Global decline of physical movement and how the sporting goods industry can take up this challenge

Overview of the decline

Globally, physical inactivity has reached pandemic levels, with profound consequences for health and economics. Daily use of such devices as smartphones and computers and the increase in sedentary jobs have steepened the decline. A study from 2017 using smartphone data to analyze physical activity in 111 countries found that there was considerable activity inequality within countries and that the inequality correlates with the prevalence of obesity . Notably, walkable cities overall show higher levels of activity, to the benefit of all demographic groups, but especially of women. (Source: Althoff et al., 2017.)

Regional insights

1. High-income countries

Physical activity levels are generally higher in high-income regions, such as North America and Western Europe, than in low-income nations. However, even high-income regions must deal with ever-higher levels of sedentary behavior through ever-greater urbanization and the integration of technology into daily life. The US, for instance, has seen a shift towards less movement, with declines in physical activities related to work, household tasks and transportation. (Source: Brownson et al., 2005.)

2. Low- and middle-income countries

Emerging economies, particularly in regions like South Asia and Sub-Saharan Africa, often display low levels of physical inactivity, because of their many labor-intensive occupations and few opportunities for sedentary leisure. However, urban areas in these countries are starting to mimic the sedentary trends observed in wealthy countries, and are of rising concern with respect to public health. (Source: Guthold et al., 2018.)

Trends over time

Over the past few decades, a global analysis of physical activity trends has revealed that, despite health initiatives, insufficient activity levels have remained stable worldwide, with significant disparities between genders. Women consistently report less physical activity than men, and the gap has not narrowed significantly over time. (Source: Guthold et al., 2019.)

Health risks and economic burdens

The decline in physical movement is not merely a matter of decreased fitness; it also appears to pose to a risk of such non-communicable diseases as heart disease, diabetes and various forms of cancer. There is also an economic risk, as the healthcare costs associated with these diseases are substantial and increasing. There is an urgent need for efforts to curb this trend and for strategies to promote physical activities at the community and policy levels. (Source: Jayasinghe et al., 2020.)

Addressing the global decline in physical movement requires a concerted effort from governments, communities and individuals. Urban planning that encourages walking and biking, public policies that facilitate access to sports and recreational facilities, and educational campaigns that promote the benefits of physical activity are critical. The sporting goods industry can play a pivotal role in all this by providing innovative products and engaging in community-based initiatives to encourage physical activity.

Leveraging the power of sporting goods to promote active lifestyles

Sporting goods is the sector for the promotion of active lifestyles. Not only do its companies produce and distribute the necessary equipment and apparel, but they can drive change. By fostering a culture of sport and recreation, the industry can boosts its own economic performance and at the same time serve the public, by raising physical activity levels across the demographic spectrum. That is also one of the reasons why the World Federation of the Sporting Goods Industry (WFSGI) and the WHO have signed a Memorandum of Understanding to collaborate closely and concretely on this topic. Please read here how you as a brand stakeholder can engage and how the WFSGI supports you.

The sporting goods industry has at least two levers at its disposal – marketing campaigns and major sporting events – to drive a significant increase in physical activity among the public.

One well-documented example is Sport England’s “This Girl Can” campaign, which inspired many to take up exercise. The target market was women, and the aim to assuage the sense that they are being judged when they exercise. It did manage to raise awareness and lower barriers, as evidenced by improved attitudes towards exercise and increased activity levels among participants.

1. “This Girl Can” campaign: A case study

The “This Girl Can” campaign, initiated in Australia, sought to empower women by reducing the societal barriers associated with exercise. Women tend to fear judgment at the gym, tend to fear that they will not fit the stereotype. They feel there is a stigma attached to not looking the part of a physically active woman. The campaign featured real stories from women of various backgrounds and fitness levels engaging in physical activity. The results were significant:

• Increased activity: The campaign led to a notable increase in physical activity among women who had felt inhibited about exercising in public. Many participants reported feeling more confident and motivated to engage in physical activities after exposure to the campaign.
• Improved psychology: There was a measurable decrease in the feelings of judgment perceived by participants, which correlated with an increase in their activity levels. The campaign shifted attitudes, making exercise seem more accessible and enjoyable for many women.
• Broader awareness: The campaign achieved high recall rates, which indicate a widespread impact. This was not limited to direct participants but also influenced the general public’s perception of women in sports.

(Source: BMC Public Health.)

Mass media campaigns on a larger scale also play a crucial role in enhancing physical activity. Studies have shown that well-designed mass media campaigns can lead to increased physical activity in diverse populations. They are most effective when integrated into broader health promotion strategies, ensuring the messages reach a wide audience and motivate behavioral change.

2. Global Impact of Mass Media Campaigns on Physical Activity (Journal of Physical Activity and Health)

This study assesses the role of mass media campaigns globally in promoting physical activity, especially in the context of the Covid-19 pandemic, which saw a reduction in routine physical activity because of lockdowns and social distancing. Key insights include:

• Global reach and adaptation: The campaigns had to be versatile in their message delivery and medium use, so they could be adjusted to suit various cultures. Thanks to this global approach, different regions tailored the messages to their specific public health needs and social norms.
• Long-term behavioral change: The campaigns did increase in physical activity, but it remains a challenge to convert short-term boosts into long-term habits. Campaigns that continued to engage with their audience over time achieved the most sustained behavioral change.
• Economic and health benefits: By increasing physical activity, these campaigns helped lower health care costs for non-communicable diseases, the type often exacerbated by inactivity.

(Source: Journal of Physical Activity and Health.)

 

-> Read on to find out how sporting goods brands are solving the problem of physical decline with impactful and inspiring initiatives.