Score for the planet: Gamification for green energy habits

What unsustainable behavior needs to change:

Despite growing awareness and alarm about climate change, many still struggle to translate concern into action. This „green gap“ between attitude and behaviour arises from several psychological hurdles.

• Firstly, complex scientific data often gets translated into impersonal statistics, leaving the public feeling disconnected and unsure of how it applies to them. 
• Secondly, the long-term impacts of environmental issues can feel abstract compared to immediate personal concerns, making sustainable choices harder to prioritise. 
• Finally, the „drop in the bucket“ mentality plagues many, as individuals underestimate the collective power of small, personal actions.

Traditional campaigns banking on the principle that people will change their behaviour if they change their attitude towards energy conservation, hasn’t proven entirely effective. 

While raising awareness is crucial, relying solely on rational appeals often falls short. Not to mention, having a positive attitude also doesn’t necessarily translate into behavioural change.

The Green Nudge:

In collaboration with Cool Choices, the University of Wisconsin-Madison’s Department of Psychology implemented a game-based intervention to tackle household-level greenhouse gas emissions leveraging in-game design elements. Players earn points by performing eco-friendly actions specified on cards, which are valued based on CO2 savings and difficulty. 

The scoring system incentivizes competition, progression, and sustainable energy habits by offering rewards and social recognition for actions such as exchanging old light bulbs or adjusting furnace fan settings. Additionally, team divisions enhance healthy competition and peer influence, motivating members to actively participate and compete for monthly prizes. Finally, unlike rigid restrictions, the gamification approach grants players the “self-determination” to choose which sustainable actions they want to take. This promotes ownership and increases the likelihood of sticking with sustainable practices long-term.

The result: Players achieved a 28.31 kWh/month (4%) reduction in electricity consumption compared to the average resident in the area, persisting for at least six months after the game concluded. The greatest behaviour changes occurred for those who consumed the most energy before the game, and, interestingly enough, shifts in sustainable behaviours did not correlate significantly with shifts in sustainable attitudes.

Do you know of any other nudges that induce enduring pro-environmental behavioural change? Feel free to get in touch: hello@green-nudges.com