Women In Sport find girls as a young as five see themselves as “not sporty”.
Based on new research, the charity argues that a brand-driven “system change” is needed to “reframe” girls’ perceptions of sport as a positive lifestyle choice.
Their findings reveal that the recommended daily level of activity is met by only 10% of 11 to 13 year-old girls and Proctor & Gamble research shows that by the time they become teenagers, 64% of girls will have “dropped out of sport”.
Women In Sport also found that mothers exert the strongest influence on girls’ exercise habits. Kate Nicholson, head of insight and innovation, said “[Marketing] needs to be authentic; the ability to relate to people in the real world is critical,” urging brands to connect with women and girls to effect change.
[4 minute read; article may be behind a paywall]