Many are wondering whether the Metaverse will be the gateway to building a more sustainable, inclusive, and equitable world. So far, it's not entirely clear what could happen with the arrival of this new technology, although the Metaverse is believed to have the potential to reshape society. But why?
Building this technology could mean a new beginning for corporations, users, and brands, since it will offer a better lens for social, racial, and environmental issues, which can then be carried over to the new platforms and technologies developed within the Metaverse.
The Metaverse is a technology committed to changing the way we work, create, and socialize. Ultimately, it will be a great opportunity to build new systems and ways of seeing the world in terms of equity, inclusion, and sustainability. But only if we are responsible enough to change bad habits and avoid repeating the mistakes of the past.
Now, how important are brands in this process of change, and how can they help create a new reality? The answer lies in brands' power to build experiences and forge meaningful connections with consumers who want more than just a standard product.
What challenges and opportunities will brands face with the arrival of the Metaverse?
1. Inclusivity and access
The internet as we know it today is characterized by leaving behind its promises of delivering an inclusive experience with access for all. However, brands have the power to change this. Their main purpose in the Metaverse should be to seek new strategies whose central objective is inclusivity and access. Everyone must have a voice and a space within the Metaverse, and the gaps preventing equality must be broken down.
2. Environmental footprint
We've concluded that the Metaverse can have a high impact on the world we live in. But not everything is positive: the technological advances built around the Metaverse may bring with them a series of environmental considerations and concerns. We don't know what positive or negative impact it may cause in the future.
One of the main concerns is that, being a digital world, it can feel completely intangible. However, examples like Bitcoin emit 70 million tons of CO² into the atmosphere. Intel predicts that as the Metaverse grows, it could require 1,000x more computing power — meaning more energy and a greater carbon footprint. (C. Gartenberg, The Verge)
Despite all the computing power that would go toward maintaining the Metaverse, this technology could bring significant environmental benefits. For example, the Metaverse offers digital alternatives to real-world goods and experiences, which can address problems like materialism and waste. Travel and fashion industries could allow people to enjoy these benefits without as much waste or consumerism.
