditelje. Ali često zaboravljamo da je naše buduće ja upravo ista osoba kao i naše sadašnje ja. Znamo da je jedan od najboljih momenata za štednju kada dobijete povraćaj poreza.
So we tried an A/B test. In the first group, we texted people in early February, hopefully before they even filed for their taxes. And we asked them, "If you get a tax refund, what percentage would you like to save?" Now this is a really hard question. They didn't know if they would receive a tax refund or how much. But we asked the question anyway. In the second group, we asked people right after they received their refund, "What percentage would you like to save?"
Zato smo probali test A/B. U prvoj grupi smo poslali poruku ljudima početkom februara, sa nadom da još nisu podneli zahtev za porez. Pitali smo ih: „Ako dobijete povraćaj poreza, koliko procenata biste voleli da sačuvate?“ To je vrlo teško pitanje. Nisu znali da li će dobiti povraćaj niti koliko će iznositi. Ali postavili smo ga bez obzira na to. U drugoj grupi smo pitali ljude odmah nakon što su dobili povraćaj novca: „Koliko procenata biste voleli da sačuvate?“
Now, here's what happened. In that second condition, when people just received their tax refund, they wanted to save about 17 percent of their tax refund. But in the condition when we asked people before they even filed their taxes, savings rates increased from 17 percent to 27 percent when we asked in February. Why? Because you're committing for your future self, and of course your future self can save 27 percent. These large changes in savings behavior came from the fact that we changed the decision-making environment. We want you to be able to harness that same power. So take a moment and think about the ways in which you can sign up your future self for something that you know today will be a little bit hard. Sign up for an app that lets you make savings decisions in advance. The trick is, you have to have that binding contract.
Evo šta se dogodilo. U drugoj situaciji, kada su ljudi upravo dobili povraćaj, želeli su da sačuvaju oko 17 posto vraćenog novca. Ali u situaciji u kojoj smo pitali ljude pre nego što su uopšte podneli zahtev, stopa štednje se povećala sa 17 na 27 procenata kada smo pitali u februaru. Zašto? Zato što određujete obavezu za svoje buduće ja, i naravno da vaše buduće ja može da uštedi 27 posto. Ove velike promene u ponašanju vezanom za štednju proističu iz činjenice da smo promenili sredinu donošenja odluke. Hteli bismo da uspete da iskoristite tu istu moć. Hajde na trenutak razmislite o načinima na koje možete da prijavite svoje buduće ja za nešto za šta danas znate da će biti pomalo teško. Registrujte se na aplikaciju koja vam omogućava da unapred donosite odluke o uštedi. Trik je u tome da morate imati obavezujući ugovor.
Number two: use transition moments to your advantage. We did an experiment with a website that helps older adults share their housing. We ran two ads on social media, targeted to the same population of 64-year-olds. In one group, we said, "Hey, you're getting older. Are you ready for retirement? House sharing can help." In the second group, we got a little bit more specific and said, "You're 64 turning 65. Are you ready for retirement? House sharing can help." What we're doing in that second group is highlighting that a transition is happening.
Pod dva: upotrebite prelazne trenutke u svoju korist. Sproveli smo eksperiment sa veb-sajtom koji pomaže starijim ljudima da podele domaćinstvo sa drugima. Postavili smo dve reklame na društvenim mrežama, usmerene na istu populaciju od 64 godine. U jednoj grupi smo rekli: „Hej, sve ste stariji. Jeste li spremni za penziju? Deljenje kuće može pomoći.“ U drugoj grupi smo bili malo konkretniji i rekli smo: „Imate 64 godine i ulazite u 65. Jeste li spremni za penziju? Deljenje kuće može pomoći.“ U drugoj grupi postižemo naglašavanje da je nastupio prelazni period.
All of a sudden, we saw click-through rates, and ultimately sign-up rates, increase when we highlight that. In psychology, we call this the "fresh start effect." Whether it's the start of a new year or even a new season, your motivation to act increases. So right now, put a meeting request on your calendar for the day before your next birthday. Identify the one financial thing you most want to do. And commit yourself to it.
