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GREGORY WARNER, HOST:

You're listening to ROUGH TRANSLATION from NPR.

Sometimes a teacher can tell you something, and you don't hear the sting behind their words until much later. When Aris was growing up in Hubei province in China, her teacher would single her out.

ARIS: My teacher, she would say, you see, Aris was not smart, but her grades were so good. This was because she was hardworking.

WARNER: This was supposed to be praise.

ARIS: She didn't mean to hurt me, but I felt those words really hurt me.

WARNER: The lesson that Aris drew from that was that failure was just one missed alarm clock away. And her mom had an expression.

ARIS: Early birds - early birds have something to eat.

WARNER: The phrase that I know is, the early bird catches the worm.

ARIS: Yeah. Yeah. It's similar.

WARNER: Years later, when Aris would grow up to become a high school teacher herself, she didn't want to shame her students into working hard, but she worried. Her students didn't seem to have that work ethic needed for the grueling high school exams that can decide your future career. Her students were only five years younger than her but already felt like a different generation.

ARIS: When I was a student, I was very obedient, maybe because we have fewer temptations, like mobile phones or video games. They have so much temptations, so they didn't work hard.

WARNER: So Aris gave herself homework. She would play video games...

ARIS: League of Legends - LOL.

WARNER: ...And read the sports pages.

ARIS: Oh, did you know that someone has win the champion?

WARNER: She wanted to motivate her students by connecting with them.

ARIS: So I am interested in everything my students are interested.

WARNER: And then one day, she remembers, the bell rang. The class was still noisy, and she'd asked one boy to sit down and resume studying. But he just looked at her, and he said no and smiled.

ARIS: So I asked to asked him, what was he doing? And then he said (non-English language spoken).

WARNER: And this phrase, he says...

ARIS: I will not study. I will become a boss, and I will not work for others.

WARNER: It's said in an unfamiliar accent.

ARIS: Is not the standard Mandarin.

WARNER: The students tell her, oh, it's a new joke online. And she thinks, OK, if this is something my students are connecting with, then I need to know about it. So that night she looks it up.

(SOUNDBITE OF ARCHIVED RECORDING)

ZHOU LIQI: (Non-English language spoken).

WARNER: And what she finds is this video...

(SOUNDBITE OF ARCHIVED RECORDING)

ZHOU: (Non-English language spoken).

WARNER: ...That she'd later learn was causing lots of people in China to rethink all those lessons about working hard that Aris heard as a kid.

(SOUNDBITE OF ARCHIVED RECORDING)

ZHOU: (Non-English language spoken).

EMILY FENG, BYLINE: It's a video of this guy. He is handcuffed to the bars on the wall of a police station somewhere.

WARNER: We first heard this story from NPR's Beijing correspondent Emily Feng.

FENG: Judging by his accent, he's in southern China. His hair is kind of disheveled. His eyes are going all over the place. And it turns out he's jailed because he'd been caught stealing scooters.

(SOUNDBITE OF ARCHIVED RECORDING)

ZHOU: (Non-English language spoken).

FENG: It seems to have been filmed on a local television station. And in this video interview, whoever is asking the questions says, why do you keep stealing scooters? Like, can't you get a real job?

(SOUNDBITE OF ARCHIVED RECORDING)

ZHOU: (Non-English language spoken).

FENG: And the guy in the video, the guy who's been arrested, says, working in this life is impossible for me. It's impossible for me to work.

WARNER: And this was the phrase...

(SOUNDBITE OF ARCHIVED RECORDING)

ZHOU: (Non-English language spoken).

WARNER: ...That Aris first heard from her student.

ARIS: And I saw it, and I realized it was from a thief.

WARNER: A thief with apparently millions of followers across China.

FENG: He's not complaining about a specific job, but he's talking about work in general and the fact that he won't do it at all. He's not suited to it at all. And that was really what struck a chord with people.

(SOUNDBITE OF MUSIC)

WARNER: This is ROUGH TRANSLATION. I'm Gregory Warner. That video would ricochet across Chinese worksites and offices. Today in the show, how a scooter thief became an icon for brewing discontent and why some guy saying he just didn't want to work anymore came to be seen by the state as such a threat.

FENG: And he says, my office is filled with police officers.

WARNER: In this story, the government uses surveillance and censorship to try to stamp out burnout. We'll see how that's working out for them - the scooter thief and what he unleashed among Chinese youth, from tech workers to high school students, even to a high school teacher.

