In Case You Missed It : 27 August 2024

#WeSawItComing : The Rise of the Expert Influencer

As seen in Wired, NBCUniversal’s strategy of using 27 popular influencers to promote the 2024 Paris Olympics largely fell flat. Audiences gravitated toward content from authentic athlete creators instead – such as witty posts from USA rugby star Ilona Maher. The public preferred the genuine connection and exceptional skills of athletes over the more generic, staged content from influencers, underscoring a shift in what viewers find compelling.

Back in May 2023, we analysed how The Rise of the Expert Influencer signalled that social media users were craving authenticity and relatability over perfection. Online audiences now want function over fluff and meaning over marketing.

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‘Gen Z want to use social media to help them improve themselves and the world, not drain and destroy their self-esteem’

Our top 5 Need to Knows of the week – curated by deputy foresight editor Dan Hastings)

: Fashion brands maintain consumer loyalty despite spending decline

: Apple’s latest accessibility film champions inclusive athletics

: Lisbon’s river pool concept brings urban bathing to the Tagus

: Heeyo’s AI playmate offers digital companionship for children

: The Royal Mint pioneers e-waste gold extraction

RSVP - Sports and Leisure Futures 2024–2025 Online Event

Sport is evolving beyond traditional boundaries, attracting a broader, more diverse audience. Regions and continents including the Middle East and Asia are becoming sports hubs, driven by investments in infrastructure and public health.

Younger generations are reshaping sports culture, prioritising connection, enjoyment and accessibility over traditional values such as performance. With the rise of niche sports and collaborations with fashion, along with technology-driven fan experiences, sport now offers new avenues for community, achievement and personal fulfilment.

Join us on 10 September for this members-only event as we unveil how sport is becoming bigger than ever and offering valuable lessons on nurturing a new era of fandom.

The event will take place online from 2:00pm to 3:00pm BST. There will also be a live Q&A session hosted by our experts and opportunities to network with other attendees.

If you are an LS:N Global member you can RSVP here.