Report Contents:
- What do we mean by influencers?
- Behavioural science concepts.
- What do ‘Sway Factors’ mean?
- Case studies.
In the summer we have to do a 1.5 km run and I hate it and want to quit, but thinking about that women who climbed Mount Everest, who didn’t quit, makes you want to finish
Key findings
- The roles that families, peers, local communities, specific sports communities and culture/society generally play varies at different times in a woman’s life and can include both triggers and barriers to her sporting participation.
- The behavioural model identifies six key ‘spheres of influence’ and shows sway factors that affect women’s sporting behaviour.
Recommendations
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
Recommended links and resources
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1.9 million
fewer women than men play sport once per week
Sport England
1 in 5
women exercise for less than an average of 30 minutes per week
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