|This qualitative report has been put together by research agency 2CV and looks into the lifestyle, behaviour, priorities, preferences and attitudes of disadvantage young people and how to make sport relevant to their needs.
This research piece focuses on non-urban youths and follows up previous research on urbanites. Results centre on four factors; emotional, social, environmental and financial. Boredom is found to be a prevalent emotional issue as non-urbans feel especially physically and socially isolated due to social hierarchies, transport, finance and other environmental factors. Social elements emphasised that friends are the new family as youths typically come from unstable homes with unreliable parents and so seek supprot from peers. Friends also help to counteract boredom and shape identity. Conclusively, as young people are bored and looking for something to do, physical activity is a feasible option. For boys, increasing fitness and strength is appealing as well as team sports. For girls, physical activity is a social escape and opportunity to take care of their body and appearance, which can cause anxieties amongst this group.
This research piece would be useful for those looking to understand and engage disadvantaged youths.
Created 7 years ago, updated 3 years ago
|Geographic Coverage||United Kingdom|
|Contact||London Sport Insight Team|