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Gamification: the key to sustainability engagement?

Gamification uses gaming elements to influence real-world behaviour. This makes gamification both a powerful tool to engage with activists, and the newest weapon in the fight against excessive carbon emissions.
Global concentrations of CO2 are now 50% higher than before the industrial revolution. The result: increasing temperatures, melting glaciers, frequent extreme weather events and climate refugees being forced from their homes. These are sobering consequences and we need a solution that encourages people to take greater positive action.
It’s fair to say that the majority of people living in western society do care about the planet but the reality for them is that climate change is somewhat abstract. When you’re living in the leafy suburbs and your only notion of climate change concerns starving polar bears and diminishing rainforests, visualising how it affects you individually is hard to imagine. You can see why it can be hard to motivate people to change their behaviour. But how can we reach these casual climate activists?

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<h2>Changing behaviours</h2>
You need to first accept that an inconvenient combination of factors surrounding climate change makes it hard to motivate people. 
Fortunately, there are proven strategies, accompanied by support and engagement to tackle this problem. Academic research asserts psychological techniques and theories to design campaigns and programmes that increase sustainable behaviour. This includes value-based communication, which is a way of communicating information that’s tailored to the audience&#8217;s specific values. Other techniques range from evoking empathy, to normative modelling; the method of demonstrating something to other people within similar social circles who are already performing the behaviour. 
There are also other techniques based on emerging theoretical models. Gamification is one such technique gaining increased attention in the world of climate change and sustainability.

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<h2>What is gamification?</h2>
Gamification is the use of gaming elements within non-gaming contexts to influence real-world behaviour. Gamified programmes take the features of games that keep players&#8217; attention, like points, badges, leaderboards and challenges, and apply them to real-world situations that otherwise might seem mundane or boring to increase engagement. These gaming building blocks are used to engage users, solve problems and drive specific behaviours. 
Gamification is increasingly popular and can be used in lots of different contexts, such as education, health or business settings. Many companies have introduced gamified schemes to increase customer or employee engagement with great success. 
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<h2>The science behind gamification</h2>
Both individuals and businesses often think that acting positively for climate change presents a trade-off between short-term and long-term benefits. Decades of <a href="https://academic.oup.com/qje/article/107/2/573/1838331?login=true" target="_blank" rel="noopener">work by psychologists</a> indicates that we tend to overvalue benefits in the short term compared to those of the long term; so-called temporal discounting. Benefits in the future can lose their value or meaning if they are perceived as being too far away. Put simply – people are often unwilling to make changes or sacrifices in the short term because they don’t get an immediate reward.
The result often presents an attitude-behaviour gap. People are concerned about the environment but often fail to consistently integrate this concern into their daily behaviour. This same gap is the reason why a person may often be aware – and willing to do something – about the plastic crisis but then at the same time, without thinking about it, find themselves thirsty and run to the vending machine to grab a bottle of Coke.
This gap between our choices and our values makes it hard to tackle big-picture issues like climate change, which rely on sweeping behaviour change across society. Fortunately, gamification helps enforce those positive behaviours with small and regular rewards.

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<h2>How does gamification influence sustainability engagement?</h2>
In recent years, gamification has gained increasing attention from the climate change and sustainability movement after recognising the advantages of engaging people around environmental issues. These advantages include:
<ul>
<li style="font-weight: 400;" aria-level="1">Reaching a broader audience – Ambitious carbon reduction goals require high participation rates. Gamification can make subjects attractive to some people who otherwise may not be inclined to care about climate change, motivating a diverse group of users to get involved.</li>
<li style="font-weight: 400;" aria-level="1">Driving competition – Introducing an element of competition means that people are more likely to enact behavioural change. For example, a US company called Opower is using the element of social competition by equipping homes with sensors enabling residents to compare their household energy consumption with their neighbours, and broadcasting their achievements on Facebook. They now work with over 100 energy companies and are so effective that in 2016, they were able to achieve the equivalent of 2 tera-watt hours of electricity savings. That’s enough energy to power every home in Miami for more than a year.</li>
<li style="font-weight: 400;" aria-level="1">Demonstrating social norms – Research shows how people are more likely to perform a behaviour if they think that lots of other people are also doing it. Sustainability gamification often features leaderboards, allowing you to see others taking action and subsequently normalising it. In fact, <a href="https://www.tandfonline.com/doi/full/10.1080/15534510701755614" target="_blank" rel="noopener">one study</a> found that normative messaging increased the re-use of towels in hotel rooms – the most effective message for driving behavioural change was: 75% of guests who stayed in this room used their towels more than once.</li>
<li style="font-weight: 400;" aria-level="1">Rewards drive engagement – Being rewarded for certain achievements motivates people to work towards goals and complete them. For example, achieving badges when reaching a certain number of points or carrying out a certain behaviour is a great way to incentivise good deeds. </li>
</ul>
Dedicated scientific journals, particularly those looking at energy savings, state that gamified applications can help users change their behaviour to be more conscious of environmental issues. <a href="https://www.sciencedirect.com/science/article/pii/S2214629619305183" target="_blank" rel="noopener">One study looking at techniques to promote eco-driving with battery electric vehicles</a> found that the use of game design elements significantly reduced energy consumption compared to normal. Similar findings show encouraging behavioural change for <a href="https://www.mdpi.com/2071-1050/12/2/712" target="_blank" rel="noopener">water conservation</a> and <a href="https://www.mdpi.com/2071-1050/7/8/11160" target="_blank" rel="noopener">sustainable tourism practice</a>.

