Gen Z is often described as distracted or disengaged. But new research suggests something very different: Young people are paying attention. They are paying close attention, in fact, to sports, gaming and the social issues shaping their world.

Two recent national studies, one from the Robert Wood Johnson Foundation and another from Parity, point to the same conclusion: Sports culture is one of the most powerful entry points for engaging the next generation on the issues they care about most. And within that ecosystem, one group of voices stands out for their credibility and influence: women athletes.

Together, the findings outline a road map for how leagues, brands, and media organizations can connect with Gen Z in ways that feel authentic and meaningful.

Sports are a gateway to the issues Gen Z cares about

The Robert Wood Johnson Foundation’s research makes something clear: Sports are deeply embedded in Gen Z life, not just as entertainment but also as a source of identity, belonging and community.

Seventy-seven percent of teens say sports are a good way to learn about problems affecting society. Eighty percent support athletes, coaches and teams speaking about issues that affect people. And 78% support athletes speaking specifically about racism and discrimination.

Importantly, this engagement isn’t passive. Seventy-one percent of teens recall seeing anti-racism efforts in sports, and among those who did, 77% took action as a result.

The issues young people care about most (mental health, bullying, racism, discrimination and homelessness) are not abstract policy conversations to them. They are........

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