For Gen Z the metaverse is not a place, it's who they are

Gen Z are engaging with the metaverse without defining it as such, according to new research from Nokia and market research company Ipsos.

Highlighting the views of young people aged between 10 and 26, the report reveals that Gen Z are drawn to the metaverse as a social experience, and tend not to draw hard lines between their interactions in physical and virtual worlds.

According to the report, “Many Gen Z don’t see themselves as ‘in’ the metaverse and don’t always know what the metaverse entails, yet are engaging with online platforms with metaverse elements.

“The lines between their virtual and physical worlds are increasingly blurred, and better understood as a spectrum of activity than separate spheres, as Gen Z look to the virtual to offer them experiences they can’t have elsewhere.”

An 18-year-old South Korean male that participated in the research revealed the continuity in his experience engaging in virtual and physical worlds.

“There is, frankly, little difference between the virtual world and the real world. I like to play games and I play games with my friends at school. If there’s a game that I like, I recommend it to my friends, so all in all, the virtual world and the real world are similar to me,” he said.

Identity

One of the key draw cards for Gen Z interactions in the metaverse is the ability to experiment with identity. While some users are drawn to the anonymity of online environments, where they feel that they can express themselves authentically, others are interested in the unique ability to create a new identity through their avatar.

“Representation, experimentation, and aspiration are key as Gen Z create avatars that reflect aspects of their identity which feel underrepresented in the real world, experiment with their identity through role-play, and feel more free to be ‘themselves’ without the limitations of the physical world,” the report states.

As Gen Z’s hone their identity in the metaverse and in ‘real life,’ one key differentiating factor is an association with brands that are aligned with their personal values.

According to Gartner research, unlike previous generations concerned with fitting in, Gen Z consumers are 1.5 times more likely to follow a brand with content that boosts their own image.

“Brands will need to demonstrate Gen-Z-level seamless movement across digital and in real life, hone thoughtful and personal messaging, and be willing to speak out on relevant social issues. Failing at any of these points means falling out of step with these important tastemakers,” said Jack Mackinnon, senior principal analyst at Gartner.

“Individuality, discernment and openness will continue to be the name of the game for this large, diverse and adaptable generation.”

As the metaverse continues to evolve, Gen Z users play a key role in curating virtual environments that reflect their values.

According to the Nokia and Ipsos research, “They are enthusiastic about the future of the metaverse, especially the ability to socialise and play through uniquely virtual experiences, but are concerned about its future impact on society and the role of social inequalities in the metaverse limiting accessibility for all - to avoid this, they want to play a role in how the metaverse is shaped to ensure it remains open, free, and flexible.”