
Truth: now and then over the last year or so, I got excited about the metaverse. I’ve felt the irresistible pull of newness, of possibility, of the potential for a whole new world.
But when I read this recent article which, as many others have, emphasised the work that brands must do now to ensure they’re on track for a fully meta existence in the future, it hit me that I’m not on board with this message.
I don’t think there’s enough evidence to prove that all brands should be getting on the metaverse train. And I don’t trust in any of the key pro-metaverse players enough to assume that what they say is always true.