GOLF and its rule base has a serious culture clash in attracting the next generation of players, according to PSYenz, a specialist neuroscience division of Sport Psychology Ltd (SPL – the UK’s oldest sport psychology consultancy).
In 2010 and 2021 it ran ‘The Mackenzie Survey’ looking at the relevance of the 13 golf design principles set down 100 years ago by the eponymous Dr Alistair Mackenzie.
The golf industry has now asked for it to run annually.
As part of the survey respondents are asked to add their own ‘Principle’ 14’. Although the survey will run until the year end it became clear very early on that a significant number of respondents were indicating an issue with ‘fairway divots’.
On analysis it became clear that all these respondents were Generation Z (born 1997- 2012 age range 12- 27).
PSYenz/SPL decided to investigate this by running a number of focus groups with both golfers and non-golfers in this age range.
In those discussions not a single participant felt it was fair for a good shot to be punished due to a lack of care/etiquette – especially if that lack of care is from a fellow competitor – who did get a good lie.
“In previous generations golf has been able to maintain a rules culture based on the notion that golf – like life – is not always fair,” said PSYenz/SPL chief neuroscientist Stephen Smith.
“However evolutionary neuroscience has shown that humans (like most animals) are hardwired to detect when the environment is unfairly slanted against them – a core survival instinct.
“Generation Z are the first generation that will not simply accept and put up with a culture that tells them to ‘suck it up’.
“Any sport/leisure pastime that fails to adapt to this sea change in human culture will struggle to grow or even maintain participation levels amongst this next wave of potential players.”
On this single issue, PSYenz/SPL would advise the R&A and USGA to investigate the extension of ‘winter rules/pick and place’ all year round as this removes the challenge of defining what a divot is in the fairway.
A wider review ought to be taken on all of the rules and how they may deter new players.
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