Why Your Next Big Competitor Could Be Your Own Customer: The Future of Virtual Natives

“Brands are challenged when it comes to #Web3 concepts, #metaverseplatforms, and #gaming. But guess what? That’s your job. Brands need to pay more attention to this.”

It looks like brands need to stop looking at each other and start looking at Gen Alpha to future-proof their business. Our next guest on The Forward Podcast, Catherine D. Henry, best-selling author and one of the world’s top experts on the Metaverse and Web3, breaks it all down.

Catherine’s work has earned her the title of Campaign Magazine’s top 40 leaders in US media and tech (2022-2023) and one of AdAge’s top 20 Web3 Marketing Leaders (2023). Her book “Virtual Natives” dives into the not-so-distant future of AI, Gen Alpha, and Web3.

Together we delve further into this space by exploring:

• Tech trends that go beyond the hype
• The future of immersive retail experiences
• The importance of gaming for all brands
• Blind spots brands and employers need to watch out

And the importance gaming will have on the future of work and brand connection:

“Gen Z represents 50% of the global workforce and will be at the beginning of their peak earning years by 2030, which is just four and a half years away. We need to think about how we will prepare for this new generation. Gaming is a fundamental part of where our customers are”

“Every company will need a gaming division because this is the new media platform.”

” What does reciprocity look like for your brand? Instead of crafting a perfect message, maybe let your audience create something new with it. Let people play and enjoy your brand.”

If you’d like to skip along to key moments that work best for you – here you go:

• 00:00 – Introduction: VR passion and undervaluation of technology
• 04:10 – Acceleration of AI and spatial computing
• 07:50 – Challenges in retail and dominance of UGC
• 10:33 – Importance of online brand communities and fandom
• 13:02 – Shifting focus to Gen Z and future customers
• 15:21 – Embracing reciprocity and evolving with culture
• 18:03 – Importance of community and adaptable tools for Gen Alpha
• 20:08 – Disruptive education and cross-generational learning experiences
• 21:39 – Changing expectations of future employees and office culture
• 23:36 – Gen Alpha’s emphasis on community, inclusivity, reciprocity
• 26:04 – Identifying new talent and embracing multiple careers
• 28:19 – Advice for the future and staying curious

About The Forward Podcast: In a world where technology intertwines with every aspect of our lives, how do industry experts and leaders plan to navigate forward? Explore bold moves and strategies for success amid constant disruption. Learn the ideas, behaviors, tools, and trends they’ll leave behind, and those they’ll carry forward to shape the future of work, life, and leadership.