We've shaped the virtual world, is it shaping ours?
Humans have always confused the imaginary and the real. We are not born with the ability to tell the two apart. It’s only when we are 5 years old that we start to understand that events on TV might not be real. Even as we get older, our bodies aren’t much better at separating fiction from reality. You’re not in danger when watching a horror film, but you might still release stress hormones like adrenaline, norepinephrine and cortisol.
We actively encourage people to be imaginative. Our lives are a little more fun when we use our imagination. We even assign imagined values to objects around us - that is why it is fun to buy from specific brands. In fact, according to a study by Motista, 71% of customers recommend a brand based on their emotional connection to it. An imagined emotional connection.
The virtual is essentially the imagined (with much more stigma attached to it). So, when companies leverage the virtual to blur our reality to their advantage, it can have an incredibly powerful effect.
It makes little sense that while many seem to have an inherent disdain towards the concept of the ‘virtual’ affecting our reality, we don’t conceptualise imagination in the same negative light. Particularly as the virtual can have the same entertaining and positive impact as imagination.
The aim of this article is to showcase a cross-section of companies from different industries, all of which are blending our realities with the virtual for the better. From art to charity to biology, these brands work in many ways to improve the world around us or, at the very least, entertain us.
Art - Masterworks
As of 2023, 95% of NFTs may be worthless, but that doesn’t mean that the practical applications of NFTs disappeared. Masterworks is a company that allows everyday people to invest in multi-million dollar pieces of classic art using NFTs. With over 883,202 members and 392 artworks purchased on its platform, Masterworks has democratised investing in art. What was once out of reach to the average investor is now a possibility. Now, anyone can buy a piece of a Banksy starting at $34 or a Basquiat for $24.
Charity - Amnesty International
In an interesting move for the international NGO, Amnesty International released a gaming experience in Roblox called ‘Escape to Freedom’ last week. Created in collaboration with MetaMinding Lab, the game follows a refugee as he faces new challenges over six different levels. Now, its Gen Z audience can learn more about the refugee crisis and human rights, shedding more light on the issue.
Property Management - The Crown Estate
Even the Crown Estate has joined other brands on gaming platforms. In September 2023, they released their ‘Offshore Wind Power Challenge’ and ‘Windsor Great Park’ worlds in collaboration with Minecraft. In the first, you’re tasked with building an offshore wind farm that powers a coastal village. The latter sees you explore Windsor’s 4,500 acres and uphold the conservation efforts taking place there. As you go along, you learn about environmental management, the water cycle, and the food chain. Making the most of Minecraft’s young audience, the interactive experience inspires the next generation to learn more about sustainability and the world around us.
Warehouses - ProtextAI
Used by the M&S, DHL and other giants, Protex’s AI-powered platform helps warehouse managers spot and address risky behaviour. Using computer vision, they’re able to detect any hazards or minor accidents. This greatly reduces the need for constant manual monitoring, making it easy to create a safer, more proactive approach to workplace safety. The virtual platform has led to a significant reduction in accidents that benefits both employees and employers.
Biology - pancho and the chips going in people’s brains
Biotech can be an incredibly contentious topic and clickbait articles usually focus on developments towards brain chips or subdermal implants. However, not all biotech developments are so invasive. BioTwin, a small Canadian company, is looking to help diagnose cancers and chronic illnesses earlier by creating virtual clones of people. This would also give doctors the ability to test their patient’s response to medications and better determine their course of treatment. Imagine a world where you have an infection and you’re immediately given the right medicine, without having to worry about if it will work, cause an allergic reaction, or lead to awful side effects .
Ultimately, the virtual is here to stay.
The virtual is not an antagonist, but a mirror reflecting our own ingenuity and imagination.
Our world is changing and changing quickly. Reality as we know it is increasingly shaped by the virtual. That influence isn’t inherently negative, though. Rather, it’s an evolution, a natural progression as technology and human creativity converge.
The lines between virtual worlds and ours may be trickier to discern, but we can embrace this opportunity for the better. Companies that harness that power of the real and imagined will win in the long run.
Embrace the blurring lines. It's not the end of reality as we know it, but the exciting dawn of a new era, brimming with possibilities yet to be imagined.