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<h2>The Ecologi gamification approach</h2>
Ecologi attracts and engages people. And when it comes to taking climate action, we strive to make sustainability fun and easy for our community. Our product uses these successful gaming techniques that engage our audience and achieve as much climate impact as possible! 
Creating a dynamic profile –  Every Ecologi user gets their own dynamic profile. They can watch their virtual forest grow and see the climate impact they are making, giving users the motivation to keep coming back. Users see their impact grow over time and increase their climate action contribution.

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A dedicated goals section – This part of your profile lets you set climate lifestyle goals. These include not supporting fast fashion, eating a vegan diet or even line-drying your clothes. By making these visible on your profile, and being able to tick them off when you’ve achieved them, we hope to motivate users to make more climate-friendly choices.

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Leaderboards – Individual users, businesses and Sparkly Tree referrals all get their own leaderboards. Healthy competition between peers is good. Plus – it motivates people to achieve as much climate action as possible in their quest to beat others. For example, you strive to plant more trees and reach the top of the leaderboard. Just ask the Ecologi team about healthy competition…

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Planting Sparkly Trees – 18% of our Ecologi account subscribers have been referred by another user. Refer a new subscriber and Ecologi Sparkly Trees appear on your profile as a tile with flashing sparkles. This small gesture is mighty effective and encourages users to get their friends and family to sign up, and ultimately increase a positive climate impact.

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Badges to show off your progress – Earn badges for the amount of time you’re Climate Positive. We award badges for the number of trees funded, the number of sparkly trees you acquire, the tonnes of carbon you offset and for reaching top positions on the leaderboard. These motivate our users to engage in even more positive climate impacting activities to achieve these awards. Who doesn’t love a badge and well-earned recognition?

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<h2>Gamification normalises and incentivises helping the planet</h2>
We need everyone to care about our cause and take meaningful action. It’s the only way we’ll have a proper impact on the climate crisis. Gamification is just one of the innovative strategies we’re using to get people interested and involved – thanks to the use of gaming elements in non-game contexts to influence real-world behaviour. 
Our goal is to encourage sustainability and offset carbon emissions – but we want to have fun along the way.
<a href="https://ecologi.com/plan" target="_blank" rel="noopener">Sign up today and join the movement</a>.

<h2>How our partners also used gamification</h2>
Some of our partners have gone even further with gamification and are using real games to engage people and motivate them into action. Otherwise dubbed as serious games, this technique does not require real-world activities to complete. Serious games are intended to inspire behaviour changes through education and provoking thoughts and emotions.

<h3>Alba: A Wildlife Adventure</h3>
Our partners UsTwo had major success with their game, Alba: A Wildlife Adventure. It follows Alba as she visits her grandparents on a Mediterranean island. She is ready for a peaceful holiday but when she sees an animal in danger, she takes action. Players join Alba as she sets up an organisation to help save the island. This game inspires action through play by integrating themes of environmental conservation and sustainability. 
The serious games theory suggests that by taking environmental action in the game, users are more likely to translate this into their own lives. For Alba: A Wildlife Adventure, just playing the game results in climate impact in the real world as well; for every copy of the game that is downloaded or sold, UsTwo plants one tree with Ecologi. They aim to plant 1 million trees in total. <a href="https://ecologi.com/albasforest" target="_blank" rel="noopener">Check out their forest here</a>.
<iframe title="✨ Ecologi x ustwo games - Alba has planted 1 million trees 🌱🎉" width="500" height="281" src="https://www.youtube.com/embed/NYf8OklRa3Y?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