ARIS: Oh, he was amazing. He was so brave. But I didn't want to go to prison, so I just work for you today.

WARNER: It's slackers at work after this break.

(SOUNDBITE OF MUSIC)

WARNER: We are back with ROUGH TRANSLATION. I'm Gregory Warner.

FENG: Recorder is starting.

WARNER: Here with Emily Feng. Great. So, yeah - so where do you want to start, with a rock show?

FENG: Yeah.

WARNER: To understand why that video came to mean so much in China, we're going to start with a cultural phenomenon known as Sang.

FENG: I actually first noticed Sang because of a bubble tea shop chain. And they specialized in making drinks that had really long and elaborate names that all referenced some universal problem that was very Sang - for example, like, my-ex's-life-is-better-than-mine fruit tea or I've-achieved-absolutely-nothing black tea. And I was discussing it one day with my producer in Beijing, Aowen Cao. And she was like, oh, yeah, Sang. Actually, there's this guy I went to high school with. He started this band called Trip Fuel, and they're all about Sang.

(SOUNDBITE OF SONG, "A LOW ALTITUDE FLOW")

TRIP FUEL: (Singing) Low altitude flow.

WARNER: So you went to the show?

FENG: Yeah, we met them in this live house in Shenzhen.

(SOUNDBITE OF TRIP FUEL SONG, "A LOW ALTITUDE FLOW")

FENG: So there were probably about 200 people who showed up, which is a good crowd for a Thursday.

UNIDENTIFIED PERSON #1: (Non-English language spoken).

FENG: And one thing that really struck me is everyone was sitting down at the beginning of the show.

UNIDENTIFIED PERSON #1: (Non-English language spoken).

FENG: The live house had set up all these chairs lining the perimeter of the room. And people were just kind of plopped there, looking at their phones, sleeping.

WARNER: (Laughter) What?

FENG: A lot of people with their heads on other people's shoulders.

UNIDENTIFIED PERSON #2: (Non-English language spoken).

FENG: And so I started talking to some of these people - like, why would you come all the way to a rock show, a live house, and then just take a nap?

(Non-English language spoken).

And everyone was like, well, I'm tired.

(Non-English language spoken).

WARNER: It's like a party for exhausted people.

FENG: No, completely. Like, Shenzhen's kind of a special city because it's China's technology hub. It's basically China's Silicon Valley, and all these really hot new startups are there. There's something called 996 in China.

UNIDENTIFIED PERSON #3: (Non-English language spoken).

FENG: It's working from 9 a.m. to 9 p.m., six days a week. It's technically now illegal. In practice, most tech companies do this, and Shenzhen is notorious for 996.

WARNER: But it turns out that being exhausted, at least in this crowd, it's almost like a membership card in a club known as Sang.

FENG: Sang is an actual Chinese character, which can be combined in various phrases. It just means depressive or tragic - in general, sad. The fact that people feel that their work is pointless. They're simply going through the motions to just get through the day every day at their jobs.

(CHEERING)

FENG: The show slowly picks up. Trip Fuel is the last act to perform. And most of their fans are between the ages of, like, 20 to 30-somethings. A lot of them are working white-collar jobs, which might be prestigious but don't often pay that much in China. And even though labor laws are starting to get a little bit more strict, it's still really common to work overtime unpaid basically every night of the week.

(SOUNDBITE OF SONG, "A LOW ALTITUDE FLOW")

TRIP FUEL: (Singing) Let's go wild and watch your life wasted.

FENG: So they have no personal time of their own. They're often only children, so they've got financial burdens to make sure that they can take care of their older relatives. The band members feel this. You know, they're struggling with the same issues. But I think that's also what connects them to their fans. Their lyrics are about watching your life happen.

(SOUNDBITE OF SONG, "A LOW ALTITUDE FLOW")

TRIP FUEL: (Singing) Let's go wild and watch your life wasted.

FENG: Like being a passenger in your own life and watching your dreams slowly die.

(CHEERING)

FENG: So the lead singer of the band - his name is Manager Chen.

WARNER: That's his stage name and his actual job title.

FENG: He's a manager. He manages financial products and derivatives at a provincial bank. Towards the end of their act, he pauses in between two songs, and he says, thank you all for coming to his fans, thank you to the band members, but also thank you to my bank managers for letting me be here. And everyone kind of laughs and applauds because they - like, that's part of a shtick.

