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The 2024 Summer Olympics in Paris present a unique opportunity to explore Gen Z's perspectives on this global event.
We conducted research to explore various aspects of how this influential generation engages with the Olympics. From fashion and social impact to memorable moments and future trends, we uncovered invaluable data for building efficacious campaigns targeted at Gen Z. By examining these insights, marketers, teams, and brands can tailor their marketing and communications strategies to resonate with Gen Z, ensuring meaningful connections and sustained engagement.
Let's explore the key areas where the Olympics influence Gen Z and what this means for marketing and brand engagement.
We surveyed individuals aged 13 to 27 to understand Gen Z's perspective on this year's Summer Olympics in Paris.
Our survey included respondents across the United States and various demographics. Among the participants, the gender distribution was diverse: 53.4% were male, 43.6% were female, 0.3% were transgender, and 1.0% identified as non-binary or non-conforming . Additionally, 1.8% preferred not to disclose their gender.
Overall, the survey captures a diverse audience across different genders, ages, and locations, providing a well-rounded perspective on Gen Z's attitudes toward the Olympics. These insights further explore how businesses and brands can effectively reach this audience.
Exploring Gen Z's take on the Summer 2024 Olympics is particularly compelling given the generation's substantial interest in sports. A significant 71.2% of Gen Z respondents identify as sports fans, highlighting a strong potential for engagement with the upcoming Games.
Our survey on Gen Z's engagement with the 2024 Summer Olympics revealed a range of interest levels.
Among the respondents, 17.5% expressed being very interested in the Summer Olympics. One participant noted,
“The Olympics provide a platform for a celebration of athleticism, and this will bring people together to socialize.”
A combined 42.8% of respondents expressed high or moderate interest in the Olympics, indicating a potential audience for Olympic-related marketing campaigns.
A significant portion (17.8%) of respondents were unaware of the Olympics, highlighting a need for increased awareness campaigns.
These varied responses underscore the different levels of awareness and enthusiasm for the Olympics within the Gen Z audience.
Understanding Gen Z’s perspectives and preferences not only sheds light on their unique interests but also offers valuable insights for brands and marketers. By aligning communications and marketing strategies with this influential generation's preferences, businesses can effectively connect with them during high-profile events like the Olympics, ensuring greater relevance and impact.
As digital natives, Gen Z is deeply integrated into the online world, with 59.4% of our respondents reporting that they use social media in their spare time. Social media plays a significant role in the Olympic viewing experience, providing a more immersive experience with live commentary, athlete interactions, and instant replays (30.0%).
Our data highlights the importance of digital engagement, as a significant portion of Gen Z prefers consuming Olympic content through social media and streaming platforms. This indicates that marketers should focus on creating dynamic, shareable content tailored for various prevalent channels.
Gen Z typically consumes Olympic news and updates through social media (59.6%), TV/streaming (25.1%), and sports websites (12.0%). A small portion (3.4%) use other sources. Platforms frequently mentioned for consuming Olympic content include ESPN, Instagram, TikTok, YouTube, and various news channels.
The enthusiasm for live streaming and behind-the-scenes content suggests that brands should invest in real-time engagement strategies to capture Gen Z's `ttention. By producing content not only suitable for television, businesses can connect with social media platforms to boost engagement before, during, and after the events to explore various aspects of the Olympics, teams, specific athletes and highlights, and more.
Additionally, 37.6% of Gen Z follow Olympic athletes on social media, while 62.4% do not. In our survey, respondents mentioned a diverse array of Olympic and sports stars they follow on social media.
Prominent among them is Simone Biles, who appears as a favorite for multiple participants, reflecting her broad appeal and influence. Other frequently mentioned athletes include LeBron James, a well-known basketball player, and Usain Bolt, renowned for his sprinting prowess. Michael Phelps and Katie Ledecky are also highlighted, showcasing the continued admiration for their swimming achievements.
With these high profile players garnering audiences of their own, it is significant to produce content, products, brand partnerships, and communication strategies tailored to these athletes and their relevant audiences. By putting your marketing strategies in alignment with these competitors and their already engaged audience, brands can create effective relationships and awareness within the Gen Z audience.
Additional names include Cristiano Ronaldo, representing the world of soccer, and Lindsey Vonn, celebrated for her skiing career. Other notable mentions are Naomi Osaka, Kevin Durant, and Steph Curry, as well as emerging figures like Spencer Lee in wrestling and lesser-known athletes such as Ian Gunther and Koi Young.
