H&M is washing away their greenwashing scandals with a Roblox activation focused on sustainability. More brands are using Roblox as a home base to reach Gen Z and enter the metaverse, and now H&M has created Loooptopia, an in-game experience where users can explore open worlds (Rainbooow Fields, Neon Studiooo, and Fabric Fooorest), play mini-games, have clothes styling sessions, and attend “live events to gather ingredients and create clothing items that can be worn by their digital avatar.” Players will also be able to trade clothes with their friends or choose to recycle them and earn “super-rare elements.” The activation is overall pushing sustainability practices, showing the brand is making an effort to reform their greenwashing mistakes. YPulse’s The Cause Conundrum trend report data shows that 70% of Gen Z and Millennials say a company can make up for the negative effects they have on the environment if they offset it by doing something positive for the environment. (Marketing Dive)
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