This report uses a behaviour change model to identify opportunities for sport to make better use of influence figures in order to get more women and girls participating.
- What do we mean by influencers?
- Behavioural science concepts.
- What do ‘Sway Factors’ mean?
- Case studies.
Influencers can be anyone and everyone
- It is not just those who are ‘sporty’ who influence others to participate in sport.
Influencers impact participation behaviour
- Influencers impact participation behaviour in different ways and in different contexts.
- A multi-pronged approach is required – the actions of different types of influencers should complement one another across the various contextual layers.
The new model of influence can be used to impact participation behaviour
- The ‘sway factors’ are complimentary and work best in combination with each other; each factor becomes more transformative at a different point along the behaviour change journey and then continues to impact participation positively.
Women’s influencers evolve over time
- Women are diverse and their influencers are strongly affected by the needs associated with particular points along their sports participation behavioural journey and their specific life stage.
- There is a need to identify where and when women are becoming disengaged with sport and where influencers can positively impact behaviour for women at different stages.