# Against the copy · Metaverse Trends · Zorraquino > Voices for authenticity. URL: https://www.zorraquino.com/en/trends/metaverse-trends-2022/against-the-copy ![Against the copy: Voices for authenticity.](https://cdn.sanity.io/images/0w1142l8/production/98f2d96bf8df33160ee049dadaa9908eec654984-1920x1440.webp/against-the-copy-voices-for-authenticity.webp?w=1600&fit=max&auto=format&q=85) Trend 10 # Against the copy 1. [Metaverse TrendsHome](https://www.zorraquino.com/en/trends/metaverse-trends-2022) 2. [Trend 01Interaction paradigm](https://www.zorraquino.com/en/trends/metaverse-trends-2022/interaction-paradigm) 3. [Trend 02World building](https://www.zorraquino.com/en/trends/metaverse-trends-2022/world-building) 4. [Trend 03New explorations](https://www.zorraquino.com/en/trends/metaverse-trends-2022/new-explorations) 5. [Trend 04Framework challenges](https://www.zorraquino.com/en/trends/metaverse-trends-2022/framework-challenges) 6. [Trend 05Emerging economies](https://www.zorraquino.com/en/trends/metaverse-trends-2022/emerging-economies) 7. [Trend 06Augmented promotion](https://www.zorraquino.com/en/trends/metaverse-trends-2022/augmented-promotion) 8. [Trend 07Immersive workspaces](https://www.zorraquino.com/en/trends/metaverse-trends-2022/immersive-workspaces) 9. [Trend 08Virtual goods](https://www.zorraquino.com/en/trends/metaverse-trends-2022/virtual-goods) 10. [Trend 09Mass entertainment](https://www.zorraquino.com/en/trends/metaverse-trends-2022/mass-entertainment) 11. [Trend 10Against the copy](https://www.zorraquino.com/en/trends/metaverse-trends-2022/against-the-copy) Against the copy Voices for authenticity. Trend axes - Topics - Parody - Countercurrent - Pro-authenticity ## Reclaiming the value of the real The metaverse rethinks any social code established so far; the possibility of creating identities and building personalised worlds explores new ways of interaction and communication. However, after the social standstill caused by the pandemic, the development of this type of depersonalised digital experiences is beginning to be questioned. Beyond the hype that this new environment represents for companies and users, there are many critical voices that warn about the possible risks that participating in these highly immersive worlds can have on the physical and mental health of people, but also on the welfare of the planet at a social and environmental level. In addition to the lack of legislation, one of the greatest fears is the possibility that the metaverse will alter the order of priorities at a social level and that we will lose focus on what is truly important. That the virtual world will impose itself on the physical world and the conflicts generated there will gain prominence over the causes of the real world. A context that has also alerted other brands and entities, which are betting on breaking away from this trend with strategies that put their value proposition at the center and experiences that seek authenticity outside these environments. Everything seems idyllic in the metaverse, but it is clear that it will provoke a social change. It will be key to vindicate morality, ethics and social relations and to be clear about the scale of value of each of them in real life and the fictional world. Creating a virtual life to escape from reality is already possible, but how far are we willing to go? "What the metaverse hides as a phantasmatic version of reality is that no one will want to enter it to duplicate their problems, their complexes and their sufferings." Alberto Olmos, writer and columnist in El Confidencial. ## Cases 01 / 04 Zorraquino spotlights 1. 01 Metaverses make it possible to create worlds in which people only have to answer to them, with the possibility of creating their real reason for being. There will be virtual avatars that are more real than the people who created them. 2. 02 Many experts are already warning of the possible consequences that the metaverse and the creation of idealized worlds and lives can have on mental health. These include addiction, isolation and the adoption of sedentary lives. 3. 03 The metaverse runs the risk of feeding on users' dissatisfaction and frustration with real-world problems. A context that will lead to the creation of new codes of conduct and pose a new challenge for the development of society. ## More on the trend ### References - [Metaverse, schmetaverse — take me to the Icelandverse](https://www.theverge.com/tldr/2021/11/12/22778984/facebook-meta-metaverse-parody-video-iceland-icelandverse) - [Meta and Salesforce present differing takes on the metaverse.](https://www.nytimes.com/2022/02/13/business/media/metaverse-salesforce-super-bowl-ad.html) - [Matthew McConaughey mocks the metaverse space travel in Salesforces Super Bowl ad](https://www.bandt.com.au/matthew-mcconaughey-mocks-the-metaverse-space-travel-in-salesforces-super-bowl-ad/) - [This ad shows the pitfalls of making a commercial metaverse](https://adage.com/creativity/work/thai-credit-card-ad-first-choice-has-gentle-fun-metaverse-productions/2396341) - [Un “homeless” en el metaverso para alertar sobre las necesidades del mundo real](https://www.reasonwhy.es/actualidad/homeless-metaverso-alertar-necesidades-mundo-real-entourage-tbwa) - [¿Es seguro el metaverso? Los 5 riesgos asociados a esta tecnología](https://es.digitaltrends.com/sociales/es-seguro-el-metaverso-cinco-riesgos/) - [The environmental impact of the metaverse](https://venturebeat.com/2022/01/26/the-environmental-impact-of-the-metaverse/) - [Anhelamos lo único que el metaverso no puede darnos](https://www.nytimes.com/es/2021/11/28/espanol/opinion/metaverso-zuckerberg-realidad-virtual.html) - [Metaversos: Nuevos mundos para la exploración de la metasociedad y la metaeconomía](https://telos.fundaciontelefonica.com/metaversos-nuevos-mundos-para-la-exploracion-de-la-metasociedad-y-la-metaeconomia/) - [Snoop Dogg lanza video musical realizado 100% en el metaverso de The Sandbox (SAND)](https://es.beincrypto.com/snoop-dogg-lanza-video-musical-realizado-100-metaverso-the-sandbox-sand/) - [Prozac en el Metaverso. Trastornos mentales en el mundo virtual](https://retinatendencias.com/vida-digital/prozac-en-el-metaverso-trastornos-mentales-en-el-mundo-virtual/) - [Metaverso de Facebook: el proyecto que acabará destrozando nuestras vidas](https://blogs.elconfidencial.com/cultura/mala-fama/2021-11-10/metaverso-facebook%5F3320363/) Pages 122–134 of the report [![Consumer Trends 2022 cover: a shop assistant wearing a face mask hands a paper bag to a customer.](https://cdn.sanity.io/images/0w1142l8/production/5657ceef8cd008cd541229a6896ea28168461770-1884x1414.webp/consumer-trends-2022-cover-a-shop-assistant-wearing-a-face-mask-hands-a-paper.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/consumer-trends-2022) Next report [Consumer Trends 2022](https://www.zorraquino.com/en/trends/consumer-trends-2022)