Game, Set, Match

We hope you enjoyed attending the Social Impact track at YMS LDN. From hearing about the organisations championing and supporting young people today to understanding what Gen Z want from the brands they buy from, we have no doubt that you’ll be leaving today feeling inspired and motivated.

In this report, we explore five key topics: the representation of gender, LGBTQ+ communities, race, religion, and disability in sports. The following chapter focuses primarily on race representation. We’ll be discussing the worlds of professional and amateur sports, retail, esports, education, and the media, all within the lens of authentically improving representation via social media, marketing, and brand values. We’ll be drawing on insights gathered from quantitative and qualitative research, including contributions from Gen Z focus groups, and interviews with leaders in the industry.