Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

Wist is giving people the opportunity to relive their most cherished memories through AR technology. The immersive app leverages the familiarity of the past to counter the anxiety sparked by an uncertain future and entice those who remain unconvinced about the potential of the metaverse.

For many Gen Zers, the lines between real life and virtual experiences are increasingly fading. But despite being digitally native, they have specific attitudes about the ways they’ll allow technology into their daily routines. How can brands meet the refined digital needs of this generation?

Magnum's #NotInTheMetaverse campaign plays into doubts about the metaverse to celebrate the pleasure of eating ice cream in real life. The brand thoroughly comprehends and expresses uncertainties regarding emerging technologies, positioning itself as an ally to its customer base.