This variety underscores the wide range of sports interests among the participants, highlighting the potential for brand partnerships and the creation of relevant, engaging content. It also emphasizes the opportunity to build authentic connections with Gen Z. By tapping into these diverse interests, brands can develop targeted campaigns that resonate more deeply with this influential generation.
Our survey examined Gen Z's likelihood of watching the Paris 2024 Olympic and Paralympic Games.
Regarding attendance in person, 9.7% are very likely, 12.1% are fairly likely, 9.3% are neither likely nor unlikely, 8.0% are fairly unlikely, and 47.8% are very unlikely, while 13.1% don't know. While the in-person attendance of the Paris 2024 Games may be limited among Gen Z, the enthusiasm for viewing the events on digital platforms is evident.
When it comes to watching the games on television or devices, 31.6% are very likely, 16.7% are fairly likely, 13.5% are neither likely nor unlikely, 8.0% are fairly unlikely, 20.5% are very unlikely, and 9.7% don't know. This data highlights a higher inclination among Gen Z to watch the games on screens rather than attend in person.
When asked about the most important aspects of the Olympics, Gen Z respondents highlighted sportsmanship (39.0%), competition (34.0%), global unity (13.5%), and cultural exchange (10.4%). These values reflect Gen Z's broader ethos of fairness, excellence, and inclusivity. Brands looking to engage with this demographic should focus on campaigns that emphasize these themes.
With 64.6% of Gen Z believing that Olympic broadcasts should include more behind-the-scenes content to enhance viewer engagement, social media is the key platform for Olympics content. Highlighting stories of athletes who embody sportsmanship, promoting the competitive spirit in a positive light, and showcasing moments of global unity and cultural exchange can create compelling narratives.
By producing digestible content relevant to today’s youth, and not solely for the purpose of in-person attendance, marketers can effectively engage this demographic in various ways. Additionally, brands who align their messaging with these core values can build authentic connections with Gen Z, fostering loyalty and enhancing the overall impact of their marketing efforts.
Access to live streaming is considered very important by 20.1% and somewhat important by 43.2%. Regarding preferences for watching live versus recorded Olympic events, 46.0% prefer live events, 20.9% prefer recorded events, and 33.1% enjoy both. This trend highlights the importance for broadcasters and sponsors to focus on enhancing digital and live streaming experiences to effectively reach and engage with this audience.
Again, by aligning with Gen Z's viewing preferences and offering dynamic online content, stakeholders can maximize their connection with this pivotal demographic during the Olympic Games.
A significant majority (70.2%) believe the Olympics are still relevant to today's youth, citing inspiration, unity, and the promotion of healthy lifestyles as key reasons. This belief underscores the imperative for brands to engage with this demographic through authentic connections and products. By leveraging athletes and Gen Z themselves to create user-generated content, brands can foster a "you can be like them" narrative that resonates deeply with this audience.
In contrast, those who believe the Olympics are not relevant (29.8%) pointed to the rise of alternative interests like video games and a general lack of engagement with sports. To capture the attention of this segment, integrating Olympic content into digital platforms is essential. This could include incorporating Olympic-themed characters, items, or exclusive game content, thereby engaging these audiences who might otherwise feel disconnected from the traditional aspects of the Olympics.
Opinions on the commercialization of the Olympics are varied among Gen Z, with 37.4% viewing it positively, 16.0% negatively, and 46.5% feeling neutral. This divide highlights the challenge for brands in maintaining authenticity while capitalizing on the commercial opportunities the Games present.
The key lies in balancing the commercialization with genuine support for the athletes and the spirit of the event. Brands that can successfully integrate meaningful messages and authentic storytelling into their marketing strategies are likely to resonate more deeply with Gen Z.
This generation values transparency and sincerity, so efforts to balance commercial interests with the core values of the Olympics, such as sportsmanship and global unity, can enhance brand credibility and foster stronger connections.
The Olympics serve as a powerful platform for engaging Gen Z, a generation known for its distinct interests and digital savviness. By tapping into Olympic trends in fashion, social impact, and memorable moments, brands can create authentic connections and drive engagement.
Understanding how Gen Z interacts with and is influenced by the Olympics offers valuable insights for marketers aiming to capture their attention and loyalty.
This section explores how leveraging these trends can help brands align their strategies with Gen Z's preferences, creating impactful and resonant campaigns.
The Olympics exert a notable impact on fashion trends and personal sneaker styles, offering valuable insights for marketers, teams, and brands. Respondents highlighted several aspects of this influence: 20.3% cited the direct impact of athletes' uniforms, while 21.5% pointed to global exposure to diverse cultures as a significant factor.