<h3>Terragenesis &#8211; transforming worlds </h3>
Ecologi recently partnered with Tilting Point to plant real trees based on players’ actions in the game TerraGenesis. This is a mobile terraforming simulator that asks players to take barren worlds and transform them into new homes for humanity. 
TerraGenesis now plants trees based on actions that players take in the game, including daily logins, ad views, completion of missions and more. Players can monitor their personal impact as well as that of the TerraGenesis community via an in-game hub. Players also unlock rewards as they reach tree-planting milestones.This is an innovative gamification approach that involves actions that players take within the game to transform virtual worlds. In doing so, their gaming actions actually help to reforest and rewild our very own planet. You can <a href="https://ecologi.com/tiltingpoint" target="_blank" rel="noopener">view the TerraGenesis forest here</a>.
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<a href="https://ecologi.com/plan" target="_blank" rel="noopener">Sign up today to take real climate action with Ecologi</a>.

Ready to make a difference for our planet? Get in touch, and let’s chat about how we can help you on your climate journey. 

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Hopescrolling: The good news timeline

It’s not all bad. While there’s a lot of negative news about the climate, let’s not forget the good stuff. Find climate wins, reasons to be hopeful and plenty of positivity in our good news timeline.

The good news timeline

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Ecologi acquires Net Zero Now

In a landmark move set to reshape corporate climate action, we’re excited to announce that Ecologi, the UK&#8217;s most trusted climate action platform, has acquired <a href="https://netzeronow.org/" target="_blank" rel="noopener">Net Zero Now</a>, the sector-specific carbon measurement and reduction platform for businesses.
The combined entity operating under the Ecologi brand will create a single solution for industry climate leadership towards net zero. The integration combines sector-specific carbon measurement and reduction with world class verified climate projects that supports businesses wherever they are on their net zero journey.

<h2>The game-changing impact of this acquisition</h2>
The strategic acquisition solves two fundamental challenges in corporate climate action: businesses have been forced to choose between fragmented solutions and generic ‘one size fits all’ approaches that ignore crucial sector-specific needs. By combining Net Zero Now&#8217;s sector-specific protocol expertise with Ecologi&#8217;s platform funding top-tier climate projects, we&#8217;re creating a tailored and complete solution helping businesses lead their industries towards net zero.

Reduce emissions.
<ul>
<li style="font-weight: 400;" aria-level="1">Measure Scope 1, 2 &amp; 3 emissions with sector-specific industry GHG protocols</li>
<li style="font-weight: 400;" aria-level="1">Set short term and long term reduction target emissions aligned to SBTi</li>
<li style="font-weight: 400;" aria-level="1">Tailored reduction plans for sector-specific emissions pathways</li>
</ul>
Restore our planet.
<ul>
<li style="font-weight: 400;" aria-level="1">Compensate for unavoidable emissions as you reduce them through 
funding verified, high-quality carbon avoidance and removal credits</li>
<li style="font-weight: 400;" aria-level="1">Contribute to global climate goals by funding climate Impact Funds for 
beyond value chain mitigation and/or as part of your products &amp; services</li>
</ul>
Report on progress.
<ul>
<li style="font-weight: 400;" aria-level="1">Corporate sustainability standards e.g. CSRD, SECR, SBTi, CDP, B Corp</li>
<li style="font-weight: 400;" aria-level="1">Sector specific standards e.g. Accountancy, Hospitality, Public Sector</li>
<li style="font-weight: 400;" aria-level="1">Custom climate impact reports and embeddable dashboards</li>
<li style="font-weight: 400;" aria-level="1">Communications toolkit for board and stakeholder engagement</li>
</ul>

Climate leadership starts here

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Neil Ross Russell, Managing Director of Net Zero Now, said:
<blockquote>Businesses want to take climate action, but they want to know they’re doing it right and what’s right for a restaurant business is not the same as what’s right for an accounting firm.  They need industry-specific guidance and clear pathways to climate leadership. By joining forces with Ecologi, we&#8217;re creating a platform that allows us to provide credible, simple and affordable, sector-specific, end-to-end climate solutions for businesses in our existing sectors and collaborate with industry partners on new sector-led solutions.</blockquote>

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The acquisition aligns with Ecologi&#8217;s mission to accelerate business climate action and grow our 24,000 strong customer base. Established sector protocols including hospitality and professional services will be the initial focus with plans to expand across additional industries throughout 2025.
With organisations under increasingly complex stakeholder and industry compliance demands for environmental accountability, this end-to-end solution also ensures streamlined reporting, monitoring progress, supply chain transparency, and voluntary disclosures. This transforms business leaders into climate leaders with the confidence to tackle their climate commitments head-on, communicating and meeting critical regulatory requirements like SECR, CSRD and SBTi.

