
Published 28 February 2023
Brynn Valentine
This month, American fitness brand Alo Yoga introduced token-gated IRL experiences, Puma celebrated its 75th year by minting heritage-burnishing PFPs (profile-picture non-fungible tokens (NFTs)) based on its branded 70s comic book, Californian teen fashion brand PacSun launched a ‘tycoon-genre’ activation on Roblox, and German e-commerce giant Zalando swapped unsustainable IRL designs for eco-digital fashion.



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Consumers’ desire to be planet-positive is evident, but fatigue and economic adversity place eco aims at odds with affordability – compounded by brand comms lacking inspiration and/or personal resonance. We spotlight five strategies countering the intention-action gap: social-experiential repair workshops;...