The term metaverse refers to a virtual, computer-generated space that is connected to physical reality. It is referred to as "mixed reality". Users can move around in the metaverse, go to work, play sports, and communicate with others - in the form of an avatar that represents a virtual version of themselves. It can be assumed that there will be a development towards a 3D social media community. People will then be able to participate in events together, for example. With the help of AR glasses and eye tracking, it will be possible in the future to record in real time what people are looking at and how a person feels. This will further differentiate the development from mass to target group marketing and make marketing more individualised. 

Significance for optics: 

For the younger generations, it will be increasingly normal to move in the metaverse and interact with companies there. Getting their attention, be it for their own craft services and offers or in the context of education, requires building up knowledge about these worlds in the first step and actively engaging with the communication channels in the second. Otherwise, the young target group might not communicate intensively with the optical industry virtually.