Fun - gamification of behavioural change

I am a big advocate of the Carrot as opposed to the stick when it comes to encouraging the masses to do the right thing. Doing the ‘right’ thing must be the natural easy way, not the righteous hard way to live.

Sweden appears to have had some success as illustrated here by the BBC. Perhaps we are taking the completely wrong approach in forcing people to become more sustainable.

While maybe only 20% of the population may value sustainability, you cant deny that 99.9% value fun and smiles right?