Into the metaverse

Consumer trends and brand opportunities are emerging as the metaverse takes shape

As more of our lives are spent online, it’s becoming harder and harder to distinguish ‘real’ life from life lived digitally. “The smartphone is no longer just a device that we use,” says Daniel Miller, professor of anthropology at University College London. “It’s become the place where we live."

We’re replicating our routines, interests and obsessions in digital worlds: from picking outfits and cars for our avatars to wear and drive to fostering virtual relationships and intimacy; from zoning digital land and constructing virtual homes to meeting friends at the virtual mall; from hosting holographic meetings to pursuing the allure of a more equitable and inclusive society.

As our habits evolve, we’re outgrowing the bounds of the internet as it was first created, precipitating a new era of digital platforms. Yet, only 38% of global consumers have heard of the metaverse. It’s time to define what the metaverse is and establish a roadmap for entry.

Wunderman Thompson Data's most recent trend report, Into the Metaverse, covers the defining elements of the metaverse, case studies, and implications for brand and business. 

The report reveals:

• 93% of global consumers agree that technology is our future
• 76% say their everyday lives and activities depend on technology
• 81% think that a brand’s digital presence is as important as its in-store presence

Virtual possessions

Consumers are replicating their physical daily habits in the virtual realm, assigning ever-increasing value to digital assets and giving rise to new direct-to-avatar (D2A) business models.

Liminal spaces

Liminal spaces – blended virtual and physical experiences – are already revolutionising the culture and art scenes. In future, expect to see similar blurred reality activations in retail spaces, brand hubs and business centres.

Gamevertising

Bigger than the movie and music industries combined, gaming has become a playground for brands and marketers to connect with an engaged audience.

New retail frontiers

Digital-twin stores and augmented shopping experiences are paving the way for the next retail frontier – one that is intuitive, immersive and engaging.

Meta societies

A digital reality that reflects the values and standards of our physical lives in the making.

  

For more insights and analysis download Wunderman Thompson's Into the Metaverse