The metaverse, an inclusive oasis in the much more arid real world?

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80% of consumers find the metaverse generally much more inclusive than the real world.

It is more than evident that brands have a lot to gain by landing in the metaverse, around which a prosperous economy will presumably flourish that will copiously fill their coffers. But what advantages are there lurking in the metaverse for the flesh-and-blood people who will land there (presumably en masse)? This is the question that a recent global study by Momentum Worldwide seeks to answer . To carry out this research, the agency interviewed 4,500 consumers from seven different countries and from its report it is inferred that inclusion, the possibilities of self-expression and escapism from the real world are the aspects that most seduce the ordinary citizen of the increasingly ubiquitous virtual universes.

80% of the consumers consulted consider that the metaverse is in general terms much more inclusive than the real world . And 79% of users are pleased that their friends in the metaverse appreciate them for who they are and not for their physical appearance.

Along these same lines, 85% of consumers celebrate the possibility of shaping a completely different online identity in the metaverse.

Life will gain in inclusion and self-expression in the metaverse

On the other hand, and although social networks give people the possibility to give wings to their self-expression, their freedom in this respect is restricted because the number of channels to their position is relatively small (and there are also quite a few limitations there). The virtual spaces that make up the metaverse are, on the contrary, a much broader and freer canvas when it comes to giving free rein to self-expression.

“In the real world we have to adapt to our environment, but in the metaverse it is the environment that adapts to us,” Jason Alan Snyder, global chief technology officer at Momentum Worldwide, told AdWeek . “This is a very interesting, attractive and exciting opportunity for people, especially at a politically and financially tumultuous time like the present,” he adds.

The results of the Momentum Worldwide study contrast with the (more or less generalized) idea that the metaverse will only further exacerbate the alignment of the human being and the dysfunction of society . It seems, therefore, that the metaverse will not strip people of their humanity and will treat them to more opportunities for social interaction.

Brands must spur their self-expression in the metaverse to the same extent as people

Approximately one fifth of the consumers consulted describe themselves as introverted people and many of them perceive themselves as more sociable in virtual spaces . Also, those who have already plunged into the metaverse rely on this concept to interact with their friends and family in the real world.

“The idea of ​​being able to go anywhere and break free from your real identity to experiment with your personality in different ways is very appealing to people,” says Snyder.

As long as the consumer wishes to spread the wings of self-expression in the metaverse, brands should also fuel their own self-expression.

” Brands have exactly the same opportunities as people in the metaverse because everything that applies to an individual also applies to a business,” says Snyder. “It is important however to remember that brand perseverance is absolutely critical to success in the metaverse. Being there is a long-term project and merely one-off actions are not enough to achieve success », she adds.