A new report from Women in Sport, the charity campaigning to transform sport for the benefit of women in the UK, has found that women’s participation in sport is swayed by a larger number of people and “influencers” than had been previously thought.
The landmark new research report called, What Sways Women to Play Sport was funded by Sport England and is based on research conducted by The Behavioural Architects. The research used a behaviour change model to identify opportunities for sport to make better use of influence figures.
Contrary to the initial hypothesis that “role models” would have the most significant impact on female participation in sport, it was discovered that other influencers had more impact. The influencers also come from an array of areas, such as family, local community, sports community and social and cultural.
With 1.9 million fewer women playing sport than men once a week in England, the report develops a “model of influence” that it is hoped can be used as a framework to encourage further female sporting participation, utilising the influence of each of the influence communities.
Other findings from the report include:
• Influences can include anyone and everyone, not just those perceived as “role models”. Equally, influencers may not always be aware just how much they can or do influence the behaviour of another
• Influencers impact participation behaviour
• Women’s influencers change over time in line with their evolving needs.
Commenting on the report’s findings, Women in Sport CEO Ruth Holdaway said, “We wanted to understand who these ‘role models’ we hear so much about really are – and whether or not they do influence, or sway, women to play sport and be more active. Are role models the key to unlocking women’s participation in sport, or are there other that have greater impact, and if so, what are they?
"Our research findings presented here are clear – role models ARE important, and they are everywhere, but they are not the only factor that sways women to play sport.”
To find out more about the What Sways Women report, click here.
