Kids Can Use This Ad Tracker to Pester Their Parents Into Shopping Sustainably

Eco-friendly soap maker Gelo and agency Mischief made a tool to pester adults across the web

Achieving ‘Mainstream Green’ is key to a more sustainable economy. Read the new report on the CMO Sustainability Accelerator hub to learn more and take action.

Single-use plastics have survived and thrived—while posing an increasing threat to global ecoysystems—for a simple reason: they’re convenient.

Buying toothpaste that doesn’t come from a tube? Or water-soluble pods for your cleaning liquids? Those options are rarely as prominent as the famously frictionless ecommerce tactics used by major consumer brands to secure your purchases quickly and easily.

Now one environmentally minded challenger brand, soap maker Gelo, is co-opting one of the major tools of its biggest competitors—and recruiting kids to deploy it.

The Parent Track is a tool created by Gelo and agency Mischief to use ad tracking in a way that persistently reminds parents, wherever they go across the web or their devices, to shop sustainably.



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