WhatTO DO NEXT LEARN FROM THE PAST 1 The metaverse will soon present a limitless, multi-sensory interface for new products, services and experiences. This will require new segmentations, go-to-market models and innovation—but brands must learn from early metaversal experiments and ensure that forays into the metaverse are linked to customer need states and brand promises. OPEN YOUR DIGITAL WALLET 2Crypto will become a common form of payment for goods and services, and that behavior will bleed into the physical world. Brands will need to pivot to accept new forms of payment, working closely with crypto experts to create checks and balances. DON’T GO IT ALONE 3The metaverse is a complicated place. You’ll want a range of expert guides—think technologists, content creators, media experts, and experience strategists—to navigate this new world. They’ll also help you stay abreast of emerging hardware (headsets, glasses, implants) that enables metaversal experiences. 7 BUSINESS & GROWTH TRENDS 2022 OGILVY GROWTH & INNOVATION