Connect with consumers - Metaverse and virtual realities

 Impact on Packaging expectations

A technology accelerated by the lockdowns

Since 2020, people have been having the profound feeling that they are out of touch with the alarming reality. New solutions allowing virtual escapism from home emerged. At the start of 2021, «wandermust» signalled a profound longing for escapism at any cost and in any way (virtual or physical). A need to spice up reality, but also to reconnect with nature through technology and virtual reality

 

The metaverse is defined as an interactive ecosystem integrated into the environment in which we live, going beyond a mere space or virtual world

 

Regarded as the internet of the future or the successor to mobile internet, the metaverse is a concept originating from science fiction, where the world will evolve into a combination of virtual reality and the physical world. There are no metaverses, just one single metaverse

Accessible from a VR headset or a standard web browser, the metaverse will be a continuously immersive digital ecosystem, supported by Virtual, Augmented, Mixed (using haptic technologies) and even Extended Reality (a combination of the three), where individuals and businesses can create, participate in or explore a wide range of experiences, including but not limited to video games. Roblox recently stated that it no longer sees itself as a video game platform, instead defining its builds «experiences» rather than «games»

Revenue in the virtual world could soar to $400bn by 2025

This white paper identifies who will be using the technology, what for, what will be the impact on their daily expectations and lifestyles, and how to adapt packaging design and functionalities to stay ahead of the market

To everyone their own use

The Escapers

These consumers escape from the stress of the day to day life with selected "me time". They use digital technologies and the Metaverse to make their life easier and get a diversion from the reality on-demand

The social gathers

The social gatherers use digital technologies and the metaverse to meet and share common hobbies. From all generations, they are driven to the Metaverse by the need to create social bonds or experiences to share

The Visualisers

The visualisers need to interact with the virtual world to get added abilities either for safety reasons in an industrial setting, for geographical reasons, or to play and express themselves freely.
These early adopters build new ability in the virtual world to become a super-hero or imaginary version of themselves

The Escapers - Immersion on-demand

Disconnecting from the day-to-day

At the antipodes of digital disconnection, these consumers choose to break their day-to-day routine and get relief from the stress by connecting to the virtual world which offers them a sense of evasion

As an example, the ‘Merge’ mirror is a smart mirror that places you in a virtual world during exercising sessions

The Metaverse enables them to enter a new world, on demand, and leave any issue from the physical world behind. They experience the Metaverse as a relieving break from reality

Practicing sport from anywhere

Because they cannot go outside for physical reasons, time constrains or simply because do not want to, the Metaverse allows the escapers to practice sport from the comfort of their home while experiencing a 360 experience as close as possible to reality

Learning and developing

The education system for young kids to student adults developed educational tools on the Metaverse to extend classes to actual practices in an immersive environment. There is no limit to what can be experienced and learnt in a created world in 3 dimensions. It allows schools to escape the restrictions of the tangible world and open infinite possibilities

The Escapers want the ability to create on-demand desired realities

 

Virtual spaces, which are becoming increasingly immersive and interactive, have become places of refuge, reassurance and dreams at a time of uncertainty. This imaginary escape is treated as a form of gentle everyday therapy.

We now talk about Desired Reality vs Current Reality, where users use virtual reality filters to play in the physical world. Ultimately, through virtual reality, new territories and imaginative worlds are available to consumers.

In terms of new lifestyle and expectations, there is a constant research of well-being, looking after oneself, treating oneself, leading to the development of products in single or micro-doses, like a “shot” of well being that you can carry around with you with an ‘à la carte’ approach

 

For packaging, this means innovating interactive smart features and designs that allow consumer to imagine themselves in the environment they like,

Ultra-customization, micro-dosage and a focus on nutrients and wellness will be key

Uni dosing - only essential nutrients for your body

Matt and gloss to mimick scales or fruit skin

Packaged as uni-dose answering individual nutritional needs

Coloured easy open ring and seams

 

 

Possible virtual interaction

360 immersion (here in ocean-side or orchard) for a revitalising break, while eating

Daily nutritional information

The Social Gatherers - Connect, share, learn

Connecting generations

56% of consumers globally (aged from 25 to 44 years old) say they will socialize in game worlds (NewZoo, 2021). Pushed by the Gen X driving the trend, all generations are expected to be touched by this technology to meet with their friends and family from all over the world in a fun environment. Gamers aged 55 to 64 have grown 32% over the last two years (Global Web Index 2021). Virtual worlds are a way for consumers craving for experiences or coping from loneliness to socialize with their peers and meet new people while entertaining everyone. Among the top desired activity is getting together with family (75%), getting together with friends (74%) co-viewing TV & movies ( 72%) and attending virtual concerts (67%) (NewZoo 2021). In February, a couple even got married on the Metaverse on Decentraland, a legally valid union certified by the blockchain. The technology will connect colleagues, clients and customers too. With past health restrictions, flexible working environment have surged and also developed on the virtual world. In the near future, we expect to see more and more corporate virtual meetings, factory and showroom visits, consumer interactions with staff, to be held in the Metaverse

