Professional women’s football has long faced an uphill battle. It has been dismissed by media figures who should have championed it, held back by outdated stereotypes, and underfunded compared to the men’s game. For years, the sport struggled against perceptions that football was “for men,” that the quality of the women’s game wasn’t good enough, and that structural barriers like limited school programmes and fewer televised matches kept girls off the pitch. But things are starting to change. This year’s Women’s Euros in Switzerland broke attendance records. Of the 31 matches played, 29 were sold out, with over 650,000 spectators attending across the tournament—a historic milestone. Seeing packed stadiums sends a powerful message: this is something worth watching. And that perception matters more than we often realise. The Power of Popularity Behavioural science calls it social proof, the idea that we are influenced by what others are doing, especially when we are unsure ourselves. When we see something gaining traction, we are more likely to join in. In women’s football, this creates a positive cycle: larger crowds → more fans → more investment → more visibility It is a feedback loop that is finally working in favour of the women’s game. Clever campaigns are helping shift the narrative too. One viral advert, for example, showed jaw-dropping football skills from what appeared to be the French men’s team, until the reveal: it was actually the women’s team, with the men’s faces digitally added. The message? Talent isn’t gendered. Interestingly, the same behavioural principles apply in healthcare, for example, in market research and prescribing behaviour. Healthcare professionals often lean towards treatments that are considered the standard of care, widely known, or commonly used by their colleagues. Even if they are not deeply familiar with a treatment, its popularity can lend it credibility. This means newer or less established medicines may be overlooked, despite potentially offering better outcomes. Social norms also shape how healthcare professionals respond in research settings. It is rare for a clinician to admit to gaps in their knowledge or to feeling they did not treat a patient in the best possible way, not because they are unwilling to learn, but because of how they wish to be perceived. These subtle pressures can influence research insights unless carefully managed. Behavioural scientists use techniques such as strategic question framing and ordering to reduce these biases and encourage more honest, accurate responses. It is a reminder that perception—whether in a stadium or a survey, can be just as influential as fact. Changing the Game Social norms influence us more than we expect. In women’s football, they are helping to rewrite the narrative. In healthcare, they shape how professionals think, act, and respond. Understanding these forces is not just interesting, it is essential for anyone looking to truly connect with their audience. Want to explore how behavioural science can help you better understand your customers? Get in touch with the team at shift@hrwhealthcare.com, or alternatively fill in the contact form below Apply Now!