Page - 302 - in Digital Entrepreneurship - Impact on Business and Society

VRrhythm-gameBeatSaber, for example, is “widely considered agoodoption for exercise inVR”anduses the technology to reachpeopleathomeandmotivate them tomoveandstayhealthy (Fingas2020). Ina studyon thepotential health impactof Pokémon Go, Duke University’s School of Medicine was able to show that “in- creases in physical activity were highest among individuals who stood most to benefit fromadditional activity, suchas individualswhoareoverweightorobese,or whoget little regular exercise to beginwith” (WillWill 2017).Another illustrative example is providedbyblended reality exercise equipment or applications, such as those provided by Peloton (onepeloton.com). Their smart exercise equipment enables its users to sign up for training regimes overseen by remote trainers, to exercise and receive instruction“together”via integratedvideoconferencing.Other offerings suchasSupernaturalevenallowfor exercise in full virtual reality (Oculus 2020). Many of these technologies are actively used today, but big technological leaps will make true “Blended Realities” a part of our everyday life. Steincke defines blended reality as the seamless transition between the fully physical and fully virtual, described as a continuum between these two poles. Steinicke (2016) anticipates that inabout30 years, virtual and“real” realitywillnotonlybeblended, but even merged, and humans will not be able to perceive any difference The consequences of such a situation have been described as potentially even turning “real” reality into a “homeopathicum” (Sedláček and Shamsrizi 2017) (Fig. 1). 2.3 Social Business as an Essential Element Towards SDGs As we are entering the second decade of the new millennium, one can observe rather unexpected changes even among thought-leaders of both theory andpractice in economyandbusiness:MichaelPorterwants his students to createSharedValue (Porter andKramer2011),BlackRock is“makingsustainability integral toportfolio construction and risk management” (Fink 2020) and lets its portfolio companies know that “purpose is the engine of long-termprofitability”, and the founder of the WorldEconomic Forum,Klaus Schwab, opened this year’sWEFAnnualMeeting by pointing out that while “‘stakeholder capitalism’ has been around for a half-century, it has only recently begun to gain traction against the prevailing Table 1 (continued) Technology Impact on the following SDGs Technology Impact on the following SDGs Zero-emissions chemicals, steel, aluminium, cement using advancedmaterials and/or biotech (e.g. biocement) SDG-11, SDG-12, SDG-13 Gene editing (e.g. CRISPR) to tackle human diseases driven by genemutation SDG-3 SourceAdopted from:World Economic Forum (2020) Digital Entrepreneurship for the “Decade of Action” 311