"The metaverse" industry is predicted to be worth c.$500 billion in the next 7 years and will likely reshape society in a major way. However, at Ogilvy, we understand that talk of Virtual Reality, NFTs, and “the metaverse” is often an overwhelming topic for many. ​Thankfully, in this confusing world of rapid technological change, there's one thing we can rely on to be the same, our brains. That is why, in this paper, we’ve combined our cutting-edge understanding of the direction the metaverse is headed, with our unique expertise in behavioral science, to make our best predictions for how “the metaverse” is going to impact businesses and society at large. Through these lenses, we have identified 6 key opportunities that the metaverse could facilitate, that we think are important for brands to know. Find out what they are, by clicking the button below.