Besides sustainability, Metaverse (virtual reality) is a current trend.
In that context we remind brand owners of Second Life.
Already 10+ years ago many brands engaged in one of the first metaverse. Some brands bought ‘real estate’, sponsored content, opened stores, participated in ecommerce, and engaged with 10s of millions of users and players.
In terms of branding and marketing communication it was correct and reasonable to be active there. It was wrong to have high expectations.