THE QUESTION

We wanted to understand how virtual spaces are influencing the ways people around the world think about their identities.

Much of our work over the past 5 years has focused on how technology and online spaces are influencing the way people work and live throughout the world. The way people show up online and how online spaces impact how we present and view ourselves is a topic we have wanted to delve into more deeply. While much of our work focuses on Generation Z and this work skews our sample towards Gen Z, we made a point to include a good mix of Millennials, Generation X and Boomers in order to draw out nuances between age groups in respect to how virtual spaces influence groups differently. This work is built on research we funded ourselves across the US, UK, India, Singapore, Hong Kong and China.

Great thinking is a social process. We presented what we learned at an event at our London office, and discussed those insights with a mix of likeminded friends and clients at organisations spanning technology, gaming, academia, social impact, consumer goods, entertainment and startups. Our final content was showcased as an installation at Clerkenwell Design Week for a broader audience across the design community.

If you would like to know more about our work or invite a Propellerfish team to share and discuss this work at your office, please get in touch. [email protected]