Additionally, 18.3% noted the rise in popularity of athleisure wear, reflecting the Games' effect on casual fashion. In the realm of sneaker trends, Olympic athletes frequently become style icons, as indicated by 27.7% , and limited edition Olympic-themed sneakers often generate considerable hype, with 19.7% acknowledging this trend.
For marketers, this data underscores the importance of focusing on campaigns with cultural significance and engaging this generation through special releases on social media to garner hype. Collaborations with athletes for behind-the-scenes content showcasing them wearing branded gear can create authentic connections with Gen Z. By aligning their strategies with these trends, brands can effectively tap into the influence of the Olympics to drive engagement and sales.
The inclusion of breakdancing as an Olympic sport has sparked notable excitement among respondents, with 20.0% expressing enthusiasm for its mainstream recognition, 23.0% looking forward to new inspiration for dancers, and 20.0% valuing the showcase of athleticism and artistry. However, there are concerns about the potential commercialization and dilution of authentic breakdancing culture, as mentioned by 20.9% .
Furthermore, 70.7% believe the Olympics can serve as a platform for social change, emphasizing its role in promoting visibility for causes, peace, and unity.
Diversity and inclusion are considered very important by 45.1% and somewhat important by 36.1%, reflecting the Games' potential to foster cultural awareness and acceptance.
“Olympics could be used to [...] promote cultural diversity [...and] can also be used to spread cultural awareness.”
“Seeing people of all races and with all different backgrounds can teach people that it doesn't matter what you look like or where you came from.”
The emphasis on diversity and inclusion underscores the need for campaigns that reflect these values, resonating with Gen Z's social consciousness. Furthermore, the potential for social change and cultural exchange through the Olympics points to opportunities for brands to align with causes and narratives that matter to this generation.
Grasping onto cultural content can also be key for Gen Z to engage with. For example, by exploring the culture of the athletes, as well as their engagement with the culture of the location where the Olympics is being held, brands can engage with campaigns for local foods, drinks, fashion, tourism, and hospitality, boosting overall awareness and sales.
By targeting campaigns to meet Gen Z where they consume media, and emphasizing education on key issues, marketers can build authentic connections and drive meaningful engagement.
When reflecting on their favorite Olympic moments, respondents frequently mentioned Usain Bolt's world records (32.2%), Michael Phelps' historic medal count (12.1%), and Simone Biles' dominance in gymnastics (14.6%).
Looking ahead, 71.5% believe the United States will dominate the upcoming Summer Olympics.These insights reveal that iconic moments and national pride continue to resonate with Gen Z, suggesting that marketers should leverage these elements in their strategies.
By creating content that highlights both the thrilling moments and the athletes behind them, brands can capture the imagination of this generation and foster a deeper connection to the Olympics.
Understanding what Gen Z wants to see in Olympics content is crucial for brands, broadcasters, and marketers aiming to capture the attention of this influential demographic. Our insights uncovered a few factors which resonate with Gen Z when it comes to producing content which will be enjoyable and valuable.
Not only is the curation of the content a factor, but the use of streaming platforms and social media is imperative for building connections with this diverse audience. This generation's preferences are shaped by their digital-native upbringing and desire for authenticity, engagement, and relatability.
By identifying the types of content that resonate with Gen Z, such as behind-the-scenes footage, athlete stories, and interactive digital experiences, stakeholders will benefit from creating compelling and relevant Olympics content that not only captures their interest but also fosters deeper connections and sustained engagement.
To make the Olympics more appealing to young people, respondents suggested focusing more on urban and extreme sports (22.8%), shorter events (20.3%), increased use of technology and social media (18.6%), and emphasizing athlete stories and personalities (24.1%). Additionally, 71.6% believe the Olympics should continue to be held in different cities to promote global diversity and cultural exchange.
A zero-tolerance policy for performance-enhancing drugs is supported by 33.6%, with others advocating for stricter testing and penalties (22.1%) and education and prevention programs (20.0%).
The vast majority (84.7%) believe Olympic athletes should be paid for their participation.
In conclusion, our survey underscores that Gen Z's engagement with the Olympics is driven by a blend of inspiration, entertainment, and national pride. With 38.3% seeking motivation and 23.3% drawn to the excitement of the Games, it is clear that the Olympics continue to capture the imagination of this generation. The desire for a sense of unity, as indicated by 14.1% of respondents, further highlights the Games' role in fostering collective national spirit.
These insights reveal the need for brands, media, and organizers to align their strategies with Gen Z's evolving interests to ensure continued relevance and connection with this influential demographic.
**Disclaimer: All research has been carried out by Copper. Please cite properly when referencing our data.**
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