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What are the best ways to use gamification to promote sustainable behaviors?

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Gamification is the use of game design elements and principles to motivate and engage people in non-game contexts. It can be a powerful tool to promote sustainable behaviors, such as saving energy, reducing waste, or choosing greener options. In this article, you will learn some of the best ways to use gamification to inspire and reward sustainable actions.

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Sissel Kastrup

ESG Data Project Manager at TDC Net ?? The link between business and ESG data ? I use data to enable sustainability!
Greig Orrell

Business Growth Coach | Small Consistent Steps = Big Wins | Helping Established SMEs Reach Their Growth and…
Rahul Chakraborty

Environmental Scientist @Jacobs | Ex Orica | Corporate Sustainability - ESG, Compliance Auditing, Environmental Project…

1 Why gamification works

Gamification works because it taps into our innate human needs and desires, such as autonomy, competence, relatedness, and purpose. By providing feedback, challenges, rewards, and social interactions, gamification can make sustainability more fun, meaningful, and rewarding. Gamification can also help overcome some of the barriers that prevent people from adopting sustainable behaviors, such as lack of awareness, inertia, or perceived costs.

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Rahul Chakraborty

Environmental Scientist @Jacobs | Ex Orica | Corporate Sustainability - ESG, Compliance Auditing, Environmental Project Management, Contamination Remediation | Six Sigma: Black Belt (PMI)
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Gamification provides a clear sense of progress as challenges are completed. This motivates to keep striving for further achievements and maintain sustainable habits.

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2 How to design effective gamification

To design effective gamification for sustainability, you need to consider your target audience, your goals, and your context. You need to understand what motivates your users, what challenges they face, and what benefits they expect. You also need to align your gamification strategy with your sustainability objectives and your available resources. You can use various gamification elements, such as points, badges, levels, leaderboards, quests, narratives, avatars, or feedback systems, depending on your needs and preferences.

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Fiona T.

?? I connect people to solutions | The G in ESG | Advocate for sustainable human-centred transformation, mental wellness and DEI through Audit and Risk | CA | CIA | CFE | CISA | CRMA
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The purpose of gamification is to build engagement and stickiness to the sustainability agenda. To design effective gamification, it is essential to know what motivates your audience - setting the right type of rewards would motivate them better. The "game" should also not be too challenging or complicated for your audience as that can extinguish motivation.

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3 Examples of gamification for sustainability

There are many examples of gamification for sustainability in different domains and settings. For instance, in the energy sector, you can find apps and devices that use gamification to help users monitor and reduce their energy consumption, such as JouleBug, Nest, or PowerAgent. In the waste management sector, you can find games and initiatives that use gamification to encourage users to recycle, compost, or reuse materials, such as Recyclebank, EcoChallenge, or Trash Tycoon. In the transportation sector, you can find platforms and programs that use gamification to promote users to choose greener modes of travel, such as Strava, Waze, or Biko.

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Sissel Kastrup

ESG Data Project Manager at TDC Net ?? The link between business and ESG data ? I use data to enable sustainability!
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In 2013, Ford introduced the so-called Efficiency Leaves. This gamification example motivates users to drive in a particularly efficient and energy-saving way. The Efficiency Leaves are virtual plants on the screen inside the vehicle. Depending on the driving style, they grow and soon gain new leaves, or lose leaves when driving inefficiently. The auto industry actually has many examples of gamification and I believe we will continue to see greater and more sustainabile gamification innovations in the near future.

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Bacem Chouat

Product Designer & PhD Candidate in Marketing // Delving Deep Into Behavioral Marketing
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However, a persistent challenge remains – engagement. While gamification holds immense potential to motivate users, many current attempts fall short due to uninspired design or lackluster execution. It's crucial to remember that gamification is not simply about incorporating a game; rather, it's about strategically applying game elements to drive desired behaviors. While many gamified apps attempt this, they often still struggle with attractiveness and sustained engagement. There's a critical need for a stronger focus on effective gamified design principles to fully unlock gamification's potential for sustainability.

