Between CHO (Chief Happiness Officer) and CMO (Chief Metaverse Officer), is there only a small step? The Metaverse envisioned by Mark Zuckerberg would, according to him, be the future of the internet and businesses. By definition, a Metaverse is a digital space inhabited by representations of people (avatars) and objects where one can communicate, share, and work with others. It's a place where you can interact as you would in a physical environment, thus allowing you to manage a production chain remotely, work on various projects, while maintaining interpersonal closeness. One of the principles of the Metaverse is to break down the barriers of distance and foster interactions through instant translations. Now, some companies see it as a way to foster a sense of belonging among employees, increase commitment, and consequently promote their employer brand. The most striking example is that of Carrefour, which hosted a job dating event in the metaverse last May 16th, led by its CEO, Alexandre Bompard. In recent years, we've seen the emergence of roles like Chief Happiness Officer, responsible, among other tasks, for improving the Quality of Work Life (QWL) in companies. Now, given this idealized view of the Metaverse as a universe connecting individuals, who will be the best guides to adopting this new tool? Why not a Chief Metaverse Officer? Last June, Publicis Group was recruiting its Chief Metaverse Officer, responsible for being the spokesperson for digital projects, helping teams work on blockchains, etc. In short, a supportive role. Since this role is in its early stages, it will be interesting to watch it develop. Some countries are dedicating millions to become leaders in Metaverse technology; like Dubai, which recently announced its ambitions and Metaverse strategy: To be among the top 10 technological nations (in the Blockchain and Metaverse sector). However, according to a study by Morning Consult (USA), only 50% of Generation Z, though highly connected, is genuinely interested in the Metaverse. Just imagine the other generations... It must be said that the term remains vague for the majority of the population, wavering between notions of virtual concierge services, immersive digital experiences, omnichannel (for the Retail environment), etc. To echo Pierre-Nicolas Schwab's approach, the complexity of use hinders usage; complicated equipment, time spent creating an avatar, finding the right cloud, etc. Indeed, neuroscience has shown that the brain is "lazy" and favors simple actions over more complex ones to conserve its energy. This partly explains the shortcuts and other prejudices that humans spontaneously express. Given the technology required to immerse oneself in the Metaverse, it's likely that it won't see the golden days Zuckerberg expects for at least another decade; unless it's entirely forgotten, like curved screen televisions. If the development of the Metaverse in companies becomes widespread, we can expect a new generation of roles to assist teams in the virtual transition, and who better than CMOs?! What do you think?
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