WARNER: So a bunch of tech workers nodding off at a math rock show may not seem like a big threat for the Chinese government to stress about. But when we were talking to Aris, the high school teacher, she said she would not go to one of these concerts. She doesn't like what Sang culture represents.

ARIS: Then you are spreading negative energy.

WARNER: Negative energy is something the government has been campaigning against for years. And Aris says there's something shameful about sharing how exhausted you are.

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The "Great Resignation" in China: A Thief Inspires the Overworked : Rough Translation - NPR

With summer in the last leg of its fury, homegrown beer companies are jostling for attention in an increasingly crowded marketplace. The challenge for brands is to get past the prohibition on advertising alcohol on mainstream media platforms like TV, print, and radio. This has led most beer marketers to harness the power of digital.

Digital Bubble

According to Adrine D'mello, Creative Director - Strategy, White Rivers Media, The market and industry have evolved so much over the years but some things still remain the same, the way I see it. Take a look at one of the most iconic brands from the category Kingfisher and how they built the brand image in the mid-80s to early 90s, a time with stricter advertising laws. It was all about the Kingfisher image and it was considered cool.

Today, he points out, brands, especially the new brands, are pushing the envelope of creativity. The packing is no longer dull, from a Simba to Bira 91, the brands are carefully and purposefully creating a persona for themself keeping in mind their evolving consumers and their preferences.

Abhinav Jindal, CEO and Founder, Kimaya Himalayan Beverages (which owns BeeYoung),agrees that beverage brands are adapting to the current climate and radically rethinking their core messages while communicating with consumers on social media.

Jindal says brands are using the power of collaborative promotions and cross-brand activities such as one betweena beerbrand and barware or clothing etc. There is an entire range of collaborations that can gain a lot of digital traction in terms of geographical reach and engagement, with the summer season providing the perfect stepping off point, he notes.

We are running an exciting campaign called #SUNSOUTBUZZOUT. This campaign aims to showcase an innovative, quirky, happy take on the beer lovers this summer and how BeeYoung, with its refreshing taste, would make a perfect choice for summer activities. We are collaborating with comedians, DJs, and lifestyle curators to promote this campaign on social media through collaboration posts, Jindal added.

Devans Modern Breweries, which has been in operation for 60 years and owns establishedbeerbrands like Godfather, is also keenly aware of the need to be a part of this social media bubble. Prem Dewan, the MD, says, We engage with our consumers primarily through Instagram and Facebook and are also looking to establish our presence on other emerging social media platforms. We have an active influencer marketing campaign on Instagram which has helped create good visibility for our brands. We also run online contests and giveaways.

Elaborating further on the marketing activities, DMello says: A strong social media strategy, which brings out that persona to the digital world to me, can help these brands own some conversations among all the chatter in the sector. Brands like Zomato (a food delivery app) and Netflix (an OTT platform) have managed to create a distinct identity for themselves. Its not just about posting content to get likes and follows, but getting you the audience who can relate to and connect with the brand beyond its function.

Crafting Influence

While Indians' penchant for strongbeershows no signs of slaking, it is the craftbeerspace that has seen a major movement. Jindal notes that, as of now, the decade-old Indian craftbeerindustry is at a nascent stage with a market share of 2-3% of the Indian market. It is estimated that sales of craftbeerswill grow at 20-30% y-o-y, which is higher than 5-7% y-o-y growth in thebeermarket as a whole.

Brands are coming up with highvoltage campaigns, cross-brand and influencer collaborations leading to digital product placements leading to digital visibility in the quirkiest way. Sampling and participating in small- and large-scale events also give a boost to brand awareness and visibility, says Jindal.

We have been instrumental in securing online and print media mentions in portals promoting alcohol, interviews and authored articles by us as a brand and we get enormous support from our brand friends and influencers through story shoutouts, he added.

With festivals, concerts, and events already returning to the ground this year, beer brands are looking to cater to the milling crowds of young consumers with disposable income and a thirst for new experiences. Noting that introducing your brands through free samples at events is key to spreading the word, managers ensure that they are also heavily involved with food and music festivals. We do focus on event sponsorships and on our draught beers in order to improve visibility of our products, Dewan remarks.

Celebrity associations are also something that brands consider to attract communities of people that may be following a particular celebrity, says Pushpanjali Banerji, Brand Director of Kyndal Group. But Gen Z is a population that tends to follow influencers and also is concerned about the authenticity of the brand and its stand.

