Gen Z Wants to Co-Create the Metaverse. Here’s How Brands Can Make That Happen.

Interactivity is the secret to capturing audiences today—and keeping them engaged

Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Christina Wootton of Roblox identifies new trends in user engagement being set by young audiences. Below, in her own words, she lists three key ways for brands to immerse users seeking reciprocity from their platforms.