Open, collaborative and ever-evolving; the opportunities of the Metaverse are vast. Digital experiences have a unique opportunity to create a more equitable experience for many; but how can brands ensure that inclusivity and sustainability are at the forefront?

Whilst the Covid 19 pandemic accelerated the requirement for and facility of digital experiences, it is the arrival of the metaverse and the theory of Web3 that puts digital experience firmly in the real world, offering the same and potentially greater opportunity to connect people, continents and cultures in an immediate way. The potential pace of this change is almost lightning speed when creatives across the world apply their solutions to spaces, testing out new realities unburdened by normalcy.

This may seem obvious but though hearing creative POVs on the potential of the metaverse is food for thought, the possibilities remain endless yet academic until they are realised. I was asked recently by a brand contact why one might use an experience in a metaverse space to deliver something that could feasibly be delivered in real life. It’s a good question, and one that brands must ask themselves if they hope to avoid spending their budget on gimmicks – remember early VR? My response to this brand, and the core of the real opportunity in the metaverse is its potential for good; its notionally democratic position as a world without borders, a truly inclusive space.

Of course, accessibility is in the eye of the beholder and the pressure is on for the metaverse to be an inclusive space but that perfect inclusive virtual world won’t happen if we passively sit back and hope for the best. The opportunity is to be in the driving seat, starting from the ground up, from the very people who create & build in the metaverse, to the marketing teams attracting audiences, to the consumers of it. This is the power of the metaverse and the next wave of brand experience – participation at scale through equitable access.

Late in 2021, Diageo hosted a global brand strategy launch in the metaverse, Destination Reserve. Whilst in years gone by this would be an in-person event, Diageo wanted to test the boundaries of the platform and where the experience could benefit from its digital application. A core part of the brief was accessibility – allowing as many people as possible to attend, no matter their location or level of technical access. 

Through this challenge we sought to work with a technical partner who could build a standout space that could be accessed by Diageo colleagues across the globe, giving every delegate an equal experience, fostering parity and inclusivity across the event. Metaverse platform provider Vatom, offered this truly accessible solution and have delivered experiences for Comicon, Cannes Lion and P&G – and RPM is now able to bring this large-scale participative expertise to its clients as they and we explore Web3 and the digital landscape.

The exciting element of Web3 is the potential reshaping of the world we know, and its power structures in the global north – this is much more than just a marketing channel! The opportunity to reposition finance, decision making and consumer agency - consumers can help to shape the events and build worlds to reflect themselves in a much more immediate way than IRL has. It’s not an overnight solution – small wins in the interim; being inquisitive, questioning the representation in the virtual events we’re building, having fair policies in place to ensure we’re reaching everyone – but it is a start and one that could be an immense force for good.