Understanding reference groups for norms and behaviour change: the intersection of relationship dynamics and family planning
Outcomes: Gender‑Based Violence, Sexual and Reproductive Health
View SourceKey Social Norms Take-aways This study highlights how reference groups—trusted individuals who influence beliefs and behaviors—shape social and gender norms related to family planning and relationship dynamics in Kinshasa, Democratic Republic of the Congo. Godparents, pastors, friends, and health workers each influence norms in different ways and with varying effectiveness across topics. Some actors provide direct advice, others influence by example, and some are trusted but not used as sources for personal issues. Understanding these nuances is key to designing interventions that support gender-equitable norms and reduce barriers to family planning and healthy relationships.
Objectives The study explored which individuals young people consider influential (reference groups) for decisions related to family planning and relationship dynamics, how these actors influence behavior, and whether the same people influence both areas. It sought to understand the mechanisms of influence—such as social support, engagement, and social comparison—and their implications for norm change interventions.
Methods This qualitative study was conducted in 2021, three years after the conclusion of a gender norms intervention called Masculinité, Famille et Foi. Researchers carried out 89 in-depth interviews with married or cohabiting young adults from four Protestant congregations—two that had participated in the intervention and two comparison sites. Participants were asked about the people who influenced their decisions related to family planning or couple relationships and how those individuals influenced them. Focus group discussions with pastors and gender champions helped validate the findings.
Results Reference groups varied by issue. For family planning, friends, godparents, husbands, and health workers were most influential. Many women identified their husbands as central to family planning decisions, whereas few men mentioned their wives as influencers—reflecting persistent gender power imbalances. For relationship dynamics, godparents, pastors, and parents were key. Godparents were highly influential across both areas, often providing emotional and practical support. Pastors were trusted figures, particularly on relationship matters, but were less likely to speak openly about contraception. Health workers were valued for technical information on family planning but were not seen as relevant to couple dynamics. Mechanisms of influence included emotional support, example-setting, religious authority, and informational guidance, and varied by actor and issue.
Conclusions Social and gender norms around family planning and relationships are shaped by different influencers through distinct mechanisms. Interventions should identify which reference group members hold sway over specific behaviors and equip them to support healthy, equitable norms. Tailoring strategies to these dynamics is critical for effective norm change.
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