New data on Gen Z teens underscores the generation’s appreciation for athlete advocacy around social issues

The GIST: The Robert Wood Johnson Foundation released a national study involving Gen Z teens yesterday, highlighting that sports and athletes heavily influence how teens perceive societal issues.

• This dovetails with recent Parity research on Gen Z’s deep trust in women athletes — important synergy as brands develop athlete-driven, socially conscious campaigns. Let’s look at the numbers.

The findings: In the study, 77% of respondents said sports are a good way to learn about problems affecting society, with 71% of respondents recalling past anti-racism efforts in sports. Of these respondents, 77% took action after seeing such efforts.

• Additionally, 80% of respondents supported athletes, coaches, and teams talking about issues affecting people, and 78% supported athletes discussing racism and discrimination.

The context: Women athletes have historically called attention to social issues spanning sports and fanbases, especially in the WNBA and NWSL communities. The W drove important conversations around racism in 2020, and league vet Brianna Turner made headlines this week for speaking out against the IOC’s new policy banning trans athlete participation.

Looking ahead: While brands have partnered with vocal athletes for campaigns rooted in their identity, such as NWSL icon Megan Rapinoe, this new data illustrates a clear opportunity around mission-driven campaigns aimed at growing Gen Z fanbases. Athletes clearly have a role in shaping public opinion, and Gen Z women athletes have excelled at this organically.

• Naomi Osaka — who was dubbed the generation’s most popular athlete in a recent American survey — may be the most prominent example: Her sponsors have supported her mental health discussions, and formula brand Bobbie used her platform and visibility to campaign for federalized paid maternity leave. Always holding court.