Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

As the reality of the metaverse comes nearer, companies are attempting to create a way into that world. Facebook is well placed to create an accessible entry point to the next level of the internet and Horizon is its attempt to offer an immersive VR world for socializing, home working, and beyond.

Nike has taken its first major metaverse steps by creating Nikeland with the digital environment platform Roblox, showcasing the start of a digital-first strategy. Given Gen Zers' preference for digital spaces and communities, Nike is joining them in the metaverse to build new relationships.

The Sandbox’s partnership with Snoop Dogg has introduced a previously detached community to the blockchain, NFTs, and the metaverse. With emerging metaverses competing for users as interest grows, how important will established celebrities, brands, and intellectual property be?

Technological advances are continuously reshaping how people interact, engage, and communicate with one another in the digital world. But how will people navigate social situations in the metaverse? Canvas8 spoke to Dr. Guo Freeman about how people form relationships in social VR.