Other eyes, hair, style or even gender? Or will you become some fantastical or mythical character? Transform into an animal, object, or create yourself completely from scratch? All this becomes possible in the metaverse when we return to the concept of the “avatar”, which will largely define the structure of the future metaverse.

We’re familiar with the concept of 2D avatars since the emergence of the first social networks. 3D versions later appeared, migrating from games to metaverse platforms like VRChat, The Sandbox, or Somnium Space. But there’s a noticeable difference in how avatars are perceived in games versus virtual reality. In the former case, an avatar is most often seen as just another game tool, but in the metaverse, this attitude has transformed. An avatar in virtual reality is now a way of self-identification, a revelation of one’s true self.

In the metaverse, people will interact with digital objects and other users through avatars. Scientists believe there will not be just one metaverse, but several interoperable virtual worlds that one can travel between. In each world, a person will be able to change their avatar or maintain a single digital identity.

An avatar will not only visualize a person’s appearance but also provide stimulation of all the senses. In the metaverse, the impossible becomes possible, so an avatar may have superpowers. Interestingly, it won’t just be people from reality experiencing the virtual world, but elements of the metaverse will also integrate into the real world through holograms. It will be a single world where the virtual and real merge.

So, this is what is meant when we talk about fluid personality in the metaverse of the future. As with the development of any other technology, we expect the metaverse to make people’s lives better. For example, it may to some extent solve the problem of social inequality and discrimination. After all, in the metaverse you can theoretically become anyone, there are no canons or established views, and resources are unlimited. This also includes the emergence of new markets and professions related to virtual reality, and thus new jobs. Virtual reality in general can accelerate the development of many areas of our lives, including business in various industries. And marketing communications are no exception.

The audience itself, due to its fluidity and ability to constantly change its own “self”, will transform our understanding of the evolution of consumer behavior and interests. The emergence of a virtual identity will force us to search for new solutions at the strategy level and approaches to communication. Its fluidity will provoke much discussion and research in the future. But we can already observe the growth of such a market segment as D2A (Direct-to-Avatar). It includes all goods and services that are directly related to avatars in virtual reality. And this is just one of the avatar-related markets that will develop rapidly in the metaverse of the future.

Thus, each of them will have their own avatar, and possibly even more than one. Imagine these scales and the changes they will bring.

Essentially, the metaverse will become a dreamed clean canvas for many business representatives. A virtual world where what you could only fantasize about in reality can be realized. There could be countless integration options along with an unlimited number of virtual consumer identities. And it’s worth starting to study, analyze, and think about the possibilities of integrating into the metaverse now, so as not to miss your chance at something beyond reality.