The Future is Already Here…
Imagine if trusting invisibility weren’t an issue, and invisible decisions being made by systems, algorithms and digital ecosystems weren’t a threat. If designers, creators and thought leaders had the freedom and support we did have years ago, as technology first began to emerge, what else could be possible? In addition, so many “micro-problems” are being unveiled, with a swanky new app or tool to solve it. When there are so many real challenges today that persist, why are so many trivial issues being created and then addressed?
Some of the courageous have peeled away from this mainstream conga line and dedicated their purpose to exploring what could be possible. In Dubai, a visionary cultural institution is currently being constructed. Titled The Museum of the Future, the entire purpose of this organisation has been described as “a showplace for a new era — a centre of creativity and hope where you can see, touch and shape our shared future. Combining elements of exhibition, immersive theatre and themed attraction, the Museum of the Future invites you to look beyond the present and take your place within possible worlds to come.” Significantly, Museum of the Future will take into account varied cultural, philosophical, social and spiritual outlooks and they are all welcome as a reflection of the World we are living in today.
Indeed, the smart home, the smart workplace and entire smart villages are now presenting realities that we used to joke about just a few decades ago. Personal robotic assistants that could play music or turn on our lights at home upon a voice request seemed to be light years away, yet here we are asking Google to make phone calls for us from our car. Whilst these personal assistants can be advantageous, we also now have cameras in public places monitoring our presence, and then showing us commercials that we are “meant” to see, based on factors like our gender and age.
This is not new. Social media is actively making all sorts of assumptions about us based on our profile and click preferences, eagerly trying to feed us content it believes we would like to see. If you are a woman in her 20s, you get wedding dress advertisements and baby formula. Not if you are a man though, because of course why would you be interested in knowing about baby needs. In the land of Facebook and Instagram, decisions are being made about our bodies, what we think and feel about various themes and topics. Some are being pushed at us, whilst others are being hidden from view. What result is this going to have in the world in which we live?
It is no secret that marketers actively create needs to then solve. Ideally, the needs and challenges would have existed first, but often by solving these, more needs are then created by marketers. They have products to sell and if nobody sees a purpose for their solution, it won’t be making any money. Their job and purpose is on the line. I challenge all designers to consider whether their new creation for the industry they are focusing on is something that can make a difference in society instead?
In my opinion, it is the duty of designers to be inquisitive, and ask more questions rather than providing answers. What can be possible? How can we service society, rather than just the industry we are working for? Discussions that affect society on a larger scale should not be had only in corporations like Google because they are not corporate topics that benefit company profitability only. Everyone is affected as the results trickle through and the world is seen as a reflection on our screens. Designers have a real duty to society and can make some significant changes for the better. We have to connect the speculative future we’re designing for with a clear and positive purpose leading to social benefit rather than falling into a blinkered state of focussing on micro needs, the solutions to which will barely move the dial.
