There is growing concern that young people in the UK are becoming disengaged from physical activity and school sports. A study commissioned by the Youth Sport Trust – and carried out by Foresight Factory – reveals the need for improved communication and innovation in this area.
According to the research, almost half (45%) of young people would like to see greater use of new technology in physical education (PE) lessons. Meanwhile, young people’s awareness of the benefits they could get from PE and physical activity is in decline. Compared with its first study in 2015, the Youth Sport Trust reports fewer children agree that PE and physical activity help them to be healthy, falling from 78% to 72% in 2021.
With these figures in mind, there is a clear need for media, entertainment and technology brands to step in to better engage young people in physical activity. For more innovations in this area, delve into Tweenage Fitness.
Strategic opportunity
Beyond school environments, health and wellness brands can also engage young people through appealing at-home and studio-based workouts. Consider the potential of fusing techniques like gamification with traditional sports