Metaverse sustainability: brands explore virtual worlds to reduce environmental impact

The metaverse is being positioned as a potential tool for sustainability, driven by generational shifts and technological progress. Younger generations demand that immersive brand experiences incorporate environmental responsibility. Decentralization, distributed ledgers, and smart contracts eliminate intermediaries, reduce costs, and enhance governance, lowering corruption risks. Virtual activities like concerts, smart working, and conferences can replace carbon-intensive physical events. Artists are already hosting concerts and festivals in the metaverse. Ariva Wonderland offers low-impact virtual travel. The fashion sector leads: Nike's Nikeland and Balenciaga's virtual collections reduce waste by producing physical goods only after virtual purchases. Nikeland functions as a virtual lab for prototyping shoes. However, NFT and 3D asset production still require sustainable initiatives and agreements. Future challenges include security, data treatment, social coexistence, and ethical-psychological implications. The article is by Elisabetta Rotolo, founder of MIAT – Multiverse Institute For Arts & Technology.