Iznenada, videli smo da je broj klikova, a na kraju i broj prijavljenih, porastao kada bismo to naglasili. U psihologiji to nazivamo „efektom novog početka“. Bilo da je u pitanju početak nove godine ili čak godišnjeg doba, povećava se vaša motivacija da se aktivirate. Zato sada odmah unesite zahtev za sastanak u kalendar dan pre sledećeg rođendana. Odredite jednu stvar vezanu za finansije koju najviše želite i posvetite joj se.
The third and final trick: get a handle on small, frequent purchases. We've run a few different studies and found that the number one purchase people say they regret, after bank fees, is eating out. It's a frequent purchase we make almost every day, and it's death by a thousand cuts. A coffee here, a burrito there ... It adds up and decreases our ability to save.
Treći i poslednji trik: kontrolišite male, česte kupovine. Sproveli smo nekoliko različitih studija i otkrili da su glavni trošak zbog kojeg ljudi kažu da im je žao, pored bankarskih taksi, obroci u restoranima. To je česta kupovina koju obavljamo skoro svaki dan i predstavlja sporu smrt. Ovde kafa, onde sendvič... Sve se to sabira i umanjuje našu sposobnost da uštedimo.
Back when I lived in New York City, I looked at my expenses and saw that I spent over 2,000 dollars on ride-sharing apps. It was more than my New York City rent. I vowed to make a change. And the next month, I spent 2,000 dollars again -- no change, because the information alone didn't change my behavior. I didn't change my environment.
Kada sam živela u Njujorku, pogledala sam svoje troškove i videla da sam potrošila preko 2 000 dolara na aplikacije za prevoz. To je bilo više od moje kirije u Njujorku. Zavetovala sam se da to promenim. Sledećeg meseca sam opet potrošila 2 000 dolara. Nije bilo promene, jer sama ta informacija nije promenila moje ponašanje. Nisam promenila okruženje.
So now that I was 4,000 dollars in the hole, I did two things. The first is that I unlinked my credit card from my car-sharing apps. Instead, I linked a debit card that only had 300 dollars a month. If I needed more, I had to go through the whole process of adding a new card, and we know that every click, every barrier, changes our behavior.
Kada sam bila 4 000 dolara u minusu, uradila sam dve stvari. Prvo sam skinula kreditnu karticu sa aplikacije za prevoz. Umesto toga sam stavila debitnu karticu na kojoj je bilo samo 300 dolara mesečno. Ako bi mi trebalo više, morala bih da prođem kroz čitav proces dodavanja nove kartice, a znamo da svaki klik, svaka prepreka, menja naše ponašanje.
We aren't machines. We don't carry around an abacus every day, adding up what we're spending, in comparison to what we wanted. But what our brains are very good at is counting up the number of times we've done something. So I gave myself a limit. I can only use ride-sharing apps three times a week. It forced me to ration my travels. I got a handle on my car-sharing expenses to the benefit of my husband, because of the environmental changes that I did. So get a handle on whatever that purchase is for you, and change your environment to make it harder to do so.
Nismo mašine. Ne nosimo računaljku sa sobom svaki dan da bismo računali koliko trošimo u odnosu na ono šta želimo. Ali našem mozgu vrlo dobro ide računanje koliko puta smo uradili nešto. Tako sam postavila sebi ograničenje. Mogu da koristim aplikaciju za prevoz samo tri puta nedeljno. To me je primoralo da ograničim putovanja. Izašla sam na kraj sa troškovima prevoza, na zadovoljstvo mog supruga, zbog promena okruženja koje sam unela. Dakle, ustanovite koji je to trošak u vašem slučaju i promenite okruženje tako da vam otežava trošenje.
Those are my tips for you. But I want you to remember one thing. As human beings, we can be irrational when it comes to saving and spending and budgeting. But luckily, we know this about ourselves, and we can predict how we'll act under certain environments. Let's do that with saving. Let's change our environment to help our future selves.
To su moji saveti za vas. Ali htela bih da zapamtite jednu stvar. Kao ljudska bića, umemo da budemo iracionalni kada je u pitanju štednja, trošenje i planiranje budžeta. Ali srećom, znamo za tu činjenicu o sebi i možemo predvideti kako ćemo postupiti u određenim situacijama. Hajde da to uradimo sa štednjom. Promenimo svoje okruženje da bismo pomogli sebi u budućnosti.