Brands have an opportunity to engage with consumers in new and exciting ways in the metaverse, but they’ll need to offer something truly special and desirable if people are to overcome their hesitations around data privacy and safety.

Why it matters

It’s not just early tech adopters who are exploring the metaverse but ordinary consumers – and they are yet to fully understand what the metaverse is and what exactly they can get out of it.  Brands that want to be active in the metaverse need to ensure that what they offer is worth people’s time and energy, and worth...