New Ideas in Marketing
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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.

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[4 minute read; article may be behind a paywall]

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