Few emerging technologies are gaining as much buzz as the metaverse, which allows people to visit virtual worlds to gather, communicate, watch concerts, go shopping, work, and more. While there’s many possibilities, questions remain about its future. What will people do in these virtual worlds? Will new communities emerge? Can brands take advantage? How are audiences reacting?

Imagine waking up in the morning, strapping on a virtual reality headset, and starting to exercise. Then, you remove the headset for a shower and some breakfast — and put it back on for a series of work meetings. Later, you have lunch in the real world and attend a virtual concert in the afternoon. It’s a scenario that’s very possible in five to 10 years, according to futurists.