Razorfish and Vice Media Group’s new study, titled “The Metaverse: A View from Inside,” emphasizes that Gen Z not only spends more time in metaverse-adjacent spaces than older demographics, but also is developing more meaningful connections to their online identities. More than half (57%) of survey respondents said they feel freer to express themselves in games than they do in real life, while 45% reported their in-game identity is a truer expression of who they really are. The findings suggest brands have an opportunity to help enable those forms of self-expression and generate deeper loyalty and connections with Gen Z, including through the sale of custom skins and apparel for digital avatars that are common in many games.
