The Rise of Badminton Amongst Generation Z: A New Era for an Age-Old Sport
Badminton, long cherished for its accessibility and social appeal, is witnessing a significant surge in popularity among Generation Z. With its high participation rate of 73% amongst engagers, badminton has secured its place as the fifth-largest participation sport in the UK, comfortably ranking within the top 20 sports by overall engagement. But what’s particularly noteworthy is the sport’s increasing traction with younger audiences, particularly Gen Z (ages 18–24), who are reshaping the landscape of badminton in a way that could define its future.
A Growing Base of Young Engagers
Recent studies underscore the growing appeal of badminton among younger demographics. The sport has attracted 515,000 new adult engagers, with 67% of these new participants aged between 18–34. Gen Z, specifically, makes up nearly a quarter of this engagement base, and their participation levels are staggering — 84% of Gen Zers who engage with badminton actively participate in the sport. This marks a sharp increase compared to previous generations, reflecting a broader trend of Gen Z gravitating towards activities that align with their values and lifestyle.
In a 2023 study by Ernest Young (EY), badminton was ranked as the 5th most popular sport among Gen Z, in contrast to its 14th position among the general population. This shift indicates that badminton is not only maintaining its appeal but is evolving to attract a younger, more dynamic audience.
Why Is Badminton So Popular Amongst Gen Z?
Several factors contribute to the rising popularity of badminton among Gen Z, setting it apart from other sports that traditionally held sway with younger audiences.
1. Accessibility
One of badminton’s most significant advantages is its accessibility. It’s a sport that can be played almost anywhere, from backyards to professional courts, requiring minimal equipment — just a racket, shuttlecock, and a net. This ease of access makes it an ideal choice for young people who may not have the resources or facilities to engage in more equipment-intensive sports.
2. Social Aspect
Badminton is often played in pairs or doubles, promoting teamwork and social interaction. For Gen Z, a generation that values connection and collaboration, the social aspect of badminton is particularly appealing. Whether it’s a casual game with friends or a more competitive match, badminton provides a platform for social engagement that resonates with the collaborative spirit of Gen Z.
3. Fitness and Health
As awareness of fitness and well-being grows, many in Gen Z are drawn to sports that offer both fun and physical engagement. Badminton provides a full-body workout, enhancing agility, coordination, and cardiovascular health. Its dynamic nature, which balances aerobic exercise with strategic play, appeals to Gen Z’s desire for activities that contribute to a healthy lifestyle.
4. Casual Play
Unlike sports that require rigorous training or significant time commitment, badminton can be enjoyed casually, fitting seamlessly into the varied and busy schedules of Gen Z. This flexibility aligns with the preferences of a generation that values experiences that are enjoyable without being overly demanding.
5. Cultural Influence
Badminton’s global appeal, particularly in Asia where it enjoys a strong cultural presence, has been amplified by the rise of social media and global connectivity. As cultural influences merge across borders, the sport’s popularity has spread, making it more appealing to a diverse, global audience.
6. Low Entry Barrier
Badminton’s low entry barrier, in terms of both cost and skill level, makes it accessible to a broader audience. This is especially important for young people who might not have access to expensive sports facilities or equipment, allowing them to engage with the sport without significant financial or logistical hurdles.
The Challenge Ahead: Converting Participation into Broader Engagement
While badminton enjoys high participation rates among Gen Z, it faces a challenge in translating this participation into broader engagement, such as followership and attendance. Compared to sports like basketball and volleyball, which have higher levels of followership among young people, badminton’s engagement is primarily through active participation rather than spectating or fan-based interaction. This presents both an opportunity and a challenge for the sport’s stakeholders to innovate and create more touchpoints that can deepen young people’s connection to badminton beyond the court.
The Competitive Landscape: A Comparison with Tennis
The rise of badminton among Gen Z presents a challenge to other racquet sports like tennis, which, while still popular, is losing ground among younger audiences. Tennis, which holds the 7th position among the general population in terms of engagement, ranks 10th among Gen Z. This indicates a shift in preferences that tennis will need to address to remain competitive.
Innovations such as the Ultimate Tennis Showdown, which features a short form of the game with music, visuals, and mic’d-up players, are attempts to make tennis more appealing to younger viewers. This approach mirrors successful strategies in other sports, like cricket’s introduction of the 20/20 format. However, tennis must continue to evolve to capture the imagination of Gen Z, a generation that prioritises accessibility, social interaction, and flexibility in their sports choices.
Badminton’s growing popularity among Gen Z is a testament to its adaptability and appeal to a new generation. With its accessibility, social nature, and health benefits, badminton is well-positioned to continue its rise. However, the sport must navigate the challenge of converting high participation rates into broader forms of engagement to solidify its place in the competitive landscape of modern sports. As Gen Z continues to shape the future of sports, badminton’s evolution will be one to watch.