New Parity data illustrates the power of Gen Z spending in women’s sports – The GIST

Report on Gen Z Consumer Behavior and its Impact on Sustainable Development Goals in Women’s Sports

Executive Summary

A recent survey of 2,400 U.S. Gen Z adults, conducted by Parity, provides critical data on consumer perspectives and purchasing behaviors related to women’s sports. The findings indicate that Gen Z’s values-driven consumption presents a significant opportunity for brands to advance the United Nations Sustainable Development Goals (SDGs). This generation’s support for female athletes and their sponsors directly aligns with SDG 5 (Gender Equality), SDG 8 (Decent Work and Economic Growth), and SDG 10 (Reduced Inequalities). The report outlines these findings and offers strategic recommendations for forming partnerships that foster sustainable and equitable growth in the sports industry, in line with SDG 17 (Partnerships for the Goals).

Analysis of Survey Findings and Alignment with SDGs

Gen Z as a Catalyst for SDG 5: Gender Equality

The data reveals that Gen Z, whose members were born between the founding of the WNBA (1997) and the NWSL (2013), is a “women’s sports generation.” Their engagement and purchasing decisions actively contribute to achieving gender equality and empowering women and girls in the athletic sphere.

• Brand Awareness and Trust: Gen Z demonstrated the highest awareness rates for sponsors of women’s sports in six out of ten surveyed brand categories.
• Sponsorship Impact: They are 25% more likely than older generations to trust brands based on their sponsorship of women’s sports.
• Consumer Pride and Support: They are twice as likely to state that a brand’s support for women’s sports makes them proud to purchase from that company, directly linking consumerism to the advancement of SDG 5.

Driving SDG 8 and SDG 10: Decent Work, Economic Growth, and Reduced Inequalities

Endorsements from female athletes significantly influence Gen Z’s purchasing decisions, creating viable economic opportunities that promote decent work for women in sports and help reduce long-standing gender-based pay inequalities within the industry.

• Athlete Credibility: Half of all Gen Z respondents trust that female athletes genuinely believe in the products they promote, a higher percentage than any other generation.
• Purchase Conversion: 35% of Gen Z consumers state that a female athlete’s sponsorship makes them more likely to purchase a product.
• Emotional Connection: This cycle of awareness, trust, and conversion provides a powerful mechanism for brands to tap into, fostering economic growth for female athletes and contributing to the goals of SDG 8 and SDG 10.

Economic Implications and Alignment with Sustainable Growth

Gen Z’s Economic Influence and Contribution to SDG 12: Responsible Consumption

The economic power of Gen Z is substantial and growing. Their spending habits are uniquely aligned with their values, reflecting a commitment to responsible consumption and production patterns that support social and environmental progress.

1. Demographic and Economic Power: Gen Z currently comprises 20% of the U.S. population and is on pace to become the wealthiest generation in history.
2. Values-Aligned Spending: A clear synergy exists between Gen Z’s values and the ethos of women’s sports, leading them to support brands that champion gender equality. This behavior exemplifies SDG 12 by using purchasing power to advocate for social equity.
3. Investment in Sports: Gen Z’s spending on sports is second only to millennials, with many in the generation reporting that such expenditures make them feel more connected.

Strategic Recommendations for Sustainable Partnerships (SDG 17)

Actionable Strategies for Brand Engagement

To effectively engage Gen Z and contribute to the SDGs, brands should pursue authentic, collaborative partnerships with female athletes. This approach aligns with SDG 17, which emphasizes the importance of collaboration to achieve sustainable development.

1. Co-Design Products with Female Athletes: The survey identified product co-design with athletes as the most effective strategy to engage Gen Z. This practice empowers athletes as business partners, directly supporting their economic well-being (SDG 8) and promoting gender equality (SDG 5).
2. Utilize Digital-Native Marketing: As the first digitally native generation, Gen Z is 56% more likely than other generations to prefer engagement through social media contests and giveaways.
3. Foster Authentic Athlete Partnerships: The report concludes that partnering directly with engaging female athletes at all levels, including collegiate (NCAA), is the most effective way to reach this demographic. These authentic partnerships build trust and demonstrate a tangible commitment to reducing inequalities within the sports industry.

