Bridging Social Norms Theory and Community Mobilization: Pathways for Overcoming Gender Stereotypes in Women’s Economic Empowerment Programs

Abstract

Very entrenched social norms and traditional expectations around gender roles remain the biggest barriers to young women’s participation in economic empowerment programmes, particularly in the peri-urban slums," he added. In response the study proposes an integrated conceptual model that systematically integrates the social norms effects literature with the practical taxonomies and community mobilisation models NGOs can employ in low-resource contexts. Drawing from meta-reviews, extant typologies, and best-practice literature on norm diffusion, facilitated community dialogues, and collective efficacy, the study identifies for operational purposes the means through which gender stereotypes can be contested and women’s voice strengthened. The strategy focuses on tactics like enlisting male allies, activating influential community networks and influencing gatekeepers in relation to collective action for normative change. The strength and utility of the framework in guiding development programming and advocacy can be seen when using the criteria for evaluating the completeness of a framework, its usefulness for NGO programming, potential for uptake in policy, conceptual clarity and actionability. One of the contributions of this paper is a policy-relevant, evidence-informed model we provide to NGOs and policy-makers to create economically viable, gender transformative initiatives that include the component of social norms change as part of broader economic empowerment approaches.