Susanna Coletta, a student at the University of Lugano in Switzerland, has written an in-depth study that investigates intergenerational consumer behaviour – and focuses on the engagement of the so-called Generation Z or iGeneration, who were born between 1997 and 2021.
This group is estimated to earn 27% of all global income by 2031, and their interest levels and spending habits will be crucial to the success of sports. It is almost exclusively influenced by social media, and less inclined to attend events unless incentivized to do so.
“I’m really passionate about cars and motorsport in general, and I grew up in this sport because of my parents, who both work in the industry,” explained Coletta of her work. “Meantime, I studied corporate communication with a focus on customers.
“I focused on Generation Z because I could see the potential problem for motorsport, because there would not be so many fans in the future. I interviewed people from different…
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