The Gamification of Circular Practices Using the SDGs

Global society is increasingly committed to facilitating responsible business practices and long-term value creation in developing more sustainable economic growth which is demonstrated within the global sustainable development goals (SDGs). Gamification provides an opportunity to increase sustainable awareness and behaviours by providing instantaneous rewards for completing desired pro-environmental tasks. These actions are based on circular economy practices, seeking to keep waste minimal, extending and closing the loop. A case study methodology was used to examine the gamified sustainability scheme launched by a higher education institution in the United Kingdom. The examined project covered four categorisations of sustainability games and apps, as well as optimising key gamification principles of realistic goals, clear progression and rewards, as well as using strategy and novelty to engage users. Furthermore, the project examined the delivery of five of the seventeen SDGs and four of the circular practices. Demonstrating that although gamification principles had been utilised to encourage circular practices in this case, further consideration should be given to the remaining SDGs and circular principles to ensure a balanced approach to sustainable operations and growth of the organisation. Thus, the case serves as an example of how gamification can be used to encourage stakeholders towards greater levels of sustainable attitudes and behaviours.