DMello agrees, Celebrity collaborations are but a tiny part of the big beautiful digital world. You have so many different modes and mediums to push communication, hyper-targeting it to your desired audience to get the best possible results. At the risk of sounding cliche, getting onto Web 3.0 is a good shout for the new and upcoming brands, creating cool experiences goes a long way in crafting that cool brand image.

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Cheers to all: How beer brands are tapping the summer market - Exchange4Media

Former Indian cricket team Captain and BCCI President Sourav Ganguly has joined hands with Classplus, an edtech startup, to promote thousands of educators and content creators by turning into a brand ambassador for them. Ganguly took to social media to announce this initiative upon completing 30 years in Indian cricket.

Classplus helps educators and content creators launch and scale their online coaching business and has partnered with Ganguly to launch this first of its kind initiative for edupreneurs where a prominent celebrity is seen endorsing their local brand.

The video clip he released on his social media features some of the many educators and content creators associated with Classplus. The clip uses advanced AI powered technology to recreate Ganguly's presence to promote these edupreneurs. In the 30 second clip, Ganguly is heard saying The first step towards achieving your dreams is having the right coach. He then urges the viewers to download the educators branded apps powered by Classplus to make their dreams come true.

Through this campaign we want to send across this message that we truly think of the thousands of educators and content creators associated with us, as our partners. Thats why Sourav Dada isnt just our brand ambassador but theirs too. With Dada himself by their side, we hope to help these edupreneurs further grow their reach and take their business to newer heights, said Mukul Rustagi, CEO and Co-Founder, Classplus, in a statement.

Classplus has already digitized over 1 lakh educators and content creators, and assists them in building their online presence and selling their online courses. This ensures they are able to monetise their content effortlessly and grow their online brand. The startup recently bagged $70 million in a Series D round co-led by Alpha Wave Global and Tiger Global and is currently valued at close to $600M.

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Classplus onboards Sourav Ganguly as brand ambassador - Exchange4Media

Dive Brief:

The Glenlivet's campaign attempts to both change the perception of whiskey drinkers while also filling the internet with hip young people drinking the scotch whisky, increasing the brand's profile among millennials. The move comes as whiskey sees an increasingly diverse consumer-base.

"#BreakTheStereotype continues The Glenlivets pioneering heritage and shows that we will never be held back by limiting preconceptions. We know there is a diverse range of whisky fans across the globe and that continues to grow yet the old stereotype surrounding whisky remains. Time for us to change that," said Miriam Eceolaza, global marketing director for The Glenlivet single malts at Pernod Ricard, in a statement.

The images were taken by Ugandan-British photographer Danny Kasirye and queer Chicanx artist Devyn Galindo. In addition to the diverse subjects, the scotch whisky featured isnt being drunk out of the standard Glencairn glass neat, but in a variety of different ways, including in cocktails and on the rocks. This is in line with the distillerys campaign featuring Paquin, who advocates drinking The Glenlivet however the consumer prefers, and not allowing so-called experts to cloud or influence how they drink scotch.

Since 1990, the percentage of women whiskey drinkers has doubled, going from 15% of drinkers to 30%. This notable increase has distillers reaching out to women and other diverse drinkers. The Glenlivets efforts are intended to reach out to those consumers in a way that raises brand awareness.

As part of the effort, The Glenlivet has also partnered with Equal Measures, an organization that seeks to deliver greater equity for ethnic minorities and marginalized groups in hospitality. The brand will support the organization through its Education and Mentorship Scheme, providing up to 30 participants with access to qualifications, mentorship and other opportunities. This real-world action could give additional weight to the purpose-driven effort.

Influencing search algorithms to better represent diverse consumers is a tactic embraced by marketers in several industries. Heineken this month sought to fight bias in soccer by buying key AdWords around popular soccer questions to ensure that female achievements were not overlooked. Procter & Gamble brands including Olay and Pantene have also sought to influence algorithms to fight bias.

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Glenlivet fills the internet with diverse whisky drinkers - Marketing Dive

Talk of the metaverse has been ubiquitous over the past several months. In 2021, internet searches for the term increased by 7,200 percent. In December, Facebook rebranded itself as Meta, and CEO Mark Zuckerberg declared his ambition to help bring the metaverse to life. A month later, Microsoft said that its proposed acquisition of gaming giant Activision provided building blocks for the metaverse.

