Ever heard the tale of the Changeling? In Irish folklore, this terrible swap means that these little ones are fairy changelings, doppelgangers if you will, secretly substituted for human newborns. They may appear the same on the surface, however, something’s wrong at the very core. They lack the spark, the soul. And truthfully, that’s how I feel about most brands’ forays into the metaverse. They're creating these shiny, 3D avatars, these digital doppelgangers, but they're missing the magic, the craic.
Soulless Avatars, Really?
A new study from the University of Surrey finds that this emerging necessity—digital doppelgangers, if you will—are more complex than they appear. They are instrumental in creating emotional bonds between consumers and brands within the metaverse. Dr. Jashim Khan goes so far as to call the “profound sense of embodiment” these avatars provide. While the study points to the need for immersive experiences and brand adaptation, I think it misses a crucial element: cultural relevance.
Let’s face it, how many metaverse activations have you been to that were truly immersive. How many of these digital doppelgangers actually resonate with anything more than a vaguely-defined, hyper-connected, high-tech future. Most feel… soulless. They’re Changeling avatars, faking the form of connection without any of the soul.
Brands are spending exorbitant amounts of money to build these glamorous, aspirational, sci-fi worlds. These immersive worlds offer tailor-made avatars that are as though they’ve just walked off the set of a futuristic movie. Where's the personality? Where's the story?
Irish Folklore's Untapped Potential
And this is where the “Irish Folklore Twist” takes hold. Just imagine the treasured tapestry of world cultures’ myths and legends we have. Shapeshifting, otherworldly realms, animals as potent symbols, tales of bravery, romance, and mourning – what more could one ask for? Now, picture a brand doing this in such an authentic and organic way that it all occurs seamlessly within the metaverse.
Let users embody legendary figures like Cú Chulainn, battling mythical beasts and making strategic decisions with real-world consequences (loyalty points, exclusive merchandise, etc.).
Forget bland virtual landscapes. Create settings based on the Giant’s Causeway or the fabulous Hill of Tara. Allow players to experience these digitally restored environments, discovering lost history and navigating conversations with virtual personalities inspired by Irish gods.
Those digital doppelgangers? Provide opportunities to dress avatars in formal Irish attire, Celtic jewels, or as many Celtic knot tattoos as would fit on a digital arm. Let them celebrate their roots or just experience an amazing, vibrant culture.
Of course, there's a massive caveat here: cultural appropriation. You can’t wholesale apply a shamrock sticker and call it “Irish. But it needs to be done in a respectful, authentic way, and in close collaboration with cultural custodians and the Irish community.
| Folklore Element | Metaverse Application Example | Emotional Connection |
|---|---|---|
| Leprechauns | Hidden rewards quests with virtual gold | Joy, Surprise |
| Banshees | Story-driven experiences with an element of mystery | Curiosity, Anxiety (controlled) |
| Celtic Mythology | Avatar customisation options rooted in ancient gods and heroes | Identity, Awe |
Cultural Sensitivity: The Crucial Caveat
Brands need to listen. They should recognize the complexities and the sensitivities involved with handling these cultural touchstones. In order to unlock powerful creative experiences, they must engage Irish artists, storytellers, and historians in the artistic process. Otherwise, it’s just another soulless Changeling, a caricature of the true creature.
Cultural appropriation done well will receive criticism. That reaction isn’t worth the 3 seconds of engagement you’d get from the irresponsible clickbait. People are awake to that now.
The metaverse is about more than a technological playground. It’s an environment where artists are coming to find connection, expression, meaning. What better way to achieve that than by leveraging the inspiration of arts and culture and the transformative nature of storytelling and culture heritage.
Time to Embrace the Story
Stop creating generic avatars that lack soul. Embrace the Irish Folklore Twist. Embrace every culture's unique stories. Let’s develop a metaverse that’s more than beautiful and dazzling, but soulful, nuanced, and deeply impactful.
I challenge brands to ask themselves: What stories are you telling? And are they stories that really resonate with your audience in an emotional way? If it isn’t, then the story needs to be told differently.
I challenge brands to ask themselves: What stories are you telling? And are they stories that truly connect with your audience on a deeper level? If not, it's time to rewrite the narrative.
