As life thus becomes ever more virtualised, in the long term this will inevitably lead to drastic changes in perceptions, beliefs, behaviours and values. Culture will evolve; possibly new elements of culture will be born while old ones disappear. Creativity, cultural production and access to culture will have an ever-greater virtual component, changing the playing field for cultural heritage institutions as well as for cultural and creative industries. European creators will have new ways to create, promote and disseminate European cultural content and engage widely with new audiences.

The development towards virtualisation of life is not entirely new. For instance, gaming communities exist since many years, where members spend large parts of their lives online, and where virtual economic and social ecosystems can be said to have evolved. However, the scale and breadth of the virtualisation of most aspects of human life that is to come will have cultural impacts many orders of magnitude stronger than has been experienced thus far.

It is therefore of great importance to deepen our knowledge and understanding of the long-term effects on culture when people spend ever more time in virtual and blended environments – for work, entertainment, playing, studying, socialising, etc. Research should explore both benefits and risks in depth, based on a thorough understanding of what is realistically possible and probable in a long-term perspective. Key opportunities and threats should be identified in relation to the EU’s ambition to strengthen human wellbeing, sense of purpose and agency, as well as social cohesion, resilience and growth.

Based on research findings and scientific knowledge, projects should furthermore develop measures that would help realise the opportunities of cultural evolution in virtual and blended worlds, and mitigate the most important threats. Projects should, to the extent reasonably possible, make sure that findings and proposed measures are valid and feasible across the cultural diversity of Europe.