Think Forward 2023: Sports Edition

One of the major focuses for us as an agency is to dive into arguably the biggest crisis facing sport. Why do the next generations coming through seem to be switching off from sport? So we’ve taken a closer look some of the evolving trends within Gen Z culture, so that we can start to decode, translate and understand what is really going on. What we’ve found is that when you dig deeper, you start to uncover some really interesting cultural advancements.