As Alphas grow up with increasing exposure and experiences in gaming worlds, the metaverse becomes more and more normal to a younger generation. While as parents we may worry about their detachment from real life, a lot of it has to do with our unfamiliarity with the technology.

Young adults are already blurring the lines between education, entertainment, activism, relationships and shopping. Jump onto TikTok and you’re caught in a continual mix of content that brings it altogether in a way that can’t be split into one category. It’s almost natural that platforms like Fortnite may start off for one purpose (gaming) but eventually become home to all our desired functions. If young adults are gathering there, the lines will be blurred.

The March experience dips a digital toe into this; there’s a lot to learn about how to open a platform to the community for more enriching experiences. Our work with Fortnite on their Soundwave concert series is another demonstration of moving beyond one form of entertainment. In many ways, the metaverse isn’t coming; it’s already here. It’s just at its infancy and we’re hearing more news about it.

We see a world where this will soon be the norm. It’s not that unlikely that Alphas and Zs will be taking their classes in these environments, learning about history, attending concerts, dating (even getting married) and Meta is already building the future of work for them. Brands would do well to figure out how they show up…is it just rebuilding the same IRL store in this world? Or should they be rethinking the opportunity entirely? Yes.

If there’s a chance for many of the traditional mall brands to rebuild their relationship with young adults, the doors are virtually opening before them. It’s never been about being cool, it’s always about being relevant. To find the next generation, look beyond these platforms from ​“video games” to the source of youth culture.