7 Insights that Forecast How to Relate to the Student-Athletes of the Future
My recent insights study of 1,000 13-17 year-old college prospects (high school age athletes that intend to play in college or are already being recruited) focused on their expectations of their futures. In an environment where college Coaches and Administrators have short-term pressures, why do I recommend that they consider the beliefs of the next generation of student-athletes? Because there are few things that signal a more genuine connection to a young person than a Coach or Administrator engaging them about their future.
#1 Careers
Healthcare: The “Fauci Effect” (“…medical school applicants are up 18% this year over last year, driven by the example of medical workers and public health figures such as Dr. Anthony Fauci”) seems to be trickling down to high school age athletes. 17% of student-athletes in our study plan to make a career in healthcare.
Entrepreneurship: About 14% of the U.S. workforce are considered entrepreneurs. By comparison, 27% of 13-17 ear old student-athletes say they plan to start their own businesses some day.
Technology: With the important role that social media, gaming, and streaming entertainment play in their daily lives, it’s unsuprising that nearly one-third of young student-athletes have an interest in working in technology.
#2 Income
So, what do Student-Athletes expect to be earning in ten years?
22% said they expect to be earning a salary equal to today’s lower-income household (29% of Americans live in lower-income households today)
48% said they expect to be earning a salary equal to today’s middle-income household (52% of Americans live in middle-income households today)
30% said they expect to be earning a salary equal to today’s upper-income household (19% of Americans live in upper-income households today)
While some student-athletes are optimistic about their economic futures, many expect their future economic circumstances to be similar to their current household income.
#3 Nutrition
Young student-athletes are following a plant-based diet at a higher rater than U.S. adults and even current college students. 17% of 13-17 year old student-athletes say they are vegetarian or vegan, while that number is about 3% for U.S. adults and about 14% for the general college student population. Student-Athletes’ desire to protect the environment is cited as their primary reason, even outweighing the positive health impact of plant based diets.
#4 Technology
When it comes to tech 13-17 year old student-athletes “use every day,” smartphones are the dominant device with 96% of student-athletes saying they have a smartphone. But what tech do these student-athletes think they will be using every day ten years from now? 62% say that wearable tech will be critical to them in the coming years. By comparison, only 21% of Americans use wearable today (Pew.)
#5 Marriage and Family
79% of student-athletes expect to be “partnered” in the next ten years. 39% say they expected to be married (currently, 29% of U.S.18-34 year olds are married), while 40% expected to be in a committed relationship. Student-Athletes’ views on “partnering” are impacted by a wide range of factors from the economy and divorce rates to marriage equality and other environmental factors.
#6 Religion
32% of 13-17 year old student-athletes say they are religious, but do not regularly attend places of worship, while 30% do attend services. 31% of student-athletes reported that they don’t practice religion of any kind. The overall decline in religious participation among young people is correlated to a lack of trust in religious institutions; student-athletes say their views have been impacted by news in recent years of church scandals.
#7 Social Issues
Young student-athletes are following a plant-based diet at a higher rater than U.S. adults and even current college students. 17% of 13-17 year old student-Ranked in order, 13-17 year old student-athletes say that the social issues most important to them are Climate Change 56%, Social Justice 54%, Gun Violence 28%, and Income Inequality 9%. Compared to college student-athletes, high school age student-athletes are more unified around the single issue of Climate Change.
Next Steps
If you are interested in learning more about high school or college student-athletes, please consider a custom Workshop for your team, Athletic Department, or organization.