Macrotrend: The metaverse

Laura Ruvalcaba, Luis Cervantes, Martha Rivera-Pesquera and Javier Rosas-Delint

A group of Latin American market researchers investigated consumer attitudes towards brands in the metaverse.

Context

Within the digital transformation many changes have happened in a very short time period. The implications of internet globally have modified business models, governments and society. Our behaviours as humans are facing continuous transformations, and experiences upgrade are a big dimension. The metaverse now is challenging our world. It is a new "way of living" that brings huge expectations; it is even under the concept of "the future is here, we are entering a new dimension". Brain as a company places the consumer at the centre of its existence on one hand, and is always looking for innovation. Talking...

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