Developed with the city of Kawasaki, the Green Carb0n Club app gamifies sustainability, rewarding eco-friendly actions through Japan’s familiar point card system.
In Japan, daily habits like the use of single-use plastics, including disposable water bottles, significantly contribute to environmental issues. Despite growing awareness, the convenience of these items often outweighs sustainable choices. This behaviour is influenced by ingrained habits and the immediate ease of disposable products.
Encouraging a shift towards reusable alternatives and eco-friendly consumption is essential to reduce waste and promote environmental responsibility.
The Green Carb0n Club, is an initiative by the cities of Fujitsu and Kawasaki, designed as a smartphone app to promote eco-friendly lifestyles in Japan. Users earn points by engaging in activities such as attending environmental events, participating in app-based surveys, and sharing eco-friendly actions on social media. Accumulated points can be exchanged for coupons offering discounts on eco-friendly products and services. The app also features a city-building game, „Green Carb0n Farm,“ developed in collaboration with SEGA XD, which aims to enhance user engagement through gamification.
The result: Field trials from December 2023 to March 2024 revealed that the app successfully encouraged 1,190 eco-actions, resulting in an estimated CO2 reduction of 106.4 tonnes. Gamified features, such as personalized virtual spaces and unique experiences offered through partnerships, played a significant role in sustaining user participation and fostering a sense of community.
By integrating gamification with tangible rewards, the app not only incentivizes sustainable behaviour but also leverages Japan’s familiarity with point-based systems. While this approach effectively motivates individuals, it’s essential to balance these efforts with broader systemic solutions to ensure long-term impact.
Do you know of any other nudges that gamify sustainability? Feel free to get in touch: hello@green-nudges.com
From Riani Kenyon. With a degree in Anthropology, Riani began her career as a behaviour analyst in the consulting world, collaborating with companies such as Google, Volvo, Re/Max, and Change.org to develop strategies that effectively engage and influence diverse human behaviors.
A behavioural science approach helped Katwijk turn scepticism into trust, fully booking energy coaches, and unlocking 100+ insulation subsidies.