Analysis of Sustainable Development Goals in the Article

1. Which SDGs are addressed or connected to the issues highlighted in the article?

• SDG 5: Gender Equality

  The article’s central theme is the growing support and economic viability of women’s sports. It highlights how Gen Z’s positive attitudes are creating a strong business case for investing in women athletes and leagues like the WNBA and NWSL. This directly contributes to achieving gender equality by challenging stereotypes, increasing the visibility of women in a traditionally male-dominated field, and promoting their economic empowerment.

• SDG 8: Decent Work and Economic Growth

  The article discusses the significant economic impact of Gen Z, describing them as a generation “on pace to be the richest… in history” whose “spending already outpaces other generations at similar ages.” By linking this economic power to women’s sports, the article makes a case for the industry’s growth. Increased sponsorships and brand partnerships, as advocated, create decent work and sustainable economic opportunities for women athletes, contributing to overall economic growth.

• SDG 10: Reduced Inequalities

  By focusing on the need for and benefits of investing in women’s sports, the article implicitly addresses the historical inequality in pay, media coverage, and sponsorship opportunities between male and female athletes. The data presented by Parity serves as a tool to persuade brands to allocate resources more equitably, thereby helping to reduce economic inequalities within the sports industry.

• SDG 17: Partnerships for the Goals

  The article is built around the concept of partnerships. It describes the collaboration between a research organization (Parity), private sector companies (brands/sponsors), and individual athletes (e.g., “New Balance learned partnering with Coco Gauff and Cameron Brink”). These multi-stakeholder partnerships are presented as the most effective strategy to “genuinely reach this generation” and drive the growth of women’s sports, embodying the collaborative spirit of SDG 17.

2. What specific targets under those SDGs can be identified based on the article’s content?

• Target 5.5: Ensure women’s full and effective participation and equal opportunities for leadership at all levels of decision-making in political, economic and public life.

  The article promotes the increased economic participation of women in the public sphere of professional sports. The sponsorships and brand deals discussed provide women athletes with greater financial independence and a more prominent public platform, which are forms of economic participation and influence.

• Target 8.5: By 2030, achieve full and productive employment and decent work for all women and men… and equal pay for work of equal value.

  The article advocates for creating more and better-paying opportunities for women athletes through sponsorships. It highlights that “partnering directly with engaging women athletes is the most effective way” for brands to succeed. This push for investment directly supports the creation of decent work for women in sports, helping to close the significant pay gap that exists with their male counterparts.

• Target 10.2: By 2030, empower and promote the social, economic and political inclusion of all, irrespective of age, sex… or other status.

  The core message of the article is the economic empowerment and inclusion of women in the sports industry. By providing data that shows “Gen Z consumers are paying attention to women’s sports sponsors” and are more likely to buy from them, the article encourages corporate actions that lead to greater economic inclusion for female athletes, reducing the financial disparity based on sex.

• Target 17.17: Encourage and promote effective public, public-private and civil society partnerships…

  The article explicitly showcases the value of private-sector partnerships. It details how brands can partner with women athletes and cites the success of “New Balance… partnering with Coco Gauff and Cameron Brink.” The entire report from Parity is an example of a civil society/private organization providing data to encourage these effective partnerships for mutual benefit and social progress.

3. Are there any indicators mentioned or implied in the article that can be used to measure progress towards the identified targets?

• Consumer Awareness and Behavior Metrics

  The article provides specific data points that can serve as indicators. For instance, the fact that Gen Z “notched the highest awareness rates for six of 10 brand categories surveyed” that sponsor women’s sports is a direct measure of the effectiveness of these sponsorships. Another indicator is the purchase conversion rate, as “35% [of Gen Z] say sponsorships make them more likely to purchase.” These metrics can track progress in the economic viability of women’s sports.

• Level of Trust in Athlete Endorsements

  Progress can be measured by tracking consumer trust. The article states, “Half of Gen Z respondents trust that athletes believe in products they promote,” a figure that “outperform[s] all other generations.” This metric serves as an indicator of the social and economic capital of women athletes and their power to influence markets, which is a key aspect of their empowerment (Target 10.2).

• Economic Investment and Spending

  The article implies that the volume and value of sponsorships and partnerships are key indicators. It points to the economic power of Gen Z, whose “spending already outpaces other generations at similar ages,” as a reason for brands to invest. Tracking the growth in sponsorship deals for women athletes, such as the “NIL deal platform” mentioned for NCAA athletes, would be a clear indicator of progress towards decent work and economic growth (Target 8.5).

4. Summary Table of SDGs, Targets, and Indicators

Source: thegistsports.com