The Fun Theory

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Volkswagen recently launched a new initiative and website called The Fun Theory that is "dedicated to the thought that something as simple as fun is the easiest way to change people’s behaviour for the better. Be it for yourself, for the environment, or for something entirely different, the only thing that matters is that it’s change for the better."

Through this new website, Volkswagen is essentially hosting what we hope becomes a growing exchange of ideas about how to change people's behavior. In addition to the video above, there are two additional videos on the Fun Theory main page. All three of the concepts are, well, fun, funny, and engaging. And as the videos show, they were effective at changing people's behaviors. The question that we have after watching the videos is: Will the behavior changes last? Are people motivated to change their behaviors due to the novelty of the ideas (which will no doubt wear off) or will the changes last as long as the "fun" options exist?

To create long-term behavior changes, we need to address all the things that drive people's decisions, including cost, ease of access, knowledge, social pressures and social trends, and enjoyment. When it comes to promoting active lifestyles and healthy eating, the preferred options need to not only be fun, but just as accessible, cheap, and easy as the unhealthy options. The same should apply to Volkswagen's Fun Theory projects.