Futuristic city

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 

Wunderman Thompson

published on

22 October 2021

Category

Experience Technology & data

Related Topics

Augmented reality Consumer behaviour The metaverse

More in Experience

3 friends

Detroit Experience Studio: inclusivity matters

Funded through WPP’s Racial Equity Programme and VMLY&R, in partnership with UWG and Makerhouse, Detroit Experience Studio (DES) both addresses racial inequity within our industry and gives young people in Detroit an opportunity to explore and expand their vast creativity

Girl and boy in a wheelchair on blue background,

Rethinking inclusion as a business imperative

If inclusive criteria are met, there will be a strong foundation for propelling brand momentum, says Josh Loebner of WPP’s Wunderman Thompson

Digital fingerprint

Rethinking digital identities

Identities are becoming more fluid, crossing physical, and digital spaces and consumers are looking for products to reflect this

Close message

Privacy Policy

We have updated our Privacy Notice for this website. Please review our Privacy Policy.

Go to Privacy Policy