New global study launched by Boss Beauties highlights fast growing use of web3

Boss Beauties report by EPG

New Global Study Reveals that 52% of Gen Z (16-25-year-olds) Around the World Wish Their School Taught Them More About Web3; 53% of Parents Agree 

EPG was delighted to work with Boss Beauties on this research, which highlights fast growing use of web3, and the need for more education resources to ensure girls are not left behind.

Boss Beauties 2023 Highlights

Read the report here.

The first global study to measure Gen Z’s attitudes towards web3 found that 52% wanted their schools to teach them more about the virtual and digital environments in which many find themselves when not in class. The study, conducted by New York-based Boss Beauties and released today, is the most up-to-date comprehensive look at how 16-25-year-olds (and parents) in seven countries view the knowledge gaps, risks, and future of web3.

Topline findings include:

  • More than half (52%) of Gen Z wish their school had taught them more about web3.
  • Outside of school, an even higher number (57%) of Gen Z-ers would like more access to credible educational resources about web3.
  • 41% of young women have encountered someone pretending to be someone else online.
  • While one in five (21%) Gen Z girls admit they are “highly uninformed” of the risks in this new digital space, 13% of Gen Z boys say the same. Similarly, more Gen Z girls (20%) consider web3 risky, compared to boys (14%).

The report looks at web3, the next generation internet, through the eyes of Gen Z. Web3, which is fast evolving, is built in the cloud and on blockchain technologies that enable users to interact with decentralised apps, including online gaming, virtual communities, cryptocurrency platforms, and NFT marketplaces. The study was commissioned by Boss Beauties, a media and entertainment brand founded in September 2021 with a collection of web3 digital collectibles. Boss Beauties continues to provide the tools, skills, and connections to safely bring the next 1 million women and girls into a web3 world. The report is based on in-depth polling by EPG in countries where web3 is established and rising in popularity.

Gen Z are hungry for more web3 knowledge, the global survey finds. More than half (52%) of Gen Z wish their school had taught them more about web3. Outside the classroom, an even larger proportion – 57% – would like more access to educational resources, such as explainer videos, on the topic. Parents agreed and are eager for their children to learn more about web3 at school, with 45% wishing for more educational resources outside the school walls.

This lack of educational resources is especially worrying as girls have a historical tendency of getting left behind when new technologies emerge.[1] Currently, women account for just 28% of engineering graduates, and only one in five AI professionals. If the gender imbalance in tech persists, this could have knock-on effects on the global economy, given that the World Economic Forum expects 77% of jobs to require digital skills by 2030.

The new study, which encompasses seven countries – US, UK, Brazil, India, Singapore, Nigeria, and UAE – is based on in-depth polling of 3,869 people, of which 1,906 were aged 16-25, and 1,133 were parents or carers over 25.

Lisa Mayer, Founder and CEO of Boss Beauties, said:

“Policymakers, educators, and web3 companies all need to come together and ensure that young people and their parents have the tools and knowledge they need to stay safe and make informed decisions as they navigate this fast-changing digital space.

“If used properly, web3 can allow Gen Z to feel empowered, connect with people around the world, and become the change-makers they want to be. But we know from history that when new technologies emerge, girls get left behind. Web3 will only continue to grow in the years to come, so it is essential we act now to make sure girls are able to understand this technology, preparing them for the future of the workforce and for how the world is changing.

“At Boss Beauties, we will continue to keep our focus on educating, connecting, and mentoring women and girls so they can be everything they want to be. We are reaffirming our mission to bring the next 1 million women and girls into a web3 world by providing new research that can help us, as well as others building in this industry, create the tools and education women and girls need.”

Lila Thomas, Vice-President of Brand and Strategic Partnerships at Boss Beauties, said:

As our research shows, although Gen Z are embracing web3, many are still unaware of the risks that it entails – especially girls. It’s particularly alarming that more than 40% have come across someone pretending to be someone else online.

“Our goal at Boss Beauties is to elevate women and girls by giving them the tools they need to succeed. That starts with being safe online, and it’s why education is a part of everything we do.”

About Boss Beauties

Boss Beauties is on a mission to bring the next 1 million women and girls into a web3 world. We are a web3 media and entertainment brand that inspires and empowers the next generation of women and girls to be everything they want to be through impact programs, content, and consumer products. Backed by Offline Ventures, Serena Ventures, Female Founders Fund, and global advertising agency Wieden+Kennedy, Boss Beauties made history being the first digital collectible on display at the New York Stock Exchange and the United Nations Headquarters in NYC, and has partnered with Barbie, NARS, and more to empower women through collaborations and mentorship activations.

Follow Boss Beauties on Twitter and Instagram, join the Boss Beauties Discord here.

About the research

A total of 3,869 people were surveyed around the world in November and December. Of these, more than half were in the 16-24 Generation Z group. The rest were current or prospective parents, or caregivers, aged 25 and over. The survey was drawn from seven countries around the world where web3 is established and rising in popularity. The responses came from the USA (28%), the UK (23%), followed by Nigeria (18%), Singapore (11%), Brazil (9%), India (6%), and UAE (5%).

[1] – Globally, 69% of men are using the Internet, compared to 63% of women. This means there are 259 million more men than women using Internet in 2022 (The International Telecommunication Union, 2022),

– The proportion of men using Internet is higher than the proportion of women using Internet in two-thirds of countries worldwide. The proportion of women using Internet is 12% lower than the proportion of men using Internet worldwide (International Telecommunication Union, 2017),  

– The proportion of women using Internet globally is 48% compared to 58% of men (International Telecommunication Union, 2019),