Category
Lifestyle
Barista Bottling
Trend cluster
Social Good
Sporting
Activists use the momentum of sport events to bolster philanthropic causes.
Category
5.4
Trend score
Trend
What is the Social Good Sporting trend?
Social Good Sporting: International sporting events like the World Cup and Olympics garner the attention of consumers in a passionate way, which is being utilized by activists as a means to convey social good endeavors. This form of marketing piggybacking relates to consumers in terms of familiarity, opening channels to introduce new messages.
Trend themes
Themes within the Social Good Sporting trend
Three behaviours holding the trend together01
Sporting for Social Good
Activists are utilizing the attention garnered by international sporting events to convey social good endeavors.
02
Activism-Oriented Promotions
Promotions like Google Doodles and Coca-Cola's World Cup soccer ball giveaway are showing solidarity with philanthropic and social justice causes.
03
Sustainable Use of Sports Spaces
Casa Futebol's stadium housing complex and Botafogo's inverted jerseys are ideas that encourage sustainable use of sports arenas and integrative solutions against bigotry in sports.
Industry implications
What the Social Good Sporting trend means for industry
Where the trend changes the playbookFor
Sports
Engaging with social issues alongside sports can be a way to build partnerships and encourage more active participation with audiences.
For
Philanthropy
Incorporating charity into products and services can have a stronger marketing impact and improve corporate social responsibility.
For
Architecture and Real Estate
Creative solutions for repurposing sports facilities like Casa Futebol can provide housing while incorporating sustainable designs.
Trend signals
Trend signals for Social Good Sporting
Trend score 5.4 out of 10, from popularity 87%, activity 66%, freshness 8%.
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Social Good Sporting trend
6 featured examples from Feb 11 to Jul 21, 2014Stadium Housing Complexes
Casa Futebol Turns Unused Soccer Arenas into Low-Income Homes
Architecture firms can take advantage of the trend of stadium-to-housing conversions to offer innovative and sustainable housing solutions for clients.
CategoryEcoCharitable Soccer Balls
Designers Reinterpret the World Cup 2014 Ball to Benefit Brazil's Youth
Fashion designers and brands create unique designs for charitable causes.
CategorySocial GoodSocial Justice Search Designs
The Olympic Google Doodle Takes Aim at Russian Anti-Gay Laws
Opportunities for tech companies to use their platforms and designs to support social justice causes and take a stance against discrimination, as Google did with the Olympic Googl…
CategorySpecialActivity-Encouraging Promotions
Coca-Cola Will Give Away Soccer Balls for This World Cup Promotion
Beverage companies can leverage major sporting events to promote their products, build brand loyalty, and drive sales.
CategoryLifestyleSubtly Inverted Soccer Jerseys
Botafogo's Inverted Jersey Takes a Stance Against Racism in Sports
Opportunity for sports apparel brands to address social issues through their products, and become a voice for social change.
CategoryLifestyle
Philanthropic Hockey Contracts
A One-Day Hockey Contract Was Given to a Sick San Jose Sharks Fan
Sports teams and leagues can use philanthropic contracts to engage with fans and support good causes while boosting their own brand image.
CategoryLifestyle
