Sport’s social license

Social

How does sport need to adapt to changing social sensitivities?听

Sport's strong societal support in New Zealand is threatened by misalignment with changing social norms, misinformation, and 'sportswashing', affecting its 'social licence'.听
Shifting public attitudes towards mental health, player safety, alcohol, gambling, gender representation, and environmental concerns are challenging traditional sports practices and organisations.听
Global social movements, climate change awareness, and ethical concerns about sponsorship and event hosting are increasingly influencing sport, requiring adaptation and responsible practices.听

Progressive societal values will impact sport, with increased focus on health concerns, gender equality, and athlete activism. Sport will adapt rules and formats to address safety and inclusivity.听
Environmental consciousness will grow, affecting sponsorships and event hosting. Organisations aligning with positive societal values will gain favour.听
Sport's integrity will face challenges from performance enhancement, while continuing to reflect and influence broader societal attitudes and values.听

Sport organisations must adapt to evolving societal values, emphasising positive social impacts, inclusivity, and environmental responsibility to maintain their social licence.听
Governance in sport will need to reflect diversity and community values, with increased focus on transparency, accountability, and ethical standards.听
Athletes and sport entities will face higher expectations and scrutiny regarding behaviour, cultural sensitivity, and environmental considerations in operations and events.听

How can we positively impact our community, measure our effectiveness, and align our practices with community values?听
What strategies can we implement to minimise our environmental footprint and uphold ethical standards among our athletes?听
How can we improve stakeholder communication and adapt to evolving societal norms and expectations?听