Evidence-based approaches to shift gender norms

Using Behavioral Insights and Chatbots to Shift Gender Attitudes in South Africa Can a WhatsApp chatbot foster healthier interpersonal communication among youth? A recent South African study says yes—and offers valuable insights into how behavioral science and digital tools can catalyze change in gender attitudes. To tackle entrenched attitudes related to gender-based violence (GBV) and improve communication, researchers developed a behaviorally informed chatbot intervention tailored to South African youth aged 18–35. Unlike conventional information-delivery tools, these chatbots were designed using formative research, behavioral insights, and user co-creation. Developers conducted interviews and focus groups with young people to understand the emotional and cultural dimensions of gender norms. This research informed content that was emotionally resonant, context-specific, and written in a conversational tone that mimicked peer-to-peer interaction. The chatbot didn’t just dispense information. Instead, it used scenario-based modules, storytelling, and reflective prompts to gently challenge users’ beliefs and behaviors around power, emotional expression, and partner communication. Behavioral science techniques such as social norms messaging, commitment devices, and choice architecture helped sustain user attention and facilitate attitudinal shifts. To reach its audience, the project team launched a digital advertising campaign on social media platforms, primarily Facebook and Instagram. These platforms were chosen for their high usage among the target demographic. The campaign reached approximately 1.4 million people, with messaging that emphasized confidentiality, convenience, and relevance to daily relationship challenges. Of those reached, 27,000 users clicked through to begin the chatbot experience via WhatsApp—yielding a click-through rate of 1.93%, which is considered strong for a campaign addressing sensitive social topics. Engagement was also high: 17,000 participants completed the full chatbot sequence, resulting in a 63% completion rate. The results were telling. Participants who engaged with the behaviorally informed chatbots showed significantly greater improvements in gender attitudes—particularly around emotional openness, supportiveness in relationships, and challenging norms that endorse male dominance—compared to those who interacted with information-only chatbots. The study highlighted especially strong effects among male users, suggesting the power of behavioral design in engaging men around sensitive gender issues. In a digital age where behavior change interventions must compete for attention, this study offers a replicable model for scalable, engagement. Chatbots, when designed thoughtfully and grounded in behavioral science, can be more than just messengers—they can be catalysts for meaningful change. #GenderEquity #BehavioralScience #DigitalHealth #GBVPrevention #Chatbots #YouthEngagement #SocialNorms

A very interesting research on gender norm intervention co-authored by BRAC Institute of Governance and Development (BIGD), BRAC University Research Director, Munshi Sulaiman just got published as the World Bank Africa Gender Innovation Lab Working Paper. Gender inequality and restrictive norms are often reinforced and internalized during adolescence, influencing pivotal life choices. This paper presents results from a randomly-assigned gender norms intervention for young adolescents in Somalia that led to greater support for gender equality in reported attitudes among both girls and boys. The main contribution of the research is to rigorously test if the intervention led the adolescents to hold more gender equitable attitudes in public and not succumb to peer pressure. In a novel lab-in-the-field experiment designed to observe social group dynamics, treated adolescents were also found to be less likely to succumb to peer pressure to conform when stating their gender attitudes in public. Perceptions of gender norms appears to shift for boys, leading to a greater public expression of gender egalitarian ideals. Furthermore, the findings show improved adolescent mental health, increased caring behavior towards siblings of the opposite sex, and a higher likelihood of involvement in household chores by boys. A complementary gender norms intervention for parents had limited marginal impact on the attitudes and behaviors of adolescents. The results suggest that gender norms interventions can be effective in influencing the attitudes and public discourse around gender equality, even in early adolescence. https://lnkd.in/dTUXetS5

Gender Transformative Approaches (GTAs) refer to strategies and interventions that go beyond addressing the symptoms of gender inequality and instead seek to challenge and change the underlying power dynamics, structures, norms, and behaviours that perpetuate gender-based discrimination and inequality. Key Features of Gender Transformative Approaches: 1. Challenge Unequal Gender Norms and Roles: GTAs confront and aim to shift societal expectations and cultural norms that reinforce gender inequalities (e.g., traditional roles that restrict women's decision-making power). 2. Promote Gender Equality and Equity: These approaches actively promote equal rights, responsibilities, and opportunities for all genders, recognising that equity (fairness) may sometimes require unequal inputs to achieve equal outcomes. 3. Empower Marginalised Groups: GTAs prioritise the empowerment of women, girls, and other marginalised gender groups by building their skills, voice, agency, and access to resources. 4. Engage Men and Boys: They involve men and boys as allies in challenging harmful masculinities and promoting equitable relationships. 5. Systemic Change: GTAs aim for long-term transformation at multiple levels—individual, interpersonal, institutional, and societal. 6. Context-Specific: These approaches are informed by context-sensitive gender analyses to ensure they are culturally relevant and locally owned. Examples of Gender Transformative Interventions: Education: Curriculum reform to challenge gender stereotypes and promote critical thinking about gender roles. Health: Programs addressing gender-based violence (GBV) that involve both survivors and perpetrators in understanding power and gender dynamics. Agriculture and Livelihoods: Ensuring women have equal access to land, inputs, and markets, while promoting joint decision-making in households. Policy: Developing and enforcing gender-equitable laws and institutional policies. Gender Equity Policy Institute (GEPI), Gender at Work India, Gender, Work & Organization, HBS Race, Gender & Equity Initiative, CGIAR Gender Equality and Inclusion, ADB Gender, Gender DEI, Gender & Health Hub, Gender Unit | Ministry of Planning Development and Special Initiatives, Gender Justice & Women’s Rights Division - PJ&RI, Gender, Adolescent Transitions & Environment (GATE) Program, Grow. Gender and Work., Gender Equitable and Transformative Social Policy for Africa, Institute for Gender and the Economy, Africa & Middle East Gender Mainstreaming Awards, Gender Initiative For Change and Social Tranformation, Military Gender Trainers, Institute for Faith and Gender Empowerment (IFAGE), Gender and Environment Data Alliance (GEDA), Gender Justice Fund, Gender Mainstreaming Research Association, Gender Mainstreaming Governance & Leadership at OECD

New Report: Transforming gender norms for women’s economic rights and empowerment ALIGN’s new report outlines key evidence and learning from successful approaches to shift the norms that underpin gendered economic inequalities at community, workplace and policy levels. Key messages -Gendered norms and economic inequalities persist in areas such as unpaid care work, gender-based violence and economic decision-making - with progress stagnating or even reversing in many countries. -Norms holding back women’s economic empowerment across any given context are entrenched and sticky. -Direct and indirect approaches should be combined to shift norms most effectively in four key areas to enhance women’s economic outcomes. Direct approaches seek to change mindsets; indirect approaches seek to change the conditions, systems and structures that underpin a norm. -Four fundamental areas to transform norms for women’s economic rights and empowerment are: employment, non-financial assets, financial inclusion and entrepreneurship.