H&M is rethinking traditional models in a new campaign that is calling for Gen Z (role) models.

H&M is rethinking traditional models in a new campaign that is calling for Gen Z (role) models. YPulse’s advertising and marketing effectiveness research found that Gen Z wants to see ads that reflect a brand’s activism with 58% saying ads and messages that publicly declare support for a progressive cause is positive in their eyes. For the retailer’s new Role Models campaign, H&M is calling on young activists by recruiting six-to-13-year-olds to star in a short-film highlighting the causes that young people are championing today as role models for their generation. H&M will choose their Gen Z role models using an application system to find inspiring young leaders who are standing up for causes like diversity and inclusion, climate change and sustainability, and social justice. H&M is leading the Role Model initiative to not only reach young consumers through advertising, but to share their stories as young activists. The chosen role models will be featured in the brand’s global campaign, which will be entirely funded by profits from H&M’s new sustainable clothing line for kids. (Adweek, Forbes)