Its not just talk; private capital is also rapidly pouring in. In 2021, metaverse-related companies reportedly raised upward of $10 billion, more than twice as much as they did in the previous year. In the past 12 months, one company aloneEpic Games, maker of Fortnitehas not only raised $3 billion to fund its long-term vision for the metaverse but also announced a partnership with LEGO to build a metaverse for kids. The global value creation opportunity from the metaverse could be in the trillions.

What, exactly, is the metaverse? Right now, the interested parties cannot agree on any one definition. But most descriptionsincluding this particularly insightful take from venture capitalist Matthew Ball, who recently shared his thoughts on the promise of the metaverse with McKinseyhave some elements in common:

We believe that the metaverse is best characterized as an evolution of todays internetit is something we are immersed in instead of something we look at. It may realize the promise of vast digital worlds to parallel our physical one. For marketers, the metaverse represents an opportunity to engage consumers in entirely new ways while pushing internal capabilities and brand innovation in new directions.

Now is the right time to adopt a test-and-learn mindset, to be open to experiments in the metaverse, and to move on quickly from failure and capitalize on success.

We do continue to see a healthy amount of skepticism about the metaverse, and companies may wish to exercise caution, since the promise may take some time catching up to the hype. But we believe were at the cusp of a fundamental shift in how people use the internet. (See sidebar, Six reasons the metaverse is here to stay.) Marketers would be remiss if they didnt start exploring what the metaverse can offer. Now is the right time to adopt a test-and-learn mindset, to be open to experiments, and to move on quickly from failure and capitalize on success.

We may still be in the first wave of consumer engagement with the metaverse, but lessons are already emerging from companies that found early success. In some ways, the critical elements of marketing in the metaverse resemble those of designing authentic and compelling brand experiences in the physical world. But the application of these elements in the metaverse can be very different. Much as approaches for driving value onlinecontinue to evolve, the effective engagement of consumers in the metaverse will require its own evolving recipe for success.

Heres what this landscape looks like today and how organizations can think about their metaverse marketing strategies for the future.

Define your metaverse marketing goals. Why do you want to be part of the metaverse? If your brands consumers are there, do you want to increase awareness among new audiences, position your brand and generate favorable sentiment, or promote loyalty? Is your goal to spark innovation in your marketing team? For the near term, the primary goal of brands shouldnt be driving sales directly, since sales of virtual items are still far smaller than sales of physical ones. Whats more, todays metaverse audiences, especially on online entertainment platforms like Roblox, often skew younger, which brings both opportunities and risks.

Identify the platforms that provide the best opportunity and brand fit. Right now, Roblox, Fortnite, Decentraland, Minecraft, and Metas Horizon Worlds are just a few of the metaverse games and platforms out there. Some will be better than others for specific purposes. There is ample opportunity to experiment with multiple platforms to see what works. For example, the luxury brand Gucci has conducted multiple brand activationsto figure out where and how to connect with Gen Z. Last year, it drew 19.9 million visitors in two weeks when it launched a metaverse version of its real-world Gucci Garden on Roblox. Gucci has also partnered with the fashion-focused metaverse Zepeto, announced plans to launch a virtual world on the blockchain-based platform The Sandbox, and created assets for games including The Sims, Pokmon GO, and Animal Crossing.

Design experiences appealing to target audiences. Consumers tend to see brands in the metaverse as innovative, so the bar for delivering innovative experiences is high. Companies need to determine the ideal balance between native advertising, immersive experiences (including games, virtual stores, events, and sponsorships), and real-world activations to complement the metaverse. Take, for example, what the skateboarding retailer Vans did last fall when it launched the interactive skatepark Vans World on Roblox. To build brand awareness and appeal to the companys core demographic, Vans enabled visitors to virtually explore skate sites with friends. Visitors can also earn points through gameplay to spend on virtual sneakers and apparel items, as well as to build customized skateboards in a virtual skate shop. This has successfully engaged both existing and new fansand has seen more than 48 million visitors so far.

Consumers tend to see brands in the metaverse as innovative, so the bar for delivering innovative experiences is high.

