Study highlights sport’s problem in attracting future fandom

Susanna Coletta, a student at the University of Lugano in Switzerland, has written an in-depth study that investigates intergenerational consumer behaviour – and focuses on the engagement of the so-called Generation Z or iGeneration, who were born between 1997 and 2021. 
This group is estimated to earn 27% of all global income by 2031, and their interest levels and spending habits will …Keep reading