Augmented reality is, at best, an immersive piece of instant gratification, a “wow moment,” or a hugely popular interactive game. At worst, a gimmick. For years this has been the back-and-forth verdict on the technology that superimposes a virtual layer over a user’s physical experience.

But in 2020, AR has started to come of age. We are at a point where technological development and people’s behavior have aligned in such a way that AR’s use—and usefulness—is undeniable, and brand owners must recognize these immersive technologies as an integral part of their strategy.

The combination of reality and the virtual (as opposed to the entirely virtual immersion of virtual reality) makes AR particularly well suited to enhance the product and brand experience. When used to its full effect, it can offer the creative answer to some critical strategic principles, particularly when it comes to sustainability.