NFTs, marketing and the environment

As NFTs have grown in popularity (and value) over the past 12–18 months, brands have started to get involved in this nascent space hoping to pick up some street cred and/or turn a quick buck.

In February the WWF was forced to prematurely end the sale of a collection NFTsdesigned to raise awareness for endangered species after campaigners pointed out the environmental cost of the NFTs was contributing to the very endangerment of those species’...