Sharing values and interests

The virtual world enables people with similar taste and hobbies to share their common interests

The NFTs allow collectors to invest and exchange art certificates. Brands and cultural organizations create visits and contents for collectors and other adepts. On SneakerNet, Zalando highlights its most fashionable sneakers ‘Néon’ or the classic ‘3.0’ in reference to the web 3.0 Fashion and luxury brands developed ‘Skins’, luxury digital clothes to be worn by your avatar exclusively on the digital world. Music adepts also get to experience their hobby in a new way in the Metaverse with virtual concerts. With more than 12Mio attendees, Fortnite players have enjoyed Travis Scott’s concert

This creates new communities of enthusiasts, new hobbies and a whole new market

Experimenting new sensations

The social gatherers are experimenting with virtual goggles in different settings to live new sensations

From an immersive movie to a virtual roller coaster, they experiment in group to laugh and share how they reacted to their brain being tricked by the visual immersion

They are recording themselves and share their reactions on social media

Social gatherers expect the ability to share interests and experiences both in the virtual and the real worlds

 

16% of Americans said they personally have invested in, traded or used cryptocurrencies, according to a survey by the Pew Research Center. For adults between the ages of 18 to 29, that number jumps to 31%. Cryptocurrencies are used as a method of payment in the Metaverse. Virtual reality market statistics predict that 58.9 million and 93.3 million people in the United States will use VR and AR respectively at least once a month this year. It accounts for 17.7% and 28.1% of the total US population (eMarketer)

NFTs, Cryptocurrencies, artificial intelligence and virtual reality are no longer exclusively attracting the most connected among us. With 171 Mio virtual reality users worldwide as of February 2022, the technologies are spreading and developing to become more and more accessible, wireless and echoing our physical world

 

For packaging, this means creating collectables, gathering communities of consumers around it, and encouraging them to share items and experiences both in the physical and in the virtual worlds

Holographic effect

Hammered-metal effect on logo

EvioLink™ (unique QR code printing technology)

 

Possible digital interaction:

Anti-counterfeiting unique QR code

Personalised gift video (the buyer uploads its own greetings video, the receiver scans to access the personalised video message).

Game (identify the scents in your personalized perfume) to win matching

virtual outfit.

The Visualisers - Beyond human abilities

Expanding our limits

43% of manufacturing companies say Virtual Reality will become mainstream in their organization within the next three years (Capgemini)

Repair and maintenance are the most popular focus of virtual reality implementation efforts in manufacturing. For many manufacturing companies, parts of the process absolutely requires the human experience and expertise while being dangerous procedures. While they cannot be replaced by machines, virtual realities enable to act on machinery remotely, controlling them from a safe place with virtual reality devices and connected equipment

Combining the strength of a machine with the human expertise for decisions and movement creates enhanced capabilities while reducing safety risks. Operators will be using virtual reality more and more daily at work

For designers, engineers and work-related trainings, augmented reality will continue to grow and be mixed with immersive virtual environments

Reaching farther

Virtual reality comes as a tool for all professionals, in the industrial world, services but also in Sciences

Since Dr. Shafi Ahmed conducted the first Virtual Reality surgery in 2016 – shared in real time, the technology now helps train surgeons practice virtual operations. With a virtual reality camera, surgeons can stream operations globally and allow medical students to actually be there in the OR using their VR goggles and act using mixed reality technologies

Virtual reality also allows patients to be taken through their surgical plan by virtually stepping into a patient-specific 360° VR reconstruction of their anatomy & pathology

Robotic surgery is facilitated by putting real and virtual systems in parallel as the surgeon navigates through real-time ultrasound imagery in an immersive environment and controls the robot at the same time (TechTales)

Virtual technologies enable to visualize unreachable areas for extremely precise procedures

Becoming anyone

In the virtual reality, one can become anyone!

The laws of physics do not apply, therefore there is no limit to what one can look like, be capable of or build

A user’s avatar reinvents a more idealised and fantasy version of their identity, while virtual spaces facilitate experimentation and diversion from reality

The visualisers expect packaging to offer extra functionality to better serve them in their sedentary immersive experiences

 

Early adopters by choice or working necessity, the virtual world is already a reality for the visualizers. The virtual is a super-extension of the visualizers in the tangible world which should not disappoint but provide more and more added value

 

For packaging, that means creating formats compatible with a sedentary setting, with the duality navigating between real and virtual environments at the same time, packaging that are efficient and that provide their users with an extra ability

Mix of micro-embossing and micro-perforations

Can be turned as a photophore light for late gamers

Soft touch on the bottle-shaped area

Matt and gloss finishes

 

Possible digital interaction:

Anti-counterfeiting unique QR code

Individual traceability across the full supply chain

Offer a selection of branded accessories for your avatar

Access the virtual filling facility

Immersive game

Eviolink™ – Eviosys innovation

Eviolink™ is a digital unique QR code integrated into the packaging design

This printing technology allows to personalize the shopping experience and to build trust with your brand for each consumer

Learn more about Eviolink™