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4 Benefits of gamification for sustainability

Gamification for sustainability can have various benefits for users, organizations, and society. For users, gamification can increase their awareness, knowledge, skills, and attitudes towards sustainability. It can also enhance their motivation, engagement, satisfaction, and loyalty. For organizations, gamification can improve their reputation, performance, and competitiveness. It can also reduce their environmental impact, operational costs, and regulatory risks. For society, gamification can contribute to the achievement of the Sustainable Development Goals and the transition to a low-carbon economy.

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Greig Orrell

Business Growth Coach | Small Consistent Steps = Big Wins | Helping Established SMEs Reach Their Growth and Profitability Goals | Building Stronger Processes and Systems using Data for Lasting Success
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The key is structuring goals, incentives, and feedback loops that tap into people's natural desires for accomplishment, learning, competition, collaboration, and meaning. Create challenges and quests related to sustainability goals like saving energy, reducing waste, or using public transport.

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Christian Zachriat

Solution Engineering Leader at Cisco | Global Networking Incubation Sales
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Gamification gives a sense of belonging to a larger community. Some sustainability outcomes / gains might seem very small if only assessed for an individual organisation. Gamification can help to quantify the potential and achieved outcomes across a larger number of organisations, which demonstrates that even presumably small actions can accumulate to a big impact.

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5 Challenges of gamification for sustainability

Gamification for sustainability is not without challenges. Some of the challenges include designing for diversity, ensuring ethicality, avoiding manipulation, measuring impact, and ensuring sustainability. You need to design gamification that is inclusive, accessible, and respectful of different cultures, values, and preferences. You also need to ensure that your gamification is ethical, transparent, and respectful of users' privacy and autonomy. You also need to avoid using gamification to manipulate users or to greenwash your practices. You also need to measure the impact of your gamification on users' behaviors and outcomes. You also need to ensure that your gamification is sustainable itself, meaning that it does not consume excessive resources or generate negative externalities.

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Martha Mendiola

Analista de Negocios Internacionales | Consultora en Comercio Internacional y Sostenibilidad ??
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Para que la sostenibilidad cumpla su propósito se debe incluir a todos los agentes de la sociedad, si excluimos (sin intención) a grupos vulnerables estaríamos minimizando su impacto. Considero que un desafío importante de la gamificación aplicada a la sostenibilidad es asegurar su accesibilidad en sectores de vulnerabilidad económica, en los cuales los desafíos propios de su entorno generan una barrera para la interiorización de estos temas. Entender los modelos mentales, hábitos y recursos con los que cuenta la población a la que va dirigida la propuesta permitirá una experiencia mas eficiente para lograr los objetivos de comunicación, difusión y entendimiento a través de estas herramientas.

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6 Tips for gamification for sustainability

To make your gamification for sustainability more effective and successful, here are some tips to follow. First, define your goals and metrics clearly and align them with your users' needs and expectations. Second, use a user-centered design approach and involve your users in the design, testing, and evaluation of your gamification. Third, use a mix of intrinsic and extrinsic motivators and balance them according to your users' preferences and stages. Fourth, use a variety of gamification elements and tailor them to your context and content. Fifth, use storytelling and social features to create a sense of purpose and community. Sixth, provide feedback and rewards that are timely, meaningful, and personalized. Seventh, iterate and improve your gamification based on data and feedback.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Watson Michael

International Consultant/ NED/ ESG cum Business English Trainer/ Founder/ Strategy Podcaster
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Still many people aren't aware of the ongoing climate crisis. There are billions of people who use smartphones & using the proper apps will help them to understand what causes climate change. In 1987 the UN Bruntland Commission defined sustainability. Word of mouth is yet another powerful tool, spreading the word will help to build a better sustainable world.

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What are the best ways to use gamification to promote sustainable behaviors?

1

2

3

4

5

6

7

1 Why gamification works

2 How to design effective gamification

3 Examples of gamification for sustainability

4 Benefits of gamification for sustainability

5 Challenges of gamification for sustainability

6 Tips for gamification for sustainability

7 Here’s what else to consider

Sustainability

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What are the best ways to use gamification to promote sustainable behaviors?

1

2

3

4

5

6

7

1 Why gamification works

2 How to design effective gamification

3 Examples of gamification for sustainability

4 Benefits of gamification for sustainability

5 Challenges of gamification for sustainability

6 Tips for gamification for sustainability

7 Here’s what else to consider

Sustainability

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