
Published 21 April 2021
Matt Zara,
Rebecca Hobbs
The current frenzy of excitement surrounding non-fungible tokens (NFTs) reveals a strong commercial opportunity for brands – particularly around hype-building and charitable initiatives. NFTs have potential across industries – from fast-food to fragrance, digital fashion, sports and art. We shine a spotlight on some of the key early concepts.



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Overexposure online, rising unease with socio-economic inequality and the desire to connect with likeminded peers are driving luxury consumers towards experiences that transcend materialism or reinstate a precious sense of scarcity. Strategies include access to brands’ top creative minds; activations bestowing ethical...