SOCIALSTAR
2023
Socialstar: Everyday Acts for the Planet
A mobile-first ESG platform that helps corporate employees to take small, meaningful climate and social actions. It is designed using behaviour science and tested through a live gamified experiment.
Corporate volunteering for climate and social action in India is a struggle. Most ESG-related initiatives see participation from only 2 to 5 percent of employees, who often view them as dull, irrelevant or time-consuming. How do we get employees to engage meaningfully?
Fold Labs had earlier partnered with SocialStar to create an engagement strategy for this very challenge. To validate and ground it in evidence-based research, we ran a one-week gamified experience called Climrades — you can read about it here.
Insights from this pilot shaped the strategy behind Socialstar:Your World of Difference, a mobile-first platform that turns small, actionable missions into rewarding daily habits. Rooted in behaviour science and tailored to Indian corporate life, it blends personal impact tracking, community missions and a flexible rewards system to create sustained change.
STRATEGY #1
Small Steps, Big Wins
We broke down eco-social actions into micro-missions that fit into daily routines. By keeping them low-effort, rewarding, and scaffolded over time, we reduced resistance and helped employees build habits without feeling overwhelmed.
STRATEGY #2
Social Proof and Storytelling
Instead of noisy feeds, we used subtle cues like participation counts, hall of fame highlights & mission anecdotes. These built a sense of connection and recognition without the fatigue of traditional corporate platforms.
STRATEGY #3
Motivation That Lasts
