Currys aims to combat e-waste by launching “Trash Tycoons,” an innovative gaming initiative within the popular online game Fortnite. The campaign, developed by MSL’s UK branch, seeks to educate and inspire positive change among Gen Z gamers, encouraging responsible e-waste disposal. By leveraging Fortnite’s extensive player base, Currys aims to make a significant impact on its target audience, particularly as studies show this age group is most likely to discard tech waste instead of recycling. “Trash Tycoon” is seen as a way to authentically engage and inspire the younger generation through gamified experiences.