By Piyush Gupta
Aging is a constant struggle. Especially when it comes to brands. As the original loyal customers age, brands must find ways to appeal to new generations. New customers will have different needs, expectations and values. For example, Gen Z is often more diverse, global, and has a different perspective. This makes it even more difficult for brands to remain relevant and engaging for everyone.
The way Gen Z interacts with brands is also changing rapidly. Technologies such as virtual reality (VR) and the metaverse are changing the landscape even further, especially in the post-pandemic era. Social media and other digital platforms make Gen Z digital natives. They grew up with unprecedented access to information and entertainment.
Digitally savvy and uses technology to digitally connect with brands. According to his Gartner report for the World Economic Forum, a quarter of people will work, study, shop and socialize in the Metaverse by 2026. Of course, her Gen Z will lead the way.
Changes in online engagement
Twenty years ago, it was the norm for brands to have websites. Second, the rise of social media has made having a strong social presence essential to engaging customers and staying competitive in the market. In the future, having a metaverse presence will be as important as having a website or social media profile.
Immersive technology enables more personalized and interactive experiences than traditional websites and social media. These resonate with Gen Z consumers. At the same time, VR technology has grown exponentially and become more sophisticated, allowing users to create their own Metaverse experiences.
personal metaverse
Gen Z is expected to increasingly own digital experiences, including building their personal metaverse. It can take many forms, from private game clubs and social spaces to public discussion zones and entertainment arenas, all done by the user herself with her DIY tools.
Brands must stay in sync with these trends and be innovative in their engagement with consumers. They must be prepared to meet these expectations by creating immersive, interactive experiences that bring ownership and creativity to Gen Z.
Brands must incorporate the metaverse into their overall marketing strategy to remain relevant and competitive. Success in the Metaverse depends on your ability to adapt to the changing needs and desires of Generation Z, who continue to shape the future of this virtual world.
aim to connect
But being there is just the beginning, making an impact is the goal. One of the biggest draws to the Metaverse for Gen Z is the social experience and sense of community it offers. It can be a place where they seek connections with people who share their unique interests and perspectives, breaking down traditional boundaries of diversity.
This means that businesses and brands should approach the Metaverse less as a sales platform and more as a place to connect with their target audience and create a community. Naturally, the rules of the physical and virtual worlds are almost the same.
The same values that your brand represents in the physical world should be represented in the metaverse. It’s not about selling, it’s about building relationships and building brand loyalty.
Recognizing their desire for a sense of community is key to gaining Gen Z empathy. They want meaningful connections, and they expect the same from brands they follow and new brands trying to get their attention.
build lasting relationships
To succeed in the metaverse, brands must carefully evaluate and leverage the unique attributes that distinguish the metaverse from traditional marketing channels. By strategically leveraging the social and interactivity features of these virtual worlds, brands can create unique and unforgettable experiences that deeply connect with their target audience. Just like websites and social media before them, we have to keep in mind that the metaverse is an unconventional opportunity. It’s time for brands to plan ahead.
The author is CEO of VOSMOS, a company that provides metaverse, virtual events and customized technology solutions.
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