Most of the world's intricate development challenges stem from individual behaviours. By honing in on how people make decisions and their inherent biases, behavioural insights provide innovative methods to tackle these challenges. For instance, Sustainable Development Goal 12, which focuses on responsible production and consumption, sets targets that necessitate personal changes in daily nutrition intake. This policy brief contends that the success of public policies largely depends on how individuals respond to them and whether these policies truly consider actual human behaviour. By examining individual decision-making processes and biases, behavioural insights pave the way for transcending traditional approaches and enhancing policy design and implementation to effectively address complex development issues.