How JD Sports is building culture for the Gen Z workforce

What I learned trying to reach the TikTok generation at JD Sports

Engaging the TikTok generation: How JD Sports is building culture for the Gen Z workforce

Here's the question I come back to constantly: how do you get 16-to-19-year-olds on the shop floor to care about a message from the CEO?

It's not a rhetorical question. It's one my team has been working on for the last 18 months, and we've made a real impact.

Five generations, one workforce

JD Sports isn't a small operation. We have 90,000 colleagues across 20+ countries with25 brands under the JD Group banner. And five generations working side by side, with 70% of our workforce being under the age of 30.

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