While in 2017, the shift may still be undetectable, it’s clear from our research that there is a shift in some aspects of youth culture toward more traditional values. By that, I mean a leaning by some teens and young adults to adopt values more closely connected to their parents and older generations and not necessarily those of millennials or even Gen X. I’m not talking about social issues, but rather beliefs like prioritizing family relationships, interest in making/saving money, and a belief that “achievement” is more important than “happiness.” I wonder if 2017 will be the year we begin to see some of this more traditional mindset begin to show itself in sports. For instance, could sports, like baseball, begin to see more traction with younger fans?
