Confused, curious, suspicious – consumers have mixed emotions towards the metaverse, with Gen Zers unsurprisingly more inclined to explore. To entice a wider audience, brands must both demystify the metaverse's meaning and demonstrate where it can add real utility to people's lives, such as enhancing how we communicate with faraway loved ones.

Over half of global internet users say work is a key reason why they'd join the metaverse (Statista, 2022), with remote teams keen for more intuitive collaboration platforms. Education similarly stands to benefit from immersive, interactive extended reality (XR) concepts. Meanwhile, early adopters are tapping entirely new revenue streams in virtual worlds.

An expanding metaverse raises a host of social and ethical dilemmas, including individual accountability within virtual realms. With abuse and crime already tainting social gaming platforms, implementing fit-for-purpose moderation to protect users is paramount, as is overcoming digital exclusion. More encouragingly, some new concepts highlight VR's potential to increase empathy.

As more consumers create their own avatars, how might the metaverse make its mark on their minds and bodies in turn? The expressive appeal of bespoke (potentially multiple) online identities – who can date or even marry in the metaverse – meets concerns over platforms' potentially damaging effects on mental wellbeing, including digital addiction.