Shell partnered with Fortnite and got accused of “gameswashing.”For the launch of its new gasoline V-Power Nitro+, Shell partnered with Fortnite so young players could fill up virtual vehicles at interactive Shell gas stations. Shell also hired influencers on various platforms like Twitch, TikTok, Instagram, and YouTube to promote the game. Now, the British gas giant is facing backlash from climate activists for “gameswashing,” meaning hiding the negative impact of fossil fuel on the environment by collaborating with popular video gamers and online youth influencers. According to data from YPulse’s The Cause Conundrum Trend Report, 45% of young Europeans expect brands in the oil / gas industry to be sustainable. (Marketing Beat)
