Young Europeans Are Already Buying Virtual Goods—Here’s Why

Young consumers are already in the metaverse—but what exactly are they buying in there, and why? TL;DR The vast majority of young Europeans are already spending time in virtual worlds—and they’re already buying digital products, too The top digital products Gen Z and Millennials are buying underscore their IRL priorities Both gens want a digital product to be cool to spend money on it, but Gen Z and Millennials have different ideas about what else makes it worth the money As you probably know well by now, the metaverse is the marketing buzzword du jour, and brands far and wide have been rushing to make their mark in these new digital landscapes, from French luxury fashion house LVMH to United Colors of Benetton to Selfridges and beyond. The “true” metaverse—aka a fully immersive digital world—is still very much in the making. But YPulse’s recently released WE Metaverse trend report found that young Europeans are already spending huge amounts of time in virtual spaces where they’re playing games, hanging out...