<h2>More about Net Zero Now</h2>
Founded in 2021, Net Zero Now has developed a proprietary sector-led approach, which combines climate expertise alongside the sector knowledge and experience of relevant industry bodies, industry influencers and larger businesses to reach a consensus around what Net Zero means in practice for businesses in each sector. To date, the company has measured and validated 1.8 MtCO2e lifetime emissions supporting more than 50+ leading brands including Coca Cola Europacific Partners, L&#8217;Orèal, Heineken, Pernod Ricard, Subway, Hard Rock Cafe, Adnams, Edgbaston and James Cowper Kreston.

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Case studies

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4 hospitality companies leading the way on climate action

Sustainability is no longer a nice-to-have in the hospitality industry — it&#8217;s a business necessity. With increasing regulatory pressure, shifting customer expectations, and the growing impact of climate change, hospitality businesses are finding that taking action isn&#8217;t just about responsibility—it&#8217;s about resilience. This is particularly evident as 70% of Brits are now actively trying to live a more sustainable lifestyle (Nutritics, 2024), and 44% say sustainability is important in their choice of venue to visit (Morning Advertiser, 2023). From tackling food waste to cutting carbon emissions, the sector is facing both challenges and opportunities to drive meaningful change.
At the heart of this transformation is the food system. The hospitality industry relies on farming—a sector responsible for nearly 20% of global greenhouse gas emissions and one that is increasingly vulnerable to climate disruption. Rising temperatures, unpredictable weather, and supply chain instability are already affecting food availability and costs, making sustainability not just an ethical priority but a commercial imperative. This is reflected in consumer behavior, with 47% of consumers wanting more information about carbon footprints on menus, and 41% saying this information would influence their order (CGA Strategy, 2023).
Fortunately, forward-thinking hospitality businesses are stepping up, driven by clear market demand—34% of UK pub and restaurant goers are prepared to spend more in venues with strong sustainability credentials, increasing to 47% for Gen Z and Millennials (Sustainability Beat, 2023). This generational shift is significant, with consumers aged 18-34 being nearly twice as likely to pay more for sustainability than those aged 55+ (WaterAid, 2023).
As the food and beverage industry awakens to its environmental responsibilities, and with climate change threatening to fundamentally disrupt global food security, restaurants and food service enterprises are stepping up to take meaningful climate action. These pioneering businesses are demonstrating how sustainability can enhance business performance while making a positive environmental impact, even as they navigate the unique challenges of being both a contributor to and victim of climate change.
Read about four hospitality companies that are championing climate action, and explore how they are turning environmental challenges into business opportunities.
Whether it&#8217;s engaging employees, measuring carbon footprints, or developing new sustainable service offerings, these venues are setting the standard for a greener future in hospitality.
<ol>
<li>Hawksmoor: Leading Sustainability in Fine Dining</li>
<li>Freemans Event Partners: Pioneering Sustainable Event Catering</li>
<li>Lisini Pub Co: Family Legacy Meets Sustainable Innovation</li>
<li>The Assemblies: Pioneering Sustainable Hospitality in Bristol</li>
</ol>

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<h2>Hawksmoor: leading sustainability in fine dining</h2>
Key Improvements:
<ul>
<li> Achieved B Corp certification in September 2022</li>
<li>Comprehensive review of operational sustainability across all locations</li>
<li>Implementation of energy reduction initiatives</li>
<li>Enhanced waste management systems</li>
<li>Water conservation measures</li>
<li>Integration of sustainability into staff training programs</li>
</ul>
Hawksmoor&#8217;s journey exemplifies how restaurant groups can lead in sustainability within the hospitality sector. Their comprehensive approach includes setting ambitious net-zero targets for 2030 while focusing on immediate operational improvements. The restaurant group&#8217;s commitment is evidenced by their systematic review of day-to-day operations across their locations in London, Manchester, Edinburgh, and New York. What sets them apart is their holistic approach to sustainability: examining energy usage, waste management, and water consumption while maintaining their reputation for quality dining. Their structured approach to employee engagement includes a two-day intensive induction program that emphasises sustainability, making it a core part of their culture.
Ellie Besley-Gould, Head of Purpose at Hawksmoor, said:
<blockquote>We&#8217;ve been heavily involved with the Sustainable Restaurant Association since about 12 years ago&#8230; It&#8217;s a really important area for us to be stepping up the work in, looking at how we can inspire change.</blockquote>

