#Gamification

A new wave of science-backed thinking argues that scaring people about disease won’t get them off the sofa — but making movement feel fun just might. A recent commentary in New Scientist crystallised this pivot in approach, noting that fear of illness hasn’t motivated people to exercise, and proposing that it may be time to emphasise the enjoyable aspects of moving our bodies. The argument lands as fresh global data show physical inactivity is rising, with nearly one in three adults not meeting recommended activity levels in 2022, according to the World Health Organization (WHO) and partners in The Lancet Global Health. If trends continue, inactivity could climb to 35% by 2030, putting the world further off track from agreed targets to reduce inactivity and fuelling the burden of heart disease, diabetes, dementia and some cancers. As WHO’s chief put it, the numbers represent a “lost opportunity” to improve health that requires bolder action and innovative motivation — including making physical activity accessible, affordable and enjoyable. For Thailand, where office work is expanding and sedentary time is high even as many adults still meet movement guidelines, the evidence points toward a simple cultural truth: sanuk — doing things in a way that feels enjoyable — may be our most powerful lever to build lifelong active habits that stick (New Scientist; WHO news release; The Lancet Global Health study).

Groundbreaking research is fundamentally challenging decades of health messaging by demonstrating that fear-based exercise promotion fails to motivate sustained physical activity, while joy-centered approaches could unlock unprecedented participation rates across global populations struggling with rising inactivity. A comprehensive New Scientist analysis crystallized this paradigm shift in exercise psychology, arguing that traditional disease-prevention messaging has proven ineffective at encouraging movement, while strategies emphasizing enjoyable physical activity show remarkable promise for creating lifelong healthy habits. This scientific revolution arrives at a critical moment as World Health Organization data reveals physical inactivity affecting nearly one in three adults globally, with projections indicating 35 percent inactivity rates by 2030 unless dramatic interventions occur. For Thailand, where office work expansion creates increasing sedentary time despite many adults still meeting basic movement guidelines, emerging evidence points toward a profound cultural advantage: sanuk—the Thai emphasis on making activities enjoyable—may represent the nation’s most powerful strategy for building sustainable physical activity habits that prevent chronic diseases while enhancing quality of life.