Prime minister David Cameron's ‘nudge' unit – famously derided as the ‘wackiest and most vogueish corner of government' – has defied critics by securing contracts to sell its expertise.

Formed in the early days of the coalition, with the aim of finding ‘intelligent ways to encourage, support and enable people to make better choices for themselves', the 11-strong team will now work with the government of New South Wales, Australia, and a local housing association in Norfolk.