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Gen Z and the Metaverse - A Trend Worth Watching?
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Last year, brands started competing for dominance in an entirely new space. The metaverse. For some time now, the buzzword has been everywhere. The metaverse refers to virtualreality spaces in which users engage with other users in a computer-generated environment. With virtual reality on the rise, these spaces are becoming more immersive, more accessible, and much more popular. Brands like Meta (Facebook) have already invested heavily in developing this new trend. Youth Market Research has clearly revealed the commercial potential of the metaverse. As such, major fashion brands have set up pop-up stores in the virtual dimension, and it was even a major theme of this year’s Super Bowl advertising.
But what does Youth Research actually say about the metaverse? Is Gen Z going to engage with this theme in the future, and is it a trend worth watching?
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The Majority of Gen Z is Already Involved The short answer is a simple but resounding “Yes.” Whilst the metaverse itself is not yet everywhere, Gen Z and Millenials are already deeply engaged with virtual spaces. For example, 88% of Gen Z play video games that brings them into a virtual world, compared to 70% of Millenials. During the lockdown, popular games became more than just a way to kill time and have fun. They facilitated a connection with peers and an alternative to the events we missed out on. Concerts have taken place in Roblox. This year, the first allvirtual fashion show is planned on the Metaverse platform Decentraland.
Gen Z is not new to the metaverse like older generations might be. Instead, they have grown up with the concept, engaging with various virtual worlds from a young age. Youth research shows
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that over 57% of Gen Z has created an avatar in a video game before, and 50% hung out with their friends virtually in a video game.
How the Metaverse is Showing Promise Whilst youth market research suggests Gen Z will take to the metaverse like a moth to the flame, the concept is a little more alien to other demographics. Brands hoping to enter the metaverse could potentially create a foothold in a whole new market. However, it’s important to remember that this space caters predominantly to Gen Z. Therefore, youth market research is vital for your success. Understanding this audience demographic will help you decide how to advertise in the metaverse and which services and products are most appealing.
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Virtual or not, Ethics and purpose-marketing remain key aspects of any brand’s strategy. Rely on Insight Platforms like This is Selfhood to stay up-to-date with all news on the metaverse. By connecting with a network of U-30 consumers, we keep a close eye on emerging trends in virtual reality and consumerism.
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