What are the marco trends that are going to have the biggest impact in 2024?

Research and insights consultancy McCrindle have released the trends they see as most impacting the world around us in 2024 and beyond.

I've taken these eight trends, and looked at them through the lens of how they might impact the sport and membership association sectors. The eight trends are:

Real Environment 🌲

This describes the opportunity to take environmental conversations beyond buzzwords (think climate change, coastal erosion) to engaging people in tangible ways on issues that impact their day to day - like air pollution or health of waterways and oceans.

There is an opportunity for sport governing bodies to engage their members in practical ways to demonstrate a commitment to the environment - from sustainability of mountain bike trails, to water efficiency in aquatic centers to protection of sand dunes at surf lifesaving clubs - sport typically takes place in the natural environment or in venues that use natural resources.

Community redefined 🫂

There is a growing percentage of the population that feel a sense of isolation and lonelines. While people are finding new ways to engage online, sport provides real human connection. Sport needs to capitalise on this as a competitive advantage as a way to support the wellbeing of our community.

Small business nation 💻

An incredible 88% of Australian businesses employ four people or fewer, and 86% of Gen Z want to work in something they have started themselves. This potentially presents new opportunities but also increased competition for how sport is delivered. Delivery models of sport will potentially become more fragmented and will require sport to think innovatively about how to engage with private operators in conjunction with traditional club delivery systems.

The growth reckoning 🛣️

This trend describes a re-evaluation of societal values and economic priorities, addressing the benefits and challenges of population growth. While growth presents opportunities for sport to attract new members, it also presents challenges with sporting infrastructure bottlenecks and under-supply.

Continued advocacy to ensure the adequate supply of public open space, playing fields and suitable venues needs to be at the forefront of planning for the industry.

Superiofficey 🏢

This trend looks at the complexities for workplaces navigating hybrid, remote and traditional office routines. McCrindle research found that 59% of workers have a sneaking suspicion that those working in the workplace get better opportunities than those working from home.

Sport governing bodies face a challenge in attracting and retaining skilled employees, with a 2022 Remuneration and Benefits report by SportWest highlighted a decrease in the length of service in the industry with 58% of employees in the industry having only 1-2 years experience. Sporting organisations need to consider the right balance to improve attractiveness for employees.

AI Acceleration 🤖

The use of AI is only accelerating and like the introduction of the internet 35 years ago, it is soon going to be ingrained as an essential part of our lives. As an industry, sport can’t afford to be a laggard. Whether its improving business processes in the office, improving talent ID in high performance, or improving the user experience, sport needs to innovate with AI at the heart of future change.

Grandparent economy 🦳

This trend talks to the increasing role of Baby Boomers providing increased support (financial or other) for younger generations, including Gen Z. What opportunities does this present sport? Does this open up an avenue to engage with older Australians either as a participant or volunteer? 

Alpha impact 👧

Generation Alpha describes those born between 2010 and 2024, with this generation soon to become not only the largest but also the most formally educated and technologically and globally connected. With the oldest Gen Alpha’s turning 14 this year, the ability to counter the drop-off many sports experience at this age, keeping them engaged and / or re-engaging once they progress into their early adult years is a massive opportunity that can’t be overlooked.

Summary

It feels like we are at the cusp of some pivotal changes - things are moving rapidly and their is a lot of uncertainty. Taking time to reflect on how these trends and others might impact you should be a regular part of your organisations discussions. 

You can find the link to the original article by McCrindle https://mccrindle.com.au/article/the-trends-of-2024/