First the real world, then the metaverse – Cooperativa.cl




sebastien leroux

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In recent months there has been a lot of talk about the “metaverse”. For something, Mark Zuckerberg has confirmed the name change of his company leaving Facebook behind to rename it as Meta.

From his point of view, it is an exciting future. A new world that expands the current one, where virtual environments and economies will coexist in harmony and fullness with the “flesh and blood” reality, as we have known it for more than 10 thousand years of human history.

The metaverse is being talked about more and more, although many do not fully understand what it is about. That is understandable, because the metaverse, as we imagine it, does not really exist. And when it does exist, it probably won’t be as we imagine it. Today what we have are disjointed virtual worlds that function as a test bed, and only in 2032 could the technologies be available that allow the promise of the metaverse to be fulfilled.

Truly immersive technology at scale and accessible to billions of humans in real time will require an increase of at least a thousand times the world’s current computational efficiency.

Good for the future. But I am more concerned about the present. Put aside techno-centrism and recognize ourselves as people rather than digital beings. We should not be so clouded by the technologies of the future, while we have a fragmented society and country, with wounds from the analog world.

Within Chilean society there are different levels of indignation and struggle. A better treatment is sought, an end to inequalities and annoying abuses that have been perpetuated for decades. But at the same time, there is a cry for greater unity, peace, reparation, coexistence in harmony and the recovery of respect. The challenges to build a better society are immense, real and current. Does not require Oculus Quest 2 (glasses).

I also think about TRUST. The latest ICREO study indicates that it has grown slightly towards brands and companies, but trust towards institutions as a whole remains at low levels. I assign a key role to companies in improving coexistence and trust at the country level. They can advance in transforming the workplace, generating a culture of empathy and commitment; or, changing the customer service experience.

I invite companies to think about their purpose. In an integrated manner with the culture and development strategy of the company. Define it clearly; articulated, measured and activated throughout the organization, business, product and marketing strategy. Most of the teams in the organization must feel committed and involved with it.

Do not misunderstand, this is not about not taking existing opportunities to connect in a different way, taking experiences to new limits with audiences. This must also be done, in a coherent and consistent way with the strategic definitions of the brand. Let’s just not forget that a better future is built from the present.

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First the real world, then the metaverse – Cooperativa.cl