Marketers love a buzzword. But even by our standards, the stratospheric rise of the metaverse over the last year or two has been impressive. Once just a playful label lifted from a sci-fi novel, it now is on the agenda of almost every boardroom.
It's easy to see why. By 2026, 25% of people will spend at least one hour a day in the metaverse for work, shopping, education, social, or entertainment.
Some of the biggest companies in the world have raced to enter these blossoming digital realms - with Gucci, Coca Cola, Selfridges and even JP Morgan all sticking flags in the virtual ground. And where brands of this size and influence go, others will follow.