Global – With inequalities becoming increasingly apparent in virtual worlds, the deodorant brand is partnering with gaming platform Decentraland to host an inclusive metaverse marathon.
Together with rapper Fat Joe and paralympic athlete Blake Leeper, The Degree Metathon acts as an inclusive virtual experience. It does this by using a diverse avatar library, which features wearables such as prostheses and running blades, as well as accessible architecture including ramps for wheelchair users.
Following the event, Decentraland will continue advocating for greater inclusivity in virtual spaces, such as adding audio descriptions and implementing non-binary avatars. By doing this, the brands are cleverly using a familiar sporting event to bolster diversity, equity and inclusion in digital realms. ‘As the metaverse continues to evolve, it’s important that the virtual world mirrors the representation in our everyday communities,’ says Fat Joe.
The creation of an inclusive virtual marathon points to a future when organisations will increasingly strive to create a Betterverse that places people and ethics first.
Brands across sectors must strive to build more equitable products and experiences in the metaverse. While the focus has been on the fashion sector, health and wellness brands are well placed to get involved too