Experiment with money-making models. Direct sales may not be front and center on the metaverse right now, but that doesnt mean brands shouldnt be thinking ahead and planning to capture the future potential. Direct-to-avatar sales of virtual goods are already a $54 billion market, and some forward-thinking brands are testing different opportunities to generate revenues. Forever 21, for example, sells a beanie in Roblox for under a dollar. On the other end of the scale, Gucci sold a digital version of its Dionysus bag last year for $4,115more than the price of the physical item itself. Nike is trying out unique NFTs with its recent release of Nike Cryptokicks (a virtual model of its Nike Dunk sneakers), designed by the creative studio RTFKT, which Nike acquired in December.

Just as online-to-offline sales conversions are the norm today, we can expect to see more metaverse-to-offline opportunities in the future, too. In April, Chipotle claimed it was the first brand to enable Roblox players to exchange digital currency for real-life rewards when it offered vouchers for burritos to the first 30,000 visitors to its metaverse restaurant.

Create, leverage, and partner for new metaverse capabilities. For the metaverse, as for any new venture, brands should assess the skills they will need, identify which they already have and which they must acquire, and appoint someone to lead the development and execution of a coherent strategy to capture value. Brands should also aim to work with and learn from others, including the independent developer and creator communities that are active on the platforms already.

Roblox, for example, has hundreds of thousands in its developer community who are actively developing a range of experiences and learning how to make money from them. Last November, NASCAR partnered with Badimo, the developers of the popular Roblox game Jailbreak, to add a branded vehicle to the game for a ten-day event. During that time, gamers visited Jailbreak 24 million timesa 30 percent increase in the number of concurrent players. Creative, branding, and marketing agencies are also rapidly launching new service models and metaverse capabilities, including their own virtual studios.

Furthermore, celebrities and influencers are increasingly attaching their names to metaverse initiatives. In some cases, theyre deeply involved with the actual creation of new immersive media for the metaverse. Last year, for example, the rapper Snoop Dogg built his own Snoopverse in The Sandbox. A few months later, he released the first music video that takes place entirely within the metaverse. The House I Built, like previous Snoop Dogg videos, features dancing, hanging out by the poolside, and driving nice cars. But this time, its his digital double enjoying the lifestyle.

Proactively plan for risks to the brand. There are many cautionary examples of brands that exposed themselves to risk by engaging directly with consumers online without having prepared for the rapid feedback loops of the internet or the potential virality of social media. In the metaverse, the risks can be even higher, since these events are live in real-time and more immersive. Brands would do well to establish basic rules of engagementdetailed policies and enforcement practices they can follow laterfor customer experience, intellectual-property management, user safety, data privacy, and misinformation, for example. Already, in some cases things have not gone according to plan. One global electronics brand launched a new line of products with great fanfare on its metaverse venue, but disappointed fans had trouble gaining access and had to virtually queue outside the venue.

Rethink how you measure marketing success. Measuring the returns on marketing spend is always critical, but the appropriate metrics for the metaverse may not be what you expect. Digital marketing typically focuses on metrics such as the number of visitors, conversions, likes, and shares, as well as the cost of acquiring customers. With the metaverse, marketers may need to define new engagement metrics accounting for the unique behavioral economics at play (such as the scarcity of NFTs, which are supposed to be unique). For example, the online food delivery company Deliveroo deployed virtual drivers to make virtual deliveries in Nintendos popular Animal Crossing game, including promo codes to activate in real life. Within the first hours of play, it racked up three million in-game interactions with players.

With the metaverse, marketers may need to define new engagement metrics accounting for the unique behavioral economics at play.

Clearly, the metaverse already gives companies ample opportunities for brand building and marketing. The current technological limits and modest level of mainstream adoption are not likely to be major obstacles for experimenting, learning, and finding success with marketing in the metaverse.

A few questions will shape its longer-term evolution. Marketers should be aware of these as they shift their focus and marketing budgets to the metaverse:

No matter how the metaverse evolves, levels of innovation and consumer adoption will probably accelerate. When you consider how quickly platforms are evolving and the new use cases emerging, its clear that brands will have incentives to go on testing and learning. It will also be imperative for marketers to secure the talent required to keep up with rapid new developments in areas such as augmented and virtual reality, consumer journey analytics, and social commerce.

Finally, the metaverse has great future potential beyond marketing. To create value throughout the enterprise, companies must take the time to think through the potential strategic implications of the metaverse for sales, operations, production, R&D, and HR. Organizations and brands that plan and execute now will benefit most from the future of the metaverse.

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Marketing in the metaverse: An opportunity for innovation and experimentation - McKinsey