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<h2>Freemans Event Partners: pioneering sustainable event catering</h2>
Key Improvements:
<ul>
<li>Achieved 38.4% reduction in emissions compared to projections</li>
<li>Implemented innovative &#8220;Zero Zone&#8221; testing area</li>
<li>Introduced shuttle buggies for reduced transport emissions</li>
<li>Deployed hybrid power generators</li>
<li>Established carbon menu labelling</li>
<li>Enhanced waste management through compostable solutions</li>
</ul>
Freemans Event Partners&#8217; journey demonstrates how large-scale event catering can embrace sustainability without compromising service quality. Their innovative approach at the British Grand Prix showcases their commitment to reducing environmental impact in high-pressure environments. The company&#8217;s dedication is evidenced by exceeding their initial 5% emissions reduction target and implementing a groundbreaking &#8220;Zero Zone&#8221; area for testing new sustainability initiatives. What sets them apart is their data-driven approach to sustainability: measuring and analysing emissions across all aspects of their operation, from food stalls to logistics and waste management.
Richard West, Sustainability Manager at Freemans Event Partners, said:
<blockquote>Through partnering we&#8217;ve realised that collaboration is key to making lasting and impactful environmental changes in the events catering industry. The process has been much more straightforward than we thought it would be and we look forward to setting even bigger reductions targets as we go forward.</blockquote>

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<h2>Lisini Pub Co: family legacy meets sustainable innovation</h2>
Key Improvements:
<ul>
<li>Reduced scope 1 and 2 emissions by 48% through renewable electricity</li>
<li>Won the Flor de Cana Rum Sustainability Award</li>
<li>Achieved lowest electricity demand in 10 years</li>
<li>Implemented LED lighting and sensor systems</li>
<li>Launched biodiversity project at Dalziel Park</li>
<li>Developed sustainable kitchen practices and menu innovation</li>
<li>Created venue-specific green teams</li>
</ul>
Lisini Pub Co&#8217;s journey demonstrates how family-owned hospitality businesses can transform their environmental impact while preserving their heritage. Their comprehensive approach combines traditional Scottish hospitality with modern sustainability practices across their venues, including the historic Angels hotel in Uddingston. What sets them apart is their innovative approach to sustainability: implementing competitive green teams across venues, achieving dramatic emissions reductions, and maintaining their commitment to quality service. Their structured approach includes both operational improvements and employee engagement, making sustainability a core part of their 45-year family legacy.
Siobhan Edwards, Director Lisini Pub Group, said:
<blockquote>It&#8217;s not until we&#8217;ve been working in the last year that we&#8217;ve really truly understood our carbon footprint. It&#8217;s the right thing to do, it&#8217;s the right thing for our customers, for our planet, for the environment, and actually it saves us money at the same time.</blockquote>

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<h2>The Assemblies: Pioneering Sustainable Hospitality in Bristol</h2>
Key Improvements:
<ul>
<li>Established 100-mile radius local sourcing policy</li>
<li>Implemented full venue LED lighting systems</li>
<li>Introduced reusable cups for music events</li>
<li>Developed nose-to-tail food waste reduction policy</li>
<li>Created vegetarian menu options to reduce emissions</li>
<li>Enhanced supplier partnerships for sustainability</li>
<li>Achieved an impressive 3-star rating in the Food Made Good Standard, scoring 92% overall and 91% specifically in environmental practices</li>
</ul>
The Assemblies&#8217; journey showcases how urban hospitality venues can lead in sustainability while building strong community connections. Since their inception in 2009, they&#8217;ve demonstrated that local sourcing and environmental responsibility can coexist with business success. What sets them apart is their data-driven approach to sustainability: analysing carbon ratings, implementing local sourcing policies, and creating innovative menu solutions. Their comprehensive strategy includes everything from sound system upgrades to waste reduction initiatives, making sustainability integral to their operation.
Anna Blightman, Brand Marketing Manager, said:
<blockquote>Something that our partnership has allowed us to do, is lay all the data out on the table so that we can actually look at it, and stand to analyse it and understand where we can make changes. If we don&#8217;t start now, when will we start?</blockquote>

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As these leading hospitality companies show, meaningful climate action can drive significant business benefits—from stronger customer and employee engagement to enhanced brand reputation and risk mitigation. By taking a thoughtful, transparent, and impactful approach, businesses can pave the way for a sustainable future.
Ready to take the lead in climate action? Book in a 30 minute discovery call with our Hospitality sector experts and find out more about partnering with Ecologi to measure your emissions, set reduction goals and fund high-quality climate action on the road to net-zero.

Gamification: the key to sustainability engagement and behaviour change?

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Ecologi acquires Net Zero Now

4 hospitality companies leading the way on climate action

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