New Era in Marketing: Metaverse and Changing Human Needs

Abstract

This article aims to explore a new conceptual framework for the evolving needs of contemporary individuals, particularly focusing on the connections between these needs and the recently emerging digital realm known as the Metaverse. Needs have always been at the core of marketing studies. By adopting the standard classification of human needs, the emerging needs have been reviewed, and the alignment of the Metaverse world with human needs has been discussed. The study argues that needs are met not only in the physical world but also in the Metaverse world, and these worlds mutually nourish each other. This study, aiming to better understand contemporary human needs vital for marketing strategies, seeks to provide a fresh perspective.