Intelligent CIO North America Issue 29 - Page 26

TRENDING them represented in a brand ’ s experience would encourage their engagement .
This sentiment also holds true for non-virtual experiences with Sitecore ’ s Brand Authenticity report revealing that 81 % of consumers want brands ’ marketing and communications to be representative of customers .
Additional findings from the report include :
• Building and investing in the future : While one in three ( 31 %) marketers say the Metaverse is already part of their current marketing program , more than half of marketers ( 56 %) are already investing in ‘ Metaverse-like technologies ’, such as Augmented Reality or Virtual Reality . For marketers , early investments into mixed reality are a strategic Metaverse play with consumers saying they ’ ll use a Virtual Reality console ( 47 %) or gaming console ( 33 %) to access and spend time with brands in the Metaverse .
• A reprieve from reality : More than half of consumers ( 51 %) will use the Metaverse to escape the reality of the rising cost of living ( 60 %), threat of viruses ( 46 %) and risks associated with climate change ( 41 %).
• Avatar glow ups : In addition to escaping reality , many consumers are looking forward to being what they consider a better version of themselves in the Metaverse . While half of consumers ( 50 %) want their Metaverse avatar to look like them , nearly two in five ( 38 %) would create an avatar that looked like them with a few ‘ improved physical features ’. Those who plan to enhance their avatar say they ’ re uncomfortable sharing their true identity ( 35 %) and don ’ t want to be stereotyped in the Metaverse ( 25 %), making it imperative for brands to create diverse , inclusive experiences that encourage avatars of all walks of the Metaverse to engage .
• Community and connections : Beyond using the Metaverse to shop and test a product or service , the concept of community excites consumers . They ’ re eager to meet new friends ( 79 %), spend time with friends and family ( 79 %), learn about new cultures ( 87 %) and even make a love connection ( 54 %). Nearly two in five consumers ( 38 %) say they ’ d be more encouraged to participate in a brand ’ s experience if they were able to join and connect with a community of ‘ like-minded people ’ who were just as passionate about the products , services and brand as they are . Creating a sense of community , connection and belonging is key for brands who are building in the Metaverse . p
26 INTELLIGENTCIO NORTH AMERICA www . intelligentcio . com