In a desperate attempt to stay relevant with crypto-curious audiences, marketers around the world are FOMOing into the metaverse trend, experimenting with everything from branded non-fungible token (NFT) collectibles, to virtual shops and offices, through to issuing their very own cryptocurrencies. But users are often nonplussed, getting the sense these retail schemes are more about supersizing sales than cultivating community, connection, collaboration and co-creation in the new era of Web 3.
