The sports industry prioritizes inclusion-specific promotions and programs
Trend - Whether in ethnic diversity or women’s and LGBTQ+ rights, the sports industry is adapting to changing consumer expectations for standards of inclusion by creating programs and promotions that promote equality. These emerging offerings speak to the industry’s growing desire to better reflect and cater to their audience.
Insight - North American consumers in particular have the expectation that brands meet their expectations when it comes to inclusion and the promotion of human rights. Now that individuals are more open about aspects of their identity like gender, sexuality, and/or ethnicity, they require that brands are able to reflect their preferences, rather than the preferences of a select few. Additionally, today’s consumer is more educated on various social causes, and as a result expect that even the most traditional industries are adapting to their more evolved perspectives on social issues.
Insight - North American consumers in particular have the expectation that brands meet their expectations when it comes to inclusion and the promotion of human rights. Now that individuals are more open about aspects of their identity like gender, sexuality, and/or ethnicity, they require that brands are able to reflect their preferences, rather than the preferences of a select few. Additionally, today’s consumer is more educated on various social causes, and as a result expect that even the most traditional industries are adapting to their more evolved perspectives on social issues.
Workshop Question - What are some customer-facing and internal programs that your brand could create to prioritize diversity?
Trend Themes
1. Inclusion Marketing - The sports industry is prioritizing inclusion-specific promotions and programs to better reflect and cater to their audience.
2. Empowering Diversity - Brands and organizations are promoting and empowering diverse communities in sports through supporting various campaigns and initiatives.
3. Accessibility Advocacy - Brands are pushing for more inclusive and accessible futures in sports for young athletes facing social and economic barriers.
Industry Implications
1. Marketing - Marketing professionals can explore inclusive marketing strategies to cater to their audience's expectations of standards of inclusion.
2. Sports and Recreation - Professionals in sports and recreation can initiate campaigns and initiatives to promote and empower diversity and advocate for accessibility in sports.
3. Sports Equipment and Gear Manufacturing - Manufacturers of sports equipment and gear can design and create products that cater to diverse communities and promote inclusion in sports.
