Seattle, Washington, United States: KINONA, the women-led, women-inspired golf apparel company, has released the results of its second annual Women in Golf Equality Index, tracking evolving perspectives towards the sport and women in golf.

The survey of 1,044 American adults aged 18 and above reveals a majority belief that golf dress codes are outdated as players shift to more fashionable and casual wear, provides evidence of gender bias in the sport, calls for equal visibility and treatment for women golfers, and identifies participation trends.

Results include:

• 60% of Americans believe golf dress codes are outdated (compared to 56% in 2021), especially younger generations with 69% of Gen Z, 66% of millennials, and 57% of Gen X agreeing, followed by 54% of baby boomers.
•  More respondents recognise gender discrimination in the sport, increasing from 54% to 58% in 2022 versus KINONA’s 2021 survey.
• 50% of respondents agreed they would watch more women’s golf if there was more buzz and publicity, including nearly 70% of women who have played golf within the past three years. Younger generations, including 67% of Gen Z and 60% of millennials, were also the highest to agree.

“As a women’s golf clothing company, we are always pushing for more open-mindedness in the sport and want women to play the game their way,” said Tami Fujii, KINONA Co-Founder. “The survey reveals that there is a desire for more inclusiveness, from golf attire, to equality, and beyond. We hope we continue to see growth in the sport for everyone, including more opportunities for women golfers.”

Additional consumer insights on golf fashion and apparel include:

• 55% of Americans would like to see women dressed more casually on the golf course, including 58% of women who have played or are interested in playing golf, along with 69% of Gen Z, 64% of millennials, 50% of Gen X, and 44% of baby boomers.
• 66% of Americans would like to see/wear environmentally friendly golf apparel, especially women who have played or are interested in playing golf, with 75% agreeing, along with 75% of Gen Z, 73% of millennials, 62% of Gen X, and 57% of baby boomers.
• 71% of respondents agree they like to see/wear golf clothes that fit into their everyday style and transition seamlessly from the course to everyday activities, with 79% of women who have played or are interested in playing golf saying this.
• 70% of respondents believe golf clothes must be just as fashionable as they are functional, with 80% of women who have played golf or are interested in playing agreeing.
• 77% of women who have played or are interested in playing golf believe when you wear stylish clothes and feel confident in your appearance you play better.
• One-in-three people who have played or are interested in playing golf would prefer to wear general athleisure or street clothes if/when they play.
• 50% of Americans would also like to wear golf clothes if/when they go to Topgolf or places similar, with 57% of Gen Z, 52% of millennials, and 49% of Gen X agreeing.

Americans recognise gender bias, while views of equality also increase; younger generations driving changes in attitude:

• This year, only 21% of Americans believe golf is a man’s sport compared to 26% in 2021.
• 30% of respondents who have played golf on a course within the past three years mentioned they have seen or experienced bias.
• 82% of respondents agree that women should have the same amount of prize money and sponsorships as men in golf.
• 54% of Gen Z believe women are better golfers than men, followed by 42% of millennials, then 27% of Gen X and 20% of baby boomers.
• 71% of respondents believe women are more likely to receive unsolicited advice on the course than men, the same as in the 2021 survey.
• 67% of respondents believe women are judged more on appearance than male golfers; 78% of Gen Z, 70% of millennials, 61% of Gen X, and 64% of baby boomers agree.
• 63% of respondents believe men are judged more based on skill and game play compared to women in golf.

Golfing future looks bright:

• 25% of US adults plan to play golf at a course in the years to come.
• One-in-four respondents agree that they would recommend kids start playing golf at a young age.
• Approximately one-in-three Gen Z and millennial respondents would be interested in playing golf more on a course to be more social with friends and family that play golf, and to test their skills.

The second annual KINONA Women in Golf Equality Index findings are sourced from an online Xcelerant survey conducted by Directions Research in April, 2022 and commissioned by KINONA. The survey was conducted April 13-14 and April 16 and distributed to a sample of 1,044 US adults 18 years of age and older, with a 95% confidence level.