Costantino Roselli

From citizens to Netizens: How we build future societies

We used to be hunters, searching for our food to survive each day. We learned how to cultivate the earth and became farmers, building societies around fields, water, and shorelines. And then the industrial revolution came to simplify our work by using machines instead of our hands, leading to the creation of factories and cities, making us all citizens.

Today, technology has replaced the factory. It fits into our backpacks and has taught us that physical presence is no longer necessary to perform our tasks. Rather than constructing cities around factories, we now build networks. As a result, we are Netizens, valuable nodes within vast human networks represented by AI-driven multi-personality avatars. Netizens recognize the digital realm as an integral part of our reality, with digital assets holding the same value as physical ones.

We refer to this digital reality as the Metaverse. For the first time in human history, we have a new, independent world developing alongside our own, offering boundless possibilities, 97% sustainability, 100% inclusivity, and endless market opportunities. Those who grasp this concept have the potential to become the next billionaires or\and saviors of the world!

Avatar Economy: Enabling the impossible

A teen with a passion for heading a luxury fashion company needs to spend a huge amount of money, study, and work for 10 to 15 years, with only a 1% chance of success. And this is what we call normality because each of us has done it. On the other hand, a 15-year-old kid in Argentina created a sustainable, profitable business with 300,000 customers, selling 1,000 items per day, and generating $25,000 in monthly revenues, spending almost zero money without leaving her room.

While we believe that our business processes are perfect, a new generation is dismantling them to enable the impossible. Can this new process work for all types of businesses? Can we build new business products in these new environments and processes? What is the guarantee of success? The answer to all is yes, only if we have the courage to allow a mindset shift.

Transcendent Storytelling: The power of building loyal fans

We, the marketers, love segmentations; demographics and data lead us to conclusions. This is why we’ve created a binary world: pink for girls, blue for boys; this outfit for teens, that for adults. This makes our lives easier, predictable, and we can generate profits while sleeping soundly and safely. But what happens when the world changes and resists the norm? How do we segment people who are genderless, countryless, and, in general, don’t conform to any stereotype?

Transcendent storytelling creates an environment that brings together your brand with your customers to build products under specific and unique narratives. It’s no longer about right and wrong but how it makes you feel. Your products should evoke emotions. The problem is not reaching your customers but changing the mindset of your marketers to think like your customers instead of staying in their comfort zones, before moving your business off the map.

The future of fashion: Selling clothes or your brand is not anymore the key to stay relevant

Why do we buy another T-shirt? People buy because they are consumers. It’s a habit, not a need. It used to be a desire, but today that desire has shifted to other products. Outfits no longer define me; my digital presence does. And my digital presence is… digital. Digital fashion, AI, and my avatars can do the job for me in the digital space. How can fashion remain relevant in this context? Wearing Chanel or Dior to a gala is relevant when the gala is physical, exists, and matters. But the photographers are on the street where influencers are having the party.

The lights are on games where gamers using avatars give their own show. I don’t care how I look; the only thing I care about is how my avatar looks. Statistics show that Gen Z, by dressing their avatars, receive the same satisfaction as Gen X and millennials do by shopping for new clothes. Furthermore, it took me only three minutes to buy the whole Gucci collection for $67. How can your company respond to this?