'Metawashing' is a process where a brand spends more time and money on marketing its virtual products, metaverse ideas, and NFTs as sustainable rather than on actually minimising its sustainability impact.
The metaverse offers luxury brands exciting opportunities. It’s critical, however, to be extremely strategic and play to win, especially with NFTs.
The emerging technology has polarised the industry, which tech experts attribute to a poor understanding of Web3. Three agency leaders unpack criticisms of NFTs, and suggest moving from 'fads' to long-term innovation planning.
Being back at SXSW after a three-year Covid-19 hiatus is a joy, and we should be proud of marketing industry representation.
SPOT SURVEY: Enthusiasts believe NFTs present "endless possibilities" for brands, but critics view the unique tokens as a "passing trend". Where do you stand?
The biggest criticism of NFTs is that they come with no IP rights. But that doesn't have to be the case. Collab Asia's director of regional marketing and operations discusses the opportunities of an NFT market that includes digital rights management combined with value co-creation.
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