One hundred twelve years of golf-less Olympics came to an end at tee-off of the men’s tournament on August 11th. Justin Rose of Great Britain and Inbee Park of South Korea took home the golds for the men’s and women’s tournaments, respectively, in this historic moment for modern day golf.
Millennials are the key. Born between 1980-2000, give or take, this generation has substantial buying power as the largest demographic group in developed countries1. So gaining this group’s loyalty could mean big business for golf. But Millennials, already uninterested in golf, are unlikely to turn to it given the publicized selfish behavior of the sport’s top players. Let us explain: Social responsibility is very important to Millennials; it impacts how they make and spend their money and what they do with their time2. Unfortunately, all we are hearing about are the top golfers in the world being socially irresponsible in relation to their countries and their sport. Golf does not necessarily market itself as socially responsible, but recent events make the lack of social responsibility extra salient — and that’s something that could turn away Millennials.