The gamification of circular practices using the SDGs

Global society is becoming increasingly committed to the values of responsi-ble businesses and long-term value creation. There is also a strong under-standing of the need for more sustainable economic growth, which is demonstrated with the global sustainable development goals (SDGs). Gami-fication provides an opportunity to increase sustainable awareness and be-haviours 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 de-sign of this scheme was found to cover all four of the categorisations of sus-tainability games and apps, as well as optimising key gamification principles of realistic goals, clear progression and reward, as well as using strategy and novelty to engage users. The scheme also focused on the delivery of five of the seventeen SDGs and four of the Rs. Thus, although gamification princi-ples have been optimised to encourage circular practices in this case, further consideration should be given to the remaining SGDs and Rs to ensure a balanced approach to sustainable operations and growth. The case serves as an example of how gamification can be used to encourage stakeholders to-wards sustainable attitudes and behaviours.