A Global Research Study from Momentum Worldwide and 4A’s

Metaverse discussions about creating virtual worlds consume the plans of many fashion, automotive and retail brands. However, the human side of consumer activities in the metaverse has not been a significant part of the dialogue.

This global study by Momentum Worldwide, metaverse partners to the American Association of Advertising Agencies (4As), found that 80% of people feel more included in the metaverse than in real life. Consumers are now looking to the metaverse to fill three core aspects of life—inspiration, individuality and inclusion.