How is Gen Z shaping the future of golf?

Born between the late 1990s and early 2010s, Generation Z are the second-youngest generation.  

This is the generation that has grown up in the digital age, with access to the internet and technology their whole lives. They prioritise mental health and personal wellbeing and are not scared to set clear boundaries when it comes to things like pay and work-life balance. And they’re strong advocates for equality and inclusion.

(I know this is a very sweeping stereotype and of course won’t apply to everyone in their teens and early to mid 20s. But it does seem to be typically true for a lot of this generation, at least.)

Those attributes often mean Gen Z’ers get a lot of slack; too soft, too woke, not enough “hard” skills. But as a lot of them start their professional careers, they’re bringing with it new perspectives and forcing change across a lot of industries.

And golf is no exception

Here’s how the so-called Zoomers are shaping the future of golf …

Digital engagement and social media influencers

Gen Z has grown up in the digital age, and they're leveraging technology to engage with golf in new ways, from simulator screens to social media.

Golf influencers have also become a powerful force in the game, with Gen Z’ers increasingly using platforms like Instagram, TikTok, and YouTube to showcase their skills, share tips, and build communities around golf, including women's golf.

I have two trains of thoughts on influencers, though.

The optimist in me likes to believe that as more young women achieve success in golf and become visible role models, they're inspiring the next generation of female golfers. These role models are essential for driving interest and participation in the women's game, especially among these younger generations.

They also often portray an image which is a far departure from what we’ve come to think of as a conventional golfer. And I think that can only be positive in modernising golf and attracting new people to the game.

However … I can’t help but wonder how much of the content we seem from influencers is actually in the best interest of the women’s game. For a start, how many of their followers are female?

This is a topic I am really torn on and one I could talk a lot about – so it’s definitely one for another day. But whatever I think, the rise in golf influencers is proving that these individuals are more than just popular figures. They’re ambassadors for the game and they’re driving change in the sport.

Inclusivity and diversity

Gen Z is arguably more focused on inclusivity and diversity than previous generations. This mindset is leading to a greater emphasis on making golf more accessible to people of all backgrounds, genders, and abilities.

Significant efforts are obviously already being made by governing bodies to increase female participation at all levels of golf. And this push for inclusivity from Gen Z will hopefully only fuel that further.

Advocacy for gender equality

Gen Z is known for its activism and advocacy for social causes, including gender equality.

This generation is pushing for equal opportunities and representation for women in all areas of society, and that extends to sport and golf. They're challenging outdated stereotypes and working to dismantle barriers that have traditionally limited women's participation.

Changing attitudes towards tradition

While golf has a reputation for being traditional and conservative, Gen Z is challenging these norms.

They're more open to innovation and experimentation, which is leading to changes in how golf is played, perceived, and marketed.

Women's golf is benefiting from this shift as new formats, events, and initiatives are introduced to attract a younger and more diverse audience.

Gen Z is shaping the future of golf by bringing a new dynamic energy to the game. As they enter the industry, they bring fresh perspectives, digital innovations, and a commitment to inclusivity and equality.

What do you think? I'd love to hear your options. Email me at [email protected] and in the meantime, read more of my opinion articles just like this one here >