The metaverse needs a better story

The Immersive Wire

I believe a key issue is that we are not telling the story of the metaverse clearly or well enough. The lack of direction confuses media reports time and time again, as people spin it into a more negative incarnation. (Unhelpfully, the word “metaverse” primarily comes from dystopian novels). Our lack of clarity hurts outside awareness – and perhaps leads to business hesitancy. One survey found that 41% of UK citizens have “no understanding whatsoever” of the metaverse. The same was shown in a YouGov poll in the US. Yes, the survey showed regional differences; twice as many people in China would take part in metaverse experiences compared to Brits and Americans. Yet it still demonstrates that a passive dismissal permeates across the UK and US, and likely beyond the two.

Why the cynicism? I cover a few reasons in the newsletter, but what ties them together is a lack of a cohesive narrative. A good story is important in the business world because it maps out where we are going with our work. It’s intangible but important. I’ve seen immersive healthtech companies short-sell their services; some dryly label themselves as “integrated services companies,” rather than pioneers that help companies to save lives. One phrase stays on PowerPoint decks, while the other is more likely to leave a human impact after the meeting.

Most importantly, it provides a horizon to build towards. As Mary Bateson said, “the human species thinks in metaphors and learns through stories.” I do not want the metaverse to be packaged into a negative parable. I believe that we need to better tell how the metaverse will develop or grow – or risk its history being shelved in a dusty corner of the library. How we get there is opaque, but I have a story in mind.

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Tom Ffiske writes about immersive technologies at the Immersive Wire, a newsletter and website dedicated to all things VR, AR, and the metaverse. His goal is to bring a curated digest of the analysis that matters, helping professionals interested in immersive to reach new heights.