Purpose-Led Brands Have an Opportunity to Diversify the Metaverse

This year, Roberto Max Salas transported 30,000 guests to Coachella. Salas, co-founder and CEO of creative agency Young Hero, knows the average person can’t afford a ticket, so instead he brought the music and art festival experience to the metaverse. The activation, which was created in partnership with media shop UEG, promoted client Absolut Vodka with a high-tech dance floor, open bar and Pride-themed, genderless clothing. According to the agency, the experience set an impression record on gaming platform Decentraland. Absolut.Land, which garnered more than 1.5 billion impressions in the first six days, proves that inclusion in the metaverse isn’t just a thoughtful gesture but also a business imperative. It also speaks to the growing use of the metaverse as a purpose-driven experience rather than an aimless pastime. According to Heather Healy, whose company has worked with Roblox to design accessible playground equipment for users with disabilities, an opportunity exists for agencies and brands to create activations that work toward a greater good. Joaquin Oliver, one of the 17 victims of the 2018 Parkland, Fla., school shooting, turned 22 on Roblox this year. He celebrated his birthday with a Denzel Curry concert, a few rounds of basketball and a reminder of the state of gun violence in America. The ongoing activism activation, which was powered by Melon, emphasized that social justice in the metaverse breeds business results. As of mid-September, it had garnered 7.6 million plays. The messages behind these types of activations point to the need for brands to act with intention and purpose when finding their footing in the space. One-off activations that promote a new sneaker might generate buzz, but to maintain longevity in the metaverse, marketers must set themselves apart by making commitments to diversity, equity and inclusion. The space might easily morph into a more technologically forward rendition of Fortnite or Call of Duty where users go to waste time, but if the right brands come prepared with purpose-driven messages, it could challenge biases and offer educational value. “The metaverse can be painted harshly in the press,” said Healy, who is the svp of partnerships and operations at gaming platform Melon. “But when we allow the metaverse to truly serve as this destination where the youth can exist without borders and physically-constructed identities, that’s really when it thrives.” Inspiring interest A study from the Entertainment Software Association found that the gamer demographic largely spills over into the metaverse, with 73% of users being white. But through events like concerts and shopping activations, the metaverse has the opportunity to attract a more diverse audience that has interests beyond gaming. For instance, Alo Yoga, a clothing retailer that advocates for inclusion in the metaverse, brought mindfulness, meditation and fashion to Roblox, receiving 51.5 million visits, with 59 million pieces of clothing worn by avatars. Alo Yoga Sanctuary on Roblox. “To make sure it’s not just gamers, we need to create spaces that have a more universal appeal,” said Stephanie Fried, CMO at entertainment platform Fandom. Producing meaningful activations While some worry the metaverse is a breeding ground for cyberbullying and hate speech, Salas sees it as a secure platform for users to play with gender expression and identity. “Particularly for kids who are gender fluid or in the questioning stage, Web3 is a great platform,” Salas said. “People can start exploring their identities without the pressures of doing that in real life. It can be therapeutic.” Culture 3.0, a Web3 extension of agency Cashmere, found that marginalized members of Gen Z are twice as likely as white-passing Gen Zers to design their avatars to look like themselves when options are available. According to Cashmere co-founder and chairman Ted Chung, the metaverse inspires authentic expression, leaving a significant opportunity for marketers and developers to offer a wide range of avatar options. “We need to make sure that customization, and affordability of that customization, is accessible and representative of all groups,” Chung said. Putting the right people to work Shutterstock is doing exactly that by championing inclusion behind the scenes, scouting diverse artists to create virtual experiences through its Diversity in 3D program. Participants receive perks including a dedicated account manager, 100% royalty rates and personalized content briefs. According to Pedro Rodriguez, svp of business growth and transformation and head of Chapter & Verse at Horizon Media, the best way to advocate for inclusion in Web3 is to invite marginalized communities to do the work. According to Rodriguez, promoting inclusion means convincing diverse students and creators that a career path in Web3 is for them. Brands and agencies have a responsibility to provide greater access to this technology, as participation in the metaverse comes with hefty startup costs. “By bringing additional minds to the table, we’re at the right point to solve for inclusion together,” he added.