WHY GOLF IS GEN Z’S NEW FAVORITE SPORT
It might be a hot take, but we have the receipts. Here are 8 reasons why we think Gen Z is entering their golf era…
💵 GEN Z ARE CONSTANTLY TRYING TO ACHIEVE THE OLD MONEY AESTHETIC 💵
+56% increase in searches for “old money aesthetic” on Pinterest YoY.
Taking an interest in golf is the next natural progression within their obsession for the aesthetic. As they yearn to obtain the lifestyle and status that comes with old money, adding golf to their lists of interests brings them a step closer to obtaining it.
📺 THE NETFLIXIFICATION EFFECT IS EXPANDING THE VIEWERSHIP DEMOGRAPHIC 📺
14K+ engagements with articles around
“Full Swing”.
Similarly to what we saw with the rise of F1 after Netflix premiered “Drive to Survive”, the golf-focused docuseries “Full Swing” is luring in new fans. This is the sweet spot for Gen Z who haven’t ever played golf or watched it live.
🤝 STREETWEAR & GRANDPACORE ARE
THE PERFECT MATCH 🤝
+18% increase in articles from streetwear focused publications around golf related content.
Continuing the Grandpacore movement of effortless normcore, streetwear brands are embracing this style in their new releases. These brands are collaborating with traditional golf brands, as well as launching specific golf-inspired collections.
🤷 GEN Z LOVE A SENSE OF IRONY 🤷
As soon as someone says a trend, tradition, or sport is dying, Gen Z say “bet”. They are an unpredictable group who’re constantly seeking the quirky and edgy instead of solely buying into what they’re currently being marketed.
🏌️♂️ GOLF SIMULATORS HAVE BECOME
MORE ACCESSIBLE 🏌️♂️
+42% increases in searches for “Topgolf near me” over the past year.
Gen Z’s exposure is increasing with the prevalence of Topgolf locations. Driving range simulators are also becoming a standard amenity for large apartment complexes, furthering their access to the game.
👀 THE INDUSTRY HAS BEEN SERVING
SOME HOT TEA 👀
16M+ viewers tuned into the 2023 Masters, garnering the highest numbers in five years.
After the initial drama with the introduction of LIV Golf, Gen Z are staying tuned to find out how the movements unfold. This year, the Masters allowed players who played in LIV to participate for the first time, adding some extra spice.
🙌 THE SPORT IS GAINING MORE REPRESENTATION 🙌
#GolfGirls is in the top 20%
of trending hashtags on TikTok.
The barriers and stereotypes golf has previously held are being broken down one step at a time. Players and business are making moves to welcome more women and POC into the sport through education and access to facilities.
⛳ CELEBRITIES ARE VALIDATING THIS EMERGING OBSESSION ⛳
6.2M+ views on Kim Kardashian’s TikTok of her and Kylie playing a golf simulation.
As they see celebrities take an interest in golf, and golf-related items (e.g. fashion) they feel satisfaction in being a step ahead. With more celebrities engaging with the sport, Gen Z’s ties will only strengthen over time.
Source: Brandwatch | Pinterest Trends | Buzzsumo | TrendPop | Google Trends | CBS
