
Published 31 October 2022
Despite warnings of a ‘metaverse winter’ (rebuffed by youthful brands – see Claire’s x Roblox: Gen Zalpha), brand experimentation has developed apace. From Gucci’s crypto loyalist non-fungible token (NFT)-laden land in The Sandbox and Burberry's phygital metaverse-to-store activation via Vogue’s oceanic metaverse featuring new digital artists, and Flipkart’s Diwali virtual shopping pilot, we profile the most noteworthy.



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The Youth Marketing Strategy Festival 2026 (YMS, May 21, London) assembled agencies, strategists and brands including Adidas, KFC, Expedia, Oatly, Boots and Currys to discuss engaging Gen Zalpha. Vital topics included new spending personas, weird content and chaos marketing, the ‘laws of cultural relevancy’,...