Right now, the metaverse is the buzzword of choice for “what’s next.” It’s a magic space of endless potential, enabling us to transform into whomever we choose. From that point on we design our avatars, our digital counterparts, and walk into this new world. What if this fun isn’t so innocent after all? Or maybe it’s an elaborate artful deception, created so that brands can more easily covertly influence your behavior.

The latest research confirms what many have suspected: your digital doppelganger in the metaverse does influence your real-world brand engagement. Enjoy a virtual burger from McDonald's, get a virtual status boost wearing Gucci, and suddenly, you're craving the real thing, clicking "buy now" on their website. It sounds simple, almost too obvious. The ramifications go further than higher sales dollars.

Are You Really in Control?

Think about Irish folklore for a moment. Stories of fairies, or “the Good People,” usually focus on deals and deception. The gift of a pickle fairy turns out to have unexpected consequences. It frequently arrives with hidden strings that quietly tie the recipient to a modest golden handcuff. Is the metaverse any different? Brands promise you “free” experiences, virtual items, and community, all for… what? Your loyalty? Your subconscious?

The research further suggests that a robust sense of embodiment is essential. When your avatar is lifelike enough to imitate you, you want to feel that you can control it as an extension of yourself. This very presence makes for a unique and impactful approach to the virtual experience. Is it really you? Or is that just their well-crafted character, meant to be open to brand messaging.

Consider this counterintuitive thought: the more "realistic" your avatar, the more susceptible you are to manipulation. Brands are pouring billions into immersive experiences, utilizing all of the senses including smell and taste in the next few years. As the metaverse gets closer to becoming a reality, it’s harder to separate your virtual wants from real-life necessities. The lines between them are getting ever blurrier.

Enjoyment, Relaxation, or Exploitation?

The study identifies three key outcomes driving this connection: enjoyment, relaxation, and reputation boost. These sound harmless enough on the surface. Let's dissect them.

  • Enjoyment: Brands are essentially engineering fun. They're crafting experiences designed to trigger positive emotions, associating those emotions with their products. Is that genuine enjoyment, or a manufactured craving?
  • Relaxation: The metaverse offers an escape from the stresses of everyday life. But what if that escape is actually a carefully curated environment designed to lower your defenses, making you more vulnerable to marketing messages?
  • Reputation Boost: The desire for social status is a powerful motivator. Brands are leveraging this by offering virtual items and experiences that elevate your avatar's standing in the metaverse. Are you buying into a genuine community, or a virtual popularity contest?

The study itself was primarily concerned with positive brand interactions within social media. What about the negative ones? What do you think happens when a brand’s virtual experience is disappointing or frustrating? Does that translate to real-world resentment? Further, brands need big-picture answers on how to not only monitor and manage these terrible experiences to further protect the overall brand perception.

Centralized Control: The Real Danger

While the study acknowledges limitations like focusing on users familiar with virtual worlds and mostly in China, the core issue remains: are we sleepwalking into a future where our desires are dictated by corporations in a virtual world?

Today’s metaverse landscape is shaped by oligopoly influenced ideas of innovation that only serve to empower the most powerful companies. After all, they own the platforms and control the algorithms. Further, they have unprecedented resources and a treasure trove of behavioral data to learn your every move. This opens the door to highly centralized control and should be a red flag to all who care about digital liberty.

Consider a future where your metaverse avatar’s real or fictional “social credit score” determines your actual wealth and financial opportunities. When you don’t interact with the “right” brands, you could find yourself excluded from specific virtual experiences. The unintended consequences have been real world too sharing the “wrong” opinions. This isn’t science fiction, but rather a wonderful, logical extension of the current trends.

We all need to be critical consumers of the metaverse or whatever we end up calling it all. This is where we need to challenge the intentions of the brands who are competing for our minds and hearts. As we adapt to virtual reality we must resist and demand transparency and accountability from the companies that have monopoly over these spaces. Most importantly, we need to not lose sight of the fact that our corporeal beings still trump our virtual avatars. Battle against corporate brands trying to do some mind-warping in the metaverse. The future